Designing beautiful products and establishing a great business might sound easy from your perspective.
But that isn’t the perspective that determines the success of your company, it is your users’. This is why collecting and using user feedback is a vital part of making progress.
What is User Feedback?
User Feedback refers to the thoughts and emotions of your users about your product and business. It usually consists of their level of satisfaction with you and what satisfies or dissatisfies them.
It can be a review that says your product is awesome, a message that complains about your business, or a feature request that explains how your product could be more useful. Any opinion of your customers is important as their satisfaction is what makes you a successful business.
Why is user feedback important?
User experience has a vital impact on the success of a company. Even though the customers cannot be directly involved in the decision making of a company, their thoughts should be what actually drives the decisions of a company.
For example, here are 6 examples of a bad UX design you should avoid.
User feedback is vital for all of the units of a company. A support unit will want to check the quality of their service, and a product unit might need help prioritizing what to come up with. To increase a company’s success, a product manager should be well informed about how to collect user feedback, analyze it, and take action according to the results. Here are the most efficient ways to get user feedback.
How to collect user feedback?
The statistical tools are not always sufficient as they have the risk to end up in skewed data that only represent the happiest or unhappiest customers. Qualitative data should be used to gain further insight. You can get in touch with your customers directly.
Live chat, short surveys, and social media are among the most common tools to gather user feedback. Live chat is a way of direct communication with your customers. You can ask specific real-time questions or categorize the inbound feedback.
Short surveys help you ask your customers questions about specific aspects of your service or their experience easily. It is useful to measure customer satisfaction provided by such surveys.
Social media is a prominent platform on which people love to express their feelings. Even though it is not always as meaningful and constructive as direct feedback, you can find valuable feedback on Facebook, Twitter, and other social media platforms.
User Feedback Tools
Building a feedback tool in-source or getting feedback through other channels can be a consuming task. I’m not even talking about categorizing and analyzing them. This is where 3rd-party tools come in handy.
They enable you to collect data from customers without spending hours on coding, designing and maintaining. Here are 2 tools you can use to collect feedback:
UserGuiding is primarily a User Onboarding Software designed to improve the overall experience of your users with your product. It gives you the ability to establish product walkthroughs, highlight features, send in-app messages, and create self-help centers without coding.
It also allows you to conduct NPS surveys and gather feedback. Click here to start your free trial today!
#2 Feedier – Collect Feedback through a Gamified Experience
Feedier is a feedback gathering tool that allows you to create smoothly designed surveys that aim to gamify the process for users.
You can offer various incentives to users who volunteer to give you feedback, and with the feedback you get, you can improve your business and your product. Get to Feedier by clicking here!
Whom and When to Ask
As a product manager, you should know whom and when to ask. You tend more to value the opinions of the customers who have been using your service for a longer time, or of the ones who use it heavily. You can also get additional information from newcomers by putting a short questionnaire or multiple-choice form during the signup process. It will feel like onboarding for them.
Both loyal customers and new customers will probably have a lot of insightful feedback, but they are not the only ones. The feedback is not only expected from those who use a product or a service, but also the ones who abandoned the service.
If a user chooses to churn, it means that your service is not useful for them. To take steps towards improvement, you should find out why a customer churns. An easy way to find out is to use a cancellation form that asks for feedback about why the user is leaving. If they do not want to give long responses, they can just tick off a few boxes.
Net Promoter Score is a metric that is commonly used for measuring the success of a business. Its survey asks your users how likely they would be to recommend your product to their friends and colleagues on a scale of 1-10.
Based on the answers, a simple calculation is made to get your NPS. It is also common to collect feedback right after your users select a score, asking why they chose that score.
Read all about NPS in this Definitive Guide to NPS.
Analyzing the Feedback You Gathered
After you make your way to collect user feedback, it is time to handle the incomplete, inconsistent, or sometimes contradictory data. It is important to analyze customer feedback well to take solid steps.
To properly analyze the feedback you gathered, you should first be aware that there are many different segments of customers. Grouping them according to the using frequency and plans can be extremely helpful as each customer has their own expectations from your service.
After carefully reading the data, you can code the feedback to reveal the common themes. The volume and repetition of the feedback are also important. If surprisingly many customers from different segments say that your recent extension is problematic, you should give voice to that feedback.
Successfully implementing feedback to take a step to develop your product is an essential part of product development. If it is poorly managed, user feedback can distract from the real problems, and waste precious time and resources. But if it is well managed, you can develop new ideas and plan efficient product improvements.
You can summarize the feedback you previously coded in a simple table or a short document to discuss it with your team. One of the best things you can do is to create a Top 10 out of the feedback to map out a product or service development plan.
It is easy to get lost in user feedback. But if you manage it well, it is also easy to take effective steps so that your customers can be satisfied and your company writes a story of success. To satisfy your customers even further, you should let them know that you value their feedback and listen to them.
Frequently Asked Questions
❓ Why should I collect user feedback?
User feedback gives you data on the current satisfaction of your users with you and ways to increase that satisfaction through their pain points.
🔧 Is there a tool to collect feedback?
Yes, there are various tools on the market to collect user feedback such as UserGuiding and Feedier.
👤 Who manages user feedback in a company?
Collecting, analyzing and using feedback are usually the tasks of either customer service departments or product managers.