3 min read

Collect and Analyze Customer Feedback

Collect and Analyze Customer Feedback

Photo by Igor Ovsyannykov

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As mentioned in my earlier blog post, it is the time where every user gives feedback on your product through different channels and platforms. Analyzing this feedback is a crucial task for every company and product. It needs to be done thoughtfully and with an eye for detail to get the right outcome. You do not want to spend hours reading these articles without getting the right information you need to take your product or idea to the next step.

Once the Co-Founder of Facebook Chris Hughes said “User Feedback is everything” and there he was talking about the first iterations of Facebook and we all know where Facebook is standing today, so there might be some truth to his words.

There are a number of different tools to gather and analyze user feedback, either directly on your site by using survey tools like Qualaroo, WebEngage and many others on the market, which we will look more into next week. Other options are of course sending out emails to your customers, or having little popups in an app or software, or a forum, where your users share their opinion and feedback. You might also want to try and integrate tools like Trustpilot, eKomi, or Yotpo where users get automated emails and can review your product or brand. Depending on your product, you could integrate the AppStore, a marketplace where you sell your product or any social media channel.

Customer feedback might be one of the greatest advantages we have right now for startups and established products to further improve them and get better insights.

One approach could be the following, when collecting the feedback it is important to split them into a matrix for each feature or “part” of your product.

For example, you have a feature that locates users with a map then under this you have the following 3 feedback types

  1. Positive
  2. Constructive
  3. Negative

Another feature could be that you can submit events at this location and so forth.

Then these you can again differentiate between things like bugs, functionality, usability or aesthetic issues and depending on your needs any extra categories. Before gathering feedback it would be good to have some kind of matrix to cluster the feedback you will be collecting. This will help in creating and using the tools mentioned above. For example, if you do a survey, it would be helpful to have questions covering all topics like usability or functionality. This will make it easier to analyze it later. Sadly, a lot of times companies don’t spend too much time planning this and they end up with a mess of data which is hard to be analyzed. When clustering the feedback make sure you look at the whole picture and not just single surveys or opinions. Single opinions can be valuable in some cases (like bugs) but it is most likely the big picture of a customer base you want to look at.

With this technique you will at the end get a number of different matrixes that show you the positives or negatives of each feature, depending how you differentiated them. This will help you to improve, remove or fix each of the features of your product and make the most of your feedback.

It is important after reporting and clustering your feedback that you also take it to everyone involved in developing the product like sales people, development team, customer service and so on in a prepared way for them so that they can have their takeaways as well.

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