10 Actionable Ways Collect Customer Feedback

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Utsav shah

Senior Writer: Utsav shah

green tickReading Time: 4 Minutes
green tickPublished : September 30, 2020

Did you know, only one out of every 26 customers is likely to bring up his complaints. Since 25 out of 26 customers tend to not raise the issue for various reasons, it is essential to collect customer feedback before the customer ditches you for your competitor. 

Analyzing customer feedback enables you to improve your product and better meet the users’ needs. It also helps determine why customers are behaving in a certain way. 


So, how do you obtain feedback to improve your product and provide better customer service? We’ve compiled ten best ways to gather customer feedback without frustrating the customer. 


How to Get Customer Feedback?

1- Create Short Web-Based Surveys

Adding short surveys on your website with options to choose can increase the chances of obtaining customer feedback. Besides, the answer is usually based on the customer’s recent experience with your website, thereby generating an accurate response. 

 Web-Based Customer Surveys


2- Send an Email

Email is the most common channel to get customer feedback. Send an email to the customer as soon as the service has been provided, or the product has been delivered.


3- Run SMS Surveys

With a whopping 98% open rate, SMS is one of the most powerful channels to get customer feedback. Besides, SMS has a 209% higher response rate than call, email, or Facebook. 

If you have your customers’ phone numbers, make sure to send survey campaigns via text messages.  


4- Analyze User Activity 

Analyzing user activity can help identify what each customer is doing on your website, enabling you to determine why certain outcomes occur. Use customer analytics tools like Mixpanel to know which features an individual uses, and how often. This will help you identify potential issues on your website or product. 


5- Conduct Customer Interviews

If you have the budget, invite customers for a face to face interview. This will make them feel special (and more loyal to your company). In interviews, you can ask questions in detail and allow participants to answer “why” behind the “what.”


6- Monitor Your Reviews on Website, Social Media, and 3rd-Party Sites

When it comes to collecting customer feedback, reviews are a goldmine. Analyze what customers are talking about your brand and product on Google, social networks (Facebook, Twitter, and Instagram), and third-party review sites. Then, examine the negative reviews to find potential issues in your product.



7- Incentivize Customers for Feedback

Filling the survey requires customers to spend valuable time from their busy schedules. Incentivizing customers encourages them to complete the survey and increases the response rate. 

However, the incentive doesn’t necessarily need to be cash. You could incentivize customers using free resources (e.g., ebook), discounts on their next purchase, or free upgrade (for a limited time). 


8- Measure Your Net Promoter Score (NPS)

NPS determines how likely a customer is to recommend your product to their friends and colleagues. It uses a scale of 1-10, where:

  • 0-6 are considered detractors symbolizing negative experiences
  • 7-8 are considered passive or neutral
  • 9-10 are considered promoters illustrating positive experiences

Since the NPS survey consists of only one question, customers are more likely to share thoughtful feedback. 

Net Promoter Score


9- Review Customer Queries

Analyzing customer queries and categorizing them into different groups can help you identify improvement areas in your products or services. Also, look at the frequently mentioned topics as they tend to be your customers’ biggest problems. Making changes accordingly will help increase customer satisfaction and reduce the resources required for ongoing support. 


10- Leverage Usability Tests

Usability tests enable you to identify challenges that customers don’t know they are facing. During usability tests, you can check how each individual is using your product, where they are getting stuck, and what features they are loving. It also provides you actionable insights to improve the overall user experience

The best way to get people to sign up for usability tests is by giving free or early access to the beta version of your product. However, to get the most out of usability tests, you might need to reward participants the way Google does. You can find out more about usability tests with this UX research guide by Maze.


Feedbacks help businesses provide the best possible customer service, improve their product, and increase customer satisfaction. The 10 ways mentioned above can help you gather valuable customer feedback and improve your services. 

Did we miss any great way to obtain customer feedback? What strategies do you use to gather customer feedback? Let us know in the comments. 

Updated : April 1, 2022

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