Best Buy - Voice of Customer
February - March 2020 (one month), Work Project
This project is a NPS customer feedback analysis that aiming to identify customers’ frustrations and potential opportunities for Product Team - Find, to optimize and troubleshoot customers’ navigation experience.
MY ROLE
UX Researcher
Tool Set
Excel, PowerBI, Affinity Diagram,Text Analytics, Figma,Wireframe
Deliverable
Customer Feedback Insight Analysis , NPS Performance PowerBI Dashboard
Background
This project is part of Voice of Customer (VoC) program. VoC is a program that has initiated by Best Buy Canada eCommerce Operations Community. The goal for this project is to leverage customer insights from NPS and share it with the Product Family - Find.
The purpose of the eCommerce Operations Community is to ensure the integrity of the online shopping experience, act as the voice of the eCommerce customer, and partner with internal and external teams to drive efficiencies and enable and accelerate change.
The Vision Statement for Find team: is to enable our customers to quickly and effortlessly locate Best Buy's content, services, products, and stores.
“How did I have impact?”
#1 Acting as a voice of customer and an information hub between various parts of the business to collaborate
#2 Analyzing NPS Customer feedback questionnaires and proposing actionable digital improvements for the wesite
#3 Developing a scalable strategy for the eCommerce Operations Community thorough VoC program discovery period
“What is my methodology?”
Problem-solving Process
My analysis approach follow by four major steps: collect, review, categorize, and analyze.
Data Source: NPS Customer Experience Portal (Best Buy Internal Database)
Time Range: FY2020 Q4 (Nov 3 – Feb 4)
Sample Size: 1660
Keywords Spotting
The raw data were collected from NPS Non-purchaser Verbatim. To clean the data, I used word spotting with a list of keywords in Excel and narrowed down the valid customer feedback for the product team - Find.
Word Spotting for Keywords
Primary Key Words (Product Family): Filter, Facet, Search, Navigate, Find
Secondary Key Words(Generic Navigation Key Words) : Categories, Current Offer, Brand, Color Family, Customer Rating, Sellers, Status
Tertiary Key Words (Facet – Current Offers) : On Sale, On Clearance, Best Buy Exclusive, Online Only, As Advertised
Thematic Categorization
After reviewing customer feedback, I categorized the valid customer comments into themes and sub themes by using Excel and affinity diagram. Affinity Diagrams helped me bundle and cluster the common topics into groups. It also helped me understand the relations between two topics.
Data Visualization
I conduct in-depth analysis for “Findability” and visualized the most commonly found words in NPS via PowerBI.
PowerBI Word Cloud - Findability Top Themes
“What are customers saying… ”
Quotes from Non-purchaser Verbatim
Filter - Available In Store
Finding: customers are looking for a way to see what available in store on product listing page (PLP), and to see what’s in nearby stores
Filter - Marketplace & Refurbished
Finding: customers are looking for a way to filter out Marketplace sellers and refurbished products on PLP
Filter - Filter More Options
Finding: customers are not able to select more than two brands/colours/etc. in the filter
Search - Show More V.S. Item per PLP
Finding: customers would like to have the option to choose how many items per page
Facet - Specific Categories
Finding: customers hope to have some specific categories to guide them when they shop online. e.g. Gift ideas, Gift for her/him, Gift Price Range
Search - Availability of Product
Finding: customers are frustrated when they see the product is “sold out online”
Appendix
NPS Definition:
a metric that quantifies how many more people are likely to strongly recommend your site or product compared to those likely to criticize it.
• Assess overall customer satisfaction with a service or product
• Best predicted customer behavior
• Strongly correlated with company growth over time
Why use Non-purchaser Verbatim?
Because it asks two specific questions to the non-purchaser in the survey.
• Likelihood To Recommend Comment
• Thing To Improve
If these issues are solved, we are most likely to gain more customers.