How to use customer feedback to make informed decisions and drive your business forward. 

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1. Prioritise and categorise feedback 

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Before you can act on feedback, you must categorise it effectively. This starts with identifying where the feedback has come from – whether it’s from different stakeholders, customer segments, or specific ideal customer profiles (ICPs). Categorising feedback by its source helps you tailor your responses to different audiences and ensures you’re addressing the needs of your most valuable customer groups. 

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At the Scale Up, we typically organise feedback into categories using the Jobs To Be Done (JTBD) framework and the Four Forces model. This approach helps us understand customer motivations, struggles, and the decision-making process more clearly

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Purpose: Ensure that feedback is organised in a way that highlights the most impactful insights and tailors them to the right audience. 

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Example use case: Sort feedback by its source – whether from power users, new customers, or specific ICPs – and then categorise it further into themes (four forces and JTBD) to analyse the factors that attract them to a solution, anxieties and habits influencing their decisions. 

‍Top tip: Use tools like spreadsheets or project management software (e.g Notion) to help categorise and prioritise feedback. This makes it easier to spot patterns and decide where to focus your efforts. If you’re new to JTBD and the Four Forces, we have resources you can check out here for a deeper dive. 

2. Map insights along the customer journey 

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Once you have categorised the feedback, it’s time to map those insights along the customer journey. This helps you understand when and where each piece of feedback is most relevant, allowing you to address not only specific anxieties and pain points but also highlight benefits, motivations, and value propositions at the right time. 

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Purpose: Translate feedback into specific, actionable steps  by aligning it with different stages of the customer journey.

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Example use case: By mapping feedback, you can identify which anxieties or pain points (or other forces) are prevalent at each stage of the journey. For example, if research reveals that customers often hesitate at the paywall because they don’t see the value for money or don’t understand how it works, you can address these concerns directly. This might involve improving the value proposition on the pricing page, adding social proof signals, success metrics or awards logos, or including testimonials to reassure potential buyers. 

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Top tip: Assign clear ownership for each action item, set deadlines, and follow up on progress. By tailoring your communications to address specific pain points, reinforce positive experiences, and emphasise value at the appropriate stages, you can significantly improve customer experience and conversion rates.

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3. Start testing and measure the impact

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With your insights mapped out, the next step is to test and measure the impact of the changes you make. Experiment with different strategies and messaging to see what resonates best with your audience. 

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Purpose: Make sure the actions you took are delivering the desired results. 

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Example use cases:  Run A/B tests on ad copy, landing pages, and emails to see which versions perform better. Use different messaging in conversations with customers and track their responses to gauge effectiveness.

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Top tip: Set up a feedback loop to continuously monitor the impact of your changes. Track key metrics like user activation rates, customer satisfaction scores, and conversion rates to measure success. 

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Final thoughts….

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Using customer feedback effectively involves more than just gathering insights – it’s about categorising, prioritising, testing, and communicating those insights to drive meaningful action. By strategically applying feedback throughout the customer journey, you can make informed decisions that improve your product, customer satisfaction and drive growth. 

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If you need help setting up a feedback system or turning insights into action, we’re here to help you every step of the way.