Topicus is a leading provider of consumer-centric digital platforms and software. They mainly develop products for first and second-line healthcare providers, such as General Practitioners, Urgent Care Centers and larger healthcare collectives, but are also active in finance, education and social services.
This means that their software is used by many people for highly important purposes every day. So how do they make sure that their products run smoothly and provide all the necessary features? Well, what better way to know what the users need than to ask the users themselves? That’s where Mopinion enters the picture!
We sat down with Max de Rooij, Data Analyst in Topicus’ UX design and research team, to find out how they work with user feedback to improve their products. Max explains:
“A lot of our products serve power users within the healthcare domain. They experience our software for long durations every day. It’s mission-critical to get things right, but you can’t really do that without getting some real user input from time to time.”
Max de Rooij, Data Analyst
So how does Topicus go about this? Max explains that they work with a mix of micro-surveys within their software, data analytics and a more qualitative research form, like interviews, usability testing, group sessions and workshops. Most of their products are presented or accessed from the browser as a website and live within the cloud, but some also have a native app version.
Mopinion makes feedback more effective
Traditional feedback research, like the ones mentioned above, is however both costly and time-consuming, which is why the need for something quicker occurred. Topicus needed a platform that allowed a few experienced editors or researchers to manage and deploy surveys quickly.
“Mopinion, and collecting feedback digitally, allow us to really shorten the time frame from question to answer. In essence, we’re able to deploy a survey the same day a question arises. This does not remove our need for the other methods but opens another sensor to our audience.”
A feedback form which is live on one of Topicus’ products. Spreekuur.nl is an online tool which allows you to ask advice from your general practitioner. The example asks the user how they enjoyed a consultation via chat.
Why privacy in digital feedback is important
When it came to looking for the right digital feedback solution, Max and Topicus naturally had a few requirements in mind. On top of the priority list, however, was privacy.
“We looked for a solution that had the right ISO certifications and the privacy measures that we require from third-party suppliers. Given that we work in healthcare, we are very focused on protecting the privacy of our end-users. Other suppliers were not up to our standards, but Mopinion was!”
Curious to hear about how Mopinion protects your data? You’ll find everything you need to know on our Security Overview page.
Feedback surveys on key moments have given response rates of 30%
So how exactly does Topicus go about collecting, analysing and implementing digital feedback? Their main method is to deploy small Customer Satisfaction or Customer Effort Score surveys when a user has completed a funnel.
This kind of feedback has a huge impact on the decisions the team makes when developing their software and new features. For example, it can help them prioritise features and even shine a light on issues that might not otherwise have been found.
“Collecting this kind of feedback on specific features has given us a lot of insight into what problem areas there are in our software. It helps us paint a good picture of what should be on the roadmap. We can really scope a discussion on what’s important if we want to truly improve things for our end users. And it provides historical data to back that up. For one of our products we’ve seen response rates of roughly 30% which I believe is a very high number.”
This feedback forms asks the user what they thought about a list of questions in one of Topicus’ products. Collecting feedback like this helps to optimise features or functions in the future.
Mopinion Slack integration helps Topicus efficiently identify key patterns
Part of coming to conclusions that optimise the customer journey is, of course, analysing feedback data. Max explains that Topicus does this in multiple ways, but a new process that they’ve introduced this year has become a bit of a favourite among the team.
“It’s simple but provides a lot: The Mopinion Slack Integration! We use this to be able to bring feedback to our entire team, even those who are not Mopinion users. Every feedback response we get through Mopinion regarding a product is sent to a dedicated Slack channel.
This means that all interested team members can see the feedback that comes in straight away. By bringing it directly to them, everyone quickly starts building an intuition and patterns emerge.”
Max continues to say that this analytics method has already helped them make an important and fruitful UX optimisation of a big feature of theirs.
“We displayed a list with user-specific selection options. However, the list also contained items that were no longer applicable or relevant to the users and it drove the relevant options down.
This degraded the UX quite a bit and it was reflected in the Mopinion survey responses. The feedback led us to improve how we query our APIs to only show items that are still really relevant.”
A big part of identifying this issue effectively was thanks to Mopinion’s flexibility with different ways of doing analytics.
“A solid product that provides tons of value for little effort”
That brings us to the last question: Would Topicus recommend Mopinion to other companies looking for digital feedback software?
“We would definitely recommend Mopinion to other companies. It’s a solid product that provides tons of value for little effort.
The support and contact are of high quality and Mopinion really works with you as a partner to make the most out of it.”
We’re very happy to hear that Topicus is enjoying unlocking new insights with our platform and we can’t wait to see what the future brings.
Thank you to Max de Rooij and the Topicus team for helping us tell their story.
