Case Study: User Understanding

Building Stronger Connections Through Cerkl Advisors

Background
Coming out of the COVID boom, driven by a global need for enhanced employee communication, we had cultivated a strong roster of engaged and capable clients. While the product was being used and loved daily, I recognized the importance of structured, ongoing feedback from our most active users to continue driving product improvement and innovation.

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The Challenge: Harnessing User Insights

Problem:
We needed a way to consistently gather actionable feedback from the most engaged daily users of our product, ensuring their needs and experiences were central to our development process.

Solution:
I created Cerkl Advisors, an invite-only user group focused on the top 10% of daily users in our target market. This group excluded leaders and buyers, focusing instead on the individuals who interacted with the product every day.

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The Approach: Structured Feedback Opportunities

1. Identifying Key Users:
   • Used internal data to select the top 10% of daily users in our target industries for invitation.
2. Quarterly Engagement:
   • Offered optional feedback opportunities each quarter, including surveys, user tests, and focused feedback sessions.
3. Expanding Membership:
   • Grew the group annually by adding the top 10% of users from the past year, ensuring fresh perspectives and continued engagement.

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Results: Engaged Users and Product Improvements

Program Growth:

• Since its inception in 2023, the Cerkl Advisors program has grown by 142%, becoming a well-known and valued part of our user community.

User Engagement:

• Many Advisors actively participate in feedback opportunities, appreciating the chance to influence the product directly.

Product Impact:

• Some of the highest-adopted features originated from open-ended discussions and feedback from Cerkl Advisors, showcasing the program’s tangible impact on our product development.

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Leadership Lessons and Takeaways

This initiative demonstrated:

1. The Power of User-Centric Design: Engaging with daily users provided invaluable insights that directly shaped our product.
2. Structured Feedback Matters: Regular, intentional opportunities for user feedback ensure their voices are heard and acted upon.
3. Building Community Pays Off: Establishing a trusted group like Cerkl Advisors fosters stronger relationships and mutual investment in success.

By creating and nurturing Cerkl Advisors, we turned engaged users into partners in innovation, ensuring our product continues to evolve in alignment with their needs and experiences.