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The FishmanAF Newsletter
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Organizing and Making Sense of Customer Feedback
- Collecting and organizing customer feedback is critical for a customer-centric approach to product development.
- Sources of feedback can include longitudinal surveys, sales calls, customer support, direct email outreach, and ratings/reviews.
- Setting up simple surveys like CSAT or NPS can be done easily from the outset and easy to collect.
- Sales calls offer a built-in mechanism for product feedback just waiting to be consumed. Listening to calls is essential and notes should be taken.
- Customer support can be a firehose of information and structured categorization for the feedback is essential.
- Different approaches to analyzing feedback can include ‘decision first research’ and structured aggregation methods.
- AI tools like Enterpret can handle categorization and company-level taxonomy automatically, generating actual reasons for the feedback and not just the raw feedback itself.
- To derive insights, feedback should be organized in a simple spreadsheet or database, piped into a Slack channel, and eventually leveraged AI to make sense of it all and derive insights.
- Booking website ResortPass used an Airtable of customer feedback from sales and account management and grouped, organized, and quantified the scale of the feedback to avoid recency bias.
- Slack created a wiki that summarized what they knew about a wide-range of topics with Q&A style headings linked out to other information, and systematic analysis from the customer support team.
- Leveraging sales and account management teams on a ‘submission process’ for product-specific customer feedback on a form was also helpful for ResortPass.
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