What is Feature Request Follow-Up?

Feature Request Follow-Up has its roots in customer service practices.

Historically, companies listened to their customers to enquire what improvements they wanted in a product or what new features would make their customer experience better. Over time, this practice was formalized into feature request tracking. As software development and project management practices evolved, platforms like Asana and Trello came into play to keep a track of these features.

The core idea behind a Feature Request Follow-Up tactic is listening to your customers and acting upon their requests. When a customer suggests a new feature, the company keeps a record of who requested what, typically on a project management platform. Once the suggested feature is developed and launched, the company reaches back out to the customer to inform them that their request has been implemented. This demonstrates a brand's commitment to listening to, valuing, and acting upon customer feedback.

Regarding the strategic purpose, Retention is the key. By demonstrating action on customer feedback, it provides an incentive for customers to stay, remain engaged, and even revive their interest if they had lapsed or churned. On top of that, it takes surprisingly little time and effort, especially when automated using a Customer Relationship Management (CRM) system.

Examples of Feature Request Follow-Up

1. An online retail company can follow up with customers who wanted a new payment system, informing them when it has been implemented and available to use.
2. A SaaS company for a fitness app can reach out to users who requested an interval training feature, and when it's included, they can email these users with the good news.
3. A food delivery app can keep track of customers asking for a pre-order feature. Once it goes live, they reach out to these clients personally to let them know.
4. A fashion company can follow up with its customers who requested a 'save for later' option in the shopping cart and announce when that feature is available.
5. A video game developer can notify gamers who wanted a specific multiplayer feature and email them when it finally becomes part of the game.

Marketing Tactics Similar to Feature Request Follow-Up

1. Product Update Emails: A method to inform your user base about new features or changes that might not have been directly requested but could still be of interest.
2. Improvement Suggestion: Proactively reaching out to customers to get their ideas on what could make the product or service better.
3. User Testing: Inviting customers to test new features or improvements and provide feedback before a formal rollout.
4. Customer Support Follow-Up: Companies reaching out to customers post-resolution of their issues or after a purchase to ensure customer satisfaction and to handle any unresolved matters.
5. CRM Automation: A broader approach that involves using CRM software to automate the process of communicating with customers about various developments, not just feature updates.

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