Beekeeper offers a communication and collaboration hub, targeted at digital workplaces and non-desk employees.
As they’ve grown and scaled, Beekeeper have adapted and evolved the process they use to manage product feedback. Here’s their journey.
Beekeeper realized the importance of managing feedback right from the word go. To begin with, they created a Google Doc.
They shared this with their customers, who then added their requests to it. Each major customer had their own doc or spreadsheet to which they added their feedback.
The product team were then able to access the documents, view the requests, and respond to each request.
This resulted in a lot of discussion with customers, and managing their expectations could often feel like a full time job in itself.
They had to tread carefully, making sure to be honest and not promise the world, while simultaneously encouraging their feedback and not turning down every request.
Fairly soon, however, the documents and spreadsheets became cluttered and cumbersome. It was hard to see what customers really wanted, and deciphering the unorganized data became an impossible task.
It was time to move on.
The primary allure of Salesforce was that it would automate a lot of the tasks that Beekeeper had been manually completing. This would, of course, save them a lot of time and effort.
Requests were saved to Salesforce, which provided an effective solution to storing all of the feedback in an organized manner.
Customers were linked to each request, enabling Beekeeper to calculate how many customers wanted each feature.
All seemed well, but they soon hit a snag…
While success and sales teams had access to Salesforce, the product team did not. That was a pretty big problem. It meant that the product team were not getting the full story.
This resulted in weekly meetings where success would feed the information from Salesforce back to the product team.
Salesforce was, to an extent, solving the conundrum of how to collect and store product feedback. But it also provided two new conundrums:
One - How do we prioritize the feedback?
Two - How do we communicate it to the product team?
The answer to both of those questions was a little word beginning with ‘R’.
Beekeeper made what we think is the best decision they’ve ever made. They decided to use Receptive to manage their feedback. And they haven’t looked back.
They quickly and easily connected Receptive to their existing platform and integrated with their product.
Instantly, their customers were able to submit their own requests, browse other people’s, and most importantly - rank their priorities.
The product team had full access to Receptive and were able to see the feedback direct from the customer, without the success team having to communicate it to them.
Once they’re sure that a feature will be built, they are moved to the “Planned” status, ensuring that customers can see an up-to-date list of what’s coming next.
Team members are also able to provide their own feedback and priorities, giving Beekeeper extra data.
And as for their customers, they feel like they’re being listened to, forging a strong relationship with Beekeeper.
The product team is eager to hear what customers need first-hand, and not to have it filtered. A direct communication channel between a customer and the product team removes the need to manage expectations. Customer success is no longer sandwiched in the middle.
- Lisa Starita, (previously) Head of Customer Success Operations