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Voice of
Customers
Product
Development
How to use Voice of
Customers for Product
Development?
As a product manager or a SaaS company owner,
what is your main drive in building new
products?
Should the Voice of Customer influence product
development?
In Frost & Sullivan’s survey research on
R&D/innovation and product development
priorities, 84% of the respondents declare...
€17 Million ARR
670,000 Sites
“A huge factor in reaching this level of growth
has been our commitment to staying close to ...
You might have the best expertise in the industry where
your company operates, but that professional knowledge
will never ...
The best way to ensure your new developments will gain
the likes of the market is to listen to the voice of your
customers.
- Elon Musk, SpaceX
“It’s very important to have a feedback loop,
where you’re constantly thinking about what
you’ve done ...
SO…
How to embed Voice of Customer
into the product development life
cycle?
In different stages of the product development process,
the approach you should be taking to obtain feedback
differs.
This is the product development process.
Ideation
Development
Quality Assurance
Production
Prevent “gut” feeling
brainstorm.
Ideation
Review what your customers have been saying.
Run a poll or request directly for suggestions.
Ideation
Leadership and internal
feedback is not enough.
Development
On every step of the way, ask for validation and
confirmation of functionality from customers.
Development
Quality Assurance
Usability
Testing!
Test the prototypes across different levels and segments
of customers, as different customer groups can help to
uncover un...
Use the “I Like, I Wish, What If…” method to solicit
critical feedback in a positive manner.
Quality Assurance
Production
Customer
Success?
Make sure your customer service channel allows clear
communicate. And streamline the feedback.
Production
Here are some questions to ask yourself and find out if
your customer support is sufficient:
Is your feedback widget easy t...
Are you labeling and
categorizing the feedback
tickets?
Use customer feedback to
pick up potential new
product ideas.
The behaviour of customers will evolve with time. What
used to work may become irrelevant.
Continuous Improvement
What happens when you don’t have a customer
feedback system...?
“62% of customers go onto Social Media for
complaints and feedback.”
If you don’t listen and improve your product based on
customer feedback, you’ll quickly lose those customers to
competitor...
Acting on the voice of customer in a timely manner is one
of the most powerful change you can make in the product
developm...
- Chip Bell, Bank of America
“Loyal customers they don’t just come back,
they insist that their friends do business with
y...
Learn more about website feedback solutions
at Usersnap - used by Microsoft, Facebook
and many more amazing brands. Free 1...
Why your voice of customer program should guide your product development
Why your voice of customer program should guide your product development
Why your voice of customer program should guide your product development
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Why your voice of customer program should guide your product development

Listening to your customers is important, but how to use their insights to improve your product is another story.

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Why your voice of customer program should guide your product development

  1. 1. Voice of Customers Product Development How to use Voice of Customers for Product Development?
  2. 2. As a product manager or a SaaS company owner, what is your main drive in building new products?
  3. 3. Should the Voice of Customer influence product development?
  4. 4. In Frost & Sullivan’s survey research on R&D/innovation and product development priorities, 84% of the respondents declare that they employ the voice of customers (VoC) in their product development cycle.
  5. 5. €17 Million ARR 670,000 Sites “A huge factor in reaching this level of growth has been our commitment to staying close to our customers.”
  6. 6. You might have the best expertise in the industry where your company operates, but that professional knowledge will never be more valuable to the business than customer insights.
  7. 7. The best way to ensure your new developments will gain the likes of the market is to listen to the voice of your customers.
  8. 8. - Elon Musk, SpaceX “It’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better.”
  9. 9. SO… How to embed Voice of Customer into the product development life cycle?
  10. 10. In different stages of the product development process, the approach you should be taking to obtain feedback differs.
  11. 11. This is the product development process. Ideation Development Quality Assurance Production
  12. 12. Prevent “gut” feeling brainstorm. Ideation
  13. 13. Review what your customers have been saying. Run a poll or request directly for suggestions. Ideation
  14. 14. Leadership and internal feedback is not enough. Development
  15. 15. On every step of the way, ask for validation and confirmation of functionality from customers. Development
  16. 16. Quality Assurance Usability Testing!
  17. 17. Test the prototypes across different levels and segments of customers, as different customer groups can help to uncover unique problems. Quality Assurance
  18. 18. Use the “I Like, I Wish, What If…” method to solicit critical feedback in a positive manner. Quality Assurance
  19. 19. Production Customer Success?
  20. 20. Make sure your customer service channel allows clear communicate. And streamline the feedback. Production
  21. 21. Here are some questions to ask yourself and find out if your customer support is sufficient: Is your feedback widget easy to find? How long does it take for customers to submit feedback? Do you support visual feedback and screenshots? Are the tickets streamline to one channel? How many back and forth does it take to resolve a issue?
  22. 22. Are you labeling and categorizing the feedback tickets?
  23. 23. Use customer feedback to pick up potential new product ideas.
  24. 24. The behaviour of customers will evolve with time. What used to work may become irrelevant. Continuous Improvement
  25. 25. What happens when you don’t have a customer feedback system...?
  26. 26. “62% of customers go onto Social Media for complaints and feedback.”
  27. 27. If you don’t listen and improve your product based on customer feedback, you’ll quickly lose those customers to competitors who will.
  28. 28. Acting on the voice of customer in a timely manner is one of the most powerful change you can make in the product development cycle.
  29. 29. - Chip Bell, Bank of America “Loyal customers they don’t just come back, they insist that their friends do business with you.”
  30. 30. Learn more about website feedback solutions at Usersnap - used by Microsoft, Facebook and many more amazing brands. Free 15 days trial.

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