Product Management | 28 September, 2021
Product Feedback Process: How To Gather & Analyse Product Feedback
Deeksha Asiwal / 28 September, 2021
We have established that one of the best ways of getting ahead in your industry is to make sure that your business’ decisions reflect the mood of the customer. One of the easiest ways to gauge the customer’s mood would be to carry out feedback collection processes. 🐮 These feedback received would then be able to explain to you exactly how it is that the customer wants you to appease and what is required to be done in order to win their loyalty.
To get a full and an accurate picture of the customer’s requirement, you have to understand your customer’s psyche. The way to tap into this will be to make sure your feedback process is logical and follows the same values as that of your company.
We understand that feedback is simply the reaction or the response to a particular process or to a specific activity. In your business’s case, this should be the product or the service that you are providing to your customer. However, what is interesting to note is that in psychology, feedback is also the knowledge of the results of any behavior, considered as influencing or modifying a further performance. This is the aspect of feedback that we have to end up focusing on in order to better our product feedback process.
Before we take a look at the analysis of the feedback product, let's discuss a few ways in which we can go about collecting this feedback:
Now, don’t get us wrong, but we believe the best feedback ever collected comes from customer surveys! Here, you can have your customer relay you information real-time about what exactly it is that they thought of your products and how they would want their personal experience to be made better. If you can get someone to actually go up to them and ask, instead of making them fill out a sheet of paper themselves, even better. It’s a great way to keep a pulse on the customer by getting continuous feedback as you work on bettering your product or getting some useful insight on any specific part of the product.
Having a solicited community or customer feedback forum can be a great process of feedback collection. In case your community or forum is unmoderated, it might end up being a source of the most honest and unfiltered reviews. These forums will also be helpful to you in terms of marketing your product directly to your consumer. However, be careful with the reliance on community reviews since it is incredibly difficult to have people to operate the forum by their own choice. We know that these communities and forums will inadvertently run by the public themselves, where their identities will be confidential. Hence, you might run the risk of having your insights and analytics lean towards those who participate the most, instead of a holistic approach to your feedback received.
When you invest in a direct customer communication channel for your product, you will be blessed with some astounding feedback directly from the horse’s mouth. Try to incorporate various methodologies for such contact lines such as a calling-in line, a live chat bot, support tickets or simply responding to customer queries over on social media. The main advantage of this will be that you will not need to invest separately in collecting customer feedback. The metadata that will be received can be strategically used for product improvement. However, it might be a good idea to prioritize your fixes. The feedback you receive from your customers through such channels may also be user-centric, obviously because anomalies are always present. Once you receive feedback through these processes, try to assess and filter through it so that you are able to extract what is relevant for an integrated and comprehensive action for you and your team.
There are various software tools that are available online for you to make use of in order to carry out your feedback collection process.
Consider checking us out at Hellonext, your one stop shop solution for all your feedback collection needs! Our page has a whole sampler of services available which can help you both collect and analyse the product you are marketing. We take pride in our work and having a streamlined approach to our services, we make sure that you are completely in control of your product and of your brand. 💪🏻
We want you to sit back and relax and let our product do all the handiwork for you.
Now, once you have collected the data from your customers, your work doesn't end there! Be sure to use that data in order to further analyse your consumer’s behavior. If you do not try to analyze and be methodical with your data, it might not end up making a lot of sense.
Lets try looking at some ways that will allow you to properly analyse your data sets:
You can start by trying to convert all that data set figures or yes/no answers into a relevant qualitative variant that works with your product and your brand.
Instead of your consumer saying “oh, i was unable to find the exact product that I needed for my solutions” and another saying, “dude, your search results give no suggestions, so unless i know the correct name of the product, i cannot find what i look for!” - this can all be under the umbrella of “Improve Search” functionality. ☂ All it means is that instead of keeping a track of all the variations in the response sets that you are met with at the end of your feedback collection process, you can quantify the ones that are within the same realm and make your task easier.
Additionally, try to avoid sifting through your feedback manually - this might lead to unnecessary bias. 👀 It might be a good idea to make use of feedback software systems such as ours to have this be done for you!
Another aspect of the analysis that you can imbibe from your feedback process is the differences in demographics and behaviours set of the feedback data. You are getting your responses from humans, who are human!
The sample set of humans on this planet is approximately 7 billion. That amounts to 7 billion different schools of thought, 7 billion different opinions and 7 billion different experiences! Therefore, looking at common themes by volume can be somewhat of a head-scratcher. 🤯 Some of the easier ways of figuring out your customers inclination would be to ask yourself, are they a new or an old customer? What do they usually buy from you? Where are they located? What is their demographic, and whether it is appropriate to your product?
Visualizing your feedback data is another amazing way of simplistic analysis of your data. If you are anything like the writer of this blog (in which case, congratulations on being awesome), you make better sense of the task at hand when you are able to see, visually, what it is that you are able to do. 👓
Try to make sense of the data, but by using themes instead of keywords. You can also resort to using relative numbers and graphical representation instead of operating using absolute figures. This will also help you to absorb large units of data with a quicker impact, than say trying to delve into with your naked eyes. And of course, 90% of data is always sent to the brain in a visual format, so users are able to subscribe to a quicker decision making process for your product.
Arguably the most important aspect of your feedback collection process has to be the consistency with which it is undertaken. Having sporadic spurts of feedback projects might help you in the short run with small projects. However, if you wish to leave a mark on the industry with the product that you are proud of, your brand name will be able to live for generations to come! 👨👩👧👧
One of the main arguments against having shorter feedback projects is that the customer feedback may not be analysed completely or with the same whole-heartedness that is required for such undertakings. Using feedback to validate any decisions made on that data in the future, will require another disjointed effort, for which bandwidth is not always assured.
If you are consistent with your efforts to stay on top of your feedback collection game, you will be able to make better informed decisions, with trajectories that are more coherent and compelling for any stakeholders of the enterprise.
We know the process of product feedback collection can seem daunting and unscientific. We hope our words help you realise that it doesn't always have to be that way.
With huge volumes of feedback most companies already collect and can gain from online sources, there really isn't any reason for not understanding your customers and their preferences.
The best part about all this? If we hear and act on what our customers are telling us, everyone will benefit!
Better customer retention, goodwill creation and basically, a more rewarding enterprise - wouldn't you be glad to have all this to your name? 🪢
So head on over to Hellonext, and take control of your customer feedback. 🤗
Last updated: December 6th, 2022 at 10:08:37 AM GMT+0
Deeksha is a content marketer at Hellonext who writes on prioritizing customer feedback, using feedback to build great products, and product management. She lives in Dubai, and loves traveling across the world.