Categories Articles, Service

Customer service is a gold mine for product feedback.

But information collected by customer service teams is often underutilized by product teams.

By leveraging data, customer service teams can pinpoint problematic product areas and help product teams dramatically improve the customer experience.

With the right approach, customer service and product teams can work together to create a fruitful symbiotic relationship that benefits both parties.

So, what steps should a customer service team take to identify problematic areas and relay their findings to a product team?

Reveal the Source of Customer Pain

The first step in gathering product feedback is finding out the source of customers’ problems. Analyze customer service metrics to quantify the impacts of product issues.

Ask yourself: Why are customer submitting cases?

Look for: Product areas with the most case submissions.

This tells you: Which product areas customers have problems with most frequently.

Next,

Ask yourself: Why do customers have to expend effort?

Look for: Product areas with the highest number of average activities per resolution.

This tells you: Which product areas customers have problems with that require back and forth communication with customer service.

Find Out What’s Slowing Down Your Team

Once you’ve pinpointed product areas that are causing problems for customers, it’s time to find out what’s slowing down your team.

Ask yourself: Which problems aren’t easily resolved?

Look for: Product areas with low first contact resolution rates.

This tells you: Which product areas your team rarely resolves in one touch.

Next,

Ask yourself: Which problems take the longest to resolve?

Look for: Product areas that spend the longest time in the Open Stage.

This tells you: Which product areas take up a lot of your team’s time.

Communicate with Your Product Team

So you’ve discovered problematic product areas and quantified the impacts they have on customers and your team – now what? It’s time to relay your findings to the product team.

Share reports with the product team to help them fully understand the scope of product issues. This will put things into perspective for them.

Remind the product team that you’re helping each other out. You’re giving them feedback that will help improve the product. And the better the product, the less work your service team has to do. It’s symbiosis at its finest.

Build an ongoing relationship to continuously refine your product and improve the customer experience. Setup automatic weekly reports to share relevant metrics and be sure to meet in person monthly, or at least quarterly. Together, you have the power to make life markedly easier for your team and your customers.

Don’t let your customer service data go to waste. Take advantage of the valuable information that’s sitting right in front of you – it will pay dividends for your business in the long run.

Download the complete guide on Advancing Product Development with Customer Service to learn more.

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Collin Burke
Collin is a Marketing Associate at InsightSquared. He studied anthropology and geology at Bowdoin College before starting his marketing career. Follow him on Twitter @CollinABurke.
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