How do you get ongoing customer feedback?

Question

It's easy when you have your first couple customers. But how do you keep listening after you grow? What tools do you use?

Tomáš Vestenický · Accepted Answer

Although I *might* be a bit biased, I believe the best solution for growing startups is a public feedback board with a roadmap. Key benefits:

1. Allowing people to post feedback freely (not prompted by a question) means more diverse and *real* ideas.
2. Open discussion is essential. Most of the time, a single post won't contain enough detail, and upvotes are meaningless by themselves. When multiple customers weigh in on an idea, that's where the magic happens.
3. A roadmap sets clear expectations – customers love seeing that progress is made on *their* ideas. (IKEA effect and stuff)

I'm building https://www.feedbear.com, so that's where the bias comes from. If you (or anybody) have any questions about this I'm always happy to chat!

Cathrin Schneider · Answer

I like using chat (intercom, zendesk, etc) or do NPS questions with comments

Roman Akhmetzianov · Answer

Hey @martinrariga. We do use Product Board and trying to listen to trends of our current customers and also try to anticipate somebody's wishes.

Glenn · Answer

Make sure you take a multi-channel approach. By this I mean:

1) Make sure you have a place where really engaged users can post feature requests and bug reports (there's a ton of tools for these).
2) Have a process and tool in place to capture every insight/quote from your customers when they email you, have a conversation with you in Intercom/HelpScout etc.

Point 2 is where you'll get a TON of feedback on an on-going basis. Particularly as you start growing and have dedicated support employees, it is a huge waste to see this feedback being missed or being ignored by those answering support tickets. Instead have a process in place where it is easy to store these quotes, and ensure your product prioritization process takes a look at these quotes and attaches them to backlog stories to make sure you are listening to your users.

The other key thing is to not just listen to "noise". This is why point 1 can be dangerous if you simply look at number of votes. Make sure the tool you pick can also pair the data with which accounts (and their revenue) is coming from. This way you can pinpoint and prioritize feedback that impacts the most revenue.

Disclosure: I'm biased since I'm building a tool for this purpose called Noora (https://noorahq.com). I guess you can think of us a Canny + HeraldHQ hybrid. Since those tools attack only one of these two pillars... and to me that is making it much more likely you'll drop feedback.

Kaveen Molligoda · Answer

Create a simple online form with a nice theme and a few engaging questions for them to answer, It will be much more convenient for your customers to answer a few questions rather than writing a feedback. 
Also easy to track statistics and results if you use a good dynamic form tool like serviceform.com/dynamic-forms

Paul Nica · Answer

Maybe leave people an e-mail from time to time and ask how they feel, because it's the easiest way to tell them that you care but at the same time it's not a huge commitment, especially if you automate this process.

Dwayne Charrington · Answer

You do not need to collect feedback from all the customers. Choose your targets. Free feedback doesn’t work because it becomes hard to separate consensus from outliers.

You can start with standardized metrics such as NPS, CSAT, exit-intent, etc. They are basically rating or Likert scale questions with a follow-up free-text question for in-depth feedback. Add them to your checkout page, most viewed landing pages, and send via emails.

The biggest challenge comes up with data analysis. But a lot of tools include features to help make it easier.

I use Qualaroo for my surveys. It has a lot of targeting options to segment the customers. The feedback analysis is also made simple. It automatically sorts out the NPS responses into detractors and promoters. Plus, it supports AI-based sentiment analysis to auto-categorize free-text answers and highlights the most used key phrases for mood analysis. It dramatically brings down the survey analysis time.

The last but very critical challenge that comes up is quickly closing this feedback loop. Make sure to respond to the feedback. Prioritize the negative feedback and establish a conversation with unhappy clients to quickly resolve the issues. It will also help streamline your UI and UX optimization process to prevent future customers from facing the same problems.

Hope this helps. :-)

Junior Owolabi · Answer

Sorry in advance for mentioning my own tool.

I developed a tool for this, it treats all feedback as customer problems, enables users to sort the feedback based on votes or customer data points (which we collected based on prior qualitative/quantitative research also done via the tool).

Website is:
www.PrepxUs.com

Cathrin Schneider · Answer

@cathrin_schneider @martinrariga We use Pendo, but have used Zendesk in the past as well. I am pretty sure there are smaller/cheaper tools out there if you just wanted to measure NPS. HubSpot for example lets you capture it as well.

Nikita Kanade · Answer

If you are testing a new idea you can run a design sprint - a step by step recipe to go from idea to user tested and validated prototype in just 4 days without writing a single line of code. We at Viniage design have been using this process to help startups kickstart on their ideas to gain the necessary momentum to validate and launch new products. To know more write to me at nikita@viniagedesign.com

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Have a process and tool in place to capture every insight/quote from your customers when they email you, have a conversation with you in Intercom/HelpScout etc.
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Tomáš Vestenický · Answer

@martinrariga thank you! :)

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Martin Rariga · Answer

@cathrin_schneider Nice! What's your favorite tool for NPS / survey?

How do you get ongoing customer feedback?

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