Agility in customer feedback collection: the when, where, and what of feedback data

  • Customer feedback enables organisations and brands to collect information on a customer’s experience with you. Why did they buy? What did they buy? Will they buy again?

  • However, this data is captured via a variety of channels and from a diverse range of customers, making it incredibly difficult to collate and analyse it.

Regular evaluation – you can measure ongoing customer satisfaction through regular surveys (monthly, quarterly, annual). These help you track consistency in service delivery quality as well as keep a pulse on customer satisfaction. The benefit of this approach is that it tracks feedback across the customer lifecycle, thus giving a holistic view of customer experience. Periodic evaluation – these provide a snapshot of customer experiences on particular occasions. They allow you to capture feedback from customer segments in definitive periods.  Post-purchase evaluation – are delivered within 24 hours of engagement and allow you to capture feedback when a product is purchased or service delivered.
Businesses have enormous opportunities to “listen” to their customers and “act” on the feedback received

The key questions a lot of CX Leaders struggle with are:


1. When should you collect your customer feedback?

2. Where is the customer feedback data residing?

3. What metrics should be used to track customer experience?


The goal of collecting customer feedback varies, therefore, before you start collecting feedback it is important to know “why”. The reason also impacts the questions you will ask in the survey, when you will ask them and how you will measure the responses.

1. When should you collect your customer feedback


There are three optimal touchpoints when you can collect feedback from your customers:

  • Regular evaluation – you can measure ongoing customer satisfaction through regular surveys (monthly, quarterly, annual). These help you track consistency in service delivery quality as well as keep a pulse on customer satisfaction. The benefit of this approach is that it tracks feedback across the customer lifecycle, thus giving a holistic view of customer experience.

  • Periodic evaluation – these provide a snapshot of customer experiences on particular occasions. They allow you to capture feedback from customer segments in definitive periods.

  • Post-purchase evaluations – are delivered within 24 hours of engagement and allow you to capture feedback when a product is purchased or service delivered.


2. Where is the customer feedback data residing?


  • Customer feedback can come via a range of sources, online reviews, social media comments, chatbot interactions, email messages, on-call responses, face to face interaction all provide enormous opportunities to businesses to “listen” to their customers and analyse these responses to “act” on the feedback received.

  • Customer feedback is a valuable tool to assess what’s working and what’s falling through the cracks, sometimes even providing suggestions for improvement. We love customers who not only tell us if something is not working, but also provide suggestions on what can be done about it.

However, the data captured via all these interactions need to be processed and analysed before decisions can be made on actions and future plans.



3. What customer feedback metrics is should be leveraged?


It is important to leverage customer metrics to measure customer satisfaction. The 3 ways to measure customer satisfaction are:

  • Net Promoter Score

o The Net Promoter Score (NPS) is a great way to measure customer loyalty as it asks a customer “how likely are they to recommend the product/ service to a friend?”

o NPS is good as it gives you a score based on how many people are likely to refer you, thus takes the emotion out of the response.

o Another benefit of using NPS is that it makes people refer your product to a friend, something they may not have thought about. NPS is also relatively simple, easy to understand and complete, thus helping give a good overall picture of customer loyalty.

  • Customer Effort Score

In the CES method, customers are asked to rate the effort it took for them to interact with your brand or company. A lower score also helps in creating customer loyalty and reflects a better CES.

  • Customer Satisfaction Score

The CSAT score allows you to evaluate how satisfied your customers are. These are very direct and often captured through emojis to gather insights. By asking: ‘Please rate your overall satisfaction with our service?’ you can ascertain how your customers feel. However, it is an emotional response, and one that is mood dependant.


Customer feedback is extremely important for all businesses. Here are 8 reasons why you should focus on collecting customer feedback effectively.