Customer Feedback Loop: What Is It? And How To Create One!

Introduction

In 2018, I was heading a 15-person customer-facing team in a rapidly growing SaaS company. And just like many companies, we were struggling to scale and hire new talent.

So what is a customer feedback loop exactly?

The easiest way to describe a customer feedback loop is to think of your company as a biological system.

How is a customer feedback loop beneficial for your company?

Get a reality check

Even if you’ve already planned to build a certain feature, it’s still time to collect feedback about it. Why? To make sure your team is building exactly what your customers need before you actually roll it out.

Boost user retention

In a world where there’s less product differentiation, SaaS companies average at least 9 competitors, and CAC has increased by 50% in recent years, acquiring a new customer requires a lot of resources.

Provide upsell & cross-sell opportunities

If you have several products or offer various product plans, the customer feedback loop offers the opportunity to sell more to your existing customers, after you’ve “already paid” for the acquisition cost.

Increase user engagement

People know you care when you give them news. It’s true in life and in business.

Improve operational efficiency

A well-orchestrated feedback loop allows you to avoid wasting time exploring less relevant or less beneficial features and functionalities.

How can I set up a customer feedback loop?

Build a customer feedback culture in your company

For some businesses that adopt a product-led growth approach at an early stage, feedback is already part of the company culture.

Identify your users

You need to make sure that you know who’s providing feedback and get their consent to follow up.

Be personal

The best way to improve the feedback experience is to be personal.

Feedback widget
Intercom public roadmap integration

Your changelog will do the job

A personalized email notification is a great way to keep your clients up to date regarding the evolutions of your product and service.

And a shared idea board or lean product roadmap too

While a changelog tells your customers or teammates what was recently released, it doesn’t give them any information about what your future plans are in terms of new functionalities or product improvements.

Feature voting portal

Go one step further

For the customer feedback loop to be effective, you can’t stop at the classic survey solution flywheel; gather, learn, apply.

Customer Feedback Loop

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ProdCamp — public roadmaps and customer feedback management platform. Connect customer feedback to your #roadmap and focus on what matters. www.prodcamp.com

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ProdCamp

ProdCamp — public roadmaps and customer feedback management platform. Connect customer feedback to your #roadmap and focus on what matters. www.prodcamp.com