Are Your Customer Insights Going Stale?

A simple process for staying on top customer feedback

Justin Zack
4 min readMar 28, 2022


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Consider your backlog of customer insight data to be a field of wheat ready to be harvested.

In order to make the most of it, you have to review it before it goes stale.

It may seem like there’s too much information for you to digest, but if you don’t take the time to look at what your customers are telling you, you’re missing out on the chance to:

Make changes that will improve your product.

If a large number of customers are complaining about features or performance issues, you’ll want to know about it so you can make the necessary adjustments.

Get ahead of negative trends.

If you notice a decline in customer satisfaction over time, this will give you a chance to address their dissatisfaction now instead of later when it could be even harder (and more expensive) to solve.

Gain new ideas and opportunities for innovation.

Customers may express interest in seeing new features or functionality added on top of what already exists — if they aren’t asking for something specific now but might want it later down the line, reviewing this data can help inform future product development decisions.

But what do you do when you have an overwhelming number of feedback and suggestions?

It’s difficult to work your way through a huge backlog of customer insight data. The sheer volume of information can be overwhelming, and you might not be sure where to begin or how to approach reading it all.

But there are ways to quickly review a large backlog of customer insight data and make the most out of it!

To start off, you’ll want to review each insight and ask yourself three questions:

What is this?

In other words, what kind of thing is this? Is it a complaint about a specific feature in the product? Is it something good that the customer likes? Is it a suggestion for a new feature or improvement?



Justin Zack

Project leader. Product thinker. Write about human things. Find me at