21 Features in 12 Months: When CS Drives Product

Written By Amy Cass

Turning customer feedback into competitive advantage

Challenge A new SaaS product was struggling against established competitors due to feature gaps. Customers were vocal about their needs, but the product team had no systematic way to prioritize development. Customer feedback was getting lost in translation, and we were losing deals to competitors with more mature products.

Approach I built a client feedback framework that quantified feature requests by revenue impact. Every request was tagged to the customer's ARR, expansion potential, and churn risk. I established monthly CS-Product syncs where we reviewed requests ranked by business impact. Before any feature went into development, we validated it with key customers. After launch, we tracked adoption and gathered feedback to ensure we'd solved the real problem.

Outcome

  • 21 product releases shipped based on customer feedback

  • 107% increase in client product usage year-over-year

  • Feature-related churn reduced by 60%

  • CS became the primary input for product roadmap decisions

  • Win rate against primary competitor improved by 35%

Amy Cass
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Managing Global Revenue