Customer feedback is crucial to building a product customers love.
In this post, we will dive deeper into how you can effectively collect and act on feedback to ensure you aren't wasting your time and effort.
I'm currently building getdelighted.co and going to start posting more of these 'how to' posts as I go along - if you like this one please let me know or if you'd like changes to future ones.
🤷 Why do this?
- Listening to your users is essential to building a product that solves problems
- Products that solve problems are easier to sell
- Products that solve problems get to product market fit easier
- Collecting feedback can help you understand where you're going wrong, especially when it comes to churn
- It helps increase your conversion rate = lower CaC
- It helps decrease your churn rate = Longer LTV
🙋 Whose doing this well?
- Superhuman famously sent out product market fit surveys to find out what was working from their users - helping them get to PMF and scale to a wildly successful company
- Wavve realised they were working on the wrong thing after listening to their users and pivoted and started making over $100k MRR.
- Slack understands the importance of large scale qualitiative feedback to help decide on new features and lacking areas
⚡️ How do you do this?
Asking the right questions:
Firstly you need a way to collect your feedback - but asking the right questions is just as important.
Collecting the feedback:
- Automated Feedback collection tools:
- In app:
- Email Based:
- There are multiple ways to do this
- I've created a very basic airtable that's a good starting point: View Here
- Quite simple
- Add each user's response on a new row
- It will automatically group by the users email (just for clarity)
- There is also a column for the users Segment
- This is incredibly important part of the process
- Whilst listening to everyone and everything is great for getting vauge ideas, focusing on your target segments early on is crucial
- Why? You are building the product for them.
- They are the ones who you are going to be selling to.
- They are therefore the ones whose requests you should be considering with more weight
- Other segments might have valid ideas, but they might also be coming in with different motives.
- E.g. if you are building an accounting app for small businesses, but also have personal household users using it for their household finance, their suggestions are going to be more focused on what they want, which does'n't align with the segment whose problem you are trying to solve. E.g. they might want household budgets, but for small businesses this feature is useless.
- Over time, once you feel like you have adequately served their needs, then you can start expanding the target segment (and start the process over again).
- Enter the response text and the question they are answering
- In the final column, you want to tag the response.
- You're not necessarily looking to take what they say at face value.
- Try and really understand what they are asking for.
- To take the Henry Ford example again, when they say they are asking for a faster horse, what they really want is a faster means of transportation.
- They only say horse because that is the context in which they know
- It's up to you to come up with the optimal solution
- For example here instead of tagging with 'faster horse' you might simply tag with 'faster'
- This removes the solution from tag, and allows you to come up with that later.
- Someone else might also have a response that's along the lines of 'I want to stop being so late' which again can be tagged with faster.
- Afer time you will see the PIE chart on the right slowly start to fill up with the most common tags
- But before you start diving in and building ideas from this you need to filter by your target segment
- I can not reiterate this enough!
- To do so, click the filters in the top menu, and add one with the field as
'Segment' and 'Value' as your target segment
- This will give you an indication of areas which are important to your target segment.
- If this is a core feature of your product, and a tag is popular, then double down on this. This is what your users are loving, so make sure you keep it up.
- If it's something you are lacking then then look into coming up with ideas around this
- Talk to your users who suggested these ideas - try and have deeper conversations with them. Really understand the problem they are trying to solve and create ideas from that
📕 Learn More
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