What is customer feedback?

A product, service, or brand’s customer feedback is the collection of criticisms received from its users and consumers about the product, service, or brand.

This critique can be either excellent or negative, and both are beneficial to a company’s operations. It is also possible to obtain customer feedback through various methods, including active and passive approaches. As a result of the data revolution, customer input will become increasingly important in all sectors by 2021.

Almost every organization has access to a wealth of information about their customers and users, and customers have come to expect firms to make use of that information.

Individualizing experiences, exceeding expectations, and customizing your service with pinpoint accuracy are all part of the process.

The Importance of Customer Feedback

The software business gains the most from customer feedback investments. This is because this business is dependent on iterative product development. When compared to a physical product, a digital product may, and should, be updated and improved consistently.

Moreover, how do you determine which improvements to make? Through the incorporation of customer feedback into your product development process. One fact is particular: gathering client input proactively guarantees that you never stray too far from the requirements of your community, even as those needs change.

Feedback is a robust tool that can provide your leadership team with insights that may help them design a course forward for all aspects of their business, from product to UX and customer service. When it comes to client happiness, this is very crucial.

What is good Customer Feedback?

Customer feedback that is “good” is the feedback that your company can use to improve the product development process in the future.

 In the case of color preference, a user may inform you that they prefer the color green over yellow, but this may not be something you can include in future product iterations.

Also, not always “excellent” input is the feedback that you cannot execute due to logistical or financial constraints.

You can adopt a proactive approach to collecting consumer feedback to guarantee that you receive actionable information from them.

Key preparations For Customer Feedback

Before you start asking clients for feedback, you should figure out why you want to hear from them. Identifying your targeted objectives and laying out the steps to get there lays the foundation for the profitable investment of your time and your consumers’ time.

Your input may not be helpful to anybody if you don’t have a clear goal in mind. Before you begin, write down the answers to these questions and discuss them with your team:

●     What aspect of the customer experience (onboarding, content marketing) would you like to improve? Determine which customer journey elements might benefit the most from consumer insights.

●     What do you intend to do with the information you’ve gathered? There’s no use in collecting client input unless it results in action. Imagine your client survey finds that your product isn’t as popular as you thought.

How To apply Customer Feedback On your business

You can get valuable information by using passive feedback techniques, such as scraping customer remarks left in comment areas, product evaluations, and discussion forums. This input, while organic, is typically unstructured and unrelated to any of your objectives in any way.

On the other hand, active feedback is what you actively seek from your customers and users to provide.

For example, sending out an email to your consumers asking for their input is an example of an active strategy. Active techniques are advantageous since they allow you to be more explicit about which aspects of your service you require feedback.

Taking an active approach to improving your customer feedback strategy and process is the most effective way to get results. Passive feedback, like unprompted product reviews, can be precious in and of itself.

However, to fully benefit from comments, a proactive attitude is essential.

When developing an active method for gathering feedback, You should work through the following steps:

Step one – establish specific objectives.

Make a decision on the areas of your product you want to enhance, and then carefully create questions that will elicit the feedback you’re after.

Step two – Understand who is your audience and how to reach them

Determine the most effective method of reaching your target audience. Customers who purchased you, consumers who bought you, customers over or under a specific age, all of your customers, etc. Decide on a target audience and make sure that they know your request for comments.

Step three – keep it simple.

Make things as simple as possible! Customers who take the time to answer a survey, poll, or questionnaire devote their time to the activity. Develop a method that is appealing, quick, and potentially even rewarding.

Types of Customer Feedback

There are two sorts of consumer feedback, according to a general rule of thumb:

Customer feedback on a product.

When someone provides product feedback, they complement or criticize the product itself. Examples include how easy it is to use, what features your users would like to see, and whether or not certain functions work as intended.

Responses from marketing and sales.

This feedback is in the form of a comment or critique on your marketing materials and is not confidential. For example, ensuring confidence that marketing materials are setting acceptable expectations is one way to accomplish this.


Customer service feedback is essential.

When a customer provides feedback, it can be complementary or critical of your customer care service. Direct encounters with your customer support team and FAQs, and knowledge articles on your website are examples of this type of interaction.

When searching for the most appropriate customer feedback tool and verifying that it gives you the value you want, it is crucial to start with your objectives. Decide what kind of feedback you want and who you want to provide it to you first. Then hunt for a feedback collection tool that is appropriate for your objectives.

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