How to Turn Customer Feedback Into Better Products


Making business decisions without considering customer feedback is as risky and stupid as trying to cross a busy street with headphones plugged into your ears while playing PUBG on your mobile phone.

52% of professionals around the world believe that companies need to take action on feedback provided by the customers.

Ignoring your clients’ reviews can hinder you from establishing better buyer personas, targeted marketing campaigns, customer retention, and elevating your product/service standards.

The customer insights are very crucial in determining the smoothing running of your business as they can reflect very positively on your company’s performance.

Customers’ opinion is a resource for improving customer experience and adjusting your actions to their needs.

Keep your ears to the ground by determining these factors we have shared below on how customer feedback can help you boost productivity and better services.

Let’s take this as a thumb rule: Customers’ reviews are absolutely critical to your software product’s success.

You’ll need a lot of understanding and knowledge to comprehend the true power of your customers’ feedback. The factors depicted below can be leveraged and you can apply them to your business decisions and strategies. Here are our top four tips for leveraging customer feedback to transform your product and ultimately your business.

4 ways to turn customer feedback into better products

1. Look closely at who is providing feedback

Let’s suppose you’ve received reviews from two customers. While one client praised your product’s usability, the other heavily criticized it. If you get into the detail, you might find out that the first review came from a bigger enterprise while the latter came from a small business owner.

In order to ensure who is sending you feedback, you can always ask for specific customer information when collecting reviews. By collecting relevant data such as their company size, you can identify the real reason behind the problem. You will find out that whether the issue lies in your onboarding process for smaller accounts or the implicit usability for your base-level product. By able to extract your customer information, you can refine your buyer personas as well.

2. Evaluate the effectiveness of your marketing plan

When you receive a larger volume of customer feedback, say as good as 50, you’ll have a better platform to identify some meaningful insights that can speak a lot about your marketing efforts.

You can make use of these customer reviews to improvise your marketing campaigns. Are your ideal buyer personas reflected in the feedback you’re receiving? Is one particular market segment offering negative feedback? If the answer is yes then you should adjust your messaging accordingly or determine how to improve your product.

3. Shift your attention on how your clients use your product/service

Chances are, all your clients aren’t using your product/service function equally. While some enterprises use your chatbot facet, others will be using only the file-sharing component. Hence, it’s crucial to ask questions targeting functionality and use when collecting reviews.

These reviews will help you have a better understanding of which product features your customers find most valuable, what features are missing or the ones that need an upgrade. The customer feedback can help you readily boost your product by understanding exactly where to focus your time and energy, and how to prioritize requests to your product development team.

4. Don’t hesitate to promote product changes

You should always make sure to update your stakeholders and customers about any changes you’ve made changes to your product or website, as per their feedback. Here is a classic example of Domino’s you can take inspiration from.

When the company was at loss, Patrick Doyle, CEO of Domino’s Pizza, came up with a unique idea of an ad campaign that has become legendary for its boldness, sharing comments from focus groups about what people thought of the product: “worst pizza I ever had”; “the sauce tastes like ketchup”; “the crust tastes like cardboard.” Doyle appeared in the ads, accepted the withering criticism, and promised to “work days, nights, and weekends” to get better.

You should start taking your customer reviews seriously and start implementing customer-fueled changes to your products/services and not to mention promote all of the changes you’ve made making your customers feel how much you value them.

To conclude…

Still, don’t know what to do with your customer insights? Not to worry for we are here to help you.

What do you do when you have a wealth of data at your fingertips but no clear-cut way to break it down and understand the trends it may reveal? Consider using a tool that provides insights into your reviews.

Sparkwork can help you obtain benchmark ratings-based strengths and understand the customer sentiment behind your reviews.

By investing in this type of tool, you’ll be able to sift through the data and find those crucial kernels of guidance that can help you build your product into something even more valuable to you, your business, and your clients.