Best Practices for Collecting User Feedback in SaaS - Updated for Today

Collecting user feedback is critical for the success of any SaaS (Software as a Service) company. Understanding what your users like, dislike, and need can drive product improvements, increase customer satisfaction, and ultimately boost your bottom line. But simply asking for feedback isn't enough. You need a strategic approach that integrates seamlessly with the user experience and provides actionable insights.

BetterFeedback is committed to revolutionizing feedback collection with AI-native surveys that customers actually want to engage with. Let's dive into the best practices for gathering user feedback in the current landscape.

1. In-App Surveys

In-app surveys remain a highly effective method for gathering immediate feedback. These surveys can be triggered by specific user actions (e.g., completing a task, using a new feature) or appear at strategic points within the user journey.

Key Considerations for Today:

• Keep it concise: Time is precious. Ensure surveys are short, focused, and only ask essential questions.
• Mobile-friendly is a must: A significant portion of SaaS users access applications via mobile devices. Ensure your surveys render flawlessly on all screen sizes.
• Personalization is key: Use data to tailor questions based on user roles, usage patterns, or past feedback.

Example: After a user successfully integrates a new third-party application, a survey asks them to rate the integration process on a scale of 1-5 and provide any specific comments.

2. User Interviews

While requiring more effort, user interviews provide invaluable, in-depth qualitative data. These can be conducted remotely via video conferencing or, when possible, in person.

Update for Today:

• Leverage video platforms: Tools like Zoom, Google Meet, and Microsoft Teams have made remote interviews more accessible and efficient.
• AI-powered transcription: Use AI transcription services to automatically generate transcripts, saving time and improving accuracy.
• Focus on 'why' not just 'what': Dig deeper to understand the underlying motivations behind user behaviors and opinions.

Example: A SaaS platform specializing in marketing automation schedules bi-weekly video interviews with power users to explore their evolving needs and challenges.

3. Feedback Buttons

A discreet yet readily available feedback button allows users to provide spontaneous input whenever an issue arises or an idea sparks.

Modern Best Practices:

• Non-intrusive placement: Ensure the button is easily accessible but doesn't disrupt the user workflow.
• Clear and concise form: Upon clicking the button, present a simple form or text box for quick feedback submission.
• Integrate with your support system: Route feedback directly to the appropriate support channels for prompt attention.

Example: A CRM application includes a "Quick Feedback" button in the bottom-right corner of the interface, allowing users to submit bug reports or feature suggestions with minimal effort.

4. Usability Testing

Usability testing involves observing real users as they interact with your application. This helps uncover usability issues that might not be apparent through other methods.

Evolving Trends:

• Remote usability testing tools: Platforms like UserTesting.com and Lookback.io enable you to conduct remote usability tests with participants from around the world.
• Eye-tracking technology: Some tools now incorporate eye-tracking to provide even more detailed insights into user behavior.
• Focus on accessibility: Ensure your application is usable by people with disabilities.

Example: An online accounting software conducts usability tests to assess the intuitiveness of its new invoice creation process.

5. Social Media Monitoring

Social media has become a primary channel for users to share their experiences – both positive and negative.

Actionable Insights:

• Utilize social listening tools: Tools like Brandwatch, Mention, and Hootsuite can help you track mentions of your brand and product across various social platforms.
• Engage proactively: Respond to user feedback promptly, whether it's a compliment, a complaint, or a question.
• Identify trends and patterns: Look for recurring themes in social media conversations to identify areas for improvement.

Example: A project management SaaS company monitors Twitter and LinkedIn for mentions of its product, responding to user queries and addressing concerns in real-time.

6. Net Promoter Score (NPS)

NPS remains a valuable metric for gauging overall customer loyalty and satisfaction. It asks users how likely they are to recommend your app to others on a scale of 0 to 10.

Refined Approach:

• Segment your NPS data: Analyze NPS scores by user segment (e.g., role, industry, tenure) to identify specific areas for improvement.
• Follow up with detractors: Reach out to users who gave low NPS scores to understand their concerns and offer solutions.
• Track NPS trends over time: Monitor changes in your NPS score to assess the impact of product improvements and customer service initiatives.

Example: A marketing automation platform sends out quarterly NPS surveys and analyzes the results by customer segment to identify areas where it can improve customer satisfaction.

7. Feature Request Boards

Allowing users to suggest and vote on new features creates a sense of community and empowers them to shape the product roadmap.

Contemporary Strategies:

• Use dedicated platforms: Tools like Productboard, Canny, and UserVoice provide robust feature request management capabilities.
• Prioritize based on impact: Evaluate feature requests based on their potential impact on user satisfaction, revenue, and strategic goals.
• Provide regular updates: Keep users informed about the status of their feature requests, whether they are being considered, planned, or implemented.

Example: A design collaboration tool maintains a public feature request board where users can submit and vote on new feature ideas, providing valuable input into the product development process.

8. Customer Support Interactions

Every customer support interaction represents an opportunity to gather valuable feedback.

Optimized Processes:

• Implement a feedback loop: Ensure that customer support agents can easily capture and share user feedback with the product development team.
• Analyze support tickets: Use data analytics to identify recurring issues and pain points that are raised during customer support interactions.
• Train support agents: Equip support agents with the skills and knowledge to effectively solicit and capture user feedback.

Example: A customer support team flags that numerous users are having trouble with a particular feature. This is prioritized, and then reported back to the product development team.

Collecting user feedback is an ongoing process that requires a multifaceted approach. By implementing these best practices, your SaaS company can gain valuable insights, drive product improvements, and ultimately deliver a superior user experience.