3 Product Tools That Go Unused For Customer Ideas To Improve Your Product
May 31, 2018
May 31, 2018
As a product manager you are always on the look out for ideas to improve the overall product for your customers and business. In many cases there are constant flows of new ideas coming in that go untapped because they are not attached to the normal funnel for feedback collection. These ideas however provide an endless feedback loop to see what features are needed. Using any customer or team contact as product tools to collect ideas ensures that any interaction is logged and tracked so you can determine if there is insight being provided for a problem that you need a solution for.
Here are 3 Product Tools that you may not be using today to get inspiration for product features that you should start to consider:
- Customer Support Tickets: Most organizations that have grown into customer adoption is using some sort of ticket management system to track customer issues such as ZenDesk. Customer support tickets in your ticket management system provide a constant flow of communication from leads and end users about your product and their needs. Perhaps your customers are struggling to adopt a feature or are asking about a new feature to see if you support it. The more tapped into your customer support tickets, the better understanding you have of your user needs as that is the lifeline and flow of the day to day operational opportunities to improve your product for your end users. Reduce churn by listening and learning to where they struggle or are constantly reporting the same issue and ensure the root causes are resolved in subsequent releases. Support tools make for great product tools since they provide problems and opportunities that you as product manager can come up with better long term solutions for.
- Customer Relationship Management Platform: You have a product and you need to sell it to customers. The best source of information to see why you are not selling more is to talk with your inside sales team and learn why your leads or trials are not converting. The CRM you are using serves great for product tools as it gives you visibility into what is difficult about setup, what key features are you missing and why a lead did not turn into a sale. Learn from your team members and your CRM on top reasons there was drop off in your trial funnel and ensure that is resolved with a high priority. Not all users will email in feedback and suggestions however they will tell your sales team what they need in your product and why your product did not meet their needs. That feedback has to be captured somewhere and then as a product manager, you need to mine that data as a great source of information and included in your product tools arsenal.
- NPS Score Survey: The NPS Score gives you a great sense of where you are with your customers satisfaction in your product by asking them a simple question about how likely they are to refer your product to a friend. Based on that answer, you know overall where they are in the scale of detractor, neutral or a champion for your product. As part of the NPS survey, there is a notes or comments field where they can contribute to a free form text field. This free form text field is often overlooked for product tools since it is NPS is really in the world of customer success more than product management but within that field, users will tell you why they gave the score they did. What they are unhappy about which is making them a detractor or what they need to move from neutral to becoming your next champion. As product manager, read the results of your next NPS scores and pull ideas and features from their feedback that will help decrease churn and overall make your product better.
There are a number of touch points within your business that interact with your customers and each interaction provides a potential idea. As product manager you should view these as product tools and try to pull in as many of the touch points as possible into your product planning sessions and mine ideas from reviewing and pulling out customer feedback from any source available.