How Madden Analytics works with customer feedback

In this episode of Datadrivet, Petter Flordal of Madden Analytics explains how a young company keeps customer feedback at the centre of its product work. Madden Analytics helps e-commerce retailers plan their inventory. At the time of recording the company had been running for under two years.

Madden started by helping e-commerce businesses understand their sales data across different retailers. Working close to that data, the team spotted a sharper pain underneath it. Retailers were struggling to forecast how much stock they needed, and most of them tried to do it in spreadsheets. That observation became the product.

Customers can finally forecast inventory needs and avoid sitting on overstock.

Madden gathers feedback continuously rather than in occasional bursts, and asks about two different things. The first is the products customers already use, so the team knows what works and what causes friction. The second is new ideas the team is considering, so they hear the reaction before they build.

To build the right thing you have to understand what customers want and why they want it. The only reliable way to know is to stay in steady contact with them.

Listen to the full episode of Datadrivet.