Voice of the Customer at Etsy

Linda Kozlowski & Abby Covert

Voice of the Customer at Etsy

Etsy is the global marketplace for unique

and creative goods

Voice of the Customer at Etsy

Our Mission: Keep Commerce Human

Voice of the Customer at Etsy

We help 2 million sellers connect with 35

million buyers in nearly every country

around the world.1

1 Active sellers and active buyers, as of March 31, 2018.

Voice of the Customer at Etsy

5

Sellers create and curate 50 million

unique items in our marketplace,

collectively making $3.25 billion in sales

last year.

Sellers Buyers

EtsyDiscover unique products

while supporting independent creative

businesses

Turn their creativity into a thriving business by

connecting with a global community of buyers

Customer ServiceProduct Development

User ResearchMarket Research

Content & Communications

Community Outreach

Sellers Buyers

EtsyDiscover unique products

while supporting independent creative

businesses

Turn their creativity into a thriving business by

connecting with a global community of buyers

We continually invest in our platform to grow a vibrant

creative marketplace

Architecture of Etsy’sVOC Program

Architectural Principles

Multichannel

Cross

Functional

Measureable

Architectural Principles

Multi Channel Emails&

Phone Calls

Surveys

User Research

Social Media

Teams

Forums

Country Managers

Voice of the

Customer

Architectural Principles

Cross Functional

The ListeningTeam

Identifies and prioritizes the issues we hear about from our

customers

The Action Team

Advocates for and tracks actions that could resolve

identified issues

Advisory CouncilThe two teams meet quarterly

to communicate progress, blockers and new insights to

the Advisory Council

VOC Quarterly Read Out A report of current ranking of issues and progress made is published to the organization

quarterly

Architectural Principles

Measurable

Pain VolumeCXV

Lessons Learned

Assigning ownership changes

the conversion from whether to how

Lesson1

Connecting qualitative and quantitative

sources makes learning more effective

Lesson 2

Avoid Voice of the Customer morphing

into Voice of the Business

Lesson 3

Thank You.

Linda Kozlowski - Chief Operating Officer - lindak@etsy.com

Abby Covert - Senior Staff Information Architect - acovert@etsy.com