2 min read

Understanding Customer Feedback

Understanding Customer Feedback

And the Work That Comes With It

In today’s business environment companies have to deal with customer feedback in an amount and frequency like never before. In the early stage of customer feedback, comments were seen as customer complaints but this has drastically changed over the last decade. Nowadays, it is essential for companies to collect and analyze feedback to highlight what is working well and what not for a product to be successful. Over time companies established different ways on how to gather and analyze the feedback they get in different channels.

This series in our blog will cover what customer feedback can be used for, how you can collect, analyze and deal with it to get the most out of it for your product.

In some cases, depending on the product you develop you don´t have to ask yourself how and when you want to collect feedback. Platforms like an app store or review platforms let your customers state their opinion on your product and company if you want to receive it or not. These written comments or messages mean valuable feedback for you. There’s also the analytics data you are collecting from your users when they are using your app or product. This is valuable feedback which often does not get the attention it needs in companies. Where, when and how people use your products is feedback data which can be easily gathered with analytic systems that are unbelievably useful and important.

For development teams, the written reviews are often helpful to locate and analyze bugs in a software or product. For other people like a product owner, these reviews might be helpful to analyze what customers think about new features or to get ideas for new features depending on the user’s feedback. The product owner can also recognize customer feedback which can be easily implemented, but might have a big positive impact on the customer´s perception of your product or brand.

Keep in mind that some reviews and comments might be written because customers don´t see the full picture yet. Sometimes companies release products with +/- 80% functionality and some essential features are still missing even though the team has it already planned, but not yet implemented. This happens a lot when releasing an MVP or a product a few iterations afterwards. It is important to remember that not all users and customers can see the big picture you have in mind. Consider their viewpoint when analyzing the customer’s feedback. A simple note to customers will often reduce the amount of comments you get regarding these kinds of issues.

Next week in my post you will read about how to best collect and analyze feedback and in Part III, I will review some tools to automate this process, at least for some parts of it.

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