As we noted in this blog post, it’s difficult, if not impossible, to predict customer behavior. Without a process for soliciting, reviewing, and evaluating customer insights on your product, you’re limiting your organization to sophisticated guesswork. It’s for that reason that we’ve created a system to help understand how customers are responding to SoapBox.
To solicit feedback from our customers, we provide them with access to a customer-only SoapBox. In addition, we leverage our Customer Success team, who have frequent interaction with our customers, to communicate their insights by sharing them on our internal SoapBox.
By posting customer feedback on our SoapBox, we can all view, vote, and iterate on the idea to make it even better. It’s also a great way for our product team to understand what our customers value most and helps to prioritize the development of features and updates.
This post is the last piece in our four-part series focusing on the value of small ideas that make a big impact in the workplace. Check out the rest of the stories:
The story of customer feedback
Jillian Gora is our Success Marketing Manager. Part of her job is communicating customer insight internally, at scale. The Customer Success team works with our customers to ensure the success of their idea programs. I spoke with Jillian to learn how she leverages the SoapBox platform to solicit feedback and ideas from customers and to communicate that feedback directly to the community and decision makers at SoapBox.
Elana: How does the customer-only SoapBox work?
Jillian: The customer-only SoapBox is open to our Program Managers and their leadership teams. The platform enables our customers to:
- Provide feedback on our product, as well as the Customer Success program (ie: is the team meeting enough with them? Do they feel supported enough?)
- Get a sneak-peek of new features, while engaging them on their thoughts around the features.
- Practice using the SoapBox platform, so they can become champions and train their employees on how to use it
- Model best practices, so that their company SoapBox can be successful and maximized as much as possible
- Connect and communicate with other clients on best-practices.
It’s a powerful self-sustaining community that brings tremendous value to our customers as well as our company.
Elana: What are some other ways you communicate feedback from customers?
Jillian: If we see an idea on the platform take-off, we re-post it on our internal SoapBox to engage our community on the idea. We also share insights on our internal SoapBox from one-on-one meetings with our (especially if more than one customer brought up the feedback).
Elana: What happens when you post a customer idea on the internal SoapBox?
Jillian: You instantly see a ton of engagement because it’s the voice of our customer. Our community gets excited to hear what our users are saying about our product, especially the software engineers. They are always eager to come up with creative ways to solve roadblocks, and it gives them an opportunity to think about what’s at the core of the feedback. Our leadership team is also very quick to engage on ideas that come directly from the customer. It’s great because it allows me to close the feedback loop with the customer as quickly as possible.
Sharing a customer idea on our internal platform also allows me to reach key decision makers at SoapBox directly using a sweet new scopes/hierarchy feature. For example, if we know our software engineers are working on a certain project, and we are hearing a lot of feedback from customers related to that project, we can filter the message to the lead of the project quickly and seamlessly.
Elana: What impact do you think sharing customer ideas on our internal SoapBox has had?
Jillian: It impacts knowledge sharing across the company. Working on the Customer Success team, we have tons of insights from customers and have a good sense of what users want and why they want it. By posting a customer idea publicly, we help make the decision-makers in our community accountable for responding and actioning customer feedback in a timely manner. Our internal SoapBox also allows us to communicate the feedback, which is of course relevant and valuable for all teams, and enhances collaboration among departments. When you post an idea on SoapBox, you give the community an opportunity to weigh in, particularly those who are working on solving a similar problem. When there are more people involved you generate more creative ways to solve challenges