The 12 Questions Product Plan Asks to Get Better Customer Feedback

Product managers are the voice of the customer inside of an organization—they ask the questions that reveal customers’ values, pains, and motivations. At ProductPlan, a company that’s solely dedicated to creating product roadmaps, they recommend the following 12 questions to better represent the voice of the customer in key business decisions.

12 Questions for Better Customer Feedback

  1. Why? Act like an investigator in interviews, never completely taking customer feedback at face value. If anything, ask five “why’s” in a row for deeper insight and understanding.
  2. How do you do that today? Dive into day-to-day activities to uncover current tools and habits that may better inform potential product changes. This question helps product managers understand the motivations around feature requests.
  3. How do you know you’ve had a successful day/month/year? Use the user’s metrics of success for your own product or service.
  4. How do you feel about your current solution? Get in the head of the customer and develop some empathy for their pain points.
  5. What’s the most frustrating thing about your current solution? Ask about frustrations to further understand a customer’s feelings. Feel free to specifically ask about prices and features.
  6. What do you wish you could do with a product that you can’t do today? Allow the customer to brainstorm and propose features based on real use-cases.
  7. How would you day be different if you had this? Let the customer help you build the case for this feature or product change.
  8. If you solve that problem, how much money will you save or make? Get specific about how and to what degree your product or service alleviates pain.
  9. Can you give me an example? Pull out anecdotes and sample user journeys for your team.
  10. If this were available today, would you buy it? Gauge the business opportunity and test price points.
  11. Why would you recommend our solution to others? Start to measure customer satisfaction, understanding why or why not a customer would refer this product.
  12. Where does solving this problem fall on your priority list? Start to get a sense of the likelihood of a customer changing current habits and behaviors to try a new product or service.

Takeaway: Whether your team is creating a new product or feeling out of touch with what users want, ask these 12 questions when you need rapid and thorough feedback from your customers.


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