What should be done to effectively handle user feedback

Jobs once said he never did market research, Zhangxiaolong said he didn't read the data. Their posture has made many practitioners plunged glasses, not touch the mind, there are many practitioners seriously from the negative market research and the role of data. Different bosses say the same thing about how to handle user feedback. Some say that as long as the voice of the user should listen, and some say users do not know what they really want to listen. What is the best way to do that? After analyzing the following 3 questions, the answer is clear: 1. What is user feedback? 2. Why should I handle user feedback? 3. What can be done efficiently?

What is user feedback?

About user feedback, Baidu Encyclopedia gives the definition is: you use a company to provide products after the company's "users." After using the product you certainly have the opinion to this kind of product, you advise the manufacturer to say "the user feedback". Many PM and operations are also very much in agreement with such a definition, their day-to-day processing of user feedback is mostly user comments and suggestions.

Because not all users will make comments after using the product, those who do not make comments are often referred to as "silent users." A friend with a statistical background must have a question at this point: if you follow the above definition, the user feedback of PM processing omits the silent user, which is unscientific. The actual work process is also easy to find, if the processing is not good to silence the needs of users, product retention rate is difficult to improve.

A friend once told me "like Tencent, 360 such companies, they do products each button has related data monitoring, users when the point, how many points, how to have records." Why do you want to collect such detailed data? Because this can make silent users not silent.

Now, let's go back and think, "Why did jobs not do market research, Zhangxiaolong not read the data?" is market research and data useless? People like Jobs and Zhangxiaolong, who stand on the cusp of the tech industry, deal with the amount and quality of information they touch every day, far beyond market research and data. And their high level of PM, the insight of human nature is far beyond the ordinary people can understand. Coupled with a long period of training, the various solutions, the user faced with the problem has been familiar with the heart. Naturally there is no need for research and data.

How can people like Steve Jobs and Zhangxiaolong Define user feedback? Their actions can reflect their thoughts. Jobs and Zhangxiaolong often refer to "instant change to small white users". What is the benefit of becoming a small white user? Can realize the small white user to see the interface when the mentality, reaction, anticipation. So, jobs and Zhangxiaolong must not rigidly adhere to the user's suggestions, their definition of user feedback should be: The user's response is user feedback!

Once you have accepted the "user response is User feedback" setting, PM can observe more information every day, in addition to the recommendations of users, as well as the user's dynamic changes, page jump order, copy, user response to similar products, and even users of other industries product response, etc. PM's understanding of the whole thing will change overturned day. Is this the guiding ideology behind Tencent's pro law?

Second, why to deal with user feedback?

I've seen pm that ignores user feedback, and I've seen the PM lost in the user's voice. It is conceivable that this way to extreme consequences is: a product users do not like, a product crept without a clue. In fact, to understand the value of user feedback, it is easy to have a reasonable view of user feedback, naturally know why to deal with user feedback.

To do products is to help users solve the problem process. If you have insight into user feedback, PM can clearly know what the user is facing. This is the value of user feedback.

When doing the solution, the user feedback, such as user response to the copy, to the interface of the expectations, you can know what kind of solution is easy to exceed the user's expectations. This is the value of user feedback two.

People have the ability to limit, it is impossible to think of all the things, and then the great PM to make the solution also need to check, user feedback is a mirror, you can check pm on the understanding of things and improve the solution. This is the value of user feedback three.

The reason and purpose of dealing with user feedback is to find the requirement and measure the user's expectation and calibration.

What can be done to effectively deal with it?

There is no standard answer to this question, and everyone's approach is different. But one thing is for sure, the level of processing user feedback can show pm and operational problem-solving standards. One of 360 employees told a story that impressed me: one day, a user complained to 360 of the staff, "because of the 360 installed, net silver is not used." 360 of the staff immediately to find out why, the result found that the problem is not 360 at all, is the net silver itself. If it is ordinary operation, it is possible to scold this user "not our reason you also find us, really unreasonable." However, the excellent operation is to contact the BD Department of the company to communicate with the bank to solve this problem. More advanced operations may also have to do with banks to analyze whether the problem exists only in one region or across the country. After a high-level operation solves the bank's problems, it may also be necessary to consider whether all other banks have such a problem.

In summary, the voice of "How to listen" is more important than the voice of the user who listens to or does not listen.

Note: This article is recommended by the creative wing. Weibo: Joseph Network micro-signal: Business FAQ