Knowing the likes, dislikes, and needs of your customers are critical to the success of your business.  Therefore, collecting customer feedback is important! 

Customer feedback can give your leadership team insights on a plan and path for every aspect of the business – from product development to the customer experience, including customer support.  This is really important when it comes to customer satisfaction and customer loyalty.


Customer feedback is the insights and information shared by your customers about their experience with your company, products, and/or services.  If captured and utilized properly this feedback can guide improvements to the customer experience and impact positive change for your business.


Customer feedback gives your customers a voice.  It allows them to give input on how your company operates – both good and bad.  It also makes it easier to identify when customers’ needs and expectations of your products and services are changing.

Before you start gathering customer feedback there are a few key things to consider:

  • What feedback is most important to you?  Customer experience, brand performance, support, etc. (What area(s) would benefit both your customer and your company from customer insights?)
  • What’s your plan for the feedback?  You want to have a clear vision here.  Don’t gather information that you will not take action on.  That is a waste of your time and your customers’ time; and a waste of your money and resources. 
  • What customer feedback methods work best based on your business goals?



  • Customer surveys
  • Customer interviews
  • Customer contact forms (Contact Us)
  • Social media
  • Website feedback



Customer surveys are very helpful but can be challenging to develop.  The goal is to ask the right customers the right questions.  You will also need to determine the type of survey and the best delivery method (email, text, or website).  Many companies believe they can cut costs by adding this task to employees who already have a full workload.  This usually results in a poorly designed survey that does not capture the needed information and costs more in the long run. 

Here are a few simple customer research best practices.

  • Only ask questions that help you meet your goals
  • Write thoughtful, clear, concise questions
  • Avoid questions that lead your customers



Depending on the customers’ time and or expertise, it may be better to conduct customer interviews.  Unless your organization has a dedicated marketing research (customer insights) department it is best to use a third party marketing company that specializes in this area to conduct the interviews.  They will design the discussion guide, not a survey, to ask the questions to capture the information needed by your business. 


This is a very valuable tool that is available on most websites.  Company websites use this form for inquiries, but with some minor changes in design it can be used to capture customer feedback as well.  Another key to utilizing this tool is to establish realistic expectations.  Include a timeframe in which the customer will hear from someone in your organization.  Then you must follow through to meet that expectation.


Social media can also be helpful in gathering feedback.  And this goes beyond mentions or hashtags on LinkedIn, Twitter, etc.  Now, many social media outlets have polling tools that allow you to capture feedback from those that visit your page.


Earlier I mentioned the Contact Us Forms on your website.  Another feedback method that is becoming more common is chat messaging applications like Chatbot.  It allows you to capture real-time feedback from customers concerning your products and services. 

Collecting customer feedback is critical to your success.  The pulses of your customers’ ever-changing needs are readily available to you; it’s up to you to use tap into that information.  You need to evaluate your situation and determine the best way to capture the feedback so you can take your business to the next level.  Fortunately, there are companies like Danon Consulting LLC that can assist you with determining the best methods to capture customer feedback as well along with design and execution of the plan.