How have you managed to curate and centralize customer comments, queries and complaints so that it becomes actionable to you as a product marketer?

We have various customer-facing teams that communicate with customers each and every day. Unfortunately, they all have different processes and therefore customer comments and questions are not organized in a centralized location. Some use Salesforce to track items, others just keep communications within their emails, and some do not track these comments and questions at all. Looking to see how you handle this for inspiration and/or ideas.

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2 Answers

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Rahul Awasthy

Product Marketing Leader | Formerly Salesforce, Cisco, Guidewire, Pivotal Software • 1y

Great question. Some of this is a human/org challenge and part of it is a tool challenge. Tip: Humans are far more unpredictable and challenging than software :) So figuring our the org dynamics at your company is key - Who owns this centralized feedback and do they have the systems set up. Let's say at the very manual stage - it's gathering data, using an AI tool to summarize and there is no automation or central data-lake. Product,Marketing, Sales and CS leaders have to align on what is they b ...Read More

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Axel Kirstetter

Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y

Another user asked a similar question. In terms of a tool for organizing and curating inputs, I recommend Dovetail. It takes time and diligence. There are two ways to take this. 1. for long-term planning purposes, where you need to spend the time developing your GtM strategy. Here, trend insights are critical. Over time analysis, that is. 2. for hero projects where quick fixes and wins matter. Whatever you choose to do, make sure it aligns with business priorities and goals

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