How an E-commerce Company Used AI to Turn Customer Requests into Roadmap Input

The Challenge

Customers asked the company for improvements and new capabilities, and these development requests reached it through several routes: support records, sales notes, customer meetings and feedback forms. Support and customer success teams were close to many of these requests, but decisions about what to build sat with the product team.

Because the requests built up across scattered channels, they were not passed to the product team in a consistent way. The same need could be raised by different customers in different places without being connected, and it was hard to tell which requests kept coming back, which customer segments they came from or what business impact they carried. As a result, the voice of the customer reached product decisions unevenly.

The Solution

With cognipeer Studio, our team configured an AI workflow that scanned the places where customer requests were recorded: support records, sales notes, customer meeting notes and feedback forms. It grouped similar requests together, so that a need raised in several places appeared as one theme rather than as many separate items.

For each group, the workflow summarised which customer segments the requests came from and what business impact they had. It then produced a periodic insight report and prioritisation input for the product team. The product team used this input alongside its own knowledge of the product to shape the roadmap, so the workflow informed those decisions rather than making them.

Implementation

1. Connected the request sources. We brought support records, sales notes, customer meeting notes and feedback forms within the workflow’s scope.
2. Configured request clustering. The workflow grouped similar development requests, wherever they had been raised.
3. Added segment and impact summaries. Each cluster was summarised with the customer segments behind it and its business impact.
4. Set up periodic reporting. On each reporting cycle, the workflow produced an insight report with prioritisation input for the product team.

Business Impact

Customer needs reached the product team in a more systematic way. Instead of scattered individual requests, the team received grouped themes together with the customer segments and business impact behind them. Recurring requests stood out clearly instead of staying hidden in separate channels, and roadmap discussions could draw on evidence gathered from every channel the workflow covered, brought together in one periodic report.

• A more systematic voice of the customer reaching the product team.
• Product decisions supported by data on customer segments and business impact.
• Recurring requests made visible through grouping across channels.
• Roadmap priorities set by the product team, informed by periodic insight reports.

Technology Behind the Solution