Customer feedback is the information provided by the clients about a product or service or about general experience they had with the concerned company. This information reveals if they are satisfied or dissatisfied with it. Through this medium, customers share their opinions and suggestions with the company. Companies can tap customer feedback in many ways to improve their business. With the help of customer feedback, they can :

1. Update product or service in real time

2.  Take key business decisions

3. Measure customer satisfaction

4. Improve customers experience

5. To increase customer retention.

6. Improve employee training process

7. Show the customers that the company values their opinions

When companies act on their customer’s feedback then it enhances their experience, which in turn increases customer satisfaction. Satisfied customers act as a mirror to reflect the company's actions and behavior. They also increase the profits of the concerned company. Customer satisfaction is therefore a very important domain in marketing. On the other hand it also helps in the self assessment of a company.

Different Channels for Collecting Customer Feedback

To avail it’s benefits , a company first needs to collect customer feedback. There are many channels through which companies can collect customer feedback. Some of these channels capture feedbacks directly while the others observe customer behavior to make an estimate of the same. Some of these channels are:

Customer satisfaction survey

Customer satisfaction survey is probably the easiest way of capturing customer feedback. It is context-driven and focused. This means that it can capture loads of information about a product or services as well as ask targeted questions. It can capture the dynamics of customer perception of the company or product. Apart from it, other indicators of customer satisfaction are available that can capture customer feedback. They can measure customer happiness and also win customer loyalty.


Websites offers different ways to conduct a survey, depending on the company’s needs and the customer’s convenience. For collecting feedback a small pop-up asking the customer just one or two questions,  like a Customer Pulse Survey can be employed. A simple pop-up like this means companies can measure a wide variety of experiences. They are an effective tool for raising response rates because it grabs the customer's attention.

However, this channel has some flaws. Only a specific dimension is accessed and not the complete relationship. Further, in many cases, the company won’t know anything about the customer mainly because customer support often does not require any registration or submission of details. Similarly, in the case of pop-up surveys for website visitors, the company has no way of knowing who the respondents are.

Social Media Monitoring

To stay in the competition, companies need a strong social media presence. It is equally important to collect and analyze the data customers share on these platforms. By doing this, companies can also identify brand promoters and detractors more easily. After identifying them, the company can respond to both groups and manage its reputation in real time.

Companies can use social media monitoring tools to keep a tab on their customers’ activities related to their products or services. They can check how often their customers mention them, identify complaints, and recognize prevalent trends.

Customer Satisfaction Page and Reviews 

Companies should create a Customer Feedback page where the companies can also rate and review their products and services. This page not only acts as a direct link between the clients and the company but also acts as a strong promotional tool. The latter can happen if this page highlights the praise of the product or services which will eventually motivate potential customers to convert. User responses on your products and services is vital to the success of your business.


One of the oldest means of reaching out customers in the technological age, SMS still has some advantages. Receiving an SMS is something very personal and makes the client feel close to the company. We humans have developed a tendency to open any text message we receive compared with email.

But SMS has some limitations as well. The most basic one is that not all of them give their phone number to every company they are a client of. Everyone has reservations while handing over their phone number on the other hand they may easily hand over their emails.


Sending surveys or feedback forums via email is the most common way for companies to gather feedback. Email is inexpensive, easier to acquire than phone numbers, and companies are not restricted. They can design and structure them according to their needs.

This method is particularly useful for metrics such as the Net Promoter System (NPS) or Customer Effort Score (CES). Such questions are simple to answer and require little effort.


There are two types of phone surveys:

Person-to-person Interviews - Person-to-person interviews can provide in-depth insights. Unfortunately, they are fading as they are slow and are experiencing dwindling response rates. But companies should not loose hope on this method yet. They can use it to calculate Net Promoter Score on call and yield results almost instantly.

Interactive Voice Response (IVR) Surveys - Automated Surveys - IVR surveys are employed after the customer has spoken to an agent. This type of interviewing offers a quick response time, but response rates sit in the single digits and lack authenticity.

Every opportunity to ask for feedback is also an opportunity to win new customers, increase customer satisfaction and loyalty, and develop a competitive edge. Gauging customer feedback has many benefits and thus, it plays a key role in strategic growth of  business. Customer feedback surveys should not only be administered periodically, but it should include every kind of customer. Companies must employ a comprehensive feedback collection strategy that is far reaching and appeals to a wide range of customers, irrespective of which channel they use to give their response. A combination of all the above feedback tools can provide an almost complete picture of what customers are saying or want to say. Companies should take their customers' feedback seriously. Doing so not only generate sales, but also turns customers into loyalists.  

Posted in Analytics, Customer Feedback, Customer Satisfaction, Surveys

Tagged customer effort score, customer feedback, customer feedback online, customer feedback online survey, customer feedback survey, customer loyalty, customer pulse survey, customer retention, customer satisfaction survey, customer sentiments, Net Promoter Score