After creating a survey which would allow them to better understand their customer base and help prioritize their product enhancements, the Smartsheet team decided to test three different email subject lines within a small sample to determine which would have the highest response rate.They found they had the highest number of respondents with “Help Smartsheet Get Smarter – 2 Min!” subject line and also opted to incentivize their survey by including an instant win Reward.
Over the period of a week, the Smartsheet team watched their data pour in to the tune of an impressive 13% response rate. So what did they do with their findings?
Evaluating the Results
Smartsheet made substantial use of the crosstab feature, which shows a side by side comparison of two or more survey questions to determine how they are interrelated. By slicing the data in several directions, the industries with the largest potential user bases quickly bubbled to the top. For instance, they learned they had a significant number of users who identified as consultants working in small organizations as well as a great deal of managers who described technology as their primary job function.
In addition, combining the largest potential markets with the buyers with the most influence helped determine which customers’ enhancement requests would likely see the quickest financial return.
Several of the questions also featured a free-form comment section. The team used the Text Analysis feature to group and categorize feedback.
“In addition to helping us prioritize product features, the ‘comments’ sections showed us Smartsheet customers are passionate about the product and feel very vested in where it’s heading,” said Frei.
“They went to great lengths to explain different scenarios, provide detail about how they’d use a certain new capability, and offer feedback on features they really valued. In fact, we had over a third of our respondents offer to provide testimonial, case studies, references and such. Mapping feature requests against these most vocal and loyal customers was invaluable.”
Rolling the Results into the Product Plan
What did the team learn about their product plan? By weighting each enhancement request area with the industry, potential use volume and average seniority of the decision maker, Smartsheet was able to gain confidence that the product enhancement priorities were also the revenue opportunity priorities. Additionally, the team was able record the survey’s results into Smartsheet’s tool to further their product planning exercise.
“SurveyMonkey was an incredibly efficient tool that has taken a lot of guess work out of our product planning process,” added Frei. “And as a bonus, we’ve gotten a ton of great customer demographic statistics and a case study pipeline as well.”
To read Part One of the Smartsheet Customer Spotlight, click here.
To learn more about Smartsheet, visit their website at www.smartsheet.com.