{"id":26755,"date":"2022-01-12T17:57:06","date_gmt":"2022-01-12T17:57:06","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=26755"},"modified":"2022-01-12T18:06:14","modified_gmt":"2022-01-12T18:06:14","slug":"collecting-customer-feedback","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/collecting-customer-feedback\/","title":{"rendered":"Moving fast and building smart: The value of quick customer feedback"},"content":{"rendered":"

At Intercom we obsess about our customers\u2019 success<\/a>. We also prioritize moving fast<\/a>, making quick, effective decisions, and maintaining momentum.<\/p>\n

Collecting customer feedback is crucial to making smart product decisions, but it can be time-consuming for both our team and our customers. This might mean compromising on production speed, or on customer satisfaction if our users feel they\u2019re being contacted too frequently<\/a>.<\/p>\n

\u201cSpeeding up customer feedback loops allows you to learn and iterate fast enough to stay ahead of the market while making your customers feel included in the process\u201d<\/p><\/blockquote>\n

As we evolve to serve the needs of upmarket companies<\/a>, it\u2019s important we focus on the voice of our target segment. Speeding up customer feedback loops allows you to learn and iterate fast enough to stay ahead of the market while making your customers feel included in the process. However, getting access to these customers can be challenging \u2013 the pool of respondents is smaller, making it easier for feedback requests to qualify as \u201cspam\u201d if you reach out too often.<\/p>\n

Move away from traditional methods<\/h2>\n

There are lots of well-known, proven methods of collecting feedback, like interviews or forms. Although they\u2019re often effective, they can feel like a big time commitment to a customer and impact their willingness to participate. As a result, feedback loops can slow down, sacrificing important inputs to product decisions. Here are three tips for collecting customer feedback quickly and efficiently.<\/p>\n

1. Choose a feedback channel that\u2019s convenient for respondents<\/h3>\n

As a product manager working on our Inbox<\/a>, I have both internal (our Customer Support team) and external customers.<\/p>\n

Our support reps spend their entire day having conversations within our product, so they\u2019re an invaluable source of feedback around our product. When they\u2019re not \u201cinboxing\u201d you can usually find them on Slack<\/a>, helping each other out and collaborating with other teams.<\/p>\n

\u201cDue to the Support team\u2019s time constraints, securing time with reps was almost impossible\u201d<\/p><\/blockquote>\n

However, support reps often have strict SLAs to adhere to and ambitious personal KPIs to hit \u2013 sharing product feedback with me isn\u2019t exactly their top priority. I recently wanted to beta test a new Inbox feature but due to the Support team\u2019s time constraints, securing time with reps was almost impossible.<\/p>\n

That was when I decided to leverage the wonders of Slack! I tried this first with our own Customer Support team, creating an internal Slack channel with a handful of support reps and encouraging them to share any feedback and questions that arose from the beta test directly with myself and the team. Not only did a flood of feedback rapidly pour into the channel, but the entire product team was able to follow along and immediately act on it.<\/p>\n

Within minutes, there was an engineer fixing bugs and a designer brainstorming on iterative solutions. My teammates loved the method \u2013 it allowed us to react to the updates quickly in a more lightweight way, and it didn\u2019t require a call or a form to fill out.<\/p>\n

Meeting customers where they are, in real time, is simply invaluable<\/p><\/blockquote>\n

Many Intercom customers also use Slack, and our internal trial was so successful that I extended this method to them via Slack Connect<\/a>, a Slack tool that facilitates cross-organization communication. It worked like a charm, and created a win-win situation whereby the product team was able to iterate at speed and customers saw an immediate return on their time investment. I would encourage any product manager to try out this lightweight and highly efficient way of soliciting customer feedback. Meeting customers where they are, in real time, is simply invaluable.<\/p>\n

Speeding up your feedback loops means sending your customers the right message, at the right time, in the right place. Intercom<\/a> is built around starting conversations \u2013 instead of sending an out-of-context email, why not ask your customers\u2019 thoughts on your app while they\u2019re already using it?<\/p><\/blockquote>\n

2. Choose the right moment to ask for feedback<\/h3>\n

Once you gain access to a set of customers, it\u2019s worth leveraging that momentum to strategically solicit more product feedback. One way to do this is by following up with them each time your team ships a product update.<\/p>\n

\u201cIt allowed us to learn about our customer\u2019s deepest problems in an efficient and connected way\u201d<\/p><\/blockquote>\n

In the earlier example of the Inbox beta feature, I would keep support reps informed whenever we made changes. As well as prompting feedback on the specific change, this often inspired commentary on peripheral Inbox features and gave way to broader discussions on product improvements. It allowed us to learn about our customer\u2019s deepest problems in an efficient and connected way.<\/p>\n

3. Form a personal customer feedback group<\/h3>\n

Once you\u2019ve managed to foster a relationship with your customers through continuous feedback loops, it\u2019s time to take that relationship to the next level. Engaged customers are often happy to continue the conversation and stay involved \u2013 bringing them together to form a customer feedback group is a great way to do this.<\/p>\n

\u201cCustomer feedback groups are especially helpful when you\u2019re constrained by the size of the pool of customers at your disposal\u201d<\/p><\/blockquote>\n

These groups are especially helpful when you\u2019re constrained by the size of the pool of customers at your disposal. After working with various support reps \u2013 both within Intercom and further afield \u2013 on the Inbox beta feature, I reached out to some of them again to see if they would like to continue sharing their experience with me on future betas. Many of them were keen to keep going, allowing our product team to continue growing our product at speed, and giving our customers more influence and engagement in the process.<\/p>\n

Interested in learning more about how Intercom\u2019s product team works? Read more about our principles, culture, and open roles here<\/a>.<\/em><\/p>\n\n","protected":false},"excerpt":{"rendered":"

Speeding up customer feedback loops allows you to learn and iterate fast enough to stay ahead of the market while making your customers feel included in the process. 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