The Promised Land

Focusing on the positives through storyboards

Storyboards, one of Kapiche’s original features, have been particularly helpful for Research Square. Storyboards transform large, complex datasets into a compelling visualization that presents a data narrative.

Michelle finds the Storyboard a great place to see your business through the words your customers use. But that doesn’t mean you need to focus only on the negatives. Michelle says that they also use Storyboards to “look at the positives and see what we're doing right and who those customers are. This way, we can keep bringing those customers back in and serving them.”

To keep improving, Research Square continually monitors and acts on customer feedback. Working using an agile methodology, changes can occur pretty rapidly which means that it can be hard to track how they impact customers. Research Square uses the timeline tool within Kapiche to monitor feedback over time.

Using the observed vs expected section of the Field Segmentation Chart within Kapiche, Michelle can track trends between groups and how a particular change affects them. “It’s been eye-opening to dig into the differences between our customer groups”, she explains, “because that's one of our struggles in the past.” By using the advanced segmentation data, Research Square has an accurate overview of how each customer group reacts to a certain change.

Be willing to listen and be willing to change

Michelle knows that one of the reasons customers appreciate Research Square is because they know they take feedback seriously, and they go above and beyond to communicate all of the changes they’ve done.

At the end of the day, Michelle knows that Research Square has always been pretty good at listening to customers. “We have a really good understanding of our customer base,” says Michelle. “Using Kapiche has provided good supporting evidence that we're doing things right.”