2025 Product Planning Tips: Best Practices for Leveraging Customer Insights

Tiffany Go

Head of Product Marketing

October 23, 2024

As you map out your 2025 product planning, it’s essential to prioritize real customer needs. Relying on customer insights for product development can help spot critical pain points, avoid recency bias, and align your roadmap with customer feedback best practices.

To help guide you through this process, we’ve curated a video playlist packed with advice from the smartest folks in the industry to help yiu learn proven strategies to beat the product planning pitfalls, spot genuine signals, and make data-driven decisions that keep you focused on growth.

Watch the full playlist or read on for a quick summary of each video.

How to Beat the Product Planning Trap of Recency Bias

Product planning season often brings a common pitfall: recency bias. It’s easy to let the loudest recent customer demand or trending pain point dominate your roadmap. But, as product expert John Cutler emphasizes, if you don’t build a continuous feedback loop throughout the year, you’re likely to fall into this trap, cherry-picking data to justify a particular direction and losing sight of the big picture.

John’s advice? Start treating feedback as a year-round exercise. Keep two things going: a steady pulse of customer insights and deep dives into specific initiatives. This way, when planning season rolls around, you’ll have a balanced view of your customers’ real needs—not just the latest trends. Think of it as building a feedback “muscle” that helps your team make decisions with context and confidence.

With this approach, your product strategy will reflect long-term customer insights instead of just last quarter’s noise, setting you up for smarter, more grounded planning.

How to Spot Real Signals in Customer Feedback (Not Just One-Offs)

One of the biggest traps in customer feedback is overreacting to that one intense comment or tweet. Product teams often struggle to tell if feedback represents a real trend or is just an outlier. Adena Bauer Nadler of Browser Co recommends tapping into the insights of the team closest to users—support. They’re reading feedback daily, spotting patterns before they escalate, and can help you make better calls on what truly matters.

To take it further, Adena’s team runs “membership sit-ins,” where product members spend an hour working directly with support, answering questions, and fixing bugs. This firsthand exposure adds context and prevents prioritizing based on one loud comment. By regularly connecting with support, you’ll see which issues genuinely resonate with your users and avoid chasing isolated noise.

How to Power Every Product Decision with Customer Insights

For Michael Nguyen at Figma, tapping into customer insights used to feel like an impossible task—expensive, complex, and hard to scale. But after seeing Enterpret’s automated feedback aggregation and labeling in action, the results blew him away. The tool revealed insights not only expected but surprising, embedding customer voice across every phase of product development.

In Figma’s fast-paced, iterative environment, having a single source of truth for feedback means richer planning workshops, data-driven insights at the product pillar level, and operational efficiency that wasn’t possible before. Teams can pull the latest trends, highlight user stories for launches, and even surface the best beta users at the click of a button. With Enterpret, customer insights have become foundational—not just for decision-making but for building a product truly centered around user needs.

How to prioritize by mappping feedback to revenue impact

For Apollo’s CPO, Shek, tackling friction in the user journey means systematically breaking down customer interactions to get to the root causes. Their “Root Cause Elimination” program identifies three feedback categories: usability issues, bugs, and organic (growth-driving) requests. By automating or fixing anything inorganic, Apollo frees up support to focus on customers who want to expand—think adding seats or exploring features—not troubleshooting.

Shek’s team also tracks a key metric, the “Human Inquiry Rate,” measuring how many users reach out for support. Through targeted fixes, they’ve driven this rate down significantly, improving self-service and customer satisfaction. With this structured approach, Apollo is continuously reducing friction, making sure customer feedback fuels growth, not frustration.

How do multi-product companies design feedback insights workflows

At Zoom, managing feedback isn’t simple. With multiple products under one roof, feedback can be tough to parse. John Beekman emphasizes that the first priority is narrowing down feedback by product and organizing it by taxonomy—breaking it down by specific areas like “joining a meeting,” “screen sharing,” and “virtual backgrounds.” This structure allows product owners to focus on insights that matter most to their specific area.

Three feedback essentials? Sentiment trends, top feature requests, and real-time alerts on issues. This setup helps teams respond faster to user needs, whether it’s fixing an issue flagged in a recent release or deciding on new features. By filtering feedback with data, John and his team cut through the noise and avoid “lots of people are saying” claims, grounding decisions in clear, actionable insights.

How to Get the Balance Right— Satisfying Customers vs. Satisfying the Market

Product and sales teams have different goals: while sales is all about satisfying individual customers, the product team should aim to satisfy the entire market. But as one leader at Zoom noted, the challenge is ensuring feedback is representative, not anecdotal. A single tweet or customer request, no matter how urgent it seems, needs to be weighed against broader customer needs and the product roadmap.

That’s where a platform like Enterpret steps in. It quantifies feedback, giving leaders data on how often specific requests appear relative to other priorities. Instead of digging through countless tickets to prove a point in a meeting, PMs can bring clear, comparative insights that guide strategic decisions and keep everyone aligned on what matters most to the market—not just one vocal customer.

In 2025 build with purpose, driving growth and customer satisfaction

At Enterpret, we empower teams to build with purpose, driving growth and customer satisfaction. With clear, actionable insights, you’re equipped to make impactful decisions that align with what truly matters to your users.

Ready to elevate your 2025 product planning? Join innovative brands like Canva, Figma, Notion, and more who are building more closely with customers to drive growth and customer love.

We chose Enterpret for its intuitive UI and seamless data integrations, which enable us to combine data from all sources and generate deep, multi-layered insights. The Enterpret team ensured a smooth onboarding experience, even increasing data ingestion cadence to provide real-time alerts. The insights we've gained are already driving meaningful change across our organization, and their responsive support and collaborative approach have been invaluable.

Nir Ben Ari

Director, Customer Support, Vimeo

Wisdom saves me hours every week. With 'Summarize with Wisdom,' I can condense feedback with a single click, replacing the tedious process of reading through hundreds of tickets. It’s life-changing!

Jil McKinney

Director of Customer Support, Descript

Before Enterpret, organizing research data took an entire day. Now, research synthesis is 83% faster - it takes just 15 minutes to pull the data and another 15 minutes to start synthesizing. Enterpret removes the manual work, allowing me to focus on strategic thinking with a clear mind.

Mike McNasby

User Research Lead, Descript

We are laser-focused on giving customers more than they expect through a hospitality-first, individualized approach to drive retention and loyalty. Enterpret has allowed us to stitch together a full picture of the customer, including feedback and reviews from multiple data points. We now can super-serve our loyal customers in a way that we have never been able to before.

Anna Esrov

Vice President of Customer Experience & Loyalty

Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.

Louise Sellars

Analyst, Customer Insights

Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.

Dina Mohammad-Laity

VP of Data

The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place

Abishek Viswanathan

CPO, Apollo.io

Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.

Abishek Viswanathan

CPO, Apollo.io

Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.

Michael Bartimer

Revenue Operations Lead

Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.

Maya Bakir

Product Operations, Notion

The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.

Larisa Sheckler

COO, Samsung Food

Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.

Lauren Cunningham

Head of Support and Ops

With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.

Michael Nguyen

Head of Research Ops and Insights, Figma

Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.

Matheson Kuo

Senior Product Analyst, Boll & Branch

Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction

Nathan Yoon

Business Operations, Apollo.io

Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?

Emma Auscher

Global VP of Customer Experience, Notion

The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.

Misty Smith

Head of Product Operations, Notion

As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.

Duncan Stewart

Product Manager

We use Enterpret for our VoC & Root Cause Elimination Program. It's helping us solve the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are delivering impact.