Dos and Don'ts for Translating Customer Feedback to Product

As a Customer Success Manager (CSM), you are the link between your customers and the Product team. Your skill in gathering, interpreting, and conveying customer feedback can significantly impact product development and customer satisfaction. However, the process isn’t without its challenges—what you communicate and how you do it matters.

In this article, I'll outline the essential dos and don'ts for gathering customer insights and turning them into actionable information for your Product team.

Gathering Feedback

Do: Regularly reach out and ask for feedback.📞

Encourage customers to share their thoughts with you. Regularly reach out and ask for feedback. Use surveys, direct calls, and meetings to get insights into their experiences. Consider setting up automated feedback requests after key milestones, like the end of onboarding or completing a significant product update.

By being proactive, you show customers that their opinions are valued and that you're committed to improving their experience.

Don’t: Filter Out Negative Feedback 🚫

It might be tempting to shield the Product team from criticism, but this only creates bigger problems down the line. Be transparent about what customers are saying, even if it's tough to hear. Sugarcoating or omitting negative feedback prevents the team from fully understanding customer pain points. It’s important to deliver this feedback constructively, focusing on how addressing it can lead to a better product and a stronger relationship with the customer.

Organizing and Presenting Feedback

DO: Categorize Feedback for the Product Team 📂

Not all feedback is created equal. Break it down into categories: feature requests, bug reports, usability issues, etc. This helps the Product team understand what to prioritize. Create a system—whether it's a spreadsheet, a dedicated feedback tool, or your CRM - to organize this feedback. Include information on the frequency of the feedback and the potential impact on other users. This level of detail allows the Product team to make informed decisions about what to address first.

DON’T: Ignore Positive Feedback 🌟

Good feedback is just as valuable as criticism. Share what customers love about the product - it can guide future developments and improve team morale. Positive feedback can highlight features that should be expanded because they’re driving customer satisfaction. It also provides balance, showing the Product team what’s working well in addition to what needs improvement. Recognizing and celebrating these successes can also motivate the team and reinforce a positive feedback loop.

Prioritizing Feedback

DO: Quantify Feedback When Possible 📈

If multiple customers are reporting the same issue, make sure the Product team knows it’s a widespread problem. Use data to back up your points - how many customers are affected? How often does the issue occur? For example, if you receive ten requests in a month for a specific feature, that’s a strong signal that it’s worth investigating. You could even create charts or graphs to visualize this data, making it easier for the Product team to grasp the scope of the issue at a glance.

DON’T: Overwhelm with Unfiltered Feedback 🌊

While transparency is important, dumping raw feedback on the Product team can be overwhelming. Filter out the noise, focus on the key issues, and provide context. Raw feedback might include irrelevant details or contradictory opinions that can confuse the Product team. Your job is to convert the feedback into actionable insights. This might involve summarizing key points or highlighting the most critical issues that need attention. Make sure to include any supporting data or examples that can help clarify the situation. A tool like JIRA is great to capture feedback and provide detailed information to the Product team.

Listening and Closing the Feedback Loop

DO: Listen Actively During Conversations 🗣️

When a customer is speaking, listen carefully. Don’t just hear what they’re saying—understand it. Take detailed notes, and if possible, record the conversation (with permission) for reference later. Pay attention to both verbal cues and the underlying emotions. Are they frustrated? Excited? Disappointed? Often, the most critical feedback is hidden between the lines, and it’s your job to tease it out. Ask follow-up questions to clarify their points, and summarize what you've heard to ensure you've captured the key message of their feedback.

DON’T: Forget to Follow Up 🕵️‍♀️

After passing on feedback, check in with both the Product team and the customer. Has the issue been addressed? If so, let the customer know their feedback made a difference. This closes the loop and reinforces trust. Following up also helps you track the progress of the issues raised, ensuring nothing falls through the cracks. If the feedback hasn’t been acted on yet, keep the customer in the loop with updates on where things stand.

Framing Feedback & Suggesting Solutions

DO: Offer Solutions Alongside Problems 🛠️

When presenting feedback, suggest possible solutions. Even if you’re not a product expert, offering ideas shows that you’re committed to solving the issue and can spark productive discussions. For example, if a customer mentions that a particular feature is hard to use, you might suggest a simpler interface or put together better help resources. Your solutions don’t have to be perfect - they just need to show that you’re engaged and thinking about how to make things better.

DON’T: Assume the Product Team Understands the Customer’s Perspective 🤔

CSMs are the voice of the customer within the company. When you share feedback, frame it in a way that highlights the customer's experience. What problem are they trying to solve? Why does it matter to them? Use real-world examples from the customer’s business to illustrate how the issue affects them. This helps the Product team grasp the urgency and relevance of the feedback, making it more likely they’ll take action.

Conclusion

Uncovering and communicating customer feedback is a very important part of the CSM role. By being proactive, listening carefully, and presenting feedback in a clear and actionable way, you can help the Product team make informed decisions that benefit both the company and your customers. Avoid common pitfalls like filtering feedback or overwhelming the Product team with too much information. Instead, focus on delivering insights that are both honest and manageable. With the right approach, you can ensure that customer feedback not only reaches the Product team but also drives meaningful improvements to the product!