Taplytics surveyed 160 Product Managers on how they think about creating wonderful customer experiences filled with magic moments. We asked them about what role customer feedback, in any of its forms, plays in the development and growth of their products.
The report shared the findings from the survey, as well as some of the comments and feedback from contributing PMs.
This blog post is a condensed, sneak peak that features some of the highlights – check out the entire report here.
Product Managers love customer feedback. No, they need it.
They’re responsible for boosting metrics like retention, conversion and engagements, but also for creating amazing experience for their customers.
The only way to truly understand users is to be watching their behavior to spot abnormalities, then asking more questions to understand the underlying problem that you need to solve. Best simply put by one of our survey respondents:
“Analytics tell us that something’s going on. Customer feedback tells us how to improve it.”
Being committed to feedback also helps PMs stay extremely user-focused and provide the best customer experience possible. If you’re listening to feedback, struggles and requests and using them to inform product iterations, you will have happy customers. After all, customers are the brand ambassadors of your products.
How do Product Managers collect feedback?
When in the development process do they collect feedback?
Sometimes, we can get caught up with the obsession of operating fast and efficient, and sometimes cut customer feedback collection out or down in the interest of saving time.
However, getting the straight answer at the beginning of the process will help cut down the time needed later for edits.
“Product Managers need to widen their empathy with customers and move beyond the ideas of existing solutions. This requires the consideration of
user needs at the earliest possible stage of a product’s development, before
fixed ideas for solutions to the product’s design problems have been established – When you skip this step, you sacrifice quality for speed.
This will soon require a v3 of the design system you have just put in place. In the end this you will have wasted more time and money focusing on being fast! and agile! than you would have if you put proper user research methods in place from day 1 of development.”
– Chelsea Oswald, Shoelace
How do Product Managers prioritize feature requests?
“While it can be tempting to listen to the HiPPO (highest paid person’s opinion) in the room or even delivering the easiest-to- build feature, if your customer isn’t deriving value from it, the end result will not be optimal and your customers will let you know with their wallets. Great product experiences are built with a combination of inputs – data, gut, feedback from other stakeholders, but the most important one will always be your end customer.” – Nikki Hau, Roadmunk
What makes the best products the best?
“If you find customers are having pain points, as a PM, it should be the first thing you address. If customers are requesting features or uninstalling your product, you should be looking for where their workflow breaks and what the underlying reason is behind their requests and frustrations. If customers’ opinions and feedback are not involved in the development process, we risk building with strong biases and hard to understand UX. After all, the UX will always be intuitive to the person building it.”
– Nicole Zhao, Vidyard
For much more information and insights, check out the full report. It dives into:
- What are the top tools PMs are using today?
- Quotes and features on 14 PMs from a variety of industries
- The value of saying “yes!”
- The role of empathy in building a great product
And much more! Click on the “Download Report” button below to get it! 👇