9 ways to collect customer feedback

  • The pandemic has created enormous opportunities for businesses to collect customer feedback.

  • Customers have also become more inclined to offer feedback digitally.

The pandemic has created enormous opportunities for businesses to collect customer feedback. Customers have also become more inclined to offer feedback digitally. Thus, investing in customer service solutions that allow you to collect feedback at various touchpoints in the customer journey is important.  Further, the Future of Work is opening up opportunities to capture employee feedback routinely and digitally. Once an organization is able to sync its customer, employee and business data it is a powerful and holistic analysis that accelerates growth. Below are some of the ways to capture this through various stages of the customer journey:
Customer service solutions must allow you to collect feedback all through the customer's journey.

Thus, investing in customer service solutions that allow you to collect feedback at various touchpoints in the customer journey is important. Further, the Future of Work is opening up opportunities to capture employee feedback routinely and digitally.


Once an organization is able to sync its customer, employee and business data it allows for a powerful and holistic analysis that accelerates growth.

Below are some of the ways to capture this through various stages of the customer journey:


1. Focus groups

Focus groups allow a moderator to canvass multiple points of view. Although similar to panels, focus groups allow for further insight generation through deeper penetration of subject areas, uncovering innovative points of view given it is facilitated in a group environment that is open and discussion-oriented.


2. Panels

Panels allow for long term feedback from the same people or profiles of people. Panels are useful when you are looking to gain information from a diverse data set that may be difficult to connect with.

Panels also allow you to deep dive into key areas as panel members are likely to respond to detailed questions given they have committed to the panel members.


3. Interviewing

Interviews can be conducted when you want in-depth feedback from your customers. These are especially useful for gathering feedback on product launches, new product development, and customer service. These can be qualitative or quantitative, and are labour-intensive but are a valuable tool to test hypotheses and insights from your data for more accurate analysis.


4. In-product feedback

In-product feedback allows you to get feedback right away. With digital purchases becoming a norm, adding this feature on the dashboard helps you understand if the customer is satisfied with the purchase, if it meeting their needs, and also allow subsequent buyers from ascertaining if it’s right for them. Plus, if there is an issue with the product, you get the feedback straight up and can fix it.


5. In-app feedback

With mobile interaction the number one source of customer engagement for a lot of brands, ensuring there is ease to creating surveys and embedding key questions is important. Through profiling and journey mapping the appropriate surveys can be triggered at appropriate times to capture responses.


6. Email

Email is a cost-effective way of reaching customers and requesting for feedback. Sometimes, it is easier to request this alongwith a product launch newsletter or an upcoming offer, ensuring they are excited about opening, reading, and responding to the message.


7. SMS/ Whatsapp

SMS and Whatsapp is also a highly penetrative feedback channel. It’s also direct and cost-effective allowing for a mass outreach and data capture opportunity. It is useful when collecting finite feedback, eg NPS score or satisfaction rating mechanism.


8. Social media

Consumers are quick to turn to social media to express dissatisfaction with a product or service. Thus, listening actively on social media, and not just answering complaints is important for brands and companies. Social media generates indirect feedback, and the metrics allow for your to measure and take action. Social media can be used to launch surveys and collect feedback from customers on Facebook, Twitter, and Linkedin.


9. Website feedback

Websites are gaining ground as a source of collecting feedback. Some brands create a dedicated page on the website for collecting feedback, others create tabs all through the product pages. Tabs are best to have quick questions answered. But if you want responses to more detailed surveys with several questions, creating a dedicated landing page is the best.


The above are great ways to collect customer feedback. It’s important is to ensure that customer feedback is a long term program in your organization that customer satisfaction over an extended period to deliver value.