Humanizing Product Metrics: User Growth, Product Usage, and Net Promoter Score

In today’s data-driven world, organizations often rely on metrics to measure the success of their products. However, it is important for purpose-driven organizations to go beyond the numbers and truly understand the human aspect behind these metrics. By humanizing product metrics such as User Growth, Product Usage, and Net Promoter Score, organizations can gain a deeper understanding of their users and create products that truly resonate with them.

User Growth: Going Beyond Demographics and Geography

• Measure and deliver insight into demography: By understanding the demographics of the user base, we can ensure that our product is inclusive and accessible to people from all backgrounds. It is important to consider factors such as age, gender, and cultural background to create a product that caters to diverse users.
• Measure and deliver insight into geography: Understanding the geographic distribution of our users helps us tailor our product to specific regions and address any unique needs or challenges. By considering factors such as language, cultural preferences, and local regulations, we can create a localized experience that truly adds value to the users.
• Measure and deliver insight into socio-economic regions: By considering the socio-economic regions our users come from, we can ensure that our product is affordable and valuable to a wide range of individuals. Understanding the economic disparities and challenges faced by different socio-economic groups allows us to create pricing models and features that cater to their specific needs.
• Measure and deliver insight into politically-divided locales: Taking into account politically-divided locales allows us to understand the impact of political factors on user behavior and preferences. By being aware of the political climate and sensitivities in different regions, we can develop products that respect diverse viewpoints and avoid causing any unintentional harm or offense.

Product Usage: Focusing on User Engagement and Sentiment

• Is the engagement striking a chord with the users/customers? By analyzing user engagement, we can determine if our product is resonating with users on an emotional level, creating a positive and meaningful experience. It is important to go beyond simple metrics such as Monthly Active Users (MAU) or Daily Active Users (DAU) and delve deeper into understanding how users are interacting with our product. Are they actively using all the features? Are they spending a significant amount of time on our platform? By answering these questions, we can identify areas for improvement and create a more engaging product.
• Is traffic tied to sentiment? By examining user sentiment and feedback alongside traffic data, we can identify any correlation between positive sentiment and increased traffic, indicating a strong connection between user satisfaction and usage. It is important to actively listen to user feedback, whether through surveys, reviews, or social media, and understand the emotional impact our product has on users. Are they happy, frustrated, or indifferent? By addressing their concerns and improving their overall sentiment, we can drive increased usage and loyalty.

Net Promoter Score: Building Advocacy and Loyalty

• Measure and deliver insight into customer satisfaction: Net Promoter Score (NPS) is a metric that measures customer satisfaction and loyalty. By actively seeking feedback from our users and calculating NPS, we can gauge how likely they are to recommend our product to others. This metric goes beyond traditional satisfaction surveys and provides a holistic view of customer loyalty.
• Identify brand advocates and detractors: NPS allows us to identify brand advocates who are likely to promote our product and become loyal customers. These advocates can play a crucial role in spreading positive word-of-mouth and attracting new users. On the other hand, NPS also helps us identify detractors who may have had a negative experience with our product. By addressing their concerns and improving their satisfaction, we can turn them into loyal customers and prevent any negative impact on our brand.
• Continuously improve customer experience: By tracking NPS over time, we can measure the impact of our efforts to improve customer experience. A higher NPS indicates that our initiatives are resonating with users and creating a positive perception of our brand. Conversely, a declining NPS alerts us to potential issues and allows us to take corrective actions to retain customer loyalty.

Conclusion

In the pursuit of creating purpose-driven(or not) products, it is essential for organizations to embrace the human aspect of product metrics. User Growth, Product Usage, and Net Promoter Score should not be seen as mere numbers, but rather as insights into the lives, preferences, and satisfaction of our users. By humanizing these metrics, organizations can build inclusive products, create engaging experiences, and foster customer loyalty. So, let’s go beyond the numbers and truly understand the people behind the metrics.