Most product managers don't realize that they have a treasure trove of customer feedback just waiting for them. I sure didn't.
In today's FishmanAF Newsletter I answer the reader question:
❓ "If I'm supposed to be customer centric how do I get better at tracking and making sense of customer feedback?"
With the help of colleagues like Ely Lerner, Crystal Widjaja, Behzod Sirjani, Natalie Rothfels, Jenny Wanger, and Daniel Wolchonok I break this down into three primary buckets:
1. Collecting feedback
2. Organizing and prioritizing
3. Generating insights
Within feedback collection it's easy to overlook that 💎 treasure trove.
There are five straightforward places you have to access feedback *without* doing deeper interviewing and discovery.
📜 Longitudinal surveys - like CSAT, NPS, or even CES (effort score)
☎ Sales calls - these are happening all the time and you need to join them (don't let Gary in sales tell you otherwise, right Leah Tharin?)
🏋♂️ Customer support - hundreds or thousands of touchpoints every month come through your support team
📩 Direct email outreach - you don't need to structure a gigantic survey; send someone a personal email!
🌟 Ratings and reviews - app stores? G2? even Yelp!
Once you've identified the places then you need to organize the information:
💻 Spreadsheets - turns out this is still one of the best ways to organize information. You can sort, filter, annotate, and remember: pivot tables are your friend.
✅ Task managers - send that feedback into Notion, Coda, Asana or something else entirely and create an infinite number of additional views.
🚿 Slack firehose - engage with feedback in realtime, tag other people, and have quick back-and-forth conversations to parse the feedback
🖱 Sales/AM submission - create a submission form for your stakeholders to submit targeted information gathered on a call; useful if you can't be there.
🗓 Monthly support recap - the thousands of support tickets are only as useful as the system you have to organize them. Learn how you can train your CS team to build a better system.
After collecting and organizing you've still got to generate insights. But how?
⚡ Group, categorize, tag - I'll share the system we used at ResortPass to quantify feedback, identify patterns, and attach to our roadmap.
🧠 Written knowledge base - Behzod shares details on the "What do we know about X" wiki they used at Slack.
⬇ Bias minimization and Topic modeling - Crystal shares her three part framework for reducing bias, separating signal from noise and modeling topics (pre-LLM)
🤖 LLMs - all hail the rise of the robots! Natalie shares a company she's observed that's turbo-charging insight generation from customer feedback
The newsletter is below and I'd love to hear from people about their favorite non-obvious feedback mechanism.
#discovery #feedback #product
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