How to prevent your company’s most valuable data set from rotting away

Varun Sharma

Co-founder, CEO

April 4, 2024

The results of the 7th A/B test of the month have come in for the Product Growth Tiger Squad - Variant B is the clear winner. The team has a chance to improve month 3 retention by 0.47%. You’ve been at this with such intensity, that at this point, you remember every key product metric by heart to the second place of decimal.

A product tale as old as time

You arrive at the next Product Leadership Weekly. While getting deserved plaudits as you walk through the results, one uncomfortable question arises from a teammate -

‍“Taking a step back. What do we believe are the top 3 customer pains points we can solve for new users that may put us on a path to improve this month's 3 retention metric by maybe 10 percentage points?”

Another team-mate chimes in, ”Well, there is no good way to know that”.

The question asker however, isn’t satisfied. They clear their throat and say…

“I mean, we get 10,000+ Zendesk tickets a month, our CS and Sales team record every call on Gong, we collect thousands of in-app and Typeform survey responses weekly. And, that’s not even counting all the product feedback we get on Twitter, app stores, and our community forum. We are drowning in customer feedback from all angles.

These are our customers. People whom we build the product for. People who pay the bills that keep the lights on here. They are telling us every day in great detail across 10 different channels, exactly what they like and don’t like about our product. We need to be doing better here”.

An awkward silence echoes across the room. Besides the fizzy sound of Pamplemousse LaCroix from your neighbor, it is pin-drop silence.

You think about breaking the silence by sharing your plan for the 8th A/B test of the month, and corresponding dashboard already configured for track it.

But before you can utter something, the Chief Product Officer calmly chimes in-

”I’d agree. We have a tremendous opportunity to unlock a step functional improvement in our product growth if we can truly harness the voice of our customer, map each customer pain to revenue impact, and align our entire team on it. That’s how we win our category and have the highest Customer Lifetime Value amongst our competitors. We live in the age of AI. Customer Feedback is no longer a process but a data set, and arguably the most important of them all. ”

Prevent customer feedback from rotting away

So, how do we prevent this valuable dataset from rotting away in silos across your support tickets, reviews, forums, social media, sales calls, and more? Here are a few ways to approach this:

1. Centralize and Organize Your Data

With feedback scattered across multiple channels, the first step is to centralize this information. Use tools that can aggregate data from various sources into one accessible, searchable database. This consolidation makes it easier to analyze trends, identify recurring issues, and prioritize action items.

2. Use AI and Machine Learning

AI and machine learning technologies can sift through vast amounts of data to highlight sentiments, categorize feedback, and even predict churn risk based on customer complaints. These insights can guide your product development efforts towards solving the most impactful customer pain points.

3. Incorporate Feedback Loops

Make feedback analysis an ongoing process, not a one-time event. Establish regular reviews of customer feedback across all departments, not just product development. This ensures that your entire team remains customer-focused and that valuable insights are acted upon promptly.

4. Idenity and Act on Feedback with the Most Significant Impact

Not all feedback is created equal. Use your consolidated and analyzed data to prioritize issues based on their impact on customer satisfaction and revenue. This prioritization helps ensure that resources are allocated efficiently and that the team is focused on making changes that will have the most significant impact.

5. Close the Loop with Your Customers

Finally, communicate back to your customers about the changes you've made based on their feedback. This not only improves customer satisfaction but also encourages further engagement and feedback. It shows that you're listening and value their input, which can turn even dissatisfied customers into loyal advocates.

Read about the Enterpret Maturity Model

Your Voice of Customer is a treasure trove of insights waiting to be unlocked. When your team is able to effectively managing and acting on this data, we can make significant leaps in product development and customer satisfaction, ensuring that our most valuable dataset never rots away.

Get in touch if you'd like some help.

We are laser-focused on giving customers more than they expect through a hospitality-first, individualized approach to drive retention and loyalty. Enterpret has allowed us to stitch together a full picture of the customer, including feedback and reviews from multiple data points. We now can super-serve our loyal customers in a way that we have never been able to before.

Anna Esrov

Vice President of Customer Experience & Loyalty

Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.

Louise Sellars

Analyst, Customer Insights

Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.

Dina Mohammad-Laity

VP of Data

The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place

Abishek Viswanathan

CPO, Apollo.io

Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.

Abishek Viswanathan

CPO, Apollo.io

Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.

Michael Bartimer

Revenue Operations Lead

Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.

Maya Bakir

Product Operations, Notion

The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.

Larisa Sheckler

COO, Samsung Food

Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.

Lauren Cunningham

Head of Support and Ops

With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.

Michael Nguyen

Head of Research Ops and Insights, Figma

Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.

Matheson Kuo

Senior Product Analyst, Boll & Branch

Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction

Nathan Yoon

Business Operations, Apollo.io

Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?

Emma Auscher

Global VP of Customer Experience, Notion

The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.

Misty Smith

Head of Product Operations, Notion

As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.

Duncan Stewart

Product Manager

We use Enterpret for our VoC & Root Cause Elimination Program - Solving the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are reducing reasons.