Is It That Difficult to Gather Product Feedback from Customers?

A challenge that partners often face is: "How do we gather product feedback from our customers?" We'll highlight a few methods in this article.

At WNDYR, we’ve begun hosting workshops all about Customer Success for our partners:

The team structure, work processes, measurement of success, how to best onboard new clients and much much more.

A challenge that partners often come back with is: How do we gather product feedback from our customers?

There are a couple of methods I want to highlight in this article, however, there are many other ways this can be done too:

Optimise your Customer Success Process

The very best way to receive feedback from your customers is by speaking with them. It’s that simple.

However, it would be wise to put a process together that allows you to manage your time across your accounts so that you can focus on building up those customer relationships. You want your customers to be comfortable enough to tell you what they think of the product and how it could be optimised to make their work easier.

You will also need a system in place internally that allows you to send feedback and feature requests to the product teams, so that they can prioritise what should be worked on and when, and add this to your product roadmap.

Being able to connect with your customers on a human level is very important- your customers want to know that their feedback will make a difference. So sharing a roadmap with them that includes the requests of all your customers is a great way of telling them their opinions matter.

But sometimes feedback isn’t always so much about the product as it may be about underlying reasons why the customer is unsatisfied. When you’re speaking with your customers you will have the opportunity to ask them why their request is important to them and you may find that there is another way of helping them.

Feedback software products and APIs

These days people don’t have the time to speak over the phone while most will find themselves working in a software product wishing certain features could be optimised or new functions could be added into the platform that would make their work and life easier. But if they’re not in a position to speak with you, how will you find out what’s on their minds?

A few solutions have been emerging in the SaaS market that are able to help you tap into the silent users of your products and gain their feedback and opinions.

Examples of some of the awesome products I’ve come across:

  • Your users will see a feedback box in the corner of every window that they can open and write down what their thoughts, ideas or requests are. These are automatically collected into your feedback system internally, product teams can prioritise them, add to the roadmap and send a note back to the user thanking them for the feedback and/or showing them where the request sits in the roadmap.
  • Or your users could access an icon next to specific button or field that you particularly want feedback on, where users can answer a question you have about that feature. Answers are collected internally, prioritised and decisions are made on what to do with the feature.

SaaS companies, these days, cannot survive without some kind of software monitoring tool in place that allows them to track user logins, page views, checkout processes, feature usage and other user behaviours within the software. Measuring how your users are behaving within your product can also help you understand a lot about your customers’ needs, what they may be missing out on and how you can help them to have a better experience.

For more info on customer success solutions and processes, specifically for your own SaaS company, please contact us at WNDYR, and set up a call to find out more.

For more updates on SaaS, sales, technology and insights into customer success management, follow us on Twitter, Linkedin and Facebook.

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