BLOG

Correctly handle customer feedback - Marc Zheng
October 31, 2014
To some extent, user feedback is almost equivalent to the needs of users , of course, no deny of those emotional comment. Hereinafter, we collectively referred to feedback on user needs.

Customer feedback is an important component of product design and support. Different product mangers use user feedback for different purposes, and the differences affects the product experience.

Data collection
Some product managers are good at collecting customer feedback.
Whether intentionally or not, putting user needs feedback directly into product planning and abandon the original product positioning strategy will make the product positioning will be unclear and eventually no one will use your product, including those that gave you recommendations. Because your product already contains too much functionality but not meeting any individual user requirements. The more information you received from customer, the less individual user demand occur in the product. Therefore, product would not be able to bring sounded promotion as not meeting any specific customer group needs.

Conversion
Some product managers are good at converting customer feedback in to product resolution demand. User feedback is often direct, detailed and accurate proper solution. But these may not meet the product positioning strategy. Should you give up the customer or the product positioning? This is common in product design and most cases can be resolved through in-depth analysis of the conversion needs. Since the demand for user feedback is proposed solutions, it means it is not yet the real need, through demand analysis by inverse solution, we can understand the true initial user needs. To meet the same demand, solutions are varied, so looking for compliance with product positioning and the lowest marginal cost solutions implemented to meet the needs of users feedback, which is called converting user needs feedback.

Analyst
Some product managers are good at analyzing customer feedbacks. There are a variety of user feedbacks. Product structure divided into sub- visual needs, interactive and functional requirements; from emotional aspect, it contained recommendation relative feedback, problem pointed out and review; from the demand view, it has effective demand and ineffective demand. After Filtering out invalid demand, recommends category is subdivided into visual, interactive, functional feedback, which make the most important basis for the product to maintain users. However, this can keep few users only as consumer are changeable, especially facing free products and services, if competitor’s product could meet consumer needs better than you. Then consumer will not hesitate to abandon you.

Feedback producing
Some product managers are good at producing customer feedback.
This should be done at the highest level as a product manager. Through product promotion and marketing campaigns, and perhaps add some humane emotional affair, a rarely used functions can also be turned into a big issue as user highlights. This is called user psychology amplification and these needs to be created by the user feedback. Through the virus spread, no one will care if it’s really an issue; because in the case of a large number of users to support the truth has become meaningless; pseudo- demand has become a real demand, regardless of whether that demand is artificially created. People that can create user needs feedback are generally quite good at product packaging and marketing capabilities, or are a charisma industry leader. Lastly, who else is using Sire?

Correctly handle the needs of user’s feedback, in order to create a good product experience, collected by filtration and then after the first conversion, the final manufacturing. This requires a considerable degree of skill.

(The author served in the center of the weather Gionee Mobile Internet Products Group)