What is a customer feedback management?

Customer Feedback Management (CFM) is the business process of gathering customer feedback to improve product development efforts.

In the following article, we will review (among other things)  The essential tools and software for doing Customer Feedback Management.

The Importance of Customer Feedback Management

Simply Put – It’s the nuts and bolts of soliciting, gathering, analyzing, and then closing the loop on direct client input, and it’s all done online. In different businesses, the feedback management system can be a single, stand-alone platform, or it can be a daisy chain of other plans that are all interconnected.

As firms confront new problems in the marketplace and fierce competition, carefully selecting strategies becomes increasingly apparent. Mistakes that annoy or alienate customers can result in a firm losing key market share, wasting unnecessary resources on failed business initiatives, and seeing earnings drop. That is why it is critical to monitor client feedback.

Getting meaningful information directly from the people your company serves can help you avoid such traps while promoting long-term transformation.

However, it may become difficult without good equipment and defined rules, requesting customer input, assessing their responses, and developing company and product strategies that correspond with their requirements. The customer’s goal is to make this procedure as simple as possible.

The Benefits of Customer Feedback Management

Utilizing a feedback management system can increase customer happiness while simultaneously lowering turnover and increasing income. And perhaps most crucially, it can give customers the confidence that they are truly being listened to and considered.

In addition, Consumer feedback toolsets enable you to consult with customers on their experiences with all public-facing aspects of your business. Using this type of technology, you can identify where you should deploy your resources to improve the user experience without relying on guessing.

Customer Feedback

Direct consumer feedback is derived from specific requests made to customers, such as completing post-purchase questionnaires or writing reviews. Indirect feedback is provided but not requested, such as social media postings, comments, or product returns.

Customer feedback can also take the following forms:

●     Sales of a product or service Support tickets

●     Bug reports and technical difficulties

●     Requests for product or service demonstrations

●     Complaints from customers

Customer Feedback Management vs. Enterprise Feedback Management

You may have heard the term ‘Enterprise Feedback Management,’ or EFM, being used nearly interchangeably with ‘Customer Feedback Management.’ While the two concepts are incredibly similar, they are also very different.

EFM is an acronym that refers to taking a comprehensive perspective of a firm or organization. CFM is a term typically used to refer exclusively to surveys as a feedback method, and it has a far broader reach than survey feedback.

As the name implies, EFM is concerned with the operation of the firm, its personnel, its organizational structure, and its goods.

On the other hand, CFM is solely concerned with the client experience.

Modern thinking asserts that customer experience (CX) is what matters and that CFM provides the necessary breadth of feedback channels to convey those insights.

How To Use Customer Feedback Management

Following are some helpful tips for the best CFM possible:

Use online surveys

You can gather customers’ opinions through surveys sent via email or NPS pop-ups in apps, but brands should use a Customer Feedback Management system for the most significant results.

Consequently, they may design ironclad processes that ensure all team members understand how and why feedback is collected, where it goes, and what changes result.

Define your ultimate objective

Please inquire with your product team about the exact types of input that would most benefit them. What they want to know is what works well and what doesn’t.

Make it crystal clear what kind of feedback you are looking for

Even while some customers will express problems using a feedback management system, which you may find helpful, it’s crucial to be confident that you’re receiving what you need.

Do you have any feature requests? Do you want to report a bug? Is your user interface poorly designed? Make it crystal evident to the consumer who is providing feedback.

Understand what you intend to do with the comments you get

Collecting consumer feedback is simple, but what you plan to do with it is more complicated. If you don’t have a system to categorize and organize the data you collect, you may miss out on essential insights.

Create a process for taking action on feedback received

There’s nothing more frustrating for a consumer than being promised that their input will be considered and then hearing nothing but silence.

Establishing a comprehensive end-to-end workflow for feedback will ensure that you shut the loop on every piece of information – even if nothing is done due to the input.

Popular Customer Feedback Management Tools

Following are the five most common tools for feedback management available today, listed in no particular order:


airfocus is a comprehensive system for managing client feedback and incorporating it directly into product roadmaps and development processes.

airfocus, which was developed using a straightforward modular approach, allows users to share customized roadmaps based on client input, allowing them to see their proposals in action.

Hotjar Surveys

Hotjar Surveys is a sophisticated surveying tool included with the Hotjar heatmap utility. It enables users to send surveys across different devices, with various question types and reporting choices.


Service is a feedback management application that has built-in NPS capabilities to help you improve customer satisfaction. You can distribute it via websites, web applications, mobile applications, links, and emails.

In addition to giving vast design possibilities, bulk emailing, and complex capabilities such as sample selection and bias elimination.


SurveyMonkey is also one of the most well-known survey platforms on the market.


UserVoice is an all-in-one customer feedback management tool that can be integrated into virtually any website, mobile application, or digital platform. It also includes a powerful back-end data analysis suite for making sense of consumer comments, which is extremely important.


Businesses employ a feedback management system to achieve excellent customer feedback management. A feedback management system is a specialized blend of business procedures that allows for creating a customer feedback loop.

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