Managing The Product
Feedback Loops
Managing the product requires you to determine how you will rank your priorities in regards to updating, maintaining, and innovating on the product. Do you have a feedback loop in place to continually hear from customers about each update, change, or when something goes wrong? Creating a feedback loop that is constantly revolving is an easy way to engage customers and to keep learning about your product from the people who use it.
Customer Research
Occasionally you need to be more direct in your customer research. One direct approach is by asking specific questions with an in-app survey. Surveys are great tools for being able to ask a consistent set of ques- tions to all customers, or to a specific group of customers who meet certain criteria.
This approach is ideal for making the transition from anecdotal informa- tion to actual data. For example, a couple of customers have requested a feature, but you're not sure how the majority of your customer base would feel. Using a survey, you can gain the perspective of your overall customer base.
Surveys are powerful research tools as the majority of every customer base that is generally quiet is more likely to reach out and answer spe- cific questions than provide their own unique feedback.