How to Get Customer Feedback to Make Better Business Decisions

Customer Feedback As A Critical Input to Biz Decisions

Customer feedback helps you understand why people do what they do and make the decisions they make in relation to your business. When cross-referenced against hard analytics, it can: (a) take the guesswork out of prioritizing different projects and their accompanying tasks, (b) offer real-time data about your customer’s needs and (c) enable you to offer your customers the best experience possible at every touchpoint.


There are lots of ways to listen to your customers and gather feedback. Here are a few:

  • Check in With Them Early – When someone buys one of your products or uses a service, it’s important to give them the opportunity to tell you what they think soon after. Super quick check-in surveys or emails are an excellent way to do this. This gives you live information about how your product or service fares against expectations, offers the opportunity to quickly troubleshoot any issues that may have come up and might just offer new product/service ideas for the future.


  • Ask for Product Reviews or Testimonials – If you want reviews on your products and services, you need to ask for them. Give your customers a link to a dedicated feedback section on your website, or send them to your Google Form. Most satisfied clients are going to be happy to give feedback, so make sure they have an opportunity to share it with you and be sure to display that positive feedback on your site too!


  • Social Listening – Social media analytics are great for quantitative feedback, but you can also get great qualitative feedback from social media as well. For example, you could launch a poll on Twitter to see which new product feature your customers would like to see next. Or, ask your Facebook community an open-ended question about what they want to be covered in an upcoming blog you’re writing and be guided by their responses. Social media can be particularly useful for getting casual (and quick!) feedback from your customers.


  • Website Activity – There is a range of tools out there that can help you turn customer activity on your website into usable feedback. Amongst other things, these tools will help you figure out where your users are coming from and if they’re converting, offer insight into which sources send you the highest quality traffic, and show how people interacted with your site.


  • Usability Testing – With usability tests, you could give a few people in your target market a free something in exchange for them keeping a record of their experience of using your website. This allows you to put yourself in the customer’s shoes as they interact with your online content, and uncover unbiased perspectives you might not have considered.  


Useful Tools for Qualitative and Quantitative Analytics

Survey IconIn the customer feedback process, you generally want a combination of both quantitative and qualitative feedback as they are complementary. In your surveys, for example, you will want to have a range of questions for quantitative analysis (e.g. “Based on today’s visit, how would you rate your site experience overall?”) as well as a range of questions for qualitative analysis (e.g. “What can we do differently to meet your needs better?”)


Here are a few online tools that you can use to get started (all of them offer integrated analysis tools that can reveal trends and patterns for you to act upon):

  • Typeform – conversational collection and sharing of information
  • SurveyMonkey – simple online survey creation and graphical views of real-time survey results
  • Google Forms – a full-featured forms tool that comes free with your Google account. This one offers the usual range of question types, easy design with drag-and-drop functionality, customizable colors + themes, and the collation of responses in Forms (or to a Google Sheets spreadsheet!)
  • Google Analytics – web analytics service offered by Google that tracks and reports on your website traffic.
  • UserTesting.comrecords videos (with audio) of your target market using your site.


The more information you can gather from your customers, the better. You may find that it’s best to use a combination of some of these tactics, depending on your customers. But no matter who your target customer is, you need to make it easy for your customers to tell you what they think about your products and services.