Customer Service

What is Customer Feedback and How to Collect it

Learn about the importance of customer feedback and effective strategies for collecting it in this article.

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Understanding what your customers think about your product or service is crucial for making informed decisions and driving improvements. Customer feedback offers direct insight into what is working well and what needs enhancement. Collecting this feedback helps businesses stay competitive and responsive to customer needs.

This article explores various methods to collect customer feedback, such as surveys, social media, interviews, and in-app tools. By implementing these methods effectively, you gain valuable insights and enhance customer experiences, ensuring your business remains competitive and responsive to customer needs.

What is Customer Feedback and Why Is It Important?

Customer feedback is the information provided by customers about their experience with a company’s products or services. This feedback can be positive, highlighting areas of satisfaction, or negative, pointing out issues and areas needing improvement. It serves as a direct communication channel between the business and its customers, offering insights into customer expectations and experiences.

Customer feedback is crucial for improving customer experience. It provides raw data that shows how well your product or service meets customer expectations. Beyond satisfaction, feedback drives strategic business decisions to enhance offerings and stand out in a crowded market.

Feedback acts as a direct line of communication with your customers, allowing you to adapt and react quickly to their needs. This can lead to enhanced product features, better customer support, and tailored marketing strategies. In product development, customer feedback helps prioritize what needs to be addressed first.

When customers see their input leading to real changes, they feel valued and are more likely to stay loyal to your brand. Interestingly, 83% of all consumers have completed at least one survey in the past 12 months, with an average of 3-4 surveys completed. This high level of participation shows the importance of gathering feedback regularly to create a more engaging user experience and a personalized approach to customer care, turning satisfied customers into loyal advocates for your brand.

Key Customer Aspects of Feedback Metrics

Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) measures how satisfied customers are with a business’s product or service. This metric involves asking customers to rate their satisfaction on a scale, often from 1 to 5. It provides a straightforward way to assess customer sentiment immediately following an interaction or transaction.

CSAT is calculated using the formula:

CSAT = (Number of Positive Responses / Total Responses) × 100

In this formula, “Positive Responses” typically include ratings of 4 and 5 on the satisfaction scale. By dividing the number of positive responses by the total number of responses and multiplying by 100, the CSAT score is expressed as a percentage.

This percentage represents the proportion of satisfied customers, making it easier to track and understand customer satisfaction levels over time.


  • The simplicity of CSAT provides a quick snapshot of customer sentiment after an interaction or transaction.
  • It helps identify immediate follow-up actions and specific corrective measures needed.
  • CSAT reveals trends over time, informing long-term business strategies and customer experience improvements.

Net Promoter Score (NPS)

Net Promoter Score (NPS) measures how likely customers are to recommend a product or service to others. This is based on responses to a single question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”

The NPS is calculated using the formula:

NPS = %Promoters − %Detractors

In this formula, Promoters are respondents who score 9 or 10, indicating they are highly likely to recommend the product or service. Detractors are those who score 0 to 6, indicating they are unlikely to recommend and may even discourage others.

Passives, who score 7 or 8, are neutral and do not affect the NPS calculation.

By subtracting the percentage of Detractors from the percentage of Promoters, the NPS provides a clear indicator of overall customer sentiment, ranging from -100 to 100.


  • NPS serves as a loyalty metric and a predictor of business growth.
  • It segments customers into promoters, passives, and detractors, providing insights into customer relationships.
  • Active promoters act as brand ambassadors, enhancing reputation, while detractors highlight areas needing improvement.
  • Managing and improving NPS can significantly impact a company’s reputation and financial performance.

Customer Effort Score (CES)

The Customer Effort Score (CES) measures the ease of using a service or product, often assessed after a customer service interaction. It asks customers to rate how much effort was required to resolve an issue, fulfill a request, or use a product. The CES is typically measured on a scale from 1 (very easy) to 7 (very difficult).

The formula for calculating CES can be expressed as:

CES = (Sum of all scores / Total number of responses)

This formula calculates the average effort score, giving an overall picture of how easy or difficult customers find it to interact with the company.


  • A low CES indicates a smooth and efficient customer experience, predicting future customer loyalty.
  • It focuses on minimizing customer effort, streamlining processes, and removing friction.
  • Regularly assessing and optimizing CES helps businesses ensure a seamless and satisfying customer journey, leading to higher customer satisfaction and retention.

Methods to Collect Customer Feedback

Collecting customer feedback is a multi-channel effort, requiring a combination of different methods to capture the full spectrum of your customer’s experiences and opinions.

1. Surveys and Questionnaires

Surveys and questionnaires are time-tested tools, meaning they have proven effective over many years, for gathering customer feedback. These methods provide a structured way to collect detailed information about customer satisfaction, usage patterns, and purchasing behavior.

By using a series of targeted questions, businesses can gather both quantitative and qualitative data from their customers.

These tools are versatile and can be adapted to various types of feedback collection, making them invaluable for understanding different aspects of the customer experience. The data collected can help identify areas of improvement and highlight strengths, allowing businesses to make informed decisions based on customer insights.

Best Used For

  • Customer Satisfaction Score (CSAT): Surveys can effectively capture customer satisfaction levels by asking customers to rate their experience on a scale, providing immediate insights into their sentiments.
  • Net Promoter Score (NPS): Questionnaires can include the key NPS questions to measure how likely customers are to recommend the product or service, which helps in understanding customer loyalty.
  • Customer Effort Score (CES): Surveys can evaluate the ease of customer interactions by asking how much effort was required to resolve an issue or complete a transaction, indicating the efficiency of customer service.

How to Implement Surveys and Questionnaires

  1. Design Clear and Concise Questions: Ensure questions are straightforward and easy to understand. Use a mix of multiple-choice, rating scales, and open-ended questions to gather comprehensive feedback.
  2. Select the Right Timing: Send surveys at optimal times, such as immediately after a purchase or customer service interaction, to capture fresh insights. Timing can significantly impact response rates and the relevance of the feedback.
  3. Utilize Technology: Integrate surveys into your digital platforms, such as websites, apps, or emails, for easy access. Using interactive video tools, like Videobot, can enhance engagement and make the feedback process more dynamic and user-friendly. Use automated tools to distribute surveys and collect responses efficiently
  4. Analyze the Data: Use statistical methods to analyze survey data for trends and patterns. Regularly review feedback to identify areas of improvement and track changes over time.

2. Social Media and Online Reviews

Social media monitoring and online review sites have opened up new avenues for gathering customer feedback. These platforms provide unsolicited and candid customer opinions, offering raw insights into customer sentiment. By analyzing these insights, businesses can gain a deeper understanding of how their brand is perceived in the market.

The immediacy and authenticity of social media and online reviews make them valuable for real-time feedback. This spontaneous feedback can reveal trends and issues that structured surveys might miss, providing a comprehensive view of the customer experience.

Best Used For

  • Understanding General Customer Sentiment: Social media and reviews provide real-time insights into how customers feel about your brand, helping you gauge overall sentiment quickly and effectively.
  • Identifying Promoters and Detractors for NPS: Monitoring these platforms helps identify customers who are likely to recommend your brand (promoters) and those who might criticize it (detractors), allowing you to address issues promptly and leverage positive feedback.

How to Implement Social Media and Online Reviews

  1. Set Up Social Listening Tools: Utilize tools that monitor social media platforms for mentions of your brand, products, or services. These tools can track keywords, hashtags, and customer mentions to capture real-time feedback.
  2. Monitor Major Review Sites: Actively track reviews on major sites relevant to your industry. Automated monitoring can help you stay updated on new reviews and respond quickly.
  3. Engage with Customers: Respond to reviews and social media comments proactively. Address issues promptly and show appreciation for positive feedback to build a positive online presence. Use customer feedback management tools to streamline responses.

3. Customer Interviews

One-on-one customer interviews can provide deep qualitative insights into the customer experience. These interviews reveal motivations, pain points, and areas for improvement, offering a personal touch that can uncover nuanced information.

Customer interviews are particularly effective for gathering detailed feedback during the product development stages or exploring new service offerings. The direct interaction allows businesses to ask follow-up questions and delve deeper into specific topics.

Best Used For

  • Obtaining Detailed Qualitative Insights: Customer interviews allow for in-depth discussions that reveal detailed insights into customer motivations and pain points.
  • Validating Survey Findings for CSAT or CES: Interviews can confirm and expand on survey results, providing a deeper understanding of customer satisfaction and effort levels.

How to Implement Customer Interviews

  1. Identify the Right Candidates: Select customers who represent your target audience or have recently interacted with your product or service. Use customer relationship management (CRM) systems to identify suitable candidates. (CRM systems help manage and analyze customer interactions and data throughout the customer lifecycle.)
  2. Prepare Structured Questions: Develop a set of questions that guide the conversation but allow flexibility for in-depth exploration. Use interview guides to keep the discussion on track.
  3. Ensure a Comfortable Environment: Create an atmosphere conducive to open and honest communication, whether in-person or virtually. Use video conferencing tools for remote interviews to maintain a personal touch.

4. Feedback Forms on Websites

Feedback forms integrated into websites provide a convenient, on-the-spot method for customers to share their opinions and experiences. These forms can be strategically placed at various touchpoints within the website to capture relevant feedback at the moment.

This method is particularly effective for capturing user feedback at different points in their website journey, whether it’s after reading a knowledge-based article, completing a purchase, or using a tool or service. Immediate feedback helps businesses understand the user experience in real time.

Best Used For

  • Collecting CSAT and CES Metrics: Feedback forms are suitable for capturing customer satisfaction and effort scores by gathering feedback on specific aspects of the user journey. This helps identify areas for improvement and measure overall satisfaction and ease of use.

How to Implement Feedback Forms on Websites

  1. Design Intuitive Forms: Ensure the feedback forms are easy to use and minimally invasive to encourage participation. Use drag-and-drop form builders for ease of design.
  2. Place Strategically: Integrate feedback forms at key touchpoints, such as after completing a purchase or reading a knowledge base article. Utilize web analytics tools to determine optimal placement.
  3. Analyze Responses: Regularly review the collected feedback to identify areas for improvement and track user satisfaction and effort trends. Use data visualization tools to present findings clearly.

5. In-App Surveys

In-app surveys present a seamless way to collect feedback directly within your software application or mobile app. This method allows for immediate feedback while the user is actively engaged with the app, providing contextually relevant insights.

In-app surveys are particularly useful for understanding user reactions to new features or assessing the overall usability of the app. They provide real-time data that can help developers and product managers make informed decisions.

Best Used For

  • Collecting CSAT and CES Metrics: In-app surveys are ideal for gathering customer satisfaction and effort scores within the context of app usage. This helps in assessing user experience and satisfaction with specific features.
  • Software and App-Based Services: They are perfect for getting immediate reactions to new features and understanding usability directly from the user experience.

How to Implement In-App Surveys

  1. Design Short and Relevant Surveys: Keep the surveys brief and focused on specific aspects of the user experience to avoid disrupting the user. Use survey creation tools that integrate seamlessly with your app.
  2. Time Appropriately: Present surveys at appropriate moments, such as after a user completes a key task or explores a new feature. Use in-app messaging tools to deliver surveys contextually.
  3. Use Engaging Formats: Utilize interactive formats to keep users engaged and encourage higher response rates. Employ user experience (UX) design principles to ensure the survey is visually appealing and easy to complete. User experience (UX) design principles focus on creating products that provide meaningful and relevant experiences to users.


Gathering customer feedback through metrics like CSAT, NPS, and CES, and using methods such as surveys, social media monitoring, interviews, and in-app tools, allows businesses to gain valuable insights into customer preferences and experiences. These insights help companies enhance their services and build stronger customer loyalty.

By actively responding to feedback, businesses demonstrate their commitment to customer satisfaction, driving growth and innovation. Prioritizing customer feedback ensures that each interaction contributes to a better overall experience.


What are effective methods to measure customer satisfaction?

Effective methods to measure customer satisfaction include using surveys, online surveys, and contact forms. These tools are integral parts of a customer feedback loop, allowing businesses to gather and analyze feedback data to improve their products and services.

How can businesses use surveys to collect customer feedback?

Businesses can use surveys to collect customer feedback by integrating them into their websites, sending them via email, or conducting them through customer support interactions. Surveys help gather valuable insights on customer satisfaction and areas needing improvement, forming a crucial component of a customer feedback strategy.

What are some ways to organize and analyze feedback data from surveys?

To organize and analyze feedback data from surveys, businesses can use customer feedback tools. These tools help categorize responses, identify trends, and provide clear expectations for the product team. This organized approach ensures that the feedback is actionable and aligns with customer success goals.

How do contact forms contribute to measuring customer satisfaction?

Contact forms are a direct way for customers to provide feedback about their experiences with a product or service. By setting clear expectations and providing personalized responses, businesses can use the feedback collected through contact forms to enhance their customer support and product development efforts.

What role does a customer feedback loop play in improving customer satisfaction?

A customer feedback loop involves continuously collecting, analyzing, and acting on customer feedback. By implementing surveys, focus groups, and sales feedback mechanisms, businesses can create a proactive approach to address customer needs and improve satisfaction, ultimately leading to better product feedback and customer success.


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