How to Collect Customer Feedback

How to Collect Customer Feedback

You already know how valuable customer feedback is. Now it's time to go out and get some. Fortunately, there are many ways to collect valuable and meaningful feedback.

Nothing can replace the traditional customer feedback survey, but today there are many sources that also need to be considered. Customer feedback can be collected through in-product prompts, website pop-ups, social media, and external sites. Here are a few options you have at your disposal:

Email survey

Email is often the easiest way to contact your customers. Many businesses collect email addresses from their customers and use a Customer-Relationship-Management (CRM) system to manage their interactions. If you are looking to issue a large-scale survey that targets most or all your users and customers, then email is the easiest and most cost-effective option.

You can mail out surveys yourself, or use third-party surveying services that allow you to upload your mailing list and create survey questions.

In-product feedback

An in-product prompt can require a response as simple as a thumbs up/thumbs down. Users can be prompted while they are using your product, when they complete a task, or after they receive support. They can also opt to leave feedback when they have a particularly positive or negative experience.

Getting feedback from customers while the product is in use is valuable because the experience of using your product is fresh on their minds.

Website pop-up

A website pop-up is a great way to reach a broad set of respondents. Your website will attract customers, potential customers, and random passers-by. Having a simple pop-up on your site is a great way to hear from people you usually wouldn’t come into contact with. It’s important to limit your pop-up surveys to one or two questions. This is not the place to issue an extensive questionnaire.

Post-transaction survey

By surveying a customer immediately after a transaction, you can capture their feelings at a crucial point of the user journey. It’s the perfect time to ask questions regarding the ease of the transaction (Customer Effort Score) or whether they would recommend your product or service (Net Promoter Score).

Social media comments

It has become increasingly common for customers to leave feedback on social media. Be sure to collect all the feedback you receive and analyze it alongside other forms of feedback data. Social media also allows you to respond to feedback in a timely and convenient way.

Ratings and reviews on external sites

Crowd-sourced review aggregators (think, Yelp and Tripadvisor) are rich with user-generated reviews. These come both in the form of star ratings and open-text comments. Like with reviews on social media, these ratings and comments are open for the world to see. Misleading and erroneous reviews should be addressed immediately — if possible.


About Kris Tonthat

Kris is a writer and editor at Displayr. He is also a former sportswriter and a recovering economics graduate. Despite all his writing experience, he still struggles to craft a decent profile bio.