Collect & Analyze Customer Feedback by Amazon Principal PM, Sudeeptha Jothiprakash

Why customer feedback matters.

  • Influence of feedback

  • Ingrained and Critical

  • Product Differentiator

  • Improve stickiness

"It is really hard to design products by focus groups. A lot of times, people don`t know what they want until you show it to them." Steve Jobs.

"And of the things I`ve always found is that... You`ve got to start with the customer experience and work backwards to the technology. You can`t start with the technology..." "What incredible benefits can we give to the customer? Where can we take the customer? Not starting with "Let`s sit down with engineers and figure out what awesome technology we have and then how we going to market that." Steve Jobs.

  • Helps you source clear indications of quality when it comes to human or transaction based services.

  • Helps differentiate your product and propel your business objectives.

  • Helps you increase stickiness of your customer base and satisfy them across each interaction.

Mechanisms to collect feedback

Start with:

  • Objective for feedback collection

  • Hypotheses to be proven

Frame the process:

  • Feedback collection channels

  • Size of the audience

Feedback collection channels:

  • Active

  • Passive

  • Qualitative

  • Quantitative

Active Feedback Collection:

  • Regular customer calls

  • Customer connection panels

  • Focus Groups

Research Frameworks

  • Jobs to be done

  • Design Thinking

Passive Feedback Collection:

  • Surveys

  • NPS score

  • Social media reactions

In App Experiences:

  • Chat experience

  • Feedback buttons

  • Prompts and Wizzards

Size of the audience:

  • Statistically significant set of at least 30 inputs

  • Qualitative or Quantitative

  • Duration of feedback collection

  • Interactions of feedback collection

Analyze and inter insights

Go back to:

  • Objective for feedback collection

  • Hypotheses to be proven

Customer Calls

  • Find patterns in customer feedback

  • Categorize the feedback into segments of further investigations

  • Look for clear indications of prove/disprove hypotheses.

Passive Feedback

  • Survey tools and default analytics

  • R to investigate patterns

  • Bl analytics tools

Evaluation and Normalization

  • Geographical biases

  • Persona based feedback

  • Positive/negative comments

  • Customer lifetime spend

  • Customer size

  • Engagement levels

Keep in mind..

  • No data to prove or disprove your hypotheses is still acceptable

  • Evaluate whether the data set is the accurate size

  • Evaluate whether the right feedback collection mechanism was chosen

  • Question your hypothesis. Was it too broad or too narrow?


1. Be clear on why you are collecting customer feedback.

2. Employ the right feedback collection mechanisms and ensure that you have the right audience.

3. Analyze the data to find patterns, even if those are not the ones you were looking for.

4. Normalize and ensure that your data is not skewed.

5. Do not be afraid to reevaluate everything! From hypotheses, to mechanisms, to insights.

Sudeeptha Jothiprakash, Amazon Principal PM.