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How to Collect Customer Feedback Surveys and Use Them

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Customer feedback survey

To have the best customer service, you must keep an ear open to your customers by giving them a chance to reach you. The best way to know your customer’s minds is by asking customers for feedback, most often through customer feedback surveys. In this blog, let’s talk about collecting customer feedback.

What is customer feedback?

Customer feedback is information customers give to companies about their experience with the companies’ products and services. The main goals of gathering customer feedback are to find out the level of satisfaction amongst customers and product use success. Customer satisfaction feedback enables a company to understand where and how to improve their products and services.

What is a customer feedback survey?

A customer feedback survey is a set of questions sent by companies to consumers to help them understand customers’ opinions of their products, services, or policies. Moreover, it assists in getting customers’ recommendations. Customer feedback surveys enable companies to expand their markets and improve their offerings quickly.

Examples of customer feedback surveys

Customer feedback surveys are follow-up questions for customers about a product. A survey can entail both close-ended and open-ended questions. The following are some examples of customer feedback types.

Customer satisfaction (CSAT)

A customer satisfaction (CSAT) survey aggregates the values which quantify the extent to which customers are satisfied in every stage of product or service use. Subsequently, CSAT lets you know your customer rating for your product or service.

Net promoter score (NPS)

A net promoter score (NPS) survey gauges customers’ loyalty, trust, and satisfaction by asking questions on how likely they are to recommend your company’s products and services, usually on a scale of values.

Customer effort score (CES)

A customer effort score (CES) is a metric that gauges how much effort customers put in while using your product or service. The CES usually shows that your product or service is easy, normal, or difficult to use in the opinion of customers.

Product market fit (PMF)

A product market fit (PMF survey measures the stage a company is in and which stage it should be in. Most importantly, PMF tells you how likely you are to get traction in the market by asking customers how upset they would be if your products or services were to disappear from it.

What are the best methods of collecting customer responses?

There are many survey tools used to collect feedback from customers. I will now take you through some effective ways to get feedback.

Create customer surveys

By creating customer surveys like the previously described CSAT, NPS, and PMF, you can directly assess your loyal and new customers’ opinions of your offerings. Analyzing the results of close-ended questions in customer surveys gives you an overall look at your company’s standing and reputation. Particularly if something is concerning, you can sample answers to open-ended questions to learn specifically how to improve your product and enhance your customer service. Excellent feedback can also be used in marketing.

Measure your customer support performance

No matter what you sell, you probably offer customer support of some kind. If your customer is unhappy with your product or service, this is the last chance you have to mend their opinion of your company. Your support agents will also be the first to know if there are common issues that need to be escalated to improve your product or service. Therefore, measuring your customer service performance is also important. Sending out separate surveys to evaluate customer opinions on the support they receive can let you know how well your agents are doing and how the support process might be improved.

Use social media platforms

By using social media platforms like Facebook, LinkedIn, and Twitter, you can get customer feedback through likes and comments. Through the likes, dislikes, and comments, you can understand better the public perception of your company and find ways improve on it.

Use social media platforms
Photo by Visual Tag MX from Pexels

Importance of gathering customer feedback

Gathering customer feedback is important in business. It lets you:

  • Know what your customers disliked and liked about your product and their experience with your company.
  • Increase customer satisfaction.
  • Improve your products and services, thus increasing your traction in the market.
  • Develop essential customer service skills in your support team.
  • Set goals.
  • Measure how your company has grown and how changes have impacted your customers.
  • Keep a finger on the public perception of your company.

How to use a customer feedback survey

Just having your customers’ feedback is not the end goal. Once you get the feedback, you need to put it to work for you. The work starts by sorting the tickets into positive, recommendations, and negative feedback. For the negative feedback, group all the same complaints raised by different customers and act on the largest groups first. By acting on the negative feedback, you satisfy the needs of your customers, and with luck, reduce future negative feedback.

Second, work on the recommendations posted by customers. These are often less urgent. By incorporating their recommendations, though, customers will know you listen to them, increasing their loyalty. Its’ good to keep your customers updated on new features and services and to let them know when they came from feedback, so they’re aware of the impact they have.


To sum it up, collecting customer feedback is an essential aspect of business growth and development. Help desk software like BoldDesk lets you send feedback surveys upon completion of customer tickets in order to improve your support team.

Try BoldDesk by Syncfusion to see how you can improve your business. You can start a 15-day free trial on For more information, contact BoldDesk support.

Willy Smith
Willy Smith
A technical writer and a content reviewer at Syncfusion. Writes and reviews both General blogs and Marketing blogs. Additionally I enjoy reading and researching SaaS products.

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