A customer shares an insight within your company’s online community. He somehow found the time in between meetings, phone calls and lunch to share a suggestion, idea or complaint in a discussion thread. “It would be great if the XYZ product would … ,” he writes. What does your company do with that customer input? This is the $1,000,000 dollar question -- literally.
- Who does the community manager need to inform about relevant customer feedback? Who is on the triage team and what are their responsibilities?
- Is the feedback welcome (or at least expected) by R&D, product development, sales, and any other department that could benefit from it?
- Who is responsible for evaluating the idea or suggestion? What is the standard process for handling customer insights?
- Who will let the customer know about the outcome of his idea? While not all ideas, complaints or insights are viable, when a customer takes the time to offer his perspective, isn’t it appropriate to respond?
- And most importantly, who is in charge of shepherding this process from cradle to grave?