How SaaS Companies Manage Feature Requests

Product Development Challenges

Staying customer-focused is obviously easier said than done. Product development teams lose track of time trying to manage all feature requests and turn them into useful insights. But what are the most common difficulties faced by SaaS product development teams?

  • The variety of feature request sources and the high volume of incoming feedback. Some suggestions end up lost, some are stored in the backlog never to be recalled and handed over to the development team.
  • Difficulty to reach out to the customers who have made product feature requests. It means that if sent out in brief, the suggestion can’t be supplemented as significant details have been omitted and there’s no easy way to ask. Also, it’s hard to prioritize the issues as there are no important details about the customer, such as Plan or MRR.
  • Even if the request was taken into consideration and the feature was added to the product, there’s no easy way to inform the customer that his request has been heard.
  • At some point, the more objective user requests — the better. But how to line them up in order of significance?

Collecting Feature Requests

Companies get feature requests via social media, forums, contact forms, blog comments, emails, or from colleagues. These feature requests may come as bug reports, feature improvements, or fresh feature ideas. You might track them on different parts of your funnel — from sales and support to project management. The challenge is not to lose track and transform them into powerful insights that have the potential to make the product customer-centric.

1. Spreadsheets

Quite often, small and mid-sized companies use spreadsheets to manually keep track and manage the incoming feature requests. Sometimes Google Spreadsheets are coupled with Google Forms to get more detailed feedback..

2. Trello Boards

Another feature tracking solution for small companies can be Trello boards. The trick is to capture all the incoming multiple requests a company gets via various sources and manually drop them straight to the Trello feature requests board. Then they’re distributed through various columns by type or workflow, the main point is to create a process where the team interacts on the requests.

3. Github Discussions

If you’re working on an open-source project, there’s a great space for feature request management such as Github discussions, where both users and developers can exchange ideas about the project changes.

4. Bug Tracking Systems

Issue tracking systems like Jira can’t be called universal soldiers in terms of collecting and managing all the feature requests in one place. Though, they’re a great option specifically for bug tracking.

5. Feature Request Tracking Software

Although feedback forms, spreadsheets, and Trello boards might be a good solution for tracking and gathering product feature requests at some point, they don’t encourage customer-developer collaboration when it comes to discussing and implementing what users really need. In brief, feature request software can be a great helper in making right product development decisions and managing the complete A.C.F.A. feedback loop process.

  • Developers can take a look at the product from the user’s perspective, getting insights for future improvements.
  • Feature request tracking tools allow feature requests voting and ranking to understand which of them is most requested.
  • Feature prioritization gives a clear picture for most wanted features and provides insights for creating a beneficial product roadmap.
  • Feature request management systems make customers feel appreciated by providing feedback even if their feature request was not implemented.
  • You get to know all the alternative uses of the product your customers have come up with. This can give you a bunch of fresh marketing ideas.

Feature Requests Implementation Planning

As soon as the support team starts getting feature suggestions comes a question of how to react to these requests. It’s impossible to please everyone, otherwise, you’re likely to lose the product’s core values. The most sensible way to pick up feature requests for implementation is to set feature evaluation system to be guided by.

  • What is the cost of development? Cost is the primary factor affecting the feature choice. The price tag depends on time, difficulty, and initial software adjustments.
  • What are the benefits of the new feature? This is a two-way question. What will happen if you ignore building a particular feature, will your high-value customers stay? Or if you don’t, will it again affect the key-users or the software performance in general?
  • How urgent is it?. How badly do your customers need a particular feature? Do your competitors already offer it?
  • Is it of high demand? How many customers are requesting this feature? What do your stakeholders have to say? How many customers will take advantage of this feature? Will it add additional value to your product or improve usability?

Product Roadmap Development

A product development roadmap brings a clear vision of the product development process for any SaaS project, large or small. It outlines the strategy, main and side ideas, release dates, new features implementation plan.

Following-Up on Feature Requests

For customers, a word from the support team means that people behind the screen take their ideas into consideration, so customers should always be kept in the loop.

The Bottom Line

Usually a SaaS gets a way more requests than it can implement. With tons of incoming feedback, the hardest thing is to collect all the information and systematize it. When the requests are structured and organized, the next step is to move on to analyze and see what features are highly demanded by users. Here comes a responsible process of prioritization, when determining if a feature is nice to have or a must-have. Without a proper feature request tracking system it will be challenging to keep track of feedback and sort it out. However, your commitment to manage feature requests in timely and consistent way matters no less than the feature request management system you end up using.

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