Jeffrey Delronge
October 24, 2023
 — 
5
 min read

Requirements for a feedback system that scales : moka's deep dive

Requirements for a feedback system that scales : moka's deep dive
"The pivotal moment when we realized the effectiveness of Cycle was with the integration with HubSpot. Salespeople could stay in Hubspot, while sending feedback to Cycle and having follow-ups on it right in Hubspot."

Eloïse Emptoz, Head of Product @moka.care

TL;DR

Challenges: Before adopting Cycle, moka faced difficulties with feedback collection, processing and collaboration. As feedback was hard to process, closing the loop was not possible resulting in lower feedback volume from customer-facing teams.

Solution: Cycle transformed their feedback processes by providing a user-friendly platform that not only eased feedback collection but also enabled customer-facing teams to close the feedback loop. Thanks to the Hubspot integration, moka managed to increase heavily the amount of customer feedback.

About moka

moka’s mission is to enhance the mental well-being of employees. They help companies anticipate risks, empower employees to overcome stress and respond to emergency situations with the right support.

Eloise: Head of Product

Industry: Health tech

Headquarters: Paris

Founded: 2019

Company size: 100+

moka's story

The product team is structured with two Product Managers, two Product Designers, two Product Marketing Managers, and a Product Content specialist. They follow the Shape Up methodology.

Before adopting Cycle, the company heavily relied on Notion for feedback management but was facing three main challenges:

1. They were not satisfied with the quantity and quality of feedback: The client-facing team, particularly salespeople, had too many tools to use and too many processes to follow, leading to a reluctance to provide feedback.

"The pivotal moment when we realized the effectiveness of Cycle was with the integration with HubSpot. Salespeople could stay in Hubspot, while sending feedback to Cycle and having follow-ups on it right in Hubspot."

Eloïse Emptoz, Head of Product @moka.care

2. Unidirectional feedback flow: The feedback flow was predominantly one-way, with the client-facing team sharing feedback with the product team. People providing feedback didn't get any follow-up, which reduced engagement and motivation as they did not see the value of providing it.

3. Wrong and unscalable solution: Notion is a great tool but was too generalist and led to inefficient feedback management with database fragmentation. They struggled to create insights and often debated whether to split feedback into multiple tickets or keep it in a more consolidated format.

Alternatives compared

In the quest for a feedback management tool, moka considered several alternatives.

"We had three main requirements for our tool choice:
1. A feedback inbox
2. The ability to close the feedback loop with people giving the feedback
3. A Hubspot integration.

The collaborative aspect was also very important for us."

Eloïse Emptoz, Head of Product @moka.care

They explored Harvstr, but it did not align with their needs as it was too extensive for their specific requirements. They also evaluated Productboard but found it overly feature-rich for their needs.

How moka uses Cycle

Cycle has found broad adoption at moka, with almost everyone utilizing the platform. Product people process inboxes weekly, derive insights, and link them to different projects and project components. Sales and CSM folks consult views to get an accurate picture of the stage of different initiatives.

Feedback Sources and Views

The company integrates feedback from various sources, including HubSpot, User Research, Slack, and automation via Zapier.

They use a range of views, with a particular focus on the feedback inbox and discovery view. The discovery view allows them to focus on specific themes and associated insights.

Impact

moka has experienced several key impacts from using Cycle:

- Enhanced cross-collaboration: The tool has facilitated more substantial cross-collaboration, allowing all team members to access feedback and product roadmap.

- Increased volume of product feedback: They now receive a greater volume of product feedback. For instance, they get product insights in roughly 80% of their meetings!

- Scalable feedback system: Cycle enabled moka to grow while maintaining feedback actionable, customer empathy. It also enable them to evolve their processed over time.

"The Cycle team demonstrated real empathy and care to answer our challenges. They've built a great relation with the moka team"

Eloïse Emptoz, Head of Product @moka.care