Customer Feedback: What to Collect and When

Customer Feedback: What to Collect and When
Customer Feedback: What to Collect and When

What is Customer Feedback?

Customer feedback is a way for customers to tell you what they think about your product or service. It can be positive or negative, formal or informal, and quantitative or qualitative.

Customer feedback can be extremely valuable because it tells you what customers think about your business, the product or service you provide, and how they feel about your experience with you. It is crucial to build trust with your customers and improve their loyalty.

The Benefits of Gathering Customer Feedback

As a business owner, you know that customer feedback can improve your operations and deliver better customer service. But are you sure about how to collect it? And what kind of information should you be collecting?

Here are some of the benefits of gathering customer feedback:

  • Customer feedback helps you improve your products and services.
  • It can strengthen relationships with current customers by helping them feel heard and valued.
  • It provides valuable information about your brand image in the marketplace through word-of-mouth recommendations from people who’ve tried things firsthand instead of just hearing about them secondhand after they’ve been published elsewhere.

It can be used to drive your marketing efforts by uncovering potential new opportunities or identifying gaps in the market that you could fill. It can help you make more informed business decisions about pricing, product development, customer service, and many other aspects of running your company.

How to Collect Customer Feedback

Once you have the right incentives, it’s time to get feedback. The following are some tips for collecting customer feedback:


The most common way to get feedback from customers is via email. It’s easy to set up and cheap to send, and customers are likely already using it as their primary means of communication with you.

Send an email when you have new products or services available. It is especially useful if your business sells physical goods since it allows you to ask for customer feedback on specific products rather than just asking for general preferences about your brand or line of work.


Sending an SMS is one of the easiest ways to get customer feedback. You can send a general message asking customers how they’re feeling about their experience, or you can use this as an opportunity to ask specific questions. 

Many options are available if you want feedback on your customer service, products, services, or anything related to your business.


Interviews are a great way to gather customer feedback. It allows you to get more personal information and let you ask follow-up questions without having to change your script as much. This way, if someone says something that doesn’t fit what you’ve planned for the interview, you’ll still have time to ask them later. 

You can also ask open-ended questions that encourage people to form their own opinions rather than just giving answers based on what they think will please others or fit best into pre-determined categories.

Website Feedback

Website feedback can gather general information about the website, such as what customers like or dislike about the site and specific details about products and services. The information can be analyzed to help determine how to improve the website, products, and services offered or the overall brand experience.

Website feedback can take two forms: surveys and forums. Surveys are short questionnaires with multiple-choice answers that allow users to provide feedback quickly while still getting enough detail for you to make actionable changes based on their responses.

Social Media Feedback

Social media platforms like Facebook and Twitter can be great ways to collect customer feedback. These platforms allow you to interact directly with customers and receive feedback through comments or posts. The benefit of social media is that it’s a relatively easy way for customers to leave their thoughts on your business. It’s also an anonymous medium, so you don’t have to worry about some people feeling uncomfortable providing negative feedback.

However, if you do choose to use social media as part of your customer feedback strategy, there are a couple of things you must remember:

Analyzing and Interpreting Customer Feedback

Customer feedback analysis is the process of analyzing and interpreting customer data. It can be performed primarily in two ways:

  • Qualitative analysis: Qualitative analysis involves looking at the meaning behind customer feedback. This analysis helps you understand what the customer is saying or how they feel about a specific aspect of your product or service. Qualitative analysis will tell you that this feature is not currently offered but could be added as an option to increase customer satisfaction with your product or service.
  • Quantitative analysis: Quantitative analysis involves analyzing numbers from surveys, polls, etc., to find patterns in people’s responses over time – such as which features have been requested most often by customers; or which demographic groups had high ratings for certain products/services compared to others. This type of data is easier for teams who need to be trained in qualitative methods because there are clear-cut answers based on percentages rather than subjective opinions.

When to Collect Customer Feedback

There are many times when you should collect customer feedback. Use these tips to help you decide when to ask customers for their thoughts:

Gathering feedback from customers after a purchase

You’ll have a lot of information to sift through after you’ve received feedback. Be sure to take notes on the types of responses you receive and what they mean. For example, if a customer says the product was difficult to use or did not fit, you can use this information to create future product designs.

Collect period-specific feedback

When it comes to collecting feedback, timing is everything. Generally, it would help if you collect customer feedback at the right time in the customer lifecycle. In addition, you must collect product feedback at the right time in the product lifecycle and company feedback at the right time in your company lifecycle – which can be different than your customer lifecycle.

Continuous satisfaction feedback

A feedback loop is a process that allows you to collect and use customer feedback in a way that helps to improve the customer experience continuously. To begin this process, you need to define what data you want to gather and how it will be used. You also need to identify the right people within your organization to take action on that data.

For your business model to thrive over time, you will want continuous satisfaction feedback from customers and employees. When customers are happy with the product or service they receive from you, they’ll tell others about their experience, encouraging new customers to look for similar services elsewhere, online or offline.

What to do with the Gathered Feedback

Once you have gathered customer feedback, there are several things you can do with it. You can share it with other companies in your industry or write an article about your findings that helps others understand what customers want. Whatever the case, having a framework for collecting feedback will help ensure that all of the information is useful and relevant when used later.

As a business owner, you always look for ways to improve your business and stay ahead of the curve. Customer feedback is a great way to do this and a great way to keep on the pulse of what customers want.

Frequently Asked Questions

How do you collect customers feedback?

Customer feedback can be gathered through various methods, including online and offline channels, to provide insights into the customer experience and identify areas for improvement.

What are the three 3 most common reasons for collecting customer feedback?

Collecting customer feedback can help businesses to identify problems and areas for improvement, make changes to improve the customer experience, and build customer loyalty.