How To Manage Customer Feedback

No matter how you feel about customer feedback, one thing is universally true: you can’t ignore it. Whether you manage it or not, people will find a way to express their wants, needs, frustrations, and complaints. In the always-on, hyper-connected marketplace, positive feedback can spread quickly. That word-of-mouth advertising is the fastest way to help a business grow. Still, negative feedback can spread even faster. Find a way to channel this feedback, and you have a powerful way to improve your products and your relationship with your customers. Fail to manage the feedback, and you may find yourself in the middle of a customer relations nightmare. Most organizations understand this. Still, not as many have a clear plan and process to make the most of customer feedback.

Why Do We Collect Customer Feedback?

Customer Feedback Can Improve Your Business

Using Customer Feedback Is the Best Marketing

Even beyond that, the cheapest and most effective way to reach new customers is through referrals. Referrals come through satisfied customers. Satisfied customers get what they need from your product; it addresses their pain points. When happy customers have a concern or idea, they know they will be listened to. Adding more to the bottom line, current customers who are satisfied and highly engaged spend more money.

All Feedback is Good Feedback

Customer Feedback Management

Customer feedback management becomes especially critical in the development and lifecycle of complex products and services. Development teams need to stay connected with end-users to comprehend their experiences. For some, this type of input can be hard to hear. If you ask the right questions, you will get an honest picture of your customers’ appreciation and what causes them pain. Areas of frustration and annoyance for users are the exact points where changes and improvements can improve customer experience and create a better product.

Where and How Do You Collect Customer Feedback?

Often and Easy

prodcamp feedback widget

Customer Feedback Collection Approaches




Customer Development Calls

Social Media

Product Review Platforms

Community Forums

Customer Service Team Members

Keep It Structured and Actionable

How Do You Actually Use Customer Feedback?

Prodcamp feature voting

The Customer Feedback Loop


Organizing It



At some point, you need a way to select from the information gleaned in analysis what is the most critical work. There needs to be a way to identify what work to do first, what to do later, and what not to do at all.

Closing the Loop

Clarifying the Why

It is possible to collect too much information, which is precisely what happens when objectives are not clarified. You probably aren’t ready to hear every last thing your customers think about every aspect of your product. It is easy to go way overboard and try to find out every last opinion your customers have about you. However, if you are not ready to act on all the information, the essential things may get lost in a crash or arbitrary data.

Consider first what you need to know. What is important now? Do you need to know mostly about product features, a particular aspect of your offering, or maybe the overall customer experience? While you don’t want to limit the number of channels customers can use to offer feedback, you will likely find it helpful to limit the number of things you ask about. In short, don’t overdo it.

Using the Right Tools

Using a Customer Feedback & Product Management Platform

To understand how a customer feedback management solution can improve your feedback processes, let’s take another look at the customer feedback loop. Whereas manual processes and other project management tools may assist in certain phases of the cycle, a good customer feedback platform functions in all of them and can tie them all together. Through integrations like this, you can maximize the improvements in customer satisfaction through the feedback process.

Feedback Collection



Closing the Loop

Putting it All Together

Still, just collecting feedback is only one step. The power comes from what you do with it. It needs to be organized, categorized, and prioritized, or it will just add to the growing sea of useless data stored in spreadsheets and databases. It needs to be turned into actionable steps that can be seen, understood, and undertaken by the team.

Even feedback that is transformed into product improvement is still missing out on its full potential if not for one final step. Customers need to know how their input is being turned into product improvement. They want to know they are heard, and they want to know their effort to share ideas with you is worth it. This is where the feedback loop really springs into action, creating a continuous product improvement and customer satisfaction process.

The Public Roadmap

With a dynamic product roadmap integrated with your feedback management solution, you collect comments and feature requests directly from customers, prospects, and team members. From there, you can collect upvotes to see how customers prioritize possible changes. Interested users can keep up with the whole process and see where changes stand if they have been moved to the backlog or are already complete and released.

Making a public roadmap an integrated part of your customer feedback product management requires a robust customer feedback management solution. Doing this manually without a specialized tool makes this type of integration impossible.

Optimally, the roadmap can be driven by a tool like Prodcamp, which can collect multi-channel data, centralize the data, process it, and prioritize it based on your criteria. You can see this in action by looking at Prodcamp’s own public roadmap.

How To Begin

You and your team will still need to understand your objectives for the process ­- your distinct expected and desired outcomes. Going into this with no measurable objectives will likely drown you in data and leave you no better off than before. It will take some time to understand what is important and what is important right now.

Once you have a clear picture of your goals, Prodcamp can do the heavy lifting. There is no need for separate applications or services since Prodcamp handles the entire feedback cycle. This includes collecting, analyzing, prioritizing, and closing the loop.

You can capture feedback from almost anywhere using the Google Chrome extension. Or, use the embeddable JS widget to capture customer feedback from inside your application.

Prodcamp even integrates with the other tools you already use, making it a seamless part of your office workflow. If your team uses Slack to manage projects, Prodcamp will synchronize with it to keep your team up to date on the latest work informed by the prioritized customer feedback. It also integrates with Jira and Salesforce. As you can see for yourself on the public product roadmap, even more integrations are on the way.


Originally published at



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

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