What is Customer Feedback & How to Work with it?

07 March ~ 10 min read 1121 views
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Claspo Blog What is Customer Feedback & How to Work with it?

Customer feedback is the peace of information provided by customers about their experience with a product or service.

Despite the fact that many owners of online stores, especially new ones, are completely oblivious to this moment, in fact, customer feedback remains very important. First of all, you need to understand that having reviews helps increase sales. They help a potential customer get rid of doubts about a particular product or help in the final choice of a product from several similar options.

Sometimes it might look like a customer’s feedback is something you can neglect and skip. We won’t agree with that since there might be plenty of answers that you’ve been searching answers for. 

It might be hard to start collecting feedback if you’ve never done it before. But this should not stop you from connecting with your customers and clients. This is a chance to build the community you’ve hopefully been dreaming about. 

Customers feedback is a valuable resource that serves as the basis for understanding the needs of your audience, developing a strong competitive strategy, and improving products and workflows.

You should have some kind of a system to collect all the feedback. Even the most simple systematization will benefit the business, and you will be able to actually get some information from these.  

Table of Contents

What is Customer Feedback?

By the end of the 20th century, marketing in the United States and Western Europe had developed to such an extent that attracting a new client became more expensive than the profit from selling a product or service to him. For growth, new drivers had to be found. One of them was the client and user experience.

Customer reviews are important for both companies and consumers. Thanks to this information, other people can learn about the quality of goods or services and make the right choice. There are even special websites where people review different goods and services. This means that everyone can write any review about the desired company. 

Doing everything to ensure that the customer who buys is satisfied not only with the purchase but also with the service, companies began to form an army of fans who, without knowing it, promote the brand among friends and acquaintances. However, there is another side to this phenomenon. There will always be customers who are not satisfied with your products or services. Thus, they spread the word about your brand that you wouldn’t spread, leaving you fewer potential customers among their friends, relatives, and random people on the internet.  

Why Is Customer Feedback Important?

Feedback builds customer trust. A product without reviews is suspicious, as are only positive comments. Companies often publish good impressions and are afraid of criticism. But users do not believe such responses and go to independent sites where they can read unfiltered reviews from anyone or search such on social media.

Unscrupulous companies ignore and remove negative reviews, but this approach only annoys customers.

We highly recommend and suggest you work with both good and bad reviews as you can control them in one place rather than all over the internet. Don’t hesitate to talk with people who don’t understand your project as much as you do. Write them back that you see their review, and you will do your best that nothing like this will happen in the future. Many business owners offer some kind of a freebie to be friends with the person who had a negative experience with the brand. But we must warn you, make sure your product is superb, and you can recommend it from the bottom of your heart. 

Negative comments should not be left unnoticed. It is necessary to understand what the dissatisfied customer wants to achieve and, if possible, solve the issue. And do it as quickly and efficiently as possible. In this case, handling the negativity will benefit you, and you will not only turn a dissatisfied customer into a grateful one but also increase the loyalty of other users who will make sure that your company is really trying to help customers and is focused on meeting their needs. Do not miss the opportunity to expose the process of solving the client's problem for all to see.

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The feedback can also be used in the work of the marketing and sales departments. It helps to identify the strengths of the product, which can later be used to create a unique selling proposition, and understand how the product is perceived by the audience. The identified strengths can be used, for example, when writing advertising campaign slogans or writing email newsletters, as well as during the direct communication between sales service specialists and customers.

If the consumers are satisfied, they will remain loyal to your company. A dissatisfied buyer will sooner or later find a better alternative and leave. Gathering customer feedback helps determine how satisfied consumers are with your products or services and identify areas where you need to improve. If customers express their dissatisfaction, you can immediately respond and fix the problem. This is a great opportunity to get them back and even increase the loyalty level. Often, the most loyal customers are not those who have had an extremely positive experience using your services but those who have encountered problems and received help from you.

Read more on this topic in our article “Customer Satisfaction Surveys: Definition & Questions Examples”. 

How to Make a Perfect Customer Feedback Strategy?

Set up a feedback system. Most business owners neglect it, and it’s a pity because each client:

  • Will tell you what you are doing wrong
  • Will express what is not ok about your product or service
  • Will point out strengths
  • Will help to identify unscrupulous employees (for example, a rude sales manager)

Feedback Types

Let's see how your customers can give feedback. Each of these types requires different efforts from the client.


The buyer or customer photographs the product or the result of your work. It is the photo that clearly shows what is good or bad and is direct proof of his words. Taking a photo is not so difficult since everyone has a smartphone with a good camera. But in most cases, the client doesn’t want to give feedback at all, forgetting the photo. Therefore, you need to come up with some kind of trick to push the client to take a photo: for example, some kind of bonus in return.

Photo Feedback Example.png


This feedback type has the same issues as the previous one. It takes a lot for a customer to shoot a video. Usually, only two types of clients do that: either they are extremely satisfied or vice versa.

And as said before, you can offer something to your client in return for a video review. 

The client is interested in leaving the video when there is a possibility to receive a gift. And if you provide the customer with a discount code, he or she will order something from you next time as there is an available discount.

True, this will not work for everyone as many people are shy or afraid to speak on camera. But there are brave ones who will gladly shoot a video.

Video Review Example.png


It is easiest to give feedback in the form of text. But even here, it is not necessary to require the client to write a lot (and expect that they will write a lot). However, there are more chances to get feedback in the form of text. 

There are other types of feedback: telephone conversation, personal meeting, or audio recordings. But they are not used so often, and they can not be applied in all business areas.

Text Feedback Example.png

How do you get feedback from a client? People are reluctant to get in touch, even if they like everything. They speak much more actively if they are dissatisfied with something. And then, they will rather go and talk about you on reviews and on social networks than turn to the company with a claim.

You need to build relations with clients in such a way that they know they can contact you in any case: if they are satisfied and if there are any issues. Show that you are ready to communicate with customers, that the opinion of each of them is important to you.

And ask customers for feedback. It is better if they leave it 24 hours after the purchase. 

The 5 Customer Feedback Methods

So now you understand why it is important to work with any type of feedback, including the negative ones. Let’s see how you can get them.

1. Social Media Surveys and Dedicated Feedback Topics

The easiest thing in the world is to ask people while they are in their natural habitat, a.k.a. social media. 

As you can remember, Facebook has groups that you can create for your business. This is more than just a page. It is the place where you can communicate with your customers faster, obtain their feedback, and, in some cases, create communities if you are interested. 

Besides, Facebook itself asks people to rate pages and groups, so your group is most likely to have some kind of rating that is totally made by your customers. 

Social Media Feedback.png

2. Get the Feedback via Email or an App

Invite customers to rate your service. Send an email or in-app message asking you to rate your service. You can also do this through messengers.

Do not make a big rating scale. Place 5 stars where each customer can rate your product or service from 1 to 5. 

Feedback via Email or an App Example.png

3. Call Your Customers

Why don’t you call your customers? If some services allow their robots to call people asking to rate their service, so can you. Besides, you can get additional comments to broaden feedback and get more than just simple answers like “I like it” or “I don’t like it”. Your customer might even have some suggestions on upgrading your service, so why don’t you use such an opportunity? 

Create a script that will help you to talk to your customers and get the necessary information. Think about specific answers when the person is unsatisfied. The best tactic is to stay positive and offer your help to solve the issue. 

4. Offer to Fill Out a Questionnaire

Questionnaires are the easiest way to get feedback. The questionnaire can be sent by email or offered to fill out a paper when contacting the company's office.

Do not bore the client, so do not ask a lot of questions. Stick to 3-5 questions and check that each one can be answered within one minute. 

Feedback by Email Example.png

5. Personal Meeting

This option works best for B2B, and it is better to set up a personal meeting with those clients and partners with whom you have been working for a long time. Remember that the time and place of a personal meeting should be comfortable for your client.

You can safely use several options for receiving feedback. The main thing is to determine what is important for you at the moment: to evaluate the work of the manager, the speed of delivery, the packaging, or is it better to find out the wishes of the client? Then you can easily decide which method of communication with the client to choose. For example, if you have questions about the work of a manager, a satisfaction rating scale works best. And if you want to receive offers and get to know the client try a questionnaire.

Read more on this topic in our article “How to Get Customer Feedback: 4 Ways”. 

Final Thoughts

You and only you can decide how to receive feedback from your customers. Remember that it should be convenient for the client to contact you. And the feedback itself shouldn’t take a lot of time. The best option to save clients time and get some kind of “scale” it is better to place multiple choices in your feedback. 

It is important to process and analyze all the feedback, recommendations, suggestions, and complaints that you receive in a timely manner.

Complaints must be responded fast, offering a solution. Do everything to ensure that the client is satisfied as a result.

Recommendations and offers need to be checked for viability. Don’t forget to thank your client for spending time with you offering some solutions, and providing ideas. Lots of big companies build their business based on those ideas and achieve great success among people. 

And always thank the client for any feedback, in whatever form, and in whatever way he would leave it to you. After all, it's just good manners.

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