Unleash the Power of Customer Feedback Analytics for Product-Led Growth

Arnav Sharma

Co-founder, CTO

October 13, 2023

If you're product leader, business operations leader, or customer experience leader looking to get the most from leveraging customer feedback for your product-led growth strategy then this post is for you.

Why Customer Feedback Analytics Matters

Building a product that fosters a deep, emotional connection with your customers is the key to success. The goal is to create a bond so strong that even when shiny new competitors enter the market, your customers remain loyal. But how can you achieve this? The answer lies in customer feedback analytics.

Imagine if your customers' voices could guide your product development, helping you make data-backed decisions, better understand their pain points, and provide solutions that truly resonate with them. That's precisely the power of customer feedback analytics. It's not just a nice-to-have; it's a critical driver for product-led growth.

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The Challenges of Scaling Customer Feedback

So, why is this so important? Well, let me paint a picture using a hypothetical company we'll call Swift. Swift is a product-led growth note-taking company. To stay ahead of the competition, Swift had to put in an immense amount of effort to keep up with customer feedback.

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Swift interacted with customers through various channels, including social media, surveys, user interviews, support tickets, and community forums. Each of these channels had its unique way of measuring the voice of the customer. The marketing team tracked social media and reviews, the user research team conducted surveys and interviews, support handled technical issues, and the sales team dealt with enterprise clients.

The challenge was that all of these sources generated feedback that was siloed, inaccurate, and incomplete. There was no unified system to aggregate and make sense of all this valuable information. This fragmented approach made it extremely laborious and time-consuming to manually process and understand the feedback.

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The Three Phases of Feedback Analytics

Swift recognized that to achieve product-led growth, they needed to excel in three key phases: the Measure Phase, Learn Phase, and Build Phase. Let's break these down and see how customer feedback analytics played a pivotal role.‍

‍Measure Phase: In the Measure Phase, Swift needed to collect feedback from various sources, including social media, support tickets, user interviews, and more. But the feedback from these channels was disorganized, making it challenging to identify common themes and prioritize issues. They needed a unified feedback repository to centralize all this valuable input.‍
Learn Phase: In the Learn Phase, Swift aimed to deepen its understanding of customer needs and prioritize among countless possible improvements. The fragmented feedback made it difficult to get a holistic view of what customers wanted. Automated and adaptive tagging of feedback became necessary to stay current with the ever-evolving product landscape.‍
Build Phase: In the Build Phase, Swift wanted to make sure that their feature development process was closely tied to customer feedback. They needed to effectively communicate with the users who provided feedback when a feature was launched. This closed-loop process, while crucial, required significant coordination among different teams.

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The Solution: Modern Customer Feedback Analytics

To address these challenges and create a streamlined feedback analytics system, Swift identified three key components:

Unified Feedback Repository:

Centralize all customer feedback from various channels into one system of record.
Eliminate silos, ensuring all customer voices are heard and recorded.

Automated and Adaptive Taxonomy:

Use advanced NLP and AI to learn and apply unique labels to feedback automatically.
Ensure that the taxonomy evolves with the product's growth and changes.

Flexible Analytical Interface:

Generate and surface insights based on sentiment, feedback, and user behavior data
Create an interface that allows easy querying and reporting of feedback.
Enable slicing and dicing of feedback data based on user properties, product areas, and more.

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Leveraging Customer Feedback Analytics at Swift

After Swift implemented this modern feedback architecture, the team was no longer siloed into different tools or by different functions.

Here's how the three phases of feedback analytics were transformed:

Measure Phase:

Swift prioritized feature requests based on quantified feedback volume and impact.
They found effective evidence and quotes to represent the true voice of the customer.
Evidence from the analytics tool was used to support PRDs and documents.

Learn Phase:

Product Builders could perform queries and analyze feedback without the need for manual triage.
Swift easily joined feedback with user behavior data to gain deeper insights.

Build Phase:

Closing the loop with users who provided feedback became simple and efficient.
Alerts and notifications ensured swift action in case of product quality issues or feature launches.

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Using customer feedback analytics to fuel your product-led growth strategy

At Enterpret, we believe that customer feedback analytics is the secret sauce that can fuel your product-led growth strategy - this is exactly why we’re building!

With this approach we’re helping companies like Notion, Canva, Loom, Apollo.io and more to win in today's competitive landscape. Those who understand and respond to their customers' voices will have a significant advantage. So, harness the power of customer feedback analytics, and watch your business thrive and get in touch if we you’d like to chat about how Enterpret can 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.