Slack + EnjoyHQ: A short story about going beyond customer feedback
We never thought we would be building a Slack bot until now.
If you have a Slack channel dedicated to customer feedback or user research, you know it goes a bit like this:
You sales team is pasting snippets of emails they receive from customers, the research team is sharing verbatims from the latest customer interview, the customer support team is typing the content of a support ticket they just closed but that has relevant feedback about that feature you are working on. The discussions are great, but it gets messy very quickly, and important feedback gets lost.
When we built our first Slack integration back in 2016, we knew that people wanted easier ways to share customer insights and research findings in Slack. After all, Slack is where they spend most of their time during working hours. However, we kept getting the same request over and over again.
“Guys do you have an integration with Slack that I can use to import feedback that is being shared in a specific channel?”
We started recommending our Zapier integration. Users would connect Slack and EnjoyHQ via Zapier and forward messages automatically to EnjoyHQ. That seemed ok in theory but not great in practice. We encountered a couple of problems:
- Users connecting Slack and EnjoyHQ via Zapier would end up with a bunch of separate documents in their accounts. The triggers available in Zapier were not flexible enough so duplication of content was an issue.
- If users wanted to add more information about a specific piece of feedback or conversation in Slack, they couldn’t. Most importantly, people would have to leave Slack and get into another tool just to finish the job.
Overall, it was a very poor experience but customers still used the Zapier integration. They deeply cared about gathering the conversations happening in Slack. They wanted their teams to know that they were listening.
Most of our customers are product and UX teams. These teams not only gather a ton of feedback from their customers but also from internal teams. Especially frontline teams like sales, account management and customer support. All the feedback and ideas are useful but you need a way to keep track of them.
We started talking to our customers who were using Zapier to connect Slack to EnjoyHQ and with users who’d requested it before. We used jobs to be done as a framework to understand and define the problem. As we dug deeper, we realised that collecting the feedback from team members was just one part of the equation.
Users also wanted to make sure whoever gave feedback could actually follow up the status of that feedback. Did the product team look at it? Can I add more feedback about this customer without having to log that in a different tool? Product teams wanted to make sure the process was frictionless. It was all about involving other teams in the product development process without asking them to go out of their way to make it happen.
We had many assumptions about how people use Slack. We mostly thought about it as a place to share stuff you do in other tools but in practice, Slack was just another customer feedback source for our users.
Listening to customers, but most importantly going deeper, allowed us to understand the problem behind the request. If we hadn’t done that, we would’ve probably built a Slack data export script. The goal of gathering customer feedback is not to build what people ask for but rather to let the feedback guide you through the problems you should be spending time understanding.
Enter Slack + EnjoyHQ
We decided to build a Slack integration – a bot that lets you send customer feedback and product ideas to your EnjoyHQ account without having to leave Slack. With one command, you can start a short conversation, add your feedback, tags and customer information to it.
The bot automatically generates a link you can use to track the feedback and add more info to it later. Today we launch the first version of our Slack integration and we already have a ton of different ideas on how to make it more powerful.