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5 Steps To An Effective Customer Feedback Management Process

Customer Feedback Management Process

Customer Feedback Management Process
The feedback management process Photo by Yan Krukov:

When most organizations think about feedback management processes, they usually start and end with collecting feedback. But the reality is that collecting feedback is only the first step in a broader feedback management process.

Collecting feedback (using a customer feedback app) is important, but if you don't have the right process for what happens after you collect it, you probably won't prepare valuable customer feedback that will benefit your business, your products, and your relationships. with your customers.

While there are ways to break down the feedback management process into different steps, we've found that it's important to look at everything from the perspective of 5 consecutive attempts - starting with collecting and ending with communicating.

All in all, the feedback process should start and end in the same place - in the relationship with the user or customer who provided the information.

Below we have provided a brief overview of the 5 critical phases of the feedback management process, presented one by one in the order of their usual occurrence.

Some of the steps represent conversations between your team and customers. Others represent internal work your team needs to do. Together they complete the feedback score.

While the way you navigate through each of these steps is specific to your business, maturity level, industry, product, and customer demographics, all good feedback control steps will—focus on the efforts identified in these five steps to be taken.

Feedback Collection

The first step in feedback management is collecting feedback using customer feedback software, and this goes beyond support tickets and survey responses. Every point of contact that your company has with its employees - paying customers or not - represents an important contribution to your feedback collection process.

Analytics from sales processes stored in CRM, support tickets, NPS ratings, CSAT score support support, learning from QBR, app store ratings, product review feedback, bug reports, feature requests, praise, strategy implementation results for voting.. .

Everyone in the feedback loop works together to ensure you have a complete and accurate view of your customers' needs. Aggregation—even when performed across multiple inputs and channels—represents the first and simplest step in the feedback governance process.

Feedback Organization

Once customer feedback has been collected, the administration part of the feedback management process begins. It starts with organizing and classifying this feedback. There are two important steps to take here: First, you must return all feedback, regardless of type or source, to a central location.

Second, you need to properly classify the feedback. Because when your customer feedback is stuck in dozens of teams and unconnected tools pick it up first, it's impossible to accurately measure the impact of that feedback on an individual basis.

If you don't build an extensible, easy-to-understand ontology for organizing feedback, you'll have to go through the gamut of managing each piece of feedback.

The primary motive of any good organizational feedback process is to enable your group to accurately measure the impact of customer needs, directly track progress toward meeting those needs, and successfully communicate with customers when their needs are most scalable. possible.

Without getting this critical step right, other large-scale feedback control techniques are impossible.

Feedback Measurement

Now that you've organized your customer feedback, it's time to measure the impact to see what's really worth working on. By measurement we understand the relation of actual numerical values (or multiples) to the respective customer requirements.

There's a big difference between saying, "This CSM told me that the customer said they really needed this feature" and being able to cite anecdotal data that says, "This need affects many customers who, overall, spend their money." are worth. . our work."

The purpose of a feedback measurement system is to allow you to compare apples to apples. Instead of each group discussing different customer input, a positive feedback system provides all groups with the same reliable evidence.

The metrics that work best for your organization will depend on the business tier, business model, product, number of employees, etc., but things like ubiquity, the urgency of the need, and the real impact it will have on all businesses are key .

Feedback Priority

After assessing the impact of your customer needs, it's time for your team to make clear decisions about what to prioritize and when.

Prioritizing feedback is the process by which the team assesses the impact of various customer requirements on their efforts and as a result of the current business plan and decides what value they wish to transfer from those requirements.

Organizations often use efforts such as critical input on the measurable impact of customer requirements to determine whether an item should be prioritized. For example, RICE is a well-known method to create a systematic evaluation based on effort and impact, although there are many systems.

While each step in the feedback loop is important, teams tend to move from collecting to prioritizing. For example, has your group ever taken a bug reported by a customer or a product improvement request and immediately created a Jira issue? Of course you probably have; we all have.

But by moving from the right collection to priority, your team is making Jira more of a place to receive ideas than a place to work. Without structure and measurement, the feedback control system will not work. Without proper planning, it is impossible to measure beyond illusion. Without direct measurement, prioritization is not based on a rational evaluation of evidence.


The feedback management process must end where it began - with your users. However, for this final phase of feedback management, there are two main types of communication to consider: communicating with your inner group and communicating with your external customers, particularly the people who initially expressed needs that have since behaved more .

Although communication is widely referred to as the final step of feedback, in fact communication must be reliable throughout the feedback process and is itself a desirable moment for additional feedback collection (using customer feedback tools).

Closing the loop with your team and external users is critical to the success of your feedback process; It's also one of the best ways a business can keep a customer for life.


Customer feedback is a valuable resource. By properly managing your customer feedback and incorporating it into your products, your products will become more valuable to your customers.

Treat them as an enduring partner in the advancement of your products and services, and you'll find more and more investors investing in your business for the long term.