As a growing company, you probably already collect customer feedback. But when things are going at lightning speed with your product development, operations, marketing, and sales – managing customer feedback can be tricky.
Unstructured customer feedback can lead to data fragmentation and teams working in silos. This leads to inefficient processes, duplicate work, and an unstructured way of moving forward.
As a product manager, it’s undeniably important to collect user feedback and make sure it gets integrated into the product development journey. For this, you need a scalable system to manage and document your feedback.
In this article, we share our insights and frameworks on how SaaS companies can efficiently manage their customer feedback and actually deliver on them.
Building a Single Source of Truth (SSoT)
Product managers need to synthesize information from multiple sources and teams to make critical decisions. Using various tools and channels to collect, prioritize, and manage customer feedback directly impacts speed and accuracy. This is where a single source of truth comes in (SSoT).
With a single source of truth (SSoT), startups can substantially reduce the time spent on identifying and measuring data records, eliminate duplicate entries, and focus on the right feedback.
Think of it as your go-to user feedback roadmap. Your teams can have access to consistent accurate data, get complete visibility into cross-functional activities, and keep them engaged in their shared mission.
When it comes to customer feedback, companies often rely on solutions like Spreadsheets. While it’s an affordable option, it often comes at the expense of repetitive manual tasks that are time-consuming and reduce the productivity of your team. Moreover, it’s complicated to maintain updates, track progress, notify users, and make sure everyone in your team is on the same page.
Especially in a remote, asynchronous environment, you need to make sure that all the data is centralized in a tool. All feedback in one place means reduced manual work needed to gather information from different sources, better communication, and enhanced segmentation.
Choose a tool that offers effective communication between teams. For instance, if a product needs more information on the next month’s update, they should have a single source from where they can pull in data, draw insights, and eliminate the back-and-forth with different teams.
A product feedback tool can act as a single source of truth. It allows several teams from a company to collaborate on it and work on problem-solving together. People can go in, check all the comments, discussions, and update themselves with the latest information.
For you, they store all information in a single dashboard, help you reduce the amount of lost feedback, and encourage cross-team communication for better results.
For users, it offers transparency, meaning they can see you constantly improving and working on their feedback. This could be a differentiator between you and your competitors.
In a nutshell, when you keep all of your user feedback in a centralized dashboard, it becomes much easier and faster to pick out what’s important. By segmenting it out into different categories, prioritizing tasks, and having real-time conversations, you can cut through the noise and focus on what’s important.
That said, let’s dive into the specifics of the frameworks you can use to manage it better.