UserVoice Enables Customer Engagement through Online Support and Feedback

UserVoice provides software to support help desks and engage customers in providing useful feedback. I recently spoke with CEO, Richard White, who said that their goal is to help Web-based companies better understand their online customers in the context of providing them with help.

They do not want to simply provide help desk support but also increase customer engagement. This is a wise move as it can only also increase customer loyalty and revenue.

Richard White, CEO, UserVoice

In the past few years there has been a significant increase in the number of companies that operate exclusively online. The relative low cost of doing virtual business is enabling smaller companies to get into the market.

The issues facing this new breed of companies are very different than traditional brick and mortar firms that set up a Web presence. UserVoice is designed to address the needs of this new breed of companies.

Richard made the very important point that companies that are exclusively online have few ways to interact directly with their customers except in help situations. Without a feedback system such as UserVoice, the only remaining form of feedback is revenue swings and companies need to stay ahead of this curve if the potential direction is downward.

These companies also face the need to support large numbers of customers with small staffs. UserVoice allows them to operate at scale with small support staffs. It offers two interrelated solutions: UserVoice Helpdesk™ and UserVoice Feedback™ .

UserVoice Helpdesk™ provides a simple, easy to use platform for customer support. Their target population for this offering is support teams ranging from 3 to 15 members so it is not overburdened with unnecessary features for this population. It is actually available for free for only one agent seat. Here is a sample support queue screen.

UserVoice Sample Support Queue Screen
UserVoice Sample Support Queue Screen

Some companies operate with one person or a rotating team of people and make full use of this free version. Others use the single seat to test it out before obtaining licenses for additional seats.

The HelpDesk is for support tickets to track customer requests. Instant Answers™ (see below) reduces the need to answer the same question over and over as it provides customers with relevant answers while they’re submitting a support request. Customers can give support staff kudos at any point in the support process which further encourages proactive customer service.

UserVoice Instant Answers
UserVoice Instant Answers

Here is a kudos screen.

UserVoice Leaderboard Screen
UserVoice Leaderboard Screen

UserVoice’s other offering, UserVoice Feedback™ makes it easy to collect feedback from customers — prioritized by votes — via a simple feedback forum. It is their more unique offering.

UserrVoice Partial Sample Voting Screen
UserVoice Partial Sample Voting Screen

Many large companies that already have entrenched and complex help desk systems still make use of UserVoice Feedback to collect customer input and increase engagement – both inside their organization’s firewall, as well as from external customers. Customers can easily submit and discuss ideas without having to sign up for a new account. Their voting system also prevents fraud and vocal minorities from distorting the true voice of the customer. Here is a partial sample voting screen.

Richard described how the Feedback management system interacts with other tools.  For example, AppFusions has built a connector with Atlassian JIRA, the widely adopted issue tracking tool (i.e., UserVoice to JIRA integration).

This allows companies to act on the feedback. Once the proper actions have occurred inside product management or engineering, then the results are passed back from JIRA to UserVoice Feedback to alert the customers of the result of their input. Here is an email notification of an update.

UserVoice Status Update
UserVoice Status Update

Richard said that this integration is key, as UserVoice does not want to be a point solution but part of an integrated customer response system. He mentioned that while most applications have APIs for connecting, it is not always easy. Having a ready-made integration tool through AppFusions makes this essential connection easy.

Putting customer input into JIRA also has the added benefit of letting engineers and product development people see what customers really want. Those responsible for product upgrades can see the actual numbers connected with requests to help guide their decisions.

Many studies have shown that customer involvement in product development increases the possibility of product success. This has also always been my personal experience too.

Understanding the voice of the customer has become an increased market need in the past few years. UserVoice addresses this need for online companies, providing a means for ongoing customer engagement at both the daily service level and for product improvement.

If you have additional questions on UserVoice or the JIRA integration, please do not hesitate to contact AppFusions at info@appfusions.com and we’ll help you – or get you going on a trial asap!

Interview by Bill Ives of the Merced Group, and who also blogs at Portals and KM.

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