5 Tips to successfully action customer feedback

By Mathew Love

You’ve been through each stage of the agile internal feedback process, you’ve put in the hard miles of testing and developing your latest project, and the market has finally welcomed its release. It’s now time to sit back and enjoy the fruits of your labor, right? Not if you want to continue building and sustaining your success.

So, what’s next?

Well, let’s just say that the feedback doesn’t stop there. In fact, we believe that feedback from customers post-launch your product or service is just as important as the feedback before it. Here are 5 tips to successfully action your customers’ feedback:

Make sure it’s timeous.

The best time to ask for and gather customer feedback is as soon as possible after releasing your project on the market. Be careful that you don’t get caught in the lull and after-effect of releasing your project. We’re not saying that you shouldn’t take a moment to celebrate and soak in the feeling of finally getting that project out there, but it’s essential that you strike while the iron is hot. Get those surveys or interviewers out there and start collecting that invaluable feedback ASAP!

Group the good and the bad.

While we all wish that our project will be received flawlessly, this is rarely the case. The thing about customer feedback is that a lot of it will be based on opinion and varying standards. You will get some really good feedback, but you should also be prepared for some bad feedback as well (more on this in the next step). To help better manage this, group the good feedback together as your strengths and what you’re doing right, and then the bad feedback as your weaknesses—or even better, the areas you can improve on.

Take it seriously, but not personally.

Your project is your baby, we understand that completely. And when someone criticises or speaks badly of your baby, it’s natural to react defensively. However, to truly understand and take value from your customers’ feedback, it’s important that you take it seriously but not personally. This will enable you to analyze the feedback in an objective manner and empower you to act appropriately—instead of reacting emotionally.

Create a list of recurring themes.

Receiving a large amount of feedback at once can be overwhelming, which is why it’s important that you create a system of sorting it out in themes. This will allow you to determine what issues are the most prevalent and pressing. For example, if you get 200 out of 300 customers referring to one feature or aspect of your project as an area that needs improvement—you should most definitely check that out! You can sign up for BigTeam if you need a little automation at this step.

It’s action time.

There’s an adage that goes something like this; “If you’re afforded 6 hours to chop down a tree, spend the first 4 sharpening the ax.” This basically translates into saying that the time you spend preparing for an action has the same value, if not more, than the action itself. This can also hold true for actioning your customers’ feedback. Now that you’ve adequately gathered it, prepared it, grouped it and themed it—it’s time to create an actionable list where you directly address this feedback. Your list should be ordered based on the feedback’s priority, and it’s essential that you make sure that each item is realistically achievable. Where should this list be brought up? At the very next iteration of your project, of course!

Customer feedback is like gold when it comes to continuously improving your project and ensuring that it stays relevant and powerful in the market. By following these five tips, you’ll be sure to capture this feedback and turn it into another weapon in your arsenal of tools in the battle towards reaching success for your business.

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