How Transparency And The Collect Of "Feedback" In The The Process Of Product Development By Online Firms Increase Retention And Acquisition Of Users?

Across this thesis I will try to show that there is a link between how companies succeed to acquire and retain customers through successful strategies of transparency and customers’ feedbacks.The idea is to show that companies that are transparent and close to their clients are more successful.Transparency means that companies are more open,while feedbacks allow companies to collect metrics about customers,in order to build a product that fit the market needs.After drawing the emerging topic of transparency in the digital sector and the increasing use of new management and developing method thanks to feedbacks.It will be explained what are two of the most important metrics in the digital sector:Acquisition and retention of customers/users.Those two metrics are the most important to show whether a digital company is on the right way.In the methodology part through qualitative interviews which consists in questioning people who are confronted with these issues of acquisition and retention of users/customers in their digital product development,the objective is to understand how they perceive these relatively new notions of transparency and feedback collection and whether they apply them in their product development.It shows that in every startup,transparency became an important topic which is related with costumer satisfaction.Costumer satisfaction is directly related to acquisition and retention rates.About the discussion of the findings we can say that the collecting of feedback and transparency are relatively linked together in most of digital companies.Transparency helps companies to increase the confidence of users and costumers in to the company.Feedbacks are one of the best tool to be aware of what users/customers think about the product so that it is easier for companies to adapt their product in the right direction.Direction that fits the needs of users so that acquisition and retention of users are easier because users are getting more and more satisfied by the product.To summarize,this thesis shown how new transparency and collect of feedbacks are putting users and customers in a central role in development of digital product.Trough this new method of management,online firms have the opportunity to increase acquisition and retention of users and customers.