Yahoo! Listens to Customer Feedback with KANA SEM Experience Analytics

Uploaded by KANASoftware on 11.10.2011

The program started roughly 8 years ago when I was involved with a broadband group here
at Yahoo!, and what we did there was manage the services that provided co-branded, internet
access to various ISPs all around the world. At that time, Yahoo! experienced a shift in
the kinds of users we were servicing. We up to that point and still today rely heavily
on the free user types. But then, we introduced the type of user who is paying for the service.
The subscribers to the Teleco services were getting a co-branded experience. As such,
we felt the need to improve our listening programs and understand a little better from
those premium users, what they like and didn’t like about the service. And so about that
time we started looking around and decided ultimately on KANA, on the listening programs
there to begin listening to the feedback these co-branded customers had. Early on, we realized
that that was a program that should be extended to other groups within Yahoo!, and so the
learnings we got from that were very helpful in setting up programs for other groups. Today
we have channels with everyone from mail and messenger to sports, finance, news, all the
big properties here at Yahoo! I work in both the product side and customer
care side. For product, we use KANA listening service to aggregate feedback suggestions
from our users and implement them into the product. For the customer care side, we use
the product really to look for emerging issues that might be coming up that would drop volume
to our agents. The standard implementation at Yahoo! now
really does center around direct product feedback. So you are on a Yahoo! property, let’s say
finance, you may find a “send feedback” link somewhere in the product. That feedback
is intended for the owners, the product managers of that particular property, who comes in
and analyze, and appropriate actions taken. And that’s all very important in that particular
type of feedback channel will continue to drive I think most of the implementations
at Yahoo! One of the things I really like about the
KANA feedback tool is the actual page. It gives a quick overview of what’s happening
in real time. So you get, you know, what are the top content, what are the top feedback,
categories that people are talking about. It gives you the number of feedback that has
come in during the day, and also has a little section where if you get a spike in feedback
around a certain issue, it calls that issue out, and creates an alert and emails to you.
You can sort of see what’s the hot topic of the day.
In Fantasy Football, we have a “Can’t Cut” list where users are always asking
for different players to be either added or taken off from it. We use the emerging topics
as a way to identify these players and remove them from the list before our volumes get
out of control. While ROI on programs like these might be
hard to calculate in terms of real dollars, I think it is clear that if a company like
Yahoo! or any company for that matter were not to listen to the users, the damage to
the brand and to the market prominence I think would be pretty quickly felt. And so at Yahoo!
it has been important for us to listen. The advantages KANA offers are really felt
here at a company like Yahoo! because of the volume we receive each month. Being able to
listen to all the feedback and analyze it really does free up the product managers,
marketing managers, or whoever is listening to this feedback. To really go in and get
the trends, to understand where things are moving and dig down deeper when situations
warn that. With the KANA listening service, I am able
to see emerging topics as they come in, in real time.
Not being able to use the KANA feedback tool would really detract from how we listen to
our users. If we didn’t have that tool, we would… I don’t know what we would do.
We would have to, you know, go out on the street and interview people.
Any big company today, big or small really, needs to impress upon their customers the
value of feedback, of listening to customers, and I think companies understand that and
in that sense getting buy-in shouldn’t be difficult for any organizations.
No one is going to argue with you that listening to your customers is a good idea. And I think
that some of the value Yahoo! has seen, with such a large user base we have around the
world, is being able to tell users that we are listening and not just pay lip service
to them, but take their information in, and make real data-driven decisions with these
cross-functional teams has been invaluable. This is the age of the customer, and customers
have a lot of choice in terms of who they choose to do business with. Yahoo! truly gets
this and uses KANA to listen to the voice of their customers across its practices to
remain in-sync with what their customers want and gain a competitive edge. We are extremely
proud to have Yahoo!, an innovative company, as a KANA customer.