Surveys
Understanding why engaged customers return
Problem
The Business Insight team were working with our COO to understand the behaviour of active Lyst customers. The data team had provided a list of behaviours this customer segment was doing but they did not know why these customers kept coming back. They didn’t know the value these customers saw in Lyst’s product.
How might we understand why engaged customers use Lyst? How might we understand why disengaged Lyst users were turned off from using the product?
My Approach
What do we need to know and why? I met with our Business Insight PM to get more of an understanding about what they wanted to know and why. What decisions would this information be used to make? What was our list of unknowns to answer? We agreed on the outputs of what we needed to know at the end of the research and a timeline for the project. We had weekly check-ins to discuss progress and early findings.
Survey creation, I created a survey for each customer segment, the engaged and non active customers. We offered a prize draw as an incentive. I collaborated with our legal team to make sure we conducted this within competition laws and regulations. We could only contact customers who had all the appropriate active consent settings.
Quantitative and qualitative, The two customer segment surveys combined quantitative and qualitative questions to answer our unknowns. The surveys had to be just the right length to be filled out by people we sent it to, not too long but enough questions to gain the answers we needed.
Collaboration across the business, The data team provided batches of emails for customers which matched the active and non active segments we were interested in. I collaborated with our retention team who sent out the emails in batches to each customer segment. We sent a follow up email to people who had not yet filled out the survey.
Analysis, From the qualitative answers I conducted theme analysis. From the quantitative data I created bar graphs to visualise the results.
Outcome
We gained 30 quality survey replies from active Lyst customers which I analysed.
The disengaged segment did not respond to the survey after repeated email batches. This part of the project was put on hold. I thought about other ways to contact this group.
I created a slide deck to go through the themes and data we gained from engaged customers.
I discussed these outputs with our data team and data PM in a ‘show and tell’ session. Our data PM then shared this information with our COO.
The slide deck meant we had an accessible way for people around the business to view the outputs from the research without giving them a lengthy document to read.
I’ve often shared this piece of research as an insight into what value customers see in Lyst’s product.
This information has been validated from other sources, for example our UX score and comments which is an intercept survey we run on Lyst’s website. I also later ran a 'Super Human' style survey for our app customers which received the same themes from replies.
It was good to see three sources of research bring back the same themes, which indicated a robust understanding of what value engaged customers see in Lyst's product.