Product managers and marketers do their best work when they understand customers well. Customer research studies are great for learning about customers but can take time to set up and get outdated quickly.
There’s a lot to be learned from customer feedback, which is real-time and abundant. But such data is often out of reach for marketers or product managers. Even with customer support’s help, it can take time and effort to get insights from disparate, unstructured customer feedback.
Viable solves specifically for this challenge. Customer support shouldn’t be the bottleneck to accessing customer feedback data. (They’d like to have their time back too!)
Viable easily plugs into common customer feedback tools to ingest and structure the data for analysis. Other tools do something similar but Viable’s user interface is easy for anyone to use: ask questions and get answers pulled from existing customer feedback data, all in one screen. GPT-3 powers Viable specifically to allow questions and answers in natural language that anyone can understand, with high accuracy.
There’s no intermediary or technical analyst report to interpret. You can ask as many questions as you want in Viable.
Let’s say you want to know what the most frequent feature request is among customers. You’ll use this knowledge to inform your product roadmap and marketing campaigns.
In Viable, you’d type in the question: “What is the most frequent feature request?” It may turn out that you already offer this feature. You’d then want to find out why customers aren’t aware of it.
You could segment the data to find out which customer segments are making this request. You can do this directly in Viable. No need to export data into a separate system for additional tagging or segmenting.
Let’s say you segment the responses by industry and 90% of the requests for this feature come from healthcare clients. You realize this feature is available but not prominently displayed in the healthcare version of your product. And you’ve never actively promoted it.
As a product manager, you can use this finding to highlight the feature more prominently in the product. As a marketer, you’ll know what to promote in your next healthcare marketing campaign.
Figuring out what messaging works in marketing communications can be a crapshoot. That’s why A/B testing is such a popular tactic.
One way to speed up the process is to use Viable to find the messaging that resonates with your most satisfied customers. Just ask “what messaging resonates best with customers?” To get more specific, you can tailor the question by segment, e.g. “what messaging resonates most with frequent shoppers?” or “what messaging resonates most with occasional shoppers?” and so on.
When you don’t have the budget or time to conduct a focus group, Viable is a great alternative to help you develop messaging.
Could insights from your customer feedback help you make more informed go-to-market decisions? Would your product roadmap be better for it?
If so, give Viable a try. The trial is free for 30 days. You can analyze up to 50,000 data points or 30 days of data on our dime.
Last Updated: 01/13/21
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How to analyze survey data - part 1
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