How to Paint a Compelling Picture for Product Managers


Have you ever had a really great feature request from a customer go ignored for months? It might be because you’re just not selling it right.

Product managers are constantly juggling priorities between new features, product changes and bug fixes. They hear requests from sales, executives, marketing and support. For every suggestion that is incorporated into the product, there’s five more that aren’t.

As Janna Bastow, co-founder of ProdPad says, “If we just built what customers asked for with no further consideration, we’d end up with just a pile of features… which doesn’t make for a compelling, useful product.”

How do you make your customer’s important requests stand out from the noise? We break it down in The Ultimate Guide to Communicating Product Feedback.

1. Make it business savvy

Businesses have to make money to keep the lights on. While making customers happy is arguably one of the best ways to do that – a profit is still the end goal. Break down the revenue associated with customers who have complained and you’ll be able to put a value on implementing it. Go a step further and calculate how much time and money you spend responding to inquiries about this feature. Time really adds up.

If you can justify a high ROI of a change, it would be difficult for a product manager to say no.

In The Ultimate Guide to Communicating Product Feedback, we show you an easy way to generate use case statements. Download it now.

2. Humanize it

Support teams should act as a filter between customers and the Product team. This means passing valuable feedback from customers directly to PMs. The biggest benefit of passing feedback through from frontline teams is that it’s straight from the horse’s mouth. There’s no room for misinterpretation.

You can also connect vocal customers with interesting stories and suggestions to PMs for further discussion.

3. Don’t forget the bigger picture

Providing context around feedback can make it more impactful. Show how it aligns with company goals. Demonstrate the way it affects team and department goals. Don’t lose the forest for the trees. Everything that helps move the business forward is a win.

It’s important to understand the goals of the department. As Jeff Vincent, Head of Product at Wistia says: “If customer support folks are aware what Product is focused on, their feedback will always be timely and extremely informative.” Without even having to ask, the Support team can feed the Product team all of the relevant data they need.

Our 29 page e-book dives deeper into these topics and more. Featuring a three page easy to use template, we’ll walk you through:

  • Calculating the return on investment of a feature
  • Creating use-case statements
  • Pulling in the bigger picture
  • Getting those must have features into your product!

Get your free copy now!

Ebook: The ultimate guide to communicating customer feedback

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About the author
Sarah Chambers

Sarah is a Kayako alumni. She is passionate about keeping customers loyal through amazing customer service. Outside of customer service, Sarah is a yoga teacher, self-diagnosed Twitter junkie.

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