Analyzing Customer Feedback for Better Experience

If your CX Program simply consists of surveys, it's like trying to understand the whole movie by watching a single frame. You have to integrate data, insights, and actions if you want to understand how the movie ends, and ultimately be able to write the sequel. But integrating multiple customer signals isn't easy. In fact, it can be overwhelming. I know because I successfully did this in the past, and counsel clients on it today. So, here's a 5-step plan on how to ensure that the integration of diverse customer signals remains insightful and not overwhelming: 1. Set Clear Objectives: Define specific goals for what you want to achieve. Having clear objectives helps in filtering relevant data from the noise. While your goals may be as simple as understanding behavior, think about these objectives in an outcome-based way. For example, 'Reduce Call Volume' or some other business metric is important to consider here. 2. Segment Data Thoughtfully: Break down data into manageable categories based on customer demographics, behavior, or interaction type. This helps in analyzing specific aspects of the customer journey without getting lost in the vastness of data. 3. Prioritize Data Based on Relevance: Not all data is equally important. Based on Step 1, prioritize based on what’s most relevant to your business goals. For example, this might involve focusing more on behavioral data vs demographic data, depending on objectives. 4. Use Smart Data Aggregation Tools: Invest in advanced data aggregation platforms that can collect, sort, and analyze data from various sources. These tools use AI and machine learning to identify patterns and key insights, reducing the noise and complexity. 5. Regular Reviews and Adjustments: Continuously monitor and review the data integration process. Be ready to adjust strategies, tools, or objectives as needed to keep the data manageable and insightful. This isn't a "set-it-and-forget-it" strategy! How are you thinking about integrating data and insights in order to drive meaningful change in your business? Hit me up if you want to chat about it. #customerexperience #data #insights #surveys #ceo #coo #ai

Getting the right feedback will transform your job as a PM. More scalability, better user engagement, and growth. But most PMs don’t know how to do it right. Here’s the Feedback Engine I’ve used to ship highly engaging products at unicorns & large organizations: — Right feedback can literally transform your product and company. At Apollo, we launched a contact enrichment feature. Feedback showed users loved its accuracy, but... They needed bulk processing. We shipped it and had a 40% increase in user engagement. Here’s how to get it right: — 𝗦𝘁𝗮𝗴𝗲 𝟭: 𝗖𝗼𝗹𝗹𝗲𝗰𝘁 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 Most PMs get this wrong. They collect feedback randomly with no system or strategy. But remember: your output is only as good as your input. And if your input is messy, it will only lead you astray. Here’s how to collect feedback strategically: → Diversify your sources: customer interviews, support tickets, sales calls, social media & community forums, etc. → Be systematic: track feedback across channels consistently. → Close the loop: confirm your understanding with users to avoid misinterpretation. — 𝗦𝘁𝗮𝗴𝗲 𝟮: 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 Analyzing feedback is like building the foundation of a skyscraper. If it’s shaky, your decisions will crumble. So don’t rush through it. Dive deep to identify patterns that will guide your actions in the right direction. Here’s how: Aggregate feedback → pull data from all sources into one place. Spot themes → look for recurring pain points, feature requests, or frustrations. Quantify impact → how often does an issue occur? Map risks → classify issues by severity and potential business impact. — 𝗦𝘁𝗮𝗴𝗲 𝟯: 𝗔𝗰𝘁 𝗼𝗻 𝗖𝗵𝗮𝗻𝗴𝗲𝘀 Now comes the exciting part: turning insights into action. Execution here can make or break everything. Do it right, and you’ll ship features users love. Mess it up, and you’ll waste time, effort, and resources. Here’s how to execute effectively: Prioritize ruthlessly → focus on high-impact, low-effort changes first. Assign ownership → make sure every action has a responsible owner. Set validation loops → build mechanisms to test and validate changes. Stay agile → be ready to pivot if feedback reveals new priorities. — 𝗦𝘁𝗮𝗴𝗲 𝟰: 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗜𝗺𝗽𝗮𝗰𝘁 What can’t be measured, can’t be improved. If your metrics don’t move, something went wrong. Either the feedback was flawed, or your solution didn’t land. Here’s how to measure: → Set KPIs for success, like user engagement, adoption rates, or risk reduction. → Track metrics post-launch to catch issues early. → Iterate quickly and keep on improving on feedback. — In a nutshell... It creates a cycle that drives growth and reduces risk: → Collect feedback strategically. → Analyze it deeply for actionable insights. → Act on it with precision. → Measure its impact and iterate. — P.S. How do you collect and implement feedback?

𝗧𝗵𝗲 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 𝗩𝗼𝗶𝗰𝗲 𝗼𝗳 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿? It’s broken. Not because customers stopped speaking, but because brands stopped listening like it mattered. Surveys. Scores. Dashboards. 𝗧𝗵𝗮𝘁’𝘀 𝗻𝗼𝘁 𝗹𝗶𝘀𝘁𝗲𝗻𝗶𝗻𝗴. That’s forced interaction. The modern customer isn’t waiting to be surveyed. They’re 𝘭𝘦𝘢𝘷𝘪𝘯𝘨 𝘴𝘪𝘨𝘯𝘢𝘭𝘴 𝘦𝘷𝘦𝘳𝘺𝘸𝘩𝘦𝘳𝘦 - in chats, returns, reviews, support tickets, SMS threads, order cancellations, product reconfigurations, social media, dark social (Reddit, Discord, etc) But most “VoC programs” are still stuck chasing NPS trends while the business burns. Modern Voice of Customer = 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗦𝗶𝗴𝗻𝗮𝗹 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 It’s not about asking questions. It’s about 𝗮𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝗶𝗻𝗴 𝗮 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘢𝘣𝘴𝘰𝘳𝘣𝘴 𝘴𝘪𝘨𝘯𝘢𝘭, connects it to business outcomes, and triggers action. What You Should Be Measuring Instead: ✅ % 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝗱 - How much of your incoming feedback actually maps to a real friction point, journey stage, or operational failure? ✅ % 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝗧𝗶𝗲𝗱 𝘁𝗼 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗜𝗺𝗽𝗮𝗰𝘁 - How many of those signals correlate with churn, CLV drop, conversion loss, or increased cost-to-serve? ✅ 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 (𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗮 𝗦𝗰𝗼𝗿𝗲) - Not “61% negative.” But: “61% 𝘯𝘦𝘨𝘢𝘵𝘪𝘷𝘦 𝘴𝘦𝘯𝘵𝘪𝘮𝘦𝘯𝘵 𝘢𝘳𝘰𝘶𝘯𝘥 𝘥𝘦𝘭𝘪𝘷𝘦𝘳𝘺 𝘴𝘱𝘦𝘦𝘥 𝘵𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺.” “78% 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘴𝘦𝘯𝘵𝘪𝘮𝘦𝘯𝘵 𝘰𝘯 𝘱𝘰𝘴𝘵-𝘱𝘶𝘳𝘤𝘩𝘢𝘴𝘦 𝘴𝘶𝘱𝘱𝘰𝘳𝘵.” That tells a story. That’s signal intelligence. ✅ 𝗦𝗶𝗴𝗻𝗮𝗹 𝗩𝗲𝗹𝗼𝗰𝗶𝘁𝘆 - What’s emerging fast? What’s fading out? Velocity = your 𝘦𝘢𝘳𝘭𝘺 𝘸𝘢𝘳𝘯𝘪𝘯𝘨 𝘳𝘢𝘥𝘢𝘳. ✅ 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 𝗙𝗮𝘁𝗶𝗴𝘂𝗲 𝗦𝗰𝗼𝗿𝗲 How often is the same friction mentioned with no resolution? High friction fatigue = 𝗹𝗼𝘀𝘁 𝘁𝗿𝘂𝘀𝘁. Your brand becomes a broken record and customers stop playing. CX isn't a function of feedback. It’s a function of 𝘀𝗶𝗴𝗻𝗮𝗹 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲. You don’t need another dashboard. You need a listening architecture that fuels performance. That’s Experience Signal Intelligence. #UnfckYourCX #ExperiencePerformanceSystem  #ExperienceDesign #SignalIntelligence #CLV #VoC #NPS #surveys