Here are three approaches to giving your engineers more customer insights:
- New Product Introduction (NPI) Feedback – In companies with a large product development focus, a lot of highly valuable information can be collected from customers early on in their use of a new product. That information can help a company assess whether the product is living up to the "sales pitch" and helping customers accomplish what they had hoped with the product when they purchased it.
- Support Case and Customer Feedback Analysis – Your organization likely already tracks the number, types, and content of support requests by major product line, but may or may not use that insight to help develop patches and new releases. Package and share that information with the product engineering teams to bring the customer experience into the development process.
- Voice of Customer through the Employee (VOCE) - Build a process for your front-line employees to pass along customer feedback in a systematized way. Cataloging and mining the feedback from sales, delivery/install technicians and service professionals will yield more granular feedback about what’s working well and where there are opportunities to improve customers’ perceptions about your products or services.