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How to Gather Customer Feedback and use it?

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Placing the interests of your customers at the centre of every business choice you make is the key to expanding your company and raising your earnings.

This is because when you make your entire strategy customer-centric you create a customer experience journey that adds value to your customers and keeps them coming back for more.

A customer-centric company depends on rich, in-depth consumer feedback. This is due to the fact that feedback reveals precisely what your consumer wants, needs, and anticipates. With this knowledge, you may shape your goods and services into something that clients will want to buy.

What exactly is customer feedback?

enter image description here Customer feedback is data that customers offer regarding their interactions with a good or service. The product, customer success, customer service, and marketing teams may all benefit from gathering customer input to identify areas for improvement. Customers can be proactively surveyed and polled, interviewed, asked for evaluations, or the proper systems that capture implicit feedback are used.

How do you use these channels to truly learn from the input is the important question at this point. Develop a clear understanding of WHY you are gathering input before determining if a channel is viable.

Although it takes many various forms, customer feedback may be divided into two groups:

> Direct Feedback

You solicit this input from your clients. As you get to choose the format and themes, you have greater power. Surveys, focus groups, and interviews are a few examples.

> Indirect Feedback

Although in many situations you have to actively hunt for this form of criticism, it is input that you haven't specifically requested. Social media engagement, online reviews, and recommendations are a few examples.

Why is it important to get client feedback?

enter image description here If properly tapped, customer feedback may contribute to the development and success of your company. Because you must first identify your consumers' wants in order to deliver a customer experience that fulfils their demands.

Then, your consumers are more likely to continue doing business with you and refer you to others if you develop goods and/or services, address issues, or make changes with these requirements in mind.

Simply simply, if you don't pay attention to your clients, you won't prosper. How can you tell if your actions are good or bad? How do you determine how your clients are responding? Customer feedback serves as your business's compass.

It affects all aspect of your business, not simply how your product is made. Customer feedback may be used in marketing, sales, or customer support to better understand what your consumers really enjoy and hate. Your business will flourish on a new trajectory if you are close to your clients.

To get information from your users, keep in mind that there is no one strategy that works for everyone. Different circumstances call for different approaches to gathering client feedback.

Let's investigate the most effective techniques for gathering consumer feedback.


A wonderful technique to acquire responses to the precise questions you want to ask is through surveys. Sending them out to sizable populations makes it simple to receive a wealth of insightful data in return.

To gather feedback on specific aspects of your customer experience, you can implement Customer Satisfaction Surveys (CSAT) following key touchpoints. This enables you to address problems in specific process areas. For instance, just after a product is delivered would be an excellent moment to launch a survey asking your consumers their comments on the delivery procedure.

Additionally, you may send frequent Net Promoter Score surveys, like once every six months. These surveys won't be linked to a particular achievement or touchpoint, but they will provide you information on how your consumers feel generally about your business.

The Customer Effort Score is another valuable survey since it gives you insight into how simple it is for customers to use your goods or services.


A strong tool for getting client feedback is email. Following a product purchase or at another major touchpoint, such as just after speaking with a customer care representative or cancelling a subscription, is an excellent opportunity to send out an email.

The fact that most of these emails are automated makes the procedure considerably simpler.

The surveys you include in these emails should be brief and shouldn't require the recipient to do a lot of effort. Ideally they should be embedded in the email, meaning your customer doesn’t even have to click through to a different page, they can answer from within the email.

Social Media

Using social media to discuss brands is getting more and more common. On social media, news disseminates swiftly as well, and negative company evaluations have been known to quickly go viral. Facebook, YouTube, Twitter, Instagram, and TikTok are popular platforms where individuals go to express their opinions.

You may spot minor concerns before they become major ones by keeping an eye on your own social media channels and conversations about your business on other people's platforms. Additionally, you may more accurately predict any requirements your clients may have and give them a proactive customer experience.

Customers anticipate your presence on these mediums as well. According to other research, companies are even perceived more favourably by 59% of consumers if they reply to customer concerns on social media.

Free-Text feedback

Customers can provide feedback in a number of ways that are open. Pop-ups inside apps, feedback buttons, feedback pages like G2, product request forms, and more may all be examples of this.

The concept is to provide the consumer with a text box to enter their request. A request for the consumer to describe the issue they are having might be the catalyst for this. Additionally, it could serve as a stimulus for them to list the benefits and drawbacks they see in the product they are evaluating.

The consumer is not restricted by a single query while using a free-text box. This might occasionally result in ambiguous feedback, but it can also lead to the consumer providing you with helpful, unexpected ideas that you would not have come up with on your own.