October 7, 2019 // By Meghan Lien
We all know that customer feedback is invaluable, but it’s not just the gathering that is important--it’s the analyzing. Adopting standards for research synthesis is an important step towards securing a competitive advantage and truly transforming your products. Here are six tips that can place you ahead of the game.
Consistency Is King
Organizations must focus on a consistent customer feedback process in order to maintain trust with users, increase adoption, and remain competitive. When end user feedback is heard and acted upon in a uniform manner, you can establish a validated product roadmap. As more research is captured and feedback gathered in a customized process, organizations are able to visualize the future—bringing users on the journey alongside development teams.
Use Both Quantitative and Qualitative Methods
Research teams should accompany the quantitative results with qualitative comments which provide detailed direction about the need. Doing this will provide clarity on priority and the magnitude of the need across your key personas. It is often the direct comments that help drive additional research plans for validating solutions as well. When presenting findings to executives and stakeholders, summarize the quantitative results , timeline, and then conclude with quotes from participants (either transcribed or by showing a video recording).
Deploy a Variety of Gathering Tools
There are many options for gathering useful customer data and each brings its own value to your research. Be sure to establish a prescriptive structure around workflows for intake, analysis, and action for each of the methods, including:
- Customer support email inbox
- Live chat
- Focus groups
- A/B tests
- Usability tests
Consider Creating a Customer Advisory Board
This is a user group that is willing to participate throughout the product development lifecycle. These users not only feel valued in the organization but act as advocates among their peers. And when you survey people who have seen the incremental changes along the journey, you tend to receive higher quality feedback when validating concepts.
Don’t Forget the Personal Touch
Make sure to follow up with the people who provided the feedback. Stay in touch when concepting solutions to their feedback--reach back out to see if they can participate in a usability or A/B test of the designs. Once developed, send a quick thanks with a link or screenshot of the feature they helped design. This will speak volumes about your focus on customers and spread positive word of mouth. Continuing relationships with the people who have taken the time to provide you valuable feedback can pay off big.
Make It Easy for Customers to Give Feedback
- Make feedback forms or surveys short and easy to complete
- Offer incentives
- Make focus groups fun and interactive
- Ensure that customer support is easy to reach
Magenic’s digital product strategy and experience design teams can work with you to not only gather customer feedback but gain valuable insights as well. If you’d like to create a better experience for your customers, contact us today.