How to Use Customer Feedback to Drive Product Development

During previous months we were sharing our favorite flow of research for product teams; read more about it here: https://jet.style/news/product-research-reading-list

This sequence of research practices has been invented and tested by Pauline Bynova, JetStyle’s CMO and marketing expert. We asked her to share tips about processing its results:

“After you’re done with an NPS, a series of in-depth interviews and a CSI, you have a list of prioritized tasks in the backlog. They all grow from real feedback from your customers. You implement the changes, estimate their effect, keep track of the target metrics — and start over. With each research cycle you have new users; invite them to be the audience for your next NPS research. Their opinion will help you see whether your product development goes the right way.

The flow I described is really simple to set up and maintain. You don’t need thousands of new users; your biggest challenge is communication with the unhappy audience. However, I assure you there’s nothing more inspiring for your team than true feedback from the customers. I recommend you to invite different members of your product team — developers, designers, even CEOs — to interviews with customers. They’ll draw a lot of inspiration from the conversations”.

Let us know if you need help during any of the stages of your product research process.