At HubSpot, we are often gathering feedback from our customers. We give users opportunities to provide it while in the actual software, as well as quarterly customer happiness surveys. Once collected, this data is readily available for the entire company, and I was on a mission to use it.
Have you ever filled out a survey and felt like no one was really looking at the results? This is pretty common when happiness surveys are sent out via email to a large customer base for any website, software or store. This is no different at HubSpot - some customers assume it’s sent out and collected by a third party with no real pull. While this is not the case (we have an employee dedicated to analyzing these surveys), there is no real follow-up with the customers after they provide these thoughts. That’s where the user research team comes in.