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Developing a Continuous Feedback Loop



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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.

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Developing a Continuous Feedback Loop

  1. 1. Developing a Continuous Feedback Loop Sachin Rekhi @sachinrekhi Founder & CEO, Notejoy
  2. 2. Meet Notejoy, collaborative notes for teams
  3. 3. Meet Sales Navigator, enabling social sales
  4. 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. 5. We all aspire to be customer obsessed
  6. 6. But how do we actually achieve it?
  7. 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. 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obsession is not enough Metrics can help identify what’s wrong, but not why Research studies are infrequent & quickly out-of-date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. 9. Mastering customer obsession 400 ● Feedback river ● Feedback system of record ● Deep synthesis
  10. 10. Feedback river
  11. 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. 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. 13. Notejoy’s feedback river
  14. 14. Notejoy’s feedback river NPS Canceled account reason Feedback submission
  15. 15. Notejoy’s feedback river Feature request vote Feature request comment Help search query
  16. 16. Notejoy’s feedback river Twitter mention
  17. 17. Notejoy’s feedback river Contact us submission
  18. 18. Sales Navigator’s feedback river 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. 19. Feedback system of record
  20. 20. What is a feedback system of record? a single source of truth for consolidated and aggregated feedback across a multitude of sources
  21. 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. 22. Notejoy’s feedback system of record
  23. 23. Notejoy’s feedback system of record
  24. 24. Notejoy’s feedback system of record
  25. 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. 26. Tools for feedback systems of record
  27. 27. Deep synthesis
  28. 28. So now I just implement features from the feedback system of record in priority order, right?
  29. 29. No!
  30. 30. Uh… why not?
  31. 31. Reid Hoffman, LinkedIn / Greylock “Users are systematically very poor at understanding what their reaction will be to new things.”
  32. 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. 33. Is the feedback from your target customer?
  34. 34. User vs business priorities Acquire Activate Engage Retain Upsell Refer
  35. 35. Top feature requests that were never implemented LinkedIn Sales Navigator Export LinkedIn profiles to Salesforce Provide LinkedIn member email addresses
  36. 36. Questions
  37. 37. Enjoyed this presentation? Subscribe to my monthly essays at