Customers send feedback through support, sales, reviews and surveys. How do you use it?

What the interviewer wants to hear

• Collect in one place and tag consistently
• Look for patterns and the problem behind requests
• Weigh by segment, frequency and business value
• Combine with analytics and interviews
• Close the loop with customers and internal teams

Model answer

First I make sure feedback ends up in one place, such as Productboard or a tagged database, with the customer, segment and source attached. Then I look for patterns rather than reacting to single loud requests. Customers often suggest solutions, so I try to understand the problem behind each request, and follow up with a few customers to dig deeper. I weigh feedback by how many customers share it, which segments they are in and how it connects to our goals, since one large enterprise and fifty small users carry different weight depending on strategy. I combine it with usage analytics to see if behaviour matches what people say. Finally I close the loop: I tell customers and support or sales teams what we decided and why, which keeps them sending feedback.

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