Kamal Saran, Enate's Product Manager, talks about product suggestions and feedback, measuring customer happiness, and our public-facing feedback portal.
In a previous post, I talked about how important customer feedback is to Enate, and the multiple channels we have to give our users the opportunity to provide feedback. But, what do we do with the feedback, and how do we work out what we should process?
What are product feedback loops?
To answer that, let’s look at one of the most popular ones. In his book 'Lean Start-up', Eric Ries explains that the fundamental activity of a start-up is to turn ideas into products, measure how customers respond, and then learn whether to ‘pivot or persevere’. ‘Pivot’ is a significant change to our product capability based on customer or market feedback. Alternatively, we can ‘persevere’ and maintain our current product capability.
This serves as the basis for a framework he calls the ‘build-measure-learn' process:
Build the product: Turn an idea into something tangible that customers should love.
Test the product: Measure if customers love it.
Improve the product: Learn from mistakes to make a product that customers will love.
Feedback processing at Enate
Anyone can gather customer feedback. But what comes afterwards is important as well. In 2019, Enate developed its public facing Feedback portal. This is where all new product feature suggestions are stored, updated and tracked. Enate created this to ensure that those who take the time to contribute towards feedback, can follow the progress of their suggestions, knowing that they have not got lost in the ether.
Decide what feedback to prioritise
How do we decide what to progress, and what not progress? This is a very important part of the feedback process. Enate adopted a data-driven prioritisation process, and feedback (yes, we even obtain feedback on how we present our feedback) has been positive. Below are 2 essentials components of the framework that we consider:
1. Business Value Score
2. Size of the work
The ‘Business Value Score’ is made of 3 components:
1. Revenue potentials – each new feature request is weighed against potential revenue it brings to the business.
2. Customer happiness – score depends on how many customers are asking for the feature. If more customers ask for the same feature, it will score highly.
3. Strategic alignment – a strategic score based on Enate’s long-term business plan.
Behind the scenes, this tool uses ‘weighted scoring’ methodology, along with ‘cost to delay’ per week. As many of you probably already know, this is the concept of prioritisation in the product management world. Or simply put, if we choose not to do something, what is the cost?
If you see above example, all features are added into the framework and feature -3 has scored at the top of the prioritised list. This is because it has 5/5 on ‘customer happiness’ score vs the size of the work in relatively smaller then feature-1.
If you are looking for what’s under review or in progress, take a look.
You can find out more about us at www.enate.net.