{"id":2991,"date":"2021-02-24T04:00:08","date_gmt":"2021-02-24T09:00:08","guid":{"rendered":"https:\/\/canny.io\/blog\/?p=2991"},"modified":"2024-04-18T17:15:40","modified_gmt":"2024-04-18T21:15:40","slug":"growth-teams-customer-feedback","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/growth-teams-customer-feedback\/","title":{"rendered":"How growth teams use customer&nbsp;feedback"},"content":{"rendered":"\n<p>All teams within <a href=\"https:\/\/canny.io\/blog\/customer-focused-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer-centric<\/a> organizations rely on customer feedback to do their work. It\u2019s the only way to ensure that you are building a product and business that solves real customer&nbsp;problems.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">However, each team leverages customer feedback differently:&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product teams are interested in customer feedback about specific parts of the&nbsp;product.<\/li>\n\n\n\n<li>Marketing teams want to understand the top product benefits and<a href=\"https:\/\/canny.io\/blog\/defining-value-propositions\/\"> value&nbsp;propositions<\/a>.<\/li>\n\n\n\n<li>Customer support teams seek feedback on how satisfied customers are with their&nbsp;interactions.<\/li>\n<\/ul>\n\n\n\n<p>In the past ten years, growth teams have emerged between product and marketing. <a href=\"https:\/\/news.greylock.com\/what-are-growth-teams-for-and-what-do-they-work-on-a339d0c0dee3\" target=\"_blank\" rel=\"noreferrer noopener\">Growth teams<\/a> are comprised of marketers, product managers, designers, engineers, and data scientists. Their goal is to improve the customer experience in ways that also drive tremendous business&nbsp;growth.<\/p>\n\n\n\n<p>Growth teams have unique ways of incorporating customer feedback into their work. The details below are based upon my experience running growth teams at large consumer internet&nbsp;businesses.<\/p>\n\n\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"><!-- [if lte IE 8]>\n\n\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n\n\n\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-img aligncenter lazyload\" style=\"--smush-placeholder-width: 1300px; --smush-placeholder-aspect-ratio: 1300\/642;border-width: 0px;\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa.png\" alt=\"Canny free trial\" width=\"1300\" height=\"642\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5705808, 'e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa', {\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The difference between growth teams and product teams<\/h2>\n\n\n\n<p>Before getting into how growth teams use customer feedback, it\u2019s helpful to understand the difference between growth and product teams. The skillsets found on both teams are similar, but goals and processes are very&nbsp;different.<\/p>\n\n\n\n<p>Product teams are responsible for building new products. Examples include new checkout flows, rating systems, and search&nbsp;functionality.<\/p>\n\n\n\n<p>In contrast, growth teams are responsible for improvements to the existing product. Examples include removing form fields, adding guest checkout, and optimizing search&nbsp;algorithms.<\/p>\n\n\n\n<p>The processes used by traditional product teams and growth teams differ substantially. As a result, growth teams leverage customer feedback differently than typical product&nbsp;teams.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How growth teams work<\/h2>\n\n\n\n<p>The typical growth team process can be divided into four steps.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">These steps are optimized to maximize focus and learning\u2014two keys of growth team success:<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Prior to each quarter, there is a broad brainstorm to identify potential focus areas or themes for the upcoming&nbsp;quarter<\/li>\n\n\n\n<li>The team completes an analysis to select the most promising focus area for the&nbsp;quarter<\/li>\n\n\n\n<li>An initial set of experiments is documented and&nbsp;prioritized<\/li>\n\n\n\n<li>The rest of the quarter, the team runs experiments, measures results, learns, and prioritizes new&nbsp;experiments<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">What types of customer feedback do growth teams use during this process?<\/h2>\n\n\n\n<p>Growth teams succeed by finding product improvements that positively impact the customer experience. In most cases, the best way to understand how to improve the customer experience is by listening to customer&nbsp;feedback.<\/p>\n\n\n\n<p>Growth teams use several sources of customer feedback throughout the process outlined above. However, different <a href=\"https:\/\/canny.io\/blog\/customer-feedback-types\/\"  data-wpil-monitor-id=\"11\">types of customer feedback<\/a> are utilized in each&nbsp;step.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer feedback used while selecting the focus area each quarter<\/h3>\n\n\n\n<p>A few weeks before the quarter starts, growth teams aggregate customer feedback and other data from various sources.&nbsp;<\/p>\n\n\n\n<p><strong>At this stage, it\u2019s wise to gather information from as many sources as&nbsp;possible:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/canny.io\/blog\/what-is-nps\/\" target=\"_blank\" rel=\"noreferrer noopener\">NPS&nbsp;surveys<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/canny.io\/blog\/canny-for-customer-support-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer support&nbsp;tickets<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.softwarepundit.com\/live-chat\" target=\"_blank\" rel=\"noreferrer noopener\">Live chat<\/a>&nbsp;logs<\/li>\n\n\n\n<li>Marketing&nbsp;channels<\/li>\n\n\n\n<li><a href=\"https:\/\/canny.io\/use-cases\/feature-request-tracking\" target=\"_blank\" rel=\"noreferrer noopener\">Feature request<\/a>&nbsp;boards<\/li>\n\n\n\n<li>Google&nbsp;Analytics<\/li>\n\n\n\n<li>Business intelligence&nbsp;tools<\/li>\n<\/ul>\n\n\n\n<p>NPS surveys are a good starting point. They capture the most common sources of customer dissatisfaction, and quantify severity. Customer support tickets and live chat logs are also good sources of&nbsp;feedback.<\/p>\n\n\n\n<p>Feature requests are another valuable feedback source. Grouping feature requests into categories is one way to identify promising product areas. The most requested features are worth consideration. If customers request a feature that already exists, that\u2019s a good signal that the growth team should focus on those&nbsp;features.<\/p>\n\n\n\n<p>Google Analytics can be used to identify major gaps in the product experience.&nbsp;<\/p>\n\n\n\n<p><strong>Questions to investigate using Google Analytics&nbsp;include:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do certain steps of the funnel that account for the majority of customer drop&nbsp;off?&nbsp;<\/li>\n\n\n\n<li>Does the product perform worse on certain devices or for certain customer&nbsp;segments?<\/li>\n\n\n\n<li>Are there certain user flows or pages that perform better or worse than&nbsp;others?<\/li>\n<\/ul>\n\n\n\n<p>The goal of this analysis is to identify the largest product gaps and business opportunities. <a href=\"https:\/\/canny.io\/blog\/ask-for-feedback-saas\/\" target=\"_blank\" rel=\"noreferrer noopener\">Interviewing customers<\/a> is a productive way to validate the final list of potential focus areas before making a&nbsp;selection.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer feedback used while brainstorming initial experiments<\/h3>\n\n\n\n<p>Once the growth team has selected its focus area for the quarter, the next step is to brainstorm an initial list of experiments. The top experiments from this list will kick off the quarter\u2019s growth&nbsp;efforts.<\/p>\n\n\n\n<p>To brainstorm the list, growth teams do a deep dive to gather all customer feedback and data specific to the focus area.&nbsp;<\/p>\n\n\n\n<p><strong>For example, if the focus area is the company\u2019s mobile web experience, the team&nbsp;should:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pull all NPS responses that mention the mobile&nbsp;experience<\/li>\n\n\n\n<li>Collect all customer support tickets and chat logs related to&nbsp;mobile<\/li>\n\n\n\n<li>Look at Google Analytics data for the mobile&nbsp;experience<\/li>\n\n\n\n<li>Do user interviews about&nbsp;mobile<\/li>\n<\/ul>\n\n\n\n<p>The goal of this exercise is to identify potential reasons why the product underperforms in the chosen area. Perhaps mobile conversion rate is low because it\u2019s difficult to navigate the checkout page. Or, mobile might underperform because the majority of visitors come from social media channels and land on dead-end blog&nbsp;pages.<\/p>\n\n\n\n<p>Experiments are generally prioritized based on expected impact. Experiments that have high potential impact, are easy to implement, and are very likely to work should be at the top of the&nbsp;list.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer feedback while iterating on experiments<\/h3>\n\n\n\n<p>After launching the first experiments, the team enters into an iterative experimentation process.&nbsp;<\/p>\n\n\n\n<p><strong>The process steps&nbsp;are:&nbsp;<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Measure experiment&nbsp;results<\/li>\n\n\n\n<li>Identify&nbsp;learnings<\/li>\n\n\n\n<li>Re-prioritize new&nbsp;experiments<\/li>\n\n\n\n<li>Launch new&nbsp;experiments<\/li>\n<\/ol>\n\n\n\n<p>This part of the process is all about speed and learning. Unlike traditional product teams, growth teams have to move quickly in between experiments. As a result, they tend to rely on experiment results and a handful of customer interviews to select their next&nbsp;experiments.<\/p>\n\n\n\n<p>This need for rapid iteration also places a premium on organization. Growth teams that build streamlined processes maximize the number of experiments they can launch in a given quarter. Software tools can also add considerable value. <a href=\"https:\/\/canny.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Canny<\/a> is an example of a system that organizes data. This enables the team to spend more time building, launching and learning from&nbsp;experiments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">For growth teams, customer feedback is invaluable<\/h2>\n\n\n\n<p>Customer feedback is extremely important for growth teams. In the long-run, working to satisfy your customers and grow your business go hand in&nbsp;hand.&nbsp;<\/p>\n\n\n\n<p>The amount of feedback that is available today is a double-edged sword. But, having organized processes in place (and using a tool to help you manage feedback) can make the process easier, and help growth teams&nbsp;succeed.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The goal of growth teams is to promote a company&#8217;s growth while improving customer experience\u2014and to do this, customer feedback is essential.<\/p>\n","protected":false},"author":19,"featured_media":5711,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-2991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-feedback"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How growth teams use customer feedback - Canny Blog<\/title>\n<meta name=\"description\" content=\"The goal of growth teams is to promote a company&#039;s growth while improving customer experience\u2014and to do this, customer feedback is essential.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/canny.io\/blog\/growth-teams-customer-feedback\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How growth teams use customer feedback - 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