Stage 1: Collect and centralize product feedback

It takes months of hard work to get a product into the hands of eager customers. Behind the scenes, product operations teams are busy setting objectives, assigning tasks to team members, battling blockers, and more. But before all of that, your org has to know what customers want in the first place—you have to collect valuable product feedback.

Why does feedback collection matter to product ops? Because it’s key to learning more about your customers and their needs, so teams can deliver better products that lead to improved business outcomes. Data gathered from feedback helps you identify trends and patterns, so you can form a clear picture of customers and prioritize the development of your product. 

Multiple cross-functional stakeholders play a part in this process, including research and design, product operations, product managers, and engineering leads.

Why use Airtable to collect customer feedback?

While it’s tempting to turn to spreadsheets to gather product feedback, the reality is that this approach can be rigid and manual, especially for modern product teams that need to evolve their processes to ship more, better, and faster.

Airtable makes it easy for product ops teams to centralize their product feedback in one place, so your development process runs smoothly and cross-functional team alignment comes naturally. You’ll get to spend less time searching for information, patching up broken processes, and playing guesswork on what features to build, and more time building and shipping products your customers will love.

Three steps to collect and centralize product feedback in Airtable

In this stage, we’ll outline workflows to establish your team’s product feedback process in Airtable. And all of these concepts are built on best practices straight from our customers (leading product teams!), so you know they’re tried and true.

Collecting product feedback, whether it’s from customers or team members, involves:

Step 1. Start tracking customer feedback

Customer feedback can come from anywhere, anytime—email, Slack, or in a 1x1 meeting. That’s why you need a consistent process to capture it. In this step, learn how to define what feedback you need to track, and how to streamline the way you capture it. 

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Explore Step 1 here

Step 2. Centralize feedback across sources and teams

Evolving your process to support the needs of multiple teams using different tools across the organization can get complicated, fast. In this step, learn how to centralize all your feedback by bringing those systems together.

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Explore Step 2 here

Step 3. Analyze and take action on feedback

With your customer feedback streamlined and centralized, now it’s time to draw insights and take action on that feedback. In this step, learn how to highlight customer trends or accelerate feedback triage with custom dashboards and automations.

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Explore Step 3 here

Terms & Templates

Throughout these guides, we’ll reference two Airtable templates—a team-level base and an org-level base—as well as some typical product operations terminology. Get up to speed on both here.

Want to get oriented on the basics of Airtable? Get a crash course here.

About the author

AirtableOur mission is to democratize software creation by giving everyone the power to create—and not just use—the tools they work with every day.

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Guide for product operations


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