Customer Feedback Strategy: The Only Guide You'll Ever Need (original) (raw)

On this page, we're discussing the importance of the customer feedback loop in more detail.

Keep reading or select one of the modules below to jump ahead:

All customer feedback is valuable. The type of feedback you collect, however, may vary based on what you're wanting to learn from your customers. Here are six types of customer feedback you may want to ask for.

1. Customer loyalty metrics

Customer loyalty metrics tell you how loyal your customers are to your brand and how likely they are to promote and advocate for it.

Collect this type of feedback through Net Promoter Score® (NPS®) surveys and similar measures.

2. Customer satisfaction feedback

Customer satisfaction feedback examines how satisfied your customers are with your products, services, and other interactions with your brand. This type of feedback looks at both functional and emotional metrics, e.g. answers to questions like "How did you use...?" and "How did you feel about...?"

Collect this type of feedback through comment boxes, pop-up forms, and post-purchase forms.

3. Sales feedback

Sales feedback allows customers to share how they felt about their experience with your sales team and throughout your sales process. This type of feedback is critical to helping your sales reps, training, and leadership improve and better connect with your leads and prospects.

Collect this type of feedback through direct, post-purchase phone or email surveys, as well as through follow-up with prospects who didn't close.

4. Customer service or support feedback

Customer service or support feedback is similar to sales feedback, but it instead examines a customer's experience with a service or support rep. It's critical to improving your customer service and support experience and can also provide unique feedback for your product teams regarding design, functionality, and use cases.

Collect this type of feedback through phone or email surveys following customer support tickets.

5. Customer preference feedback

Customer preference feedback simply tells you what products or services (either yours or your competitors') that your customer prefers. This information is helpful in understanding how to better position your products and better target your customers.

Collect this type of feedback by browsing online forums, holding focus groups, and monitoring purchase activity and trends.

6. Demographic information

You may not consider demographic information (such as geographical location) as feedback, but this data can be important for improving your sales and customer service as well as how you position and advertise your products. Demographic information may include location, gender, education level, marital status, and more.

Collect this information through website pop-up forms and post-purchase or post-service surveys.

Now, let's discuss how to collect customer feedback using the customer feedback loop.

When customers feel like their voices are being heard — and that something will be done about it — they aren’t afraid to share their opinions.

It’s our responsibility as a business to follow up with customers who share feedback. If we don’t, they won’t share feedback later on, and we run a higher risk of business failure because we’re not capturing the good and bad feedback from our customers.

Additionally, if you have thoughts on gathering customer feedback, we’d love to hear from you. Send us a Tweet over at @HubSpot about how you gather customer feedback. Good luck!