Putting Customer Feedback to Action by Zendesk Growth Leader

Everybody knows how important customer feedback is for a product. It doesn’t matter if the feedback is negative or positive, it’s all needed to improve the product and to make it the best it can be. This is all clear, but how can you put the customer feedback to action and use it to your advantage?

Growth Leader at Zendesk and Director of Partnerships at Trello shared their insights on the matter.



Growth Leader at Zendesk

Brianne Kimmel is a growth leader, startup advisor, and Angel Investor. She currently leads growth initiatives at Zendesk including the Zendesk for Startups program. Before Zendesk, Brianne lead performance marketing teams at Orbitz and Expedia where she focused on user acquisition, paid social and international growth. She’s recently visited Sydney, Paris, and Vienna as part of her ongoing “tech world tour” to meet and advise international startups.


Director of Partnerships at Trello

Anthony Marnell is Director of Partnerships at Trello where he works with many partners building integrations for the Trello platform. He is the co-founder of the NYC European Tech Meetup and has advised startups at Numa, Impact USA, and TechStars. Previously, he led the US business for the email startup Mailjet.


How to Put Customer Feedback to Action

Anthony and Brianne discussed about the best practices on how to turn customer feedback into actionable insights. More specifically, they talked about why customer feedback matters and what the best practices for sharing customer feedback with internal teams are. They also gave tips on how to evaluate signal vs. noise.

Putting Customer Feedback to Action by Zendesk Growth Leader


Bullet Points:

  • “Customer feedback is a gift.”
  • The best thing about being in contact with your customers is that no business plan, product or feature, survives the first contact with them.
  • Who owns the relationship with customers? If everyone owns it, nobody owns it.
  • Product, marketing, and support each own a part of the customer feedback experience.
  • Companies can approach listening to what the customer is asking for and build better products by adding the use of a systematic approach to their operating model.
  • Asking for customer feedback especially for a young company can be scary because of over-optimizing based on early feedback.
  • The question is, how to be customer-obsessed but not necessarily build for the customer? And, how to make sure you’re making the right decisions?
  • The customer journey has 5 phases:
    • Reaching out through a number of channels.
    • Support captures the feedback.
    • The feedback is shared with marketing, product and support within the company.
    • Opportunity size: What Changes to make? What is important? What makes the overall performance better?
    • Product improvements.
  • 4 Ways to get started in building a culture of being customer-obsessed:
    • Start measuring
    • Build customer empathy across the organization.
    • Invest in your community by creating, for example, a Slack Community.
    • Organize a product council.

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