Drive Your B2B Success with SaaS Customer Feedback

Customer Experience

Leveraging Customer Feedback to Drive SaaS Success: Best Practices and Strategies

Aug 22, 2023

7 mins read

Manisha Khandelwal


A SaaS company receives a suggestion from a customer about simplifying the user interface. They take this feedback to heart, make the necessary adjustments,  and boom—user engagement shoots up by 30%. 

This isn’t just luck; it’s the outcome of a strategic approach to customer feedback. In the realm of  SaaS, such success stories are born from leveraging customer feedback.

Customer feedback isn’t just a collection of opinions; it’s a treasure trove of actionable data that can steer your SaaS venture toward unparalleled triumph. 

And this is what we’re going to talk about in this discourse. 

Here we’ll explore the power of leveraging SaaS customer feedback with the help of a robust SaaS customer feedback software. All this can lead your SaaS companies to transform customer insights into tangible success. 

Understanding the Power of SaaS Customer Feedback

An image showing the power of conducting SaaS customer feedback 

Gathering customer feedback in the B2B SaaS industry can do wonders. 


When you conduct customer feedback, then you get to know your users’ thoughts, experiences, and expectations. Not only that. With the gathered feedback you can:   

  • Give tailored solutions. Feedback tailors your product to fit B2B clients, showing them you’re in sync with their needs.
  • Stay ahead. Insights spark fresh ideas, keeping your SaaS ahead in a dynamic market.
  • Keep clients happy. Address pain points and enhance user experiences to boost customer satisfaction, a recipe for long-term retention. 
  • Have a competitive edge. Feedback unveils your rivals’ blind spots, allowing you to stand out by nailing what they’re missing.
  • Be precise with features. Avoid guesswork. Feedback shapes new features, ensuring they hit the bullseye and don’t fall flat.
  • Upgrade ROI. Updates reflecting user wishes get higher adoption rates, boosting ROI.
  • Build trust. Valuing customer opinions builds trust, crucial for strong B2B relationships.
  • Boost revenue. Satisfied B2B clients become your advocates, luring in new business and bolstering revenue streams.
  • Do data-driven strategy. Feedback drives data-backed decisions, aligning your SaaS roadmap with what truly matters.
  • Continuously improve your products and services. A feedback loop means constant improvement, crucial in an industry that demands evolution.

In short, customer feedback isn’t an extra—it’s the rocket that propels your B2B SaaS customer journey to success. This is like having a map showing where to improve and what to keep doing right.

Now that you know the power of feedback in the SaaS world.

Let’s have a glance at the best strategies to incorporate in customer feedback to drive your business. 

​​Customer Feedback Strategies to Grow Your SaaS Business

Here are the strategies that can effortlessly blend customer feedback into your SaaS operations, to grow your business.

How to Effectively Collect Customer Feedback? 

With these 3 strategies, you can effectively collect your B2B SaaS customer feedback. 

1. Must Use Robust Customer Feedback Tool

You must use a powerful customer feedback tool that can not only be adept at collecting real-time feedback but also offers advanced features like sentiment analysis, closing the feedback loop, a customizable dashboard, and real-time insights, and more. 

SurveySensum, for instance, not only collects feedback but also empowers you with valuable sentiment analysis and NPS dashboards.


Launch Customer Feedback with SurveySensum – Request a Demo


2. Monitor Customer Experience Metrics

Monitoring customer experience is akin to taking your business’s vital signs. Metrics like 

  • Net Promoter Score (NPS) gauges customer relationship and loyalty  
  • Customer Satisfaction Score (CSAT) assesses the level of satisfaction your customer has with your product and services 
  • Customer Effort Score (CES) measures how much effort is required by customers to access your product and services. 

These CX metrics provide invaluable insights into customer sentiment. And consistent tracking of these metrics reveals the health of your customer relationships. It also serves as a compass guiding your retention strategies.

3. Close the Feedback Loop

An image showing how to close the feedback loop

Feedback isn’t a monologue; it’s an ongoing conversation. So after gathering the feedback, you have to categorize it into distinct segments – promoters, passives, and detractors. Once you categorize them, then you can tailor your responses. For instance, 

  • From Promoters, ask them to review your brand online. This will increase your brand credibility, 
  • From Passives,  ask them about what aspects of your SaaS product or service are holding them back from becoming promoters.
  • From Detractors, ask them to elaborate on their experiences and any challenges they faced.

This shows that you’re actively listening to the voice of your customers and their opinions are heard and valued. Also, don’t forget to update your customers about the progress of their issues. 

Now let’s explore how to channel SaaS customer feedback for growing your business. 

How to Leverage Customer Feedback for Growth? 

Following are the 6 ways through which you can leverage your customer’s feedback. 

1. Capture Feature Requests and Suggestions

Create a hub for feature requests and suggestions. This single repository enhances your SaaS products and services by aligning them with user desires. To do this, you can use surveys and feedback boards to consolidate ideas and prioritize development.

2. Leverage Social Media Listening

You can unlock insights from social platforms, where customers candidly share opinions. There are several tools that monitor brand mentions, comments, and posts, and then convert these voices into strategies that foster engagement, community, and growth.

3. Use the Insights Into Your Product Roadmaps

Your customers share their expectations and experiences in their feedback. By analyzing this feedback, you gain multiple insights about your product, support, and more. You can leverage these product insights by incorporating them into your product roadmap. This approach will let you prioritize features, enhancements, and updates according to user votes, aligning them with your business goals.

4. Leverage Feedback for Smooth Onboarding

Onboarding should be a seamless journey, not an obstacle course. And to do that you must use feedback forms strategically to pinpoint pain points and refine the onboarding process. Also, create a resourceful knowledge base like FAQs, guides, etc. that equips users with quick solutions.


Create Onboarding Surveys with SurveySensum – Request a Demo


5. Target Churned Customers

Your churned customers are more than the lost revenue; they hold the key to improvement. Deploy feedback forms upon cancellation to uncover reasons and act swiftly to address their concerns. By incorporating this feedback, you can refine your retention strategies and diminish future churn rates.

6. Understand Better Customers’ Needs and Expectations

Your customers hold the map to your success; you just need to LISTEN to them. 

Dive into their feedback to decipher their needs, preferences, and expectations. This understanding serves as the fuel for refining your product offerings, ensuring they align with the ever-evolving demands of your user base.

Now you know how to channel customer feedback correctly. But wait. Do you know the right way to ask for feedback from your customers? 

What’s the Right Way to Ask Your Customers for Feedback?

Here are the two ways that can help you to ask for customer feedback effectively. 

1. How to Ask for Feedback?

Start by creating surveys that are well-structured and easy to navigate. Strategically integrate feedback buttons that users can access effortlessly. Thoughtfully deploy in-app prompts that capture their attention at the right moment. 

And frame clear, and concise questions that are easy to understand and naturally encourage active participation.

2. When to Ask for Feedback: Frequency and Timing

Timing is crucial for effective feedback. So, launch the survey during the key moments– after onboarding, following a purchase, or when users engage with specific features. Finding the right balance between collecting insights and not overwhelming users is vital to keep them engaged.

Incorporate these strategies effectively to drive your SaaS business toward success.

Bottom line: Don’t Overwhelm Your Customers

When refining your SaaS growth strategy through customer feedback, keep in mind that bombarding your customers with surveys can be overwhelming for them. Therefore, it’s important to avoid survey fatigue.

But how can you ensure that your feedback system isn’t overwhelming your customers? This is where SurveySensum comes in—an innovative platform that not only allows you to create customer feedback surveys but also gives recommendations on the optimal timing for launching surveys and sending friendly reminders. This platform is designed to prioritize user satisfaction. You can explore it now. 


Manisha Khandelwal

Senior Content Marketer at SurveySensum

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