Changing The Way We Listen To Product Feedback — The Proposal

Part 1 of 2: A case study of the Customer Insights Project that I ran to improve our feedback processes in our products.


At Rex Software I had identified some key problem areas in the way we collected and utilised customer feedback, and saw some opportunities for improving not only our feedback processes but also our relationship with our customers. This is part covers the (abbreviated) proposal I wrote to pitch this project to the business.

Read Part 2 — The Outcome here ➡️

An AI-generated portrait of Vincent van Gogh sitting at a desk with a laptop and pieces of paper flying around his head. He is raising one hand in distress at his situation.

All products teams at Rex should have the means to solicit feedback from our customers (in general and at key moments), such as:

  • Collecting general product sentiment/satisfaction/value scores
  • Assessing satisfaction/value with particular product features/areas, or with newly released changes
  • Assessing the success of customer interactions (such as onboarding)

Currently a lot of teams lack the processes and/or tools to collect this feedback. The requirements for collecting feedback from customers can also vary between products and teams — such as in-app collection vs external collection. Some real-life example problems:

  • “Is there a way we could get more context on feedback from customers? It would be really helpful to be able to follow up with them.”
  • “How do we measure if improvements are successful after shipping?”
  • “What are the biggest pain points for our customers during their onboarding?”
🤔 How might we collect product feedback for general and specific cases across all of our products?

Rex has many different sources of customer feedback — across several teams and with varying levels of relevance to other teams. Collecting or logging this feedback is irregular and more often than not the feedback is not collected, lost, or not passed on to the relevant parties.

Feedback aggregation should introduce a clear taxonomy and support easy collection and categorisation of feedback from all sources for Rex — as well as any potential new sources brought in by the insight collection milestone. A real-life example problem:

  • “I’ve got a customer who has given me some feedback about a feature — how can I log this?”
🤔 How might we aggregate customer feedback from all channels?

Rex has a large volume of feedback, so how can this be presented in a useful and accessible way? Useful presentation may vary between different teams — the product team may be looking for feedback around a specific feature, where as the marketing team may be looking for general product sentiment. All teams need to be able to easily access and manipulate this data. Some real-life example problems:

  • “We delivered a feature and I guess it could have value, but I don’t know. Do people actually like it?”
  • “Is there a trend in the feedback we get from UK churns?”
  • “Who are our churn risks and what are the issues they are having?”
🤔 How might we present feedback in a useful and accessible way?

Once feedback has been properly solicited, organised, and presented — how can this be turned into actionable insights? And what does this look like for the various teams? For example:

  • Flagging customers or agencies that are giving low value scores in order for customer success to step in early
  • Identifying useful trends in feedback:
    — Overall value score increases or decreases
    — Top feedback categories
    — Top features mentioned in feedback — where could we improve?
🤔 How might we turn our product feedback into actionable insights?

Read the full article here

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