Drowning in Feedback? How to Instrumentalize Customer Intelligence to Facilitate Strategic Decision Making

Product organizations rely on constant customer feedback to determine their roadmaps, products and features. However, collecting and processing customer feedback in large and medium sized organizations can be challenging. Information silos, outdated documents, recency bias, format conflicts, content repositories structures, slow processing and handover times, product taxonomies, even just a common understanding on language can lead to breakdowns on how to operationalize customer feedback consumption. Today, we have access to products and services solely focused on tackling this problem. However, a product alone cannot fully influence the organizational and cultural challenges that are often a hurdle when dealing with cross-organizational collaborative issues. We want to share our story of going through two separate ‘customer feedback management’ product implementations and highlight the lessons learned along the way. Finally we want to introduce our “Customer Intelligence Pipeline”, a combination of right tooling, internal processes, and strategic vision, that now leads our product organization.