Too often teams treat customer feedback as a one-time effort at the beginning of embarking on a new project. But the best product teams develop a continuous feedback loop: an automated system by which they are continuously receiving and incorporating customer feedback into their product roadmap. Learn how you can develop a robust feedback loop for your own product by leveraging feedback rivers, feedback system of records, and deep synthesis.

1. Developing a Continuous
Feedback Loop
Sachin Rekhi
@sachinrekhi
sachinrekhi.com
Founder & CEO, Notejoy

2. Meet Notejoy, collaborative notes for teams

3. Meet Sales Navigator, enabling social sales

4. Jeff Bezos, Amazon
“One thing I love about
customers is that they are
divinely discontent. Their
expectations are never static -
they go up. It’s human nature.
We didn’t ascend from our
hunter-gatherer days by being
satisfied. People have a
voracious appetite for a better
way… You cannot rest on your
laurels in this world. Customers
won’t have it.”

5. We all aspire to be
customer obsessed

6. But how do we actually achieve it?

7. 100
We built it, but they
didn’t come
200
We got out of the
building and talked
to our customers
300
We analyze metric
dashboards weekly
& commission
well-designed
research studies
Mastering customer obsession
400
We have a
continuous
feedback process
with a feedback
river, feedback
system of record,
and deep synthesis

8. Why 300-level customer obsession is not enough
Metrics can help
identify what’s
wrong, but not why
Research studies
are infrequent &
quickly out-of-date

9. Mastering customer obsession
400
● Feedback river
● Feedback system of record
● Deep synthesis

10. Feedback river

11. What is a feedback river?
an open channel for any team member to get
continuous real-time feedback on the product
across a multitude of sources

12. What are the benefits of a feedback river?
Voice of
customer directly
from the source
Real-time
feedback after
product updates
Ability to recognize
patterns across
sources

13. Notejoy’s feedback river

14. Notejoy’s feedback river
NPS
Canceled account reason
Feedback submission

15. Notejoy’s feedback river
Feature request vote
Feature request comment
Help search query

16. Notejoy’s feedback river
Twitter mention

17. Notejoy’s feedback river
Contact us submission

18. Sales Navigator’s feedback river
lighthouse-feedback@linkedin.com
Monthly NPS survey results
Customer survey results
Weekly top customer support issues
Weekly metric dashboards
Employee feedback
Sales team customer stories
Social media summaries
Churn survey results
Sales team questionsUX interview notes

19. Feedback system of
record

20. What is a feedback system of record?
a single source of truth for consolidated and
aggregated feedback across a multitude of
sources

21. What are the benefits of a feedback system of record?
Speed up
processing of
feedback
Simplify
incorporation into
roadmap
Avoid recent
feedback bias

22. Notejoy’s feedback system of record

23. Notejoy’s feedback system of record

24. Notejoy’s feedback system of record

25. Sales Navigator’s feedback system of record
Lighthouse Feedback
● Held weekly feedback meeting with representatives from product, design,
engineering, marketing, sales, customer success
● Reviewed newest feedback items as well as updated ranking for features /
problem areas
● Moved important items into bug fix sprints or consideration for upcoming
roadmap

26. Tools for feedback systems of record

27. Deep synthesis

28. So now I just implement features from
the feedback system of record in
priority order, right?

29. No!

30. Uh… why not?

31. Reid Hoffman, LinkedIn / Greylock
“Users are systematically
very poor at understanding
what their reaction will be
to new things.”

32. “If I'd asked people what
they wanted, they'd have
asked for faster horses.”
— Henry Ford
Well, at least we know they
find traveling by horse to
be too slow!

33. Is the feedback from your target customer?

34. User vs business priorities
Acquire
Activate
Engage
Retain
Upsell
Refer

35. Top feature requests that were never implemented
LinkedIn Sales Navigator
Export LinkedIn profiles to Salesforce
Provide LinkedIn member email addresses

37. Questions

38. Enjoyed this presentation?
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