Echo desperately needed customer feedback during Beta to ensure we would be able to deliver the best customer experience at launch. We were fortunate in that our testers were actively submitting feedback through the companion app. The business wanted to “improve the customer feedback flow”.
After some discovery, I learned that it was taking a long time (and a lot of dollars) for our representatives to respond to feedback; that once we did get it, it was difficult to categorize; and that some feedback was not being routed efficiently or correctly to our development teams. I sought a solution that would address these business problems while also addressing customer pain points I was finding through analytics data.
Early on, I chose to focus on three customer pain points:
- making it easier to figure out how to submit feedback
- reduce the amount of information the customer needs to enter to submit feedback
- when possible, give the customer some ideas for corrective action (because nothing’s as frustrating as being stuck)