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Beyond Surveys: Capturing Customer Insights for Success (+ Free Guide)

June 9, 2023
June 9, 2023
June 8, 2023

In the vibrant and ever-evolving business landscape of 2023, understanding your customer has never been more critical. Amidst the noise of competition and the rapid pace of technological advancements, one beacon guides businesses to success: customer insights. They are the compass that directs every decision, every innovation, and every strategy.

Traditionally, businesses have relied on methods such as surveys to tap into the minds of their customers.

Surveys have served as a bridge, connecting businesses with their customers, helping to understand their needs, desires, and pain points. And while surveys still hold their value, they are just the tip of the iceberg when it comes to capturing customer insights.

Welcome to the era of the Customer Experience (CX) Tech Stack. This is a world where in-app announcements, feature voting, and customer portals are revolutionizing the way businesses interact with their customers. In this new world, data is not just a byproduct but the lifeblood of customer insights, powering personalization and predictive capabilities.

In this post, we will explore the innovative methods that are transforming the way businesses gather and leverage customer insights. We will delve into the world of the CX Tech Stack, and uncover how it is equipping businesses to not just understand their customers, but to anticipate their needs and exceed their expectations.

Speaking of the CX Tech Stack, we recently put together an in-depth guide into how and why you should level up your technological infrastructure to support optimized customer experience. Check out The Ultimate Guide to the CX Tech Stack to learn more.

So, let's set aside the surveys for a moment, and step into the future of customer insights. Because in the end, knowing your customer is not just about asking the right questions, it's about listening to their actions and behavior, observing their interactions, and using these insights to drive success.

CX Tech Stack Guide

In-App Announcements: A Direct Channel for Insight

Parative's Announcement Widget
Parative's CX Add-on Provides Powerful In-App Announcement Functionality

In the digital world, communication with customers doesn't need to wait for a scheduled survey or a monthly newsletter. With in-app announcements, we open a direct line of communication with our customers, right where they are engaging with our product.

Crafting Effective In-App Announcements

In-app announcements need to be more than just pop-up messages. They are strategic tools for engagement and gathering insights. Here are three key principles for crafting effective in-app announcements:

  1. Relevance: The announcement should be relevant to the user's current experience or usage patterns. Announcing a new feature for advanced users won't make sense to a beginner. Use user data to tailor announcements to different customer segments.
  2. Clarity: The announcement needs to be clear and concise. Ensure the message is easily understandable and avoids technical jargon. Keep the language simple and to the point.
  3. Call to Action: Every announcement should have a clear call to action. Whether it's asking for feedback, encouraging users to try a new feature, or inviting them to a webinar, make sure the next steps are clear.

Use Cases: In-App Announcements in Action

  • Software Upgrade Announcement: A software company launched a new version of their product. They used in-app announcements to inform their users about the upgrade, highlighting the new features and improvements. The announcement included a call to action for users to provide feedback. This enabled the company to gather immediate insights about the user experience and make quick adjustments.
  • Preventing Churn: An online platform noticed that many users stopped using the service after a specific step in their process. They implemented an in-app announcement at this step, offering support and asking for feedback. This timely intervention helped reduce churn and provided crucial insights about user difficulties at that stage.

Benefits of In-App Announcements

In-app announcements offer several advantages in capturing customer insights:

  • Real-Time Feedback: In-app announcements allow for immediate feedback from customers. As they engage with the product, their experience and thoughts are fresh. This real-time feedback is invaluable in understanding the customer's current needs and pain points.
  • High Engagement: Since in-app announcements appear within the user's workflow, they have a high engagement rate compared to other methods like emails or surveys.
  • Targeted Communication: In-app announcements can be customized based on user behavior, preferences, or demographics. This allows for more targeted communication and more relevant insights.

As we delve deeper into the CX Tech Stack, we'll see that in-app announcements are just the tip of the iceberg. Let's now turn our attention to another powerful tool for capturing customer insights - feature voting.

Feature Voting: Leveraging Customer Input

Paratives feature voting portal
Boost team collaboration, foster community, and drive customer engagement with Parative CX Add-on.

If in-app announcements open a window into real-time customer experiences, feature voting opens a door into their desires and expectations. Feature voting is a participatory tool that lets customers have a direct say in your product development.

Setting Up a Successful Feature Voting System

Implementing feature voting in your business isn't as simple as asking customers what they want. It requires a thoughtful and strategic approach. Here are three key steps to set up and manage a feature voting system effectively:

  1. Communication: Clearly communicate to your customers what feature voting is, how it works, and how it will benefit them. Transparency is crucial in managing customer expectations.
  2. Organization: Prioritize and categorize feature requests. Not all features can be developed at once, and not all requests align with your product vision. Create a system to prioritize requests and provide feedback to customers about their status.
  3. Feedback Loop: Once a feature requested by customers is implemented, communicate it back to them. This closes the feedback loop and builds trust with your customers.

Feature Voting in Action

  • Fostering Customer Loyalty: An e-commerce platform introduced a feature voting system. Customers could suggest improvements or new features and vote on other users' ideas. The most popular ideas were incorporated into the platform. This not only improved the product but also increased customer loyalty, as customers felt their voices were heard and valued.
  • Reducing Development Costs: A software development company used feature voting to prioritize their development roadmap. By focusing on the features that customers most wanted, they were able to reduce time and resources spent on less impactful features.

The Power of Feature Voting

Feature voting brings a multitude of benefits when it comes to capturing customer insights:

  • Customer-Centric Development: Feature voting places your customers at the heart of your product development. This ensures that your product evolves in line with customer needs and expectations.
  • Improved Customer Satisfaction: Customers appreciate when their opinions are valued and considered. Feature voting increases customer satisfaction and loyalty.
  • Efficient Resource Allocation: By knowing what features your customers want the most, you can allocate your resources more efficiently.

So far, we've explored in-app announcements and feature voting, two powerful tools in the CX Tech Stack that provide direct and participatory channels to gather customer insights. But what if we could bring all these interactions together in one place? That's where customer portals come into play. Let's explore this next.

Customer Portals: The One-Stop Hub for Engagement

Parative's customer portal image
Customer Portals in Parative provide a seamless customer journey by offering customers a tailored all-in-one hub

Customer portals are more than just a support tool. They're the heart of customer interaction, a hub where all customer activities, from onboarding to renewals, can take place. In terms of capturing customer insights, the customer portal is like a gold mine waiting to be tapped.

Designing an Effective Customer Portal

Designing a customer portal is a strategic task that needs careful planning. Here are three key considerations:

  1. User-Friendly Design: The portal should be easy to navigate with a clean, intuitive interface. A confusing or cluttered portal can lead to user frustration and disengagement.
  2. Relevant Content: Populate the portal with useful content tailored to the customer's needs. This could include FAQs, tutorials, product updates, and more. Regularly update and curate the content based on customer feedback and usage patterns.
  3. Interactive Features: Incorporate interactive elements like forums, feature voting, and in-app announcements. These features encourage customer engagement and provide rich opportunities for gathering insights.

Customer Portals in Action

  • Streamlining Onboarding: A B2B company used their customer portal as a central hub for onboarding new clients. By providing resources, tutorials, and a platform for interaction, they were able to streamline the onboarding process and gather insights on areas of confusion or difficulty for new users.
  • Enhancing Customer Collaboration: A SaaS company incorporated a community forum in their customer portal. This gave customers a platform to share ideas, ask questions, and help each other. The company was able to gain a wealth of insights from these discussions, informing product improvements and identifying common customer pain points.

Advantages of Customer Portals

Customer portals come with several benefits in the context of capturing customer insights:

  • Holistic View of the Customer: By bringing together various customer activities in one place, the portal provides a comprehensive view of the customer's engagement with your product.
  • Centralized Data Collection: All interactions and activities within the portal can be tracked and analyzed, providing a rich source of data for customer insights.
  • Improved Customer Experience: A well-designed customer portal improves the overall customer experience, leading to increased customer satisfaction and loyalty.

We've journeyed through the realms of in-app announcements, feature voting, and customer portals, uncovering how these tools provide a wealth of customer insights. But to truly harness their power, we need to bind them together with the most critical element of the CX Tech Stack - data.

Let's take a closer look at this in our next section.

Harnessing the Power of Data in Your CX Tech Stack

Data is the lifeblood of the modern customer experience. It powers every element of your CX Tech Stack, from in-app announcements to customer portals, enabling you to deliver personalized, targeted, and effective customer experiences.

Collecting and Analyzing Customer Data

Collecting and analyzing customer data is not a one-size-fits-all process. Here are three key steps to consider:

  1. Data Collection: Identify what data you need to collect to gain the insights you need. This could include customer demographics, behavior patterns, usage stats, feedback, and more. Use tools like in-app announcements, feature voting, and customer portals to collect this data.
  2. Data Analysis: Use data analysis tools to make sense of the data you've collected. Look for trends, patterns, and anomalies. This analysis will provide the insights you need to improve your product and customer experience.
  3. Data-Driven Decision Making: Use the insights from your data analysis to inform your decisions. This could include product development, marketing strategies, customer support, and more.

Data in Action

  • Personalizing the Customer ExperienceAn online retailer used customer data to personalize the shopping experience. By analyzing purchase history and browsing behavior, they were able to recommend products tailored to each customer's preferences. This not only increased sales but also improved customer satisfaction.
  • Predicting and Preventing Churn: A subscription-based service used data analysis to identify patterns in churn. They found that customers who didn't engage with certain features were more likely to cancel their subscription. By targeting these customers with in-app announcements and personalized support, they were able to reduce churn.

The Benefits of a Data-Driven CX Tech Stack

A data-driven approach to your CX Tech Stack brings numerous benefits:

  • Personalization: Data allows you to tailor the customer experience to each individual user, increasing engagement and satisfaction.
  • Insightful Decision Making: Data provides you with the insights you need to make informed decisions, from product development to customer support.
  • Predictive Power: With enough data, you can predict customer behavior and trends, allowing you to proactively address issues and capitalize on opportunities.

By weaving together in-app announcements, feature voting, customer portals, and data, you can build a powerful CX Tech Stack that captures a wealth of customer insights.

In the next section, we'll recap the key points we've covered and look at how you can start implementing these strategies in your business.

Putting It All Together: Building a Powerful CX Tech Stack

In the era of customer-centric businesses, the importance of a well-rounded CX Tech Stack cannot be overstated. It's the driving force that allows businesses to interact with their customers in a personalized, timely, and efficient manner. It's the key to unlocking the treasure trove of customer insights, which in turn can fuel product innovation, drive customer satisfaction, and ultimately, promote business growth.

Recap of the CX Tech Stack

Let's take a moment to recap the critical elements of a robust CX Tech Stack that we've explored:

  • In-App Announcements: A powerful tool for real-time customer engagement, in-app announcements enable businesses to capture immediate customer reactions and gather valuable insights.
  • Feature Voting: This participatory tool not only boosts customer engagement but also provides valuable insights into customer desires, helping businesses to align their product development efforts with customer expectations.
  • Customer Portals: Acting as a one-stop hub for customer engagement, customer portals provide a centralized platform for customer interaction, streamlining the data collection process and offering a holistic view of the customer.
  • Data: The backbone of the CX Tech Stack, data powers every aspect of customer engagement, allowing for personalization, insightful decision-making, and predictive capabilities.

Implementing Your CX Tech Stack

Embarking on the journey to build your CX Tech Stack may seem daunting, but remember that it's a gradual process. Start by implementing one tool at a time, gradually adding more as you become comfortable with each. Collect data, analyze it, and use the insights to continuously refine your approach.


A well-rounded CX Tech Stack is an investment that pays off in the form of enhanced customer engagement, improved product development, and ultimately, business growth. By harnessing the power of in-app announcements, feature voting, customer portals, and data, you can build a customer experience that not only meets but exceeds customer expectations. And in today's competitive business landscape, that's a winning strategy.

Remember, the key to a successful CX Tech Stack lies in continuous learning and improvement. So don't be afraid to experiment, iterate, and innovate. Your customers, and your business, will thank you for it.

Parative for CX
Mark Lerner

Head of Marketing @ Parative, the Customer Behavior Platform. SaaS enthusiast, B2B Marketing Specialist, Startup Survivalist. Dad x2.

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