How SaaS Companies Manage Feature Requests

The decision-making process in product development has always ended up in the non-users’ hands. But now most teams understand that it’s impossible to make a customer-centric product without knowing what customers really need. But how to avoid the waste of development hours on developing the things that will not be used and keep the user’s opinion in the spotlight? In this article, we’ve analyzed the most commonly used practices and gathered useful tips for effective feature request management.

Feature Requests Management in SaaS Product Development

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?

And above that, there’s another substantial issue. Customers’ feature requests should focus on the simple explanations of user problems, not on the feature request itself.

It’s not the consumers’ job to know what they want.

Steve Jobs, co-founder of Apple.

It’s not the customers’ responsibility to tell you what to build, it’s the responsibility of the product manager to find out what are the problems and needs of the customers, and discuss with the development team how to best solve these problems.

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. 

You might think that creating a web page with a feedback form would work. In fact, feature request tracking should have a much more complex approach to be effective. Below are the most commonly used examples of feature request management practices.

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..

feature requests management in spreadsheets

The major drawback with spreadsheets is that feature requests should be manually sorted by type and frequency to avoid duplication, which makes tables unsuitable for heavier feedback flow management. 

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.

When creating a new card for the request you should capture details such as the direct quote of the request, customer and the company name, and any other details such as feature request source (live chat, email, Jira, etc).

Feature requests management in Trello

Trello allows teams to organize feature requests in a centralized and actionable way, but it may be difficult to keep all the customers updated on the development of certain features. Trello feature request boards can work as a communication bridge between Sales or Support Teams and the Development Team.

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. 

Github discussions

Using Github discussions for collecting feature requests is quite efficient at some point as customer suggestions are posted at the same place where the development team builds the project development roadmap.

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.

Manage feature requests in Jira

Issue tracking systems allow development teams to create request categories, but the public voting feature isn’t included as well as request duplication remover when comparing to specialized feature request management software.

Jira can be used for tracking features from your team, though creating public boards or projects, may cause getting lots of spam.

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.

Feature request tracking system

Feature request tracking software has an impressive list of advantages:

  • 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.

Case Study

The primary goal of the Feature Request site of Cpanel developed with a help of UseResponse software is to provide a bridge between the development team and cPanel’s user community for communicating what features are needed to improve cPanel, how useful those features would be, and which features are in development for implementation.

The process of making the Feature Request is made in the format of a User Story, that is a simple, straightforward statement of what the user wants to be added to the product (the feature) and why (the benefit) so that other users and the development team can easily understand the request and consider whether they want to spend their vote on that feature.

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. 

Evaluation of feature requests goes in hand with feature request prioritization. To decide if a suggestion is worth being implemented, try to figure out WHY the user needs this particular improvement, and answer the questions below, that cover 4 major points to consider:

  • 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?

Despite the fact that users have a clear vision of what they want, the development team sees the product at the core and at times can make more optimal decisions and decide which request will go first and which will be declined.

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. 

Overall steps toward the roadmap building include wise feedback gathering, reaching out to users for detalization, separating and prioritizing the 3 types of requests (bugs, existing features improvement, new features), and finally putting together the roadmap.

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.

As a rule, requests are left by those who care, so every request, no matter if you plan to implement it or not, deserves a personalized answer and further brief feature updates. Another word of gratitude costs nothing but makes a big deal in terms of user-company connection.

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.

Manage Feature Requests with UseResponse – Try for Free

UseResponse Feedback Platform is designed to help product managers to collect feature requests at scale, organize actionable process of ideation and feature request management, make product development process scalable and embrace customer-centric product development practices.

Try it for free during 14 days, or book online demo.

Anna Kuzma

Anna Kuzma is Marketing Manager at UseResponse, company specialized in the development of Customer Support and Feedback software. Writes about customer experience and satisfaction, Help Desk and Feedback Software.

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