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How do you use product demonstration tools to collect and analyze customer feedback?

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Product demonstration tools are software applications that help you showcase your product features and benefits to potential customers. They can also help you collect and analyze customer feedback, which is essential for improving your product and sales strategy. In this article, you will learn how to use product demonstration tools to gather and interpret customer feedback in four steps.

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Piyush Raju

Program Manager | Scrum Master | Network and IT Consultant

1 Choose the right tool

The first step is to choose a product demonstration tool that suits your product type, audience, and goals. There are many options available, such as video demos, interactive demos, live demos, or virtual reality demos. Each tool has its own advantages and disadvantages, so you need to consider factors such as cost, accessibility, engagement, and scalability. For example, video demos are easy to create and distribute, but they may not capture the customer's attention or questions as well as live demos.

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Piyush Raju

Program Manager | Scrum Master | Network and IT Consultant
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- Video demos are typically short and use case centric. They are typically used as marketing collateral to attract a customer towards the product and the feedback gathered here is which use cases attract the most attention - live demos are typically tailor-made to address the customers pain-points and gather product feedback - interactive demos and virtual reality demos are typically given to a customer to get a hands-on feel for the product and to gather more customer feedback on features, ease of use etc.

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2 Prepare your demo

The second step is to prepare your demo content and structure based on your product value proposition and customer pain points. You want to highlight the features and benefits that solve the customer's problems and show how your product works in real scenarios. You also want to make your demo clear, concise, and compelling, avoiding unnecessary details or technical jargon. Finally, you want to include opportunities for customer feedback, such as surveys, polls, quizzes, or chatbots, throughout your demo or at the end.

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Piyush Raju

Program Manager | Scrum Master | Network and IT Consultant
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- In my experience, it’s easy to complicate a topic as that is the natural nature of an intelligent mind but it takes a lot more intelligence and hard work to simplify a complex topic

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Piyush Raju

Program Manager | Scrum Master | Network and IT Consultant
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- How do we make a demo simple and easy to consume by the customer: What has helped me is to demo the product to a novice e.g. like your grandparent or teenage children or think of an extended elevator pitch - This is generally the first part of a demo to give a broad overview of the product to the customer - We try to then drive the demo in an exploratory fashion than explain features. Exploratory fashion implies eliciting customer use cases and pain points and driving the demo along those lines while telling a compelling story as to why this product addresses their use case and alleviates their pain points. So all through the demo we are gathering the precious commodity which is customer feedback.

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3 Deliver your demo

The third step is to deliver your demo to your target audience, either online or offline. You want to ensure that your demo is accessible, reliable, and interactive, using the features and functions of your product demonstration tool. For example, if you are using a live demo, you want to use a stable platform, test your equipment, and engage with your audience through chat or voice. If you are using a video or interactive demo, you want to use a user-friendly interface, provide clear instructions, and enable feedback mechanisms.

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4 Analyze your feedback

The fourth step is to analyze the feedback you collected from your demo using the data and insights provided by your product demonstration tool. You want to look for patterns, trends, and insights that can help you improve your product and sales strategy. For example, you can measure the customer satisfaction, engagement, and conversion rates of your demo, and compare them with your goals and benchmarks. You can also identify the strengths and weaknesses of your product, and the needs and preferences of your customers.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use product demonstration tools to collect and analyze customer feedback?

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1 Choose the right tool

2 Prepare your demo

3 Deliver your demo

4 Analyze your feedback

5 Here’s what else to consider

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