Build a Customer Feedback Learning Loop

Company Context

TaskFlow is a B2B SaaS work-management platform used by 25,000 small and mid-sized teams for task tracking, project planning, and cross-functional collaboration. The company is growing steadily, but leadership believes the product team is shipping too many roadmap items based on internal opinions rather than validated customer needs.

Problem

TaskFlow collects customer feedback from many channels: support tickets, NPS comments, sales call notes, customer interviews, app store reviews, and feature requests submitted through the product. However, teams are not consistently turning that feedback into product decisions. In the last two quarters, only 18% of shipped features could be tied to a documented customer insight, and post-launch adoption for new features has fallen from 42% to 29%.

Leadership wants a repeatable system that helps product teams learn from customer feedback without slowing delivery. The goal is not just to collect more feedback, but to improve how the team synthesizes it, prioritizes it, and closes the loop with customers.

Deliverables

1. Define how you would create a feedback-learning process for the product team, from collection to action.
2. Identify which customer segments and feedback sources you would prioritize first, and why.
3. Propose how feedback should influence roadmap decisions, discovery work, and feature prioritization.
4. Define success metrics to determine whether the team is actually learning from feedback.
5. Explain the key trade-offs and risks in building this system.

Constraints

• You have one PM, one product ops manager, and limited analytics support for the first 10 weeks.
• Existing feedback is fragmented across Zendesk, Salesforce, Gong, and a basic in-app form.
• Engineering leadership does not want a large tooling project in the first phase.
• The process must work across three product squads with different customer segments and roadmap goals.