Customer Feedback

Information provided by customers about their experience with a product or service.

What is customer feedback?

Customer feedback is the pulse of the consumer or users’ experience with a brand, encompassing their reactions, sentiments, and suggestions related to a product or service. It provides a clear metric of satisfaction, serving as a guiding light for teams to pinpoint areas of excellence and places of improvement.

Companies should employ a two-pronged approach. First, proactively seek insights through methods like surveys, polls, and direct interviews. Second, create avenues within their products or platforms, allowing customers to voluntarily express their views, be it praise, concerns, or constructive feedback. This dual approach ensures a comprehensive understanding, enabling brands to adapt and innovate with the customer's voice at the forefront.

Customer feedback can both help inform what features and go-to-market strategies need to be built and improve services and products already in market. It is both forward looking and backwards looking.

Why is customer feedback important?

In today's hyper-competitive market landscape, the difference between businesses that thrive and those that merely survive often boils down to one key element: understanding their audience. Too many companies rely on intuition, thinking they know what their customers want rather than going to the sole source of truth - their customers.

Customer feedback aids in a number of key areas:

Informed Decision Making

Customer feedback offers real, tangible data on how products or services are received. Instead of relying on assumptions or generic market trends, businesses can make decisions grounded in direct user experiences.

Product Development and Refinement

Every piece of feedback, whether it's lauding a feature or highlighting a flaw, provides insights for product teams. It informs them about what's working, what needs tweaking, and where there might be gaps in the offering.

Enhancing User Experience

Beyond the product itself, feedback sheds light on the entire user journey, from first touchpoint to post-purchase support. This enables businesses to streamline processes, eliminate friction points, and create a seamless experience that fosters loyalty.

Gauging Customer Satisfaction

Happy customers are repeat customers, and they're also your brand's best advocates. Feedback helps ascertain customer happiness levels, which can predict retention rates and even referral potential.

Strategic Growth

By consistently listening to and acting on feedback, companies can align their growth strategies with market demands. This ensures not only current relevance but also future competitiveness.

Building Trust and Transparency

Actively seeking and responding to feedback underscores a company's commitment to its customers. It sends a message that their voices matter and that the business is dedicated to continuous improvement.

What is the “SAY” and “DO” data gap and why is it important?

"SAY" data gives insights into perceptions, aspirations, and claimed behaviors, "DO" data offers a window into actual habits, actions, and realities. It's vital to consider both types of data. When predicting future actions or making pivotal decisions, "DO" data often holds more predictive power due to its grounding in actual behavior.

Relying solely on SAY data can be misleading. People's proclaimed intentions might not always align with their actions due to a myriad of reasons ranging from societal pressures to aspirational self-view.

SAY Data

Information customers or respondents share when asked about their opinions, intentions, or feelings. It's reflective of what people claim they will do, like, or want.



DO Data

The actual behaviors exhibited by customers or users. It's empirical, rooted in observable actions, and is often more reliable than "SAY" data when predicting future behaviors.



What are the main two types of customer feedback?

Navigating the realm of customer feedback requires an understanding of its primary categorizations: qualitative and quantitative. Both provide pivotal insights, but they serve different purposes and present distinct advantages.

Qualitative Customer Feedback

Qualitative feedback is non-numerical and delves into the 'why' behind customer behaviors, preferences, and sentiments.


Open-ended survey responses, in-depth interviews, focus group discussions, and subjective product reviews.



Quantitative Customer Feedback

Quantitative feedback is numerical and focuses on measurable data, giving insights into 'how many' or 'how much.'


Rating scales (1 to 5 stars), multiple-choice survey responses, net promoter scores (NPS), and product usage statistics.



When to collect and use customer feedback

Customer feedback should be used throughout the entire product lifecycle. It both can help us understand what to build and once built, what and how to optimize.

When Building

Unearthing Needs

Feedback sheds light on latent or unaddressed consumer needs, revealing potential avenues for innovation or new product development. It's a window into what consumers desire, crave, or feel is missing in the current market.

Prioritizing Features

Within the vast realm of possibilities, not all features hold equal value. Feedback helps delineate the critical from the peripheral, ensuring that product development focuses on elements that resonate most with the user base.

Risk Mitigation

By gauging preliminary reactions or sentiments towards a potential product or feature, businesses can preemptively identify and address pitfalls or concerns, thereby reducing the risk of lackluster launches or negative reception.

What Optimizing

Identifying Pain Points

Even the most meticulously crafted products aren't immune to oversight or unintended user challenges. Feedback post-launch offers insights into areas of friction, whether in usability, performance, or other facets, providing clear markers for refinement.

Enhancing User Experience

Feedback is a goldmine for UX enhancement. It highlights aspects that users cherish, those they find cumbersome, and elements that might enhance their interaction journey.

Driving Iterative Development

In the digital age, products aren't static entities but evolve in tandem with user needs, technological advancements, and market dynamics. Feedback post-launch fosters this iterative development, ensuring the product remains relevant, efficient, and engaging.

What are best practices for collecting customer feedback?

Gathering customer feedback is a critical process, but the methodology used can deeply influence the quality and relevance of the information acquired. To ensure the feedback process is both comprehensive and constructive, consider the following guidelines:

Set Clear Objectives

Prior to embarking on any feedback initiative, outline your primary goals. Whether you aim to enhance a particular product aspect, refine user experience, or gauge overall contentment, a definitive objective will steer the formulation of pertinent questions and methodologies.

Diversify Channels

Leverage a blend of both proactive methods, like surveys and interviews, and passive channels such as feedback buttons or comment boxes, ensuring a holistic understanding of customer perspectives.

Build Simple and Concise Surveys

Surveys should be succinct and focused. Overly extensive questionnaires can deter completion and potentially affect the integrity of the feedback.

Ask Open-ended Questions

While structured questions facilitate rapid analysis, the inclusion of open-ended queries offers customers the latitude to articulate their views, often unveiling nuanced insights.

Time Your Feedback Ask

Seek feedback at opportune moments, such as shortly following a product acquisition or after a service interaction, capitalizing on the immediacy of the experience.

Incentivize Responses

Contemplate offering rewards like discounts or promotional items to stimulate feedback. This can enhance participation rates and demonstrate gratitude for the user's effort.

Use Social Media for Active Listening

Platforms like Twitter, Facebook, or Instagram are a goldmine of unscripted feedback. Consistently oversee brand mentions and discussions to discern spontaneous and genuine sentiments.

Employ Iterative Approach

Feedback isn't a static endeavor. Periodically revise your questions and techniques to align with dynamic products, services, and market conditions.

Ensure Anonymity and Confidentiality

If respondents harbor concerns about potential repercussions or misuse of their data, they may withhold genuine feedback. Provide assurances of confidentiality and the exclusive use of their feedback for enhancement initiatives.

Act on the Feedback

Feedback's true value is realized when acted upon. Diligently analyze, spot patterns, and implement necessary adjustments. Feedback not only offers insights but also an opportunity to fortify customer relations by communicating the tangible steps taken based on their input.

How to tie customer feedback into your product roadmap

Connecting customer feedback into the product roadmap ensures that a company's product evolution aligns with the actual needs and desires of its user base. This alignment not only optimizes resources but also enhances user satisfaction and loyalty.

Here's a structured approach to seamlessly integrate customer feedback into the product roadmap:

Centralize & Categorize

Start by centralizing feedback collection. By developing a holistic system where insights from diverse sources converge, you can achieve a comprehensive view of user sentiments. Platforms like Jira, Trello, or Productboard can be instrumental in this endeavor.

Feedback isn't monolithic; it spans a spectrum from fleeting whims to critical necessities. Themes or features can provide a categorical framework, while factors like feedback frequency, its potential UX impact, alignment with broader business objectives, and feasibility can dictate prioritization.

Validate & Align

Validation acts as a crucible, ensuring feedback isn't just an echo chamber of a vocal minority. If a subset of users flags an aspect, broaden the net, validate its general applicability and importance through wider surveys or focus groups.

Product roadmaps aren't just the purview of product managers. They affect and are influenced by diverse departments, from marketing to sales. Regular feedback review sessions can harness these varied viewpoints, ensuring a holistic and inclusive approach.

Test & Iterate

Before monumental shifts or feature additions, test the waters with prototypes or beta iterations. This preliminary feedback loop can refine and hone the final rollout. Once insights are synthesized, it's time to revisit and refresh the product roadmap. This dynamic document should mirror both the user's aspirations and the company's vision, necessitating periodic adjustments.

Measure & Update

Post-implementation, gauge the efficacy of changes. This continuous feedback loop, fortified by metrics and user insights, ensures the roadmap's evolution isn't in a vacuum but in tandem with genuine user needs and experiences.

base in the loop. Communication channels, whether newsletters, app notifications, or forums, can bridge this informational divide. Regular reviews ensure the roadmap remains relevant. As users, market dynamics, or even internal company goals evolve, the roadmap should reflect these shifts. Periodic audits can maintain its relevance.

More Terms

Customer Feedback

Information provided by customers about their experience with a product or service.

Behavioral Design

Behavioral design is the intersection of psychology, technology, and design principles, aimed at understanding and influencing human behavior to craft more intuitive and engaging experiences.

Product-led Growth

A go-to-market strategy where the product itself serves as the primary driver of user acquisition, expansion, and retention.