How do product managers manage customer feedback?
January 19, 2020
January 19, 2020
As a product manager it can be challenging especially for high volume products to really track all customer feedback so that you are able to really use it to drive your product roadmap. The reality is that as a product manage you are able to get customer feedback from a variety of sources of which all are really equal in value and serve different purposes for improving your product.
Let’s take a step back and discuss inputs into a product roadmap. Product managers can hear from their product teams, use analytics and tracking tools within the product, competitor analysis and business needs to learn what their product needs to make it better. These avenues help you build an item based on what you see as the opportunity. Customer feedback however is direct feedback based on what you delivered and if your delivery actually solves the pain points you meant to solve. It let’s you know specifically if you missed the mark on a screen, action or workflow that a customer needs to be able to really see value in your product. As a result, customer feedback comes with a great value in rounding out your product to improve key metrics like conversion and churn.
Common customer feedback funnels include:
- Customer Support Tickets: Read each that you see in customer support. Look for where customers struggle or get confused. These are great ways to decrease churn and improve conversion by actually reading about your customer support issues.
- Customer Interviews: Schedule customer interviews with your customers on a normal basis to hear what is going on and what they would change about your product.
- Customer feedback widgets: These are widgets like a feedback form you can make available right within your product for customers to send you feedback while the are actually using the product.
- Exit or Churn Survey: This is a set of questions you can prompt your user to learn why they are cancelling your product to learn what you could do better.
These are very common ways that as a product manager you can hear from your customers directly about what they think of your product and use it to make your product offering better. The challenge however is that there is really different methods involved in gathering the customer feedback from those funnels and as a product manager you really need to consolidate all of the various feedback into a single location so you can see trends in requests to make the best informed decisions. Early on it is common for a product manager to chase a single user to get a conversion. As a product grows, the product management plan changes as you start to grow for the masses and not the individual. As a result, you need to be able to weigh each customer feedback loop against the other request to see what is common and what is a one off request.
To do this, product managers need a product management platform where they can track customer feedback and be able to promote that feedback into a product feature in their backlog in order to streamline the lifecycle. Product teams have a deep product stack already yet the value of customer feedback on a product roadmap is so high. Using a consolidated product management platform to manage customer feedback as a product manager makes it much easier for you to focus on building a better product roadmap and ensuring the voice of the customer is heard at the very start and throughout the decision making process.