There are a lot of things that play into informing and making product decisions. Strategic and business objectives have their place. Behavioral quantitative data is important as well, to discover what your customers are actually doing within your product. And lastly, all of the qualitative input: being able to get insight in what customers are telling you as a company over multiple touch points.

The latter is especially hard to get a holistic view upon, since a lot of this qualitative data is spread across different tools and stakeholders. This can be research data: user interviews, testing sessions, and surveys. It also covers the feedback coming from Customer Success, Sales, Customer Support, and Marketing. For the latter, relevant product feedback (e.g. requests, needs, and pain points), live in support and live-chat tools, e-mail, CRMs, social media, and documents.

With Shipright, we'll help you and your customer-facing team members get product feedback into one organized place.

The benefits of Shipright

The eventual output of Shipright is a view upon all of these product Insights. This can be popular feature requests, customer needs, and/or pain points. The amount of highlights (aka feedback) gathered for each Insight, gives you a proxy of how important something is to your customer-base (or a particular segment of it).

Using the Themes, you can organize these Insights by product component, feedback type (e.g. feature request, need, pain point), quality factor (e.g. usability, performance), and other areas you find relevant.

The overview can then help you in multiple ways:

  • You're looking to build out your roadmap, and want to know what the most-often requested features or needs are: you can easily do this by looking at the overall Insights overview. This can be ordered by the amount of highlights gathered per feature request, which is a good proxy on what you could potential work on or discover further.
  • You've already decided you're going to work on a certain area of the product and certain feature, and want to gather context from customers that mentioned something related: you can search through your Insights overview and filter on the relevant 'Product components' of your product. You can dive into an Insight to see all of the feedback quotes (and even jump back to the source / original conversation by clicking on the highlight for the full context)
  • You want to make small improvements to existing features to improve the overall experience of your product: you look at Insights that you tagged with 'Usability' ( and for a specific 'Product component') to see what people complained about.


If you want to dive into these Insights, you can simply click on it and find an overview of all the feedback gathered, and the exact customers that provided it. This helps you in a couple of ways:

  • You get a better understanding by studying all of the explicit feedback gathered, and have empirical and objective support for prioritizing something on your product roadmap.
  • You now easily know what customers gave feedback about a particular request. You can easily follow up with the set of customers once you are planning to work on a respective Insight (e.g. a feature request or customer need). You can use it to either plan follow up conversations with them for a more in-depth understanding, invite them for a beta version of a feature, or inform them once you actually shipped a feature they requested.

Note: Additionally, some teams use Shipright to store positive quotes from customers as well. Having a theme 'Love' or 'Praise' for Insights that cover enthusiastic responses to certain updates or features, might be helpful for your marketing collateral (e.g. quotes on the marketing website, or getting inspiration for improved copywriting by looking at the terminology your customers use)

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