Strong product teams understand the value of listening to users. Users are often the first to notice any issues with new features and are the key source of truth for why a product stands out.

Product teams seek user feedback to make decisions but often rely on support and sales teams to relay what users are communicating. Just tagging tickets or tracking the number of times users have mentioned a request or bug however is usually not enough information for product teams to act.

Additional context, specifically metrics, are needed to understand what feedback is relevant and should be prioritized. These contextual metrics combined with user feedback create insights that are actionable.

We surveyed 34 product teams and these were the contextual metrics that were highlighted:

1. Verbatims

The exact words the user has said to describe their request. Although simplistic, verbatims are a powerful tool for understanding a user’s emotion, perceived severity and for adding context around the request such as the ‘why’ or what’s really underlying the request.

2. Volume

The number of affected users. Quantifying how many users are reaching out about a certain bug or feature request helps product teams understand the reach and velocity of the request – both important context for prioritization.

3. User data

User attributes that describe a user persona. Adding user attributes such as subscription type, account age, and account value help teams better evaluate the impact. These metrics determine which users are making requests and the homogeneity of the requests across different user groups.

4. Product data

Product data or interactions associated with the user request. These metrics include experiment cohorts (A/B tests potentially affecting users), events such as ‘clicked sign-up button’ performed before an issue was reported or engagement metrics such as ‘# of shares’ associated with the group of reporting users. Product data helps teams identify the interactions most associated with positive or negative user sentiment.

For product teams, user feedback combined with these contextual metrics, generate insights that can be used to make more data-driven product decisions. This enables product teams to more objectively explain the logic behind why a certain feature needs to be prioritized or why a certain bug isn’t worth fixing at the time.

The value of leveraging user feedback is clear when it’s presented in an effective way. Tying the voice of the customer to product and user data gives product teams the context to make data-driven decisions and build better products.

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