If you are a B2B SaaS business brand owner or a product manager in a B2B SaaS brand, you know how important it is to keep improving your SaaS products. The market is constantly evolving and new entrepreneurs would choose those products that are effective and are regularly updated to current market needs.
The best source of knowing what improvements your SaaS products need is customer feedback. Customer feedback provides insights into both the existing problems your products have and what new features you can launch to make your product more valuable to your users.
Building a customer-centric product culture
Your customer is the king and to run a successful B2B SaaS brand need to build products that cater to the customers' requirements. While making product development plans use the insight from the customer feedback to make updates that provide the best value for money to your customers.
When customers realize that the brands are taking their feedback seriously and acting on them, they tend to stick to the brands. Here are some benefits of building a brand with a customer-centric approach:
- Building SaaS products that people are actually demanding from you.
- Reduces your churn rate.
- A loyal customer base.
- Encourages customers to share their honest feedback which gives the company actionable insights.
Channels you should use to listen to your customers
There are many channels SaaS owners can leverage to collect customer honest feedback from their customers. We will be talking about the best channels you should incorporate into your system and how to make the most out of them.
Website and product
The best place to get honest customer feedback is your own product dashboard. You can place the right triggers to ask your customers for feedback at the right time on your own platform. Also, the feedback given are not published anywhere which helps you to take care of customer problems discreetly.
To collect customer feedback from your own website or product we recommend trying Producter. Adding the Producter feedback widget to your website or product is very easy and you can also organize the feedback collected in your email, slack channels, and other options.
Building a community for your users to interact with each other is one of the best ways to listen to customer feedback without even asking for it. The community can be a social media group or a dedicated space on your website. The best part about a community is that users will be honest with each other giving you access to a pool of useful customer feedback to work on.
(You can also join Producter community to share your ideas with product people all around the globe 🤟🏻)
Review sites like Capterra, G2, TrustPilot, and TrustRadius are a great source of free traffic and customer feedback for SaaS brands. Yes, your users will leave reviews on their own but you should also put effort to redirect the right users to leave a review on these review sites. They are a free source for SaaS brands to get feedback on what their customer really think about the products.
Best hacks to get honest customer feedback
Let’s talk about some of the ways you can entice more of your users to leave honest feedback about your product.
Perfect your timing
You need to value the time of your customers if you want to get honest feedback from your customer. Best practice includes asking for feedback about customer service after a support call and a few days after the initial purchase to know about the product experience of a new customer. Various triggers can also be used to introduce polls and surveys as pop-ups to get valuable customer insights.
Ask the right questions
Polls and surveys are excellent ways to collect customer feedback but they need to be done right. Make use of multiple options, yes/no questions, and checkboxes to let the customer answer your questions easily. Questions that demand a brief answer should be kept to a minimum to keep the users engaged to complete the survey.
Ask the right customers to review
Review sites as we discussed earlier are a great source for people to notice your brand. However, you would want people to rate your brand positively. To get more positive reviews, identify which users are your promoters and ask only them to leave a review to ensure a good score.
Understand what your customers need
To properly understand feedback, the right team is needed to evaluate all feedback and analyze them. Not every feedback is useful or constructive. The right team can identify gaps in the product and help bridge them to create a strong relationship between the customers and the brand.
The key responsibilities of an analyst involve translating customer feedback into product updates briefing for the product growth manager. It is also important to involve stats that help to answer questions like:
- How many customers are facing the same problem?
- What is the churn rate for that particular problem?
- How would solving the problem help the users?
Make the right decisions for your product
It is not possible for SaaS brands to work on every feedback given by their customers. After properly analyzing the feedback, problems should be chosen that can be solved with the least effort and which have maximum impact on the business of your users.
It is also important to identify future updates that are crucial to keeping the products offered by your brand relevant. Innovative features that are challenging but can be a game-changer for the SaaS brand should also be considered.
Team meetings can be very productive in narrowing down ideas that can actually be worked on and give the users a better experience. In the end, only collecting feedback and analyzing them isn’t enough. For them to be impactful, deciding which problems to work on is the key.
Customer feedback is an indispensable tool for SaaS brands to identify hidden opportunities to make their products better. Using the right channels and methods to collect feedback improves the chances of user engagement. Lastly, the collected feedback should be properly analyzed and then forwarded to the team leader to make the right decision.
Producter is a product management tool designed to become customer-driven.
It helps you collect feedback, manage tasks, sharing product updates, creating product docs, and tracking roadmap.