Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Spring 2020

30 QRCA VIEWS SPRING 2020 www.qrca.org Kay: How do you do voice of the customer research at Salesforce? Karen: We do this in a variety of ways. Like many companies, we do a number of big surveys that offer people from all over the world in all different kinds of job roles and companies the opportunity to provide us feedback about the health of our relationships and their perceptions about our brand— who we are, what we do, and our value proposition. They give us feedback about when we win, why did we win, and when we lose, why did we lose. We think about those as top-level metrics that we’re tracking for the health of business over time. We also do the classic time and effort listening after our customers have an opportunity to interact with our support teams. From there, we also do a series of touchpoint surveys and focus groups that give us the opportunity to test new products, new pricing, or new messaging, including the mainstage presentations that you see at our big events around the world. By Kay Corry Aubrey n UX Researcher and Trainer n Usability Resources Inc. n Bedford, MA n kay@usabilityresources.net An Interview with Karen Mangia, Vice President of Customer and Market Insights at Salesforce.com n Luminaries n We recently talked with Karen Mangia, vice president of Customer and Market Insights at Salesforce.com about how qualitative research fits into her company's multi-modal research approach, using moderated online communities to gather customer insights, and some of the ideas in her book, Success with Less.

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