What you are discussing is a funnel for a customer feedback loop to iterate on your product.
The good news is that lots of lean startup advice exists to help and guide you solve this problem.
For an in-depth view of The Lean Startup and the measurements and metrics you should track to improve your product you can start with the Eric Reis book, Lean Startup but a better and more pragmatic explanation can be found in the Lean Series by O'Reilly.
Dave McClure popularised the idea of Pirate Metrics, named because they folow the acronym AARRR!
- A cquisition
- A ctivation
- R etention
- R evenue
- R eferall
You have to decide which aspect of the customer funnel you feel is being impacted by the sub-optimal product. Are customers rejecting it early? Are they refusing to refer it? Are they unwilling to pay for it?
It's important to understand about AARRR, because only when you understand all the metrics, you will understand where exactly is wrong with your product.
I have linked the Dave McClure SlideShare above. It is where you should immediately spend your time before progressing.
You have already identified that you think you have four different types of customer and that is great. If you didn't know it already these are customer personas.
Hubspot has a great primer on how to format and use customer personas here and they also have 20 Customer Persona Questions You Should Be Asking.
Creating the Funnel
- Segment your customer personas into the 4 personalities you have identified
- Send your survey to an equal number of each persona
- Record the response rate of each segment to identified your most engaged customer group
- Plan remedial actions for the customer segments that are not engaged
- Analyse the survey data responses and separate the answers into bug fixes, performance improvements, feature requests, customer support and customer engagement (For instance making the Amazon webpage more responsive is different from Amazon increasing the number of email touchpoints after I purchase a product (6 email touchpoints)
- Identify your super-user community
- Contact them directly inviting them to participate in improving the prduct directly through a focus group, screen sharing etc
- Ask the super-users what problems they are facing and how much pain they are facing
- Triage the painkiller features from the vitamin features (See Painkiller versus Vitamin)
- Sit down with the Development Team and decide which Feature requests can/should be prioritised using MoSCoW (Must have, Should Have, Could have if we have more time, Would have if resources were unlimited
- Implement the features iteratively and then use the feature release as a new customer engagement launch pad (Email "You asked for, we listened!) asking for users to try the new feature and engage via social media what they think
- Repeat ad inifitum until product-market fit is achieved
Whilst I have massively simmplified the process, there are lots of areas of expertise in this workflow and it requires considerable amounts of research and planning from the Product Manager. You are aiming for a data-driven approach to iteration with a human touch. Good luck :-)