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Engaging the User Community in Product Development Prioritization

Prepared by Sean Brady on June 15, 2009

Ideas Management Platforms: UserVoice v. Get Satisfaction


User Voice and Get Satisfaction are web services designed to improve the customer experience by involving them in the product development
process. Get Satisfaction may also serve as an alternative to tradition customer support desks by allowing the user community to post and answer
typically support issues.

Users post & vote on ideas 100 or 1,000 or 5,000 /month Unlimited

Users post & answer questions Not available Unlimited

Moderation tools  
Analytics  
Domain aliasing  
Customizable widgets  
Single sign-on 1 1
Wordpress plugin 
Help Email support Email & phone1 support

Product Tour http://uservoice.com/tour http://www.getsatisfaction.com/tour

Annual cost for service $228 or $1,068 or $3,468 $1,188 or $3,348

1
Feature not available in the least expensive subscription package
2
Companies using the Salesforce CRM system should also consider http://www.salesforce.com/crm/customer-service-support/ideation/

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Personnel Investment Required
This analysis focuses on crowd sourcing the product development backlog. It assumes the company has an existing customer support function in
place.

Setup
The time required to craft the business case, secure buy-in at appropriate levels and obtain project financing will vary from institution to institution.

Once the decision is made to move forward, a mid-level or associate level member of the product development team can complete basic set-up in
a day or less. This includes

• Creating corporate account with selected vendor and entering billing information
• Creating moderator and administrator user accounts
• Uploading the company logo and minor customization of the look and feel of the idea’s site
• Completing a short company profile
• Pre-populating the idea’s list with a few key items from the product development backlog
• Publishing blog, Twitter and Facebook posts announcing the idea’s platform and encouraging the user community to participate

Companies with established product development backlogs should allocate additional time to populate the platform. It takes roughly 1 hour to
upload 25-50 ideas manually or several hours to figure out how to successfully upload ideas from excel.

Advanced set-up may require assistance from you company’s user experience designer, web master and application engineering teams. Advance
set-up will likely require 1-2 personnel weeks (measure of effort) and 2-4 weeks of elapsed time. Advanced set-up includes

• Single sign-on integration


• Embedding widgets in relevant website or software application pages
• API integration with CRM or other business intelligence applications

Community Management
Once the idea’s community is set-up, a typical start-up should allocate 1-2 hours per day for a product manager or product marketing manager to
build, engage and leverage the community. Typical activities include

• Moderate submitted ideas


• Contacting submitters or voters for more information, feedback on product designs or recruitment for formal user experience research
• Publishing blog, Facebook and Twitter posts in response to submitted ideas or new feature that are ready for beta release

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Appendix: Web Analytics for UserVoice.com v. GetSatisfaction.com from Compete.com

CourseSmart.com included as a reference point

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