Best Practices for Collecting User Feedback in SaaS

1. In-App Surveys

One of the most direct ways to collect feedback is through in-app surveys. These surveys can be triggered by specific user actions or appear at random intervals. They should be short, focused, and easy to complete. The key is to ask the right questions at the right time, without disrupting the user experience or sales strategies.

Example: A project management tool prompts users to rate their experience after completing a project within the app.

2. User Interviews

User interviews provide in-depth insights but require more time and effort. These interviews can be conducted via video calls, phone calls, or even in person. Prepare a set of questions in advance and make sure to record the conversation for future reference. User interviews are particularly useful for understanding complex behaviors and motivations.

Example: A CRM software company schedules monthly interviews with a select group of users to discuss new features and potential improvements.

3. Feedback Buttons

Adding a feedback button within the app makes it easy for users to share their thoughts spontaneously. This button should be easily accessible but not intrusive. When a user clicks the button, a simple form or text box can appear, allowing them to quickly type in their feedback.

Example: A cloud storage service includes a "Give Feedback" button on its dashboard.

4. Usability Testing

Usability testing involves observing users as they interact with your application. This can be done remotely using screen-sharing tools or in a controlled environment. The goal is to identify usability issues that might not be apparent through surveys or interviews, but can make a huge difference for embedded analytics.

Example: An email marketing platform conducts usability tests to observe how new users navigate through the campaign creation process.

5. Social Media Monitoring

Users often share their opinions on social media, both good and bad. Monitoring mentions of your SaaS application on platforms like Twitter, LinkedIn, and industry-specific forums can provide unfiltered feedback. Use social listening tools to keep track of what's being said about your app and gain insights from Facebook and Instagram, as well as other platforms. Then, you can also use automated blogging to repurpose these ideas into content.

Example: A graphic design tool monitors Twitter and YouTube hashtags and comments for mentions so they can respond to user feedback in real-time.

6. Net Promoter Score (NPS)

The Net Promoter Score is a simple metric that measures customer loyalty. Users are asked how likely they are to recommend your app to others, usually on a scale of 1 to 10. While NPS doesn't provide detailed insights, it's a useful gauge of overall user satisfaction.

Example: An analytics software sends out quarterly NPS surveys to its user base.

7. Feature Request Boards

Creating a feature request board allows users to suggest new features and vote on existing suggestions. This not only provides feedback but also engages your user community. Make sure to update the board regularly and communicate which features are being considered or developed.

Example: A collaboration tool has a feature request board where users can upvote their most desired features.

8. Customer Support Interactions

Customer support interactions are a goldmine of user feedback. Whether it's through email, chat, or phone, users often share valuable insights when seeking help. Make it a practice to document this feedback and share it with the product development team.

Example: A billing software company maintains a database of common issues raised during customer support interactions.