Customer feedback is essential in helping product managers understand how and why people are using their product the way they do. Or, why they stop using the product altogether. Used side by side with data analytics, we get a clearer picture of what is actually happening, and this is what enables us to fix issues and formulate the right action plans so we don’t miss out on opportunities.
So, how do we get feedback from our customers? This article enumerates five ways you can collect customer feedback so you know exactly what your customers want and need.
Surveys are easy to set up and send out, collate and analyze, and are pretty accurate. There are two basic ways to conduct surveys – long surveys that you send out and short surveys you place on your website.
Long surveys are probably the ones you are most familiar with. These involve creating questions, sending them out to the customer database via email and social media, then check back on the replies after a few days. The drawback of long surveys though is, not a lot of people actually respond or finish these surveys, so these end up providing poor results. If you want to send out surveys, it would be advisable to keep it short, ranging from 5 to 10 questions so answering them will not take too long.
The other type of survey is the one you feature on your website. Limit the questions to just one to two which are relevant to the page where they are displayed. This ensures that your page visitors actually answer them.
Add Feedback Forms to Your Website
You want to make sure that you are also aware of minor issues that customers experience about your product, because even the most minute problem can cause your customers to start looking for other options. Feedback forms are a great way to learn about these. You can place a feedback form at the bottom of every page of your website, so it is conveniently available for customers to send their message. Make sure your feedback forms require important information from the senders, such as their account name, the URL, and the version of the browser they are using so you are able to recreate the problem on your end and determine the appropriate solutions.
Reach Out to Your Customers
The best way to know what your customers feel about your product is to ask them directly. Having personal conversations with your customers allows you to gain valuable insights that surveys and feedback forms will not be able to capture. Talking to them allows you to dig in deeper, know how they use your product and how exactly they would want to use them if certain features were added.
Perform Customer Data Analytics
If you have attended a product management training to hone your skills, you would know that data analytics is vital in your field. Customer data analytics is the systematic analysis of customer information to help you identify, attract, and retain your most profitable customers. With customer analytics, you are able to create a single, accurate view of your customers and make informed decisions as to how best to acquire and retain your customers. In order for this to be effective, you will need to determine which business metrics you need to achieve for each view of the customer experience.
Conduct Usability Tests
If you are about to release a new product, it would be best to watch someone actually use it. This will allow you to flag problems immediately and deter any issues that would prevent you from acquiring new customers. When choosing who to test your product with, make sure to select someone who is part of your target market. Invite them over to your office and ask them to complete a simple task. Don’t guide them during the process, let them figure things out on their own as you observe him or her. You will see that observing even just a couple of individuals can be a great help in getting the feedback you need.
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Michelle Rubio has been writing for SMEs across the United States, Canada, Australia and the UK for the last five years. She is a highly-experienced blogger and SEO copywriter, writing business blogs for various industries such as marketing, law, health and wellness, beauty, and education, particularly on product management training such as those offered by ProductSchool.com.