12 Ways to Effectively Collect Customer Feedback

Customer Experience

12 Ways to Effectively Collect Customer Feedback

Mar 27, 2024

11 mins read

Manisha Khandelwal

Imagine a company struggling to tap the full potential of their product. They are constantly improving their product but it is not getting reflected in their numbers. What could they be lacking?

Well, it could be that they are not listening to the voices of their customers properly. 

So, how can they customize their product according to their customer’s needs and preferences when they do not know the exact pain points of the customer? 

This is where customer feedback enters the picture! They give you an insight into what your customer is feeling, and that, I can assure you, is what every organization needs. 

Now, it is imperative to collect feedback the right way and find the best timing. And all this can be done by a diverse and effective customer feedback tool

Sounds like a recipe for success, right?

So, for that, this blog will talk about the 12 different ways in which you can collect customer feedback and understand your customer and their journey.

But first, let’s start with knowing what exactly is customer feedback.

What is Customer Feedback?

Customer feedback refers to the opinions, comments, and suggestions provided by customers regarding their experience with a product, service, or brand. 

It encompasses a wide range of insights, including satisfaction levels, areas of improvement, preferences, and expectations. Customer feedback can be collected through surveys, reviews, social media interactions, direct conversations, and other channels. 

It plays a crucial role in helping businesses understand customer needs, identify pain points, and make informed decisions to enhance products or services.

So, let’s discuss some of the crucial benefits of collecting customer feedback.

Why is Customer Feedback Important?

Harvard Business Review found that companies that actively use customer feedback to drive decision-making have higher growth rates than those that don’t.

Customer feedback is important for several reasons:

1. Improving Products and Services: 

According to Forbes, companies whose products are customer-centric are 60% more profitable than the companies that are not.

Customer feedback provides valuable insights into what aspects of products or services are working well and what needs improvement.  By understanding customer needs and preferences, businesses can iterate and enhance their offerings to better meet customer expectations.

2. Enhancing Customer Experience: 

A study by PwC found that 32% of customers would stop doing business with a brand they loved after just one bad experience.

By listening to customer feedback, companies can identify pain points in the customer journey and take proactive steps to address them, thereby improving overall satisfaction.

3. Brand Advocacy: 

77% of customers said they were likely to recommend a brand based on positive experiences.

Satisfied customers are more likely to become advocates for a brand. Positive feedback and testimonials from happy customers can serve as powerful endorsements, attracting new customers and fostering trust in the brand.

4. Building Customer Relationships: 

A survey by Harvard Business Review found that companies who actively engage with customer feedback and respond to reviews experience higher customer satisfaction rates and increased loyalty.

Actively soliciting and responding to customer feedback fosters a sense of trust and loyalty, strengthening the relationship between the brand and its customers.

5. Reducing Churn: 

According to research by Bain & Company, increasing customer retention rates by just 5% can lead to a 25% to 95% increase in profits.

By addressing issues highlighted in customer feedback, businesses can prevent customer dissatisfaction and reduce churn rates. Proactively resolving issues, reducing churn, and improving customer satisfaction can help retain customers and increase their lifetime value.

Addressing issues highlighted in feedback can prevent customer dissatisfaction and reduce churn rates. Happy customers are more likely to stay loyal and continue doing business with a company.

6. Boosting Brand Reputation: 

A study by BrightLocal revealed that 87% of consumers read online reviews for local businesses, and 94% of consumers say that positive reviews make them more likely to use a business. 

Positive feedback and testimonials from satisfied customers can enhance a company’s reputation and attract new customers through word-of-mouth recommendations.

Hence, customer feedback is a valuable source of actionable insights that can drive business growth and enhance overall competitiveness. Now let’s explore the different ways in which customer feedback can be collected. 

12 Ways to Collect Customer Feedback

Collecting customer feedback is crucial for understanding your audience, improving user experience, and making informed business decisions. Here are 12 effective ways to gather customer feedback:

1. Surveys

the image shows a CES survey where customers are being asked how easy was it to get started with SurveySensum. This is one of the methods of collecting customer feedback.

Customer surveys are one of the most important tools to collect customer feedback. Surveys are highly targeted, individualized, and focused. They are among the most effective ways to get client feedback. They provide a range of metrics and scales, like rating scales, popups, emoticons, single-choice questions, and more, for gathering feedback.

A survey is a broad category into which it can be further subdivided based on the intended use. There are several kinds of surveys such as NPS, CES, CSAT, onboarding, and CSI, all aimed at gathering feedback from customers for different objectives.

2. Email Requests

the image shows how email surveys can be used to collect customer feedback.

87% of brands say that email marketing is very critical to their business.

Email is a productive tool for following up with your customers who visit your website. You can automate the process of gathering feedback through emails with a robust customer feedback tool. All you need to do is set the triggers after which emails are sent such as post-purchase, new subscriber, etc.

However, ensure the following:

  • It’s crucial to send targeted email surveys to customers after they engage with your business. 
  • Personalize these surveys based on the customer’s browsing history or behavior to make them more relevant and engaging.

3. Feedback Forms

the image shows how feedback forms can be used to collect specific customer feedback and ask how satisfied the respondents are with certain criterias.

Feedback forms are structured tools used by businesses to gather feedback from customers. They are designed to collect specific information and insights related to a product, service, or overall customer experience.

They allow businesses to gather detailed and structured feedback, enabling them to understand customer preferences, identify areas for improvement, and make data-driven decisions to enhance products or services.

For example, a feedback form for a website will include questions for ratings on UX, content relevance, and open-ended text boxes for detailed comments. 

4. In-App Feedback

the image shows how in-app feedback tools can be used to collect customer feedback, in this it asks the question about what made the user exit a particular app.

In-app feedback is a powerful method for collecting customer feedback directly within a mobile app environment. By integrating in-app feedback forms or prompts, businesses can create seamless and convenient opportunities for users to share their thoughts, rate their experiences, and provide valuable comments in real-time without leaving the app. 

To start collecting in-app feedback, integrate feedback forms or prompts at strategic touchpoints within your mobile app. These touchpoints could include after completing a transaction, finishing a task, or using a specific feature for the first time. Ensure that the feedback mechanism is easily accessible and intuitive for users to engage with.

5. Feedback Through Social Media Channels

the image shows how social media posts and comments can be analyzed and followed to collect customer feedback.

Social media listening involves actively monitoring social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and others for mentions, reviews, comments, and discussions related to your brand, products, or services. 

This process goes beyond simply having a social media presence; it involves systematically tracking and analyzing what customers and the public are saying about your business across these channels.

Now that you know the different ways of collecting customer feedback, why wait? Deploy them all today with SurveySensum!

6. Feedback Widgets

the image shows the example of a feedback widget tool that is used by companies to gather feedback conveniently.

Feedback widgets are interactive tools that businesses can integrate into their websites or mobile apps to collect real-time feedback from visitors. These widgets serve as a direct channel for customers to share their opinions, suggestions, and experiences while browsing or using a product or service.

One of the key advantages of feedback widgets is their ability to capture insights at the moment of interaction but at the customer’s will, providing businesses with timely and relevant feedback. By strategically placing these widgets on key pages, such as product pages, checkout pages, or customer support portals, businesses can gather feedback at critical touchpoints in the customer journey.

Feedback form vs Feedback Widget:

A feedback form is typically a standalone application where users can provide detailed feedback about their experiences. It includes text boxes, rating scales, multiple-choice questions, etc. On the other hand, a feedback widget is a smaller and more convenient tool that is usually embedded directly into an application interface. With this, users can quickly submit feedback or report issues without leaving the current page. 

Overall, the choice between a feedback form and a feedback widget depends on the specific goals and preferences of the business.

7. Customer Interviews

the image is a visual representation of customers getting interviewed for collecting feedback purposes.

Customer interviews are a research method where businesses engage in one-on-one conversations with customers. They are commonly used for qualitative research purposes for businesses to gain deeper insights into their customer experiences, pain points, and suggestions.

These interviews are typically conducted in person, over the phone, or via video calls, allowing for direct and personalized interactions. One of the key advantages of customer interviews is the opportunity to ask open-ended questions, which encourages customers to provide detailed and nuanced responses.

8. Usability testing

the image shows a usability testing survey used to collect customer feedback.

Testing for usability gives you the ability to gauge how user-friendly your product is – enabling you to get input from a specific user base to find usability issues.

By conducting usability testing, companies can uncover usability problems early in the development cycle, improve user satisfaction, increase productivity, and ultimately enhance the overall user experience.

9. Live Chat Data

the image shows how live chat data can be analyzed to collect customer feedback.

Analyzing live chat data is another tactic for gathering consumer feedback. In order to enhance customer success and customer service, live chat platforms can be useful tools for gathering client feedback.

To determine areas where consumers have voiced difficulties using your product—such as trouble logging in or navigating your website—you can review past chat data with them.

10. Online Reviews and Ratings

the image shows how online reviews and ratings can be used to collect customer feedback.

Monitoring online review platforms involves regularly checking for new customer reviews and ratings left by users who have interacted with your products or services. This process is essential for staying informed about customer sentiment and managing your online reputation effectively.

When monitoring these platforms, you should pay attention to both positive and negative reviews. While you should focus on the negative feedback, understand their issues, and close the feedback loop with them; don’t forget to take a second and thank all the customers who took their time leaving the good review for you. And, use those positive reviews on your websites, as customer stories, social media postings, and more — all in all increasing the credibility/ reputation of your brand.

11. Feedback Kiosks

the image shows how feedback kiosks outside of public spaces can be used to collect customer feedback.

Feedback kiosks are physical stations strategically placed in locations such as retail stores, service centers, or public spaces to gather customer feedback. They are commonly used by businesses to prompt customers to provide their feedback at key moments, such as before making a purchase or after receiving a service.

For example, in a retail store, a feedback kiosk can be placed near the exit or checkout area, inviting customers to share their experiences about the shopping process, staff interactions, product availability, and overall satisfaction.

12. Online Polls

the image shows how online polls are be used to collect customer feedback.

Online polls are an engaging and efficient way for businesses to gather insights into customers’ preferences, interests, and opinions. These polls leverage the interactive nature of digital platforms to quickly capture feedback from a large audience. 

One of the key advantages of using online polls is the speed at which customers can participate and provide their responses. With just a few clicks or taps, customers can select their preferred option or share their opinions, making the process convenient and time-effective.


Choosing the right way to collect customer feedback is essential for businesses to thrive in a customer-centric environment. The amalgamation of different types of methods deployed at the right times creates a perfect cycle of feedback collection which helps in understanding the customer at a deeper level. 

Therefore, you need an efficient customer feedback tool like SurveySensum to get the job done! You can launch a variety of surveys within minutes and at an affordable cost with the help of this tool. Its AI-enabled dashboard and features like Text Analytics also help you draw important insights from customer feedback.

Manisha Khandelwal

Senior Content Marketer at SurveySensum

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