Voice of the Customer at Etsy · 2018. 6. 27. · Abby Covert - Senior Staff Information Architect...
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Voice of the Customer at Etsy Linda Kozlowski & Abby Covert
Transcript of Voice of the Customer at Etsy · 2018. 6. 27. · Abby Covert - Senior Staff Information Architect...
Voice of the Customer at Etsy
Linda Kozlowski & Abby Covert
Voice of the Customer at Etsy
Etsy is the global marketplace for unique
and creative goods
Voice of the Customer at Etsy
Our Mission: Keep Commerce Human
Voice of the Customer at Etsy
We help 2 million sellers connect with 35
million buyers in nearly every country
around the world.1
1 Active sellers and active buyers, as of March 31, 2018.
Voice of the Customer at Etsy
5
Sellers create and curate 50 million
unique items in our marketplace,
collectively making $3.25 billion in sales
last year.
Sellers Buyers
EtsyDiscover unique products
while supporting independent creative
businesses
Turn their creativity into a thriving business by
connecting with a global community of buyers
Customer ServiceProduct Development
User ResearchMarket Research
Content & Communications
Community Outreach
Sellers Buyers
EtsyDiscover unique products
while supporting independent creative
businesses
Turn their creativity into a thriving business by
connecting with a global community of buyers
We continually invest in our platform to grow a vibrant
creative marketplace
Architecture of Etsy’sVOC Program
Architectural Principles
Multichannel
Cross
Functional
Measureable
Architectural Principles
Multi Channel Emails&
Phone Calls
Surveys
User Research
Social Media
Teams
Forums
Country Managers
Voice of the
Customer
Architectural Principles
Cross Functional
The ListeningTeam
Identifies and prioritizes the issues we hear about from our
customers
The Action Team
Advocates for and tracks actions that could resolve
identified issues
Advisory CouncilThe two teams meet quarterly
to communicate progress, blockers and new insights to
the Advisory Council
VOC Quarterly Read Out A report of current ranking of issues and progress made is published to the organization
quarterly
Architectural Principles
Measurable
Pain VolumeCXV
Lessons Learned
Assigning ownership changes
the conversion from whether to how
Lesson1
Connecting qualitative and quantitative
sources makes learning more effective
Lesson 2
Avoid Voice of the Customer morphing
into Voice of the Business
Lesson 3
Thank You.
Linda Kozlowski - Chief Operating Officer - [email protected]
Abby Covert - Senior Staff Information Architect - [email protected]
