David (Dudi) Rubinstein, Head of Customer Success and Services, Craft.io, speaks at SparrowCast on the importance of customer feedback for product-led growth.

Listening to your end-users
This is the most apparent tip anybody can give when the shift happens towards product-led growth. Your product has to provide real value to your customers if you want to expand your customer base. Interact with your customers on an ongoing basis to understand their challenges and how well your product can resolve them. This is the only way to know where your product falls short.

Constantly improve your product experience, to not lose your customers to your competitors. Addressing customer challenges at the right time helps you boost customer retention.

Product enhancements & new feature requests
While collecting product feedback, you will be getting requests to new features as well as for improvements to the existing features. You always have to keep in mind the development costs while considering such requests. New feature requests are excellent for the growth & expansion of your product since they reveal some new use-cases that you never thought of.

On the other side, product feedback tells you how smooth the experience is or how intuitive the UI is. They help you improve the existing product features to better suit the customer needs.

Training your customer success team
Your customer success team or customer support team usually plays the most significant part in collating customer feedback. Train your team to gather feedback, even the client themselves, not knowing it. Almost every interaction that you have with your client has some information for your team to decipher.

The customer is engaging with you and giving you their opinion about the product, the experience they had & how close you are in delivering the expected value.

Always close the loop
What makes your feedback really valuable? Taking the right actions!

If your customers feel like they’re unheard, they are going to stop giving you feedback. Implement a scalable Voice of Customer program in the organization to ensure that every customer feedback is taken care of. Design the entire flow that each feedback has to take. Share it with the right stake-holders and close the feedback loop every single time!

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