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Product Feedback Policy [overview + template]

 What is a product feedback policy?

Your product feedback policy governs and lays out the whole process you employ to gather and manage feedback.

Why is the policy important?

It's important to create a policy as you start using Pendo Feedback. Having a policy ensures that everyone (both team members and customers alike) will understand how they can submit feedback, and how their feedback will be managed.

It lets teams and customers know how you collect and use feedback data. This sets the right expectations up front which is really powerful and a great experience for you customers too.
They know what to expect instead of feeling like their valuable feedback is disappearing into a black hole!

Creating a policy is easy and hassle-free, and should take up very little of your time.

What should the policy cover?

Firstly, you need to explain your approach to feedback. State your intentions.

  • How important is feedback to your organization?
  • What will you be using it for?

Then, you should spell out the benefits to your customers.

  • What will your customers gain?
  • What will the results be?

Next, you can explain the general process.

  • How can people submit their feedback?
  • What happens to it from there?
  • How often is it reviewed and who by?

Finally, explain how customers and team members can be kept in the loop.

  • How can you track the status of the feedback?
  • Are people told when their feature is released?

Below are some ideas to help you answer the questions... 

Your Feedback Approach

You should explain that you take feedback extremely seriously and that it's crucial to your product and as an organization. 

Chances are, you'll be using the feedback you collect to figure out the most important additions to the product, based on the priorities of both team members and customers.

The Benefits

Pendo Feedback ensures that customers are heard and that their feedback isn't simply dumped into the black hole.

It enables customers to have a direct say in where the product is heading and why certain decisions are made.

Ultimately, it provides a connection between your customers and your product development, ensuring that the product is as good as it can possibly be. 

The General Process

The way that people can submit feedback depends on how you integrate Pendo Feedback with your product. 

It could be that you use the in-app widget and so customer and team members can click the button at the side of the screen. Or it might be that they navigate to the help menu within your app and click on a link from there. You can also add Feedback to your Pendo Resource Center!

Within your policy, it would be wise to send your team members and customers to relevant help docs to show them how Pendo Feedback works and how they can use it.

You then need to map out your process for them.

Here is the best practice process for Pendo Feedback:

1) New requests are set to "Awaiting Feedback" while we wait for other users to vote, prioritize and comment on them.

2) Our product team meets regularly (weekly/biweekly/monthly). In the meetings, we review the highest priorities from customers, team members, and prospects.

3) If we decide to investigate or build a request, the status will be changed to "Planned" or "Building" and we'll aim to give a timeframe of completion on our roadmap.

Kept In The Loop

You should end with a few points about how you'll keep those who submit feedback in the loop.

With Pendo Feedback, this is easy. Customers and team members who have submitted (or voted to say they wanted) a feature will automatically be notified if the status of that feature changes. They will see the status change on their own Feedback dashboard and if you pass customer email address into Pendo, they will receive an email too. 

Mention that you'll try to give an explanation whenever a request is rejected in order to help them understand your reasoning.

Where should we publish our feedback policy? 

We recommend publishing a full, in-depth version of your policy on your knowledge base. 

You'll then want to link to your policy in your "Awaiting feedback" custom saved response in Feedback. Use our template here

We recommend linking to your policy when introducing your teams and customers to Feedback.

And finally, to increase engagement and awareness around Feedback, you can also have your customer facing teams include a link to your feedback policy in their email signatures.   

Product Feedback Policy Template

You can use this template as the starting point for your own Product Feedback Policy. 

Our approach to product feedback

Here at [NAME OF YOUR ORGANIZATION], we take product feedback extremely seriously. 

We believe that listening to our customers, team members and prospects - by taking their ideas on board and bringing their voice into the projects we choose to invest in - is a sure-fire way to build a better product.

We use your feedback to identify the most important features, ideas, pain points, and opportunities so that you can get more value from our product as efficiently as possible. 

How to give us your product feedback

Submitting your feedback couldn't be simpler. 

[DESCRIBE YOUR PROCESS HERE. Include images where appropriate. If you give customers access to Pendo Feedback, show an image of the link/button/Pendo Resource Center or widget you have installed so they know what to look for]

What happens to your product feedback

[Note: this workflow is if you allow your customers to access Pendo Feedback]

All new requests are set to the "Awaiting Feedback" status so that more people can vote, prioritize and give us information. This allows us to gauge demand, gather use cases and automatically establish impact and value. 

[Every quarter] our Product Teams hold a product feedback meeting. They discuss the highest priorities for our customers, team members and prospects and look at how the requests align with our own product and company strategy. 

As the team goes through, they will update the status of each request in Pendo so that you immediately know the outcome. 

If we decide to build a feature or make an improvement, the status will change to "Planned" or "Building". It will be added to [our product roadmap which you can view at any time - add link here if appropriate.]

Our product feedback portal always has the most up-to-date information about our products and what we are building next. We will always provide an explanation as to the nature of the status update. 

If you reach out directly to our Support or Customer Success teams, they'll be able to look up ideas for you, but they won't have any additional information or provide an estimate for when your request will be reviewed. 


How long will it be before the product team reviews my idea?

Items will be reviewed by the product specialist on a [monthly basis]; we take the top requests and update the status where appropriate. Roadmapping meetings [occur quarterly]. Make sure your ideas are clear and concise so others can vote on it & prioritize. Also be sure to prioritize your own requests too - that way, we will know if a particular request is important to you.

My request hasn't been reviewed yet and I submitted it 6+ months ago. What can I do?

If we haven't reviewed your item yet and it is a high priority for you:

- Make sure it's at the top of your priority list

- Make sure your request is clear. Why do you need this? What is it stopping you from doing? What is the impact of that? Please add these details in a comment on your idea. 

Thank you for your feedback, understanding, and support as we work together to build the best products possible!  

Feedback policy examples