The document discusses how companies can use the "voice of customers" (VoC) to inform their product development process. It recommends gathering customer feedback at each stage of development, from initial ideation through quality assurance testing and ongoing improvements. Customer insights should be obtained through polls, feedback mechanisms, usability testing of prototypes, and issue tracking to ensure products meet customer needs and retain their loyalty over time. Acting on VoC in a timely manner is critical for product success.

1. Voice of
Customers
Product
Development
How to use Voice of
Customers for Product
Development?

2. As a product manager or a SaaS company owner,
what is your main drive in building new
products?

3. Should the Voice of Customer influence product
development?

5. 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.

6. €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.”

7. 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.

9. The best way to ensure your new developments will gain
the likes of the market is to listen to the voice of your
customers.

10. - 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.”

11. SO…
How to embed Voice of Customer
into the product development life
cycle?

12. In different stages of the product development process,
the approach you should be taking to obtain feedback
differs.

13. This is the product development process.
Ideation
Development
Quality Assurance
Production

14. Prevent “gut” feeling
brainstorm.
Ideation

15. Review what your customers have been saying.
Run a poll or request directly for suggestions.
Ideation

16. Leadership and internal
feedback is not enough.
Development

17. On every step of the way, ask for validation and
confirmation of functionality from customers.
Development

18. Quality Assurance
Usability
Testing!

19. Test the prototypes across different levels and segments
of customers, as different customer groups can help to
uncover unique problems.
Quality Assurance

20. Use the “I Like, I Wish, What If…” method to solicit
critical feedback in a positive manner.
Quality Assurance

21. Production
Customer
Success?

22. Make sure your customer service channel allows clear
communicate. And streamline the feedback.
Production

23. 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?

24. Are you labeling and
categorizing the feedback
tickets?

25. Use customer feedback to
pick up potential new
product ideas.

26. The behaviour of customers will evolve with time. What
used to work may become irrelevant.
Continuous Improvement

27. What happens when you don’t have a customer
feedback system...?

28. “62% of customers go onto Social Media for
complaints and feedback.”

30. If you don’t listen and improve your product based on
customer feedback, you’ll quickly lose those customers to
competitors who will.

31. 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.

32. - Chip Bell, Bank of America
“Loyal customers they don’t just come back,
they insist that their friends do business with
you.”

33. Learn more about website feedback solutions
at Usersnap - used by Microsoft, Facebook
and many more amazing brands. Free 15 days
trial.