Best Practice Report

Approaches To Collecting Product Feedback From Customers, Sales, And Customer-Facing Functions

January 2nd, 2019
Jeff Lash, VP, Sr Research Director
Jeff Lash VP, Sr Research Director
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director

Summary

Product management is responsible for collecting feedback and enhancement requests from customers, sales, and customer-facing functions like customer success (see Leveraging Field Input And Feedback For Innovation). Understanding, managing, and acting on feedback properly requires product management teams to adopt a systematic approach. Product management teams can employ three feedback collection approaches to better manage and leverage feedback. In this report, we identify three feedback collection approaches that product managers should consider to improve their ability to collect, assess, and address customer and sales feedback.

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