Customer Feedback Tools Allow You To Be There When It Matters
July 10, 2018
July 10, 2018
In today’s age of product management, it is more than just a buzz word but has become a guiding principle in what makes a business successful and that is a customer driven product roadmap that focuses on the customer voice and implementing features that include the voice of the customer. To do this, you need to be at the right place at the right time to hear the customer feedback as they are facing the challenge or see an opportunity within your product for an improvement.
While completing user interviews can be very successful to get customer feedback, the customer voice being heard as the situation arises versus days later or relying on a memory allows the details to flow through much better in the idea requests. So how does a product manager be available 24 by 7 to hear the voice of the customer? By implementing customer feedback tools that are within the product that is always available for feedback to be submitted and worked into their product roadmap.
Often to get the information needed, product managers need to be asking the right question at the right time which can be challenging as your customers have their own business to run and do not want to take time away to provide input. However more passive customer feedback tools such as an in app form or embedded form that shows all of the time gives customers a chance to share thoughts conveniently for them and allows product managers to be there with an ear ready when your customer is ready to talk about their feedback.
Think about any bad experience you had with software. Think about how you felt in that moment when the bad experience occurred. Over time you decide to let it go or move on to something that was more important and forget about the details of the issue only that you had a bad experience. This is the problem. Typically if someone churns or cancels, they cancel due to “too many problems” or “too difficult” at the time of churn it is really hard to get the specific issues such as a specific screen that required too many clicks or a key feature that was missing or a screen the user was stuck on and did not know how to complete. Customer feedback tools allow you to capture the customer feedback and gain the voice of the customer within your product in real time so that as the pain point is hit you are hearing it and can capture the specific change to implement in your product roadmap.
A customer feedback tool that captures ideas will make the process much more fluid and easier for your customers to let you know their thoughts however it would then be up to the product manager to put a process around that to make sure it continues to work. A customer feedback loop that never closes will dry up quickly. No one enjoys having a one way conversation where they are talking and asking questions but no one ever answers them. Your customers would experience this if they submit ideas in your customer feedback tool but you never let them know if you accepted their idea or if not, why you did not accept it. Once you get customer feedback it is critical to respond to let them know you heard the voice of the customer. Even if you do not move forward with the change, the fact that there is a human on the other side of the widget that read what they wrote and responded will go along way to encouraging them to submit ideas in the future.