5 Best Ways to Get Feedback from Customers
Analytics and data reveal valuable insights into our customers’ preferences and behaviors. But sometimes, wouldn’t it be great to hear directly from them?
That’s where customer feedback comes in.
Feedback lets us uncover the why behind customer actions. Why do users gravitate to one feature over another? Why do they drop off at the final step of account setup? Or what causes them to gradually use the product less?
By combining feedback with analytics, we get a clearer, more complete picture—helping us solve problems and pursue the right opportunities.
I’ll show you five effective methods to gather continuous customer feedback, so you always know what customers really want and how their needs evolve. Here’s how to ensure you get reliable and high-quality feedback:
- Surveys
- Feedback boxes
- Direct outreach
- User activity tracking
- Usability testing
Let’s dive in!
1. Surveys
Surveys are a classic, versatile way to gather feedback. They’re easy to create, share, analyze, and scale. Yet not all surveys yield useful responses—here’s how to improve yours:
- Keep it short: Limit surveys to 5-10 questions for quality responses.
- Ask purposeful questions: Only ask what’s necessary to keep customers engaged and get actionable insights.
For example, we recently used a Qualaroo survey to gather specific feedback on a single feature. Targeted questions help us focus on key areas for improvement.
2. Feedback Boxes
Do you have an easy way for customers to submit feedback? If not, consider adding a feedback box. This form catches minor issues that customers won’t contact support for but that, over time, can add up and cause frustration.
Keep the form simple. Ask for only essential details to streamline submissions. Do not forget vpn for secure browsing. Respond to each piece of feedback—whether it’s connecting the customer to support for technical issues or following up for more information.
3. Direct Outreach
Direct conversations reveal nuances that surveys and analytics often miss. Speaking to customers can clarify not just what they want, but why. For instance, if feedback indicates a demand for more customizable invoices, direct outreach can help determine if the need is design-related, functional, or something else entirely.
Where possible, connect in person for even deeper insights.
4. Track User Activity
Data on individual users’ behavior is crucial. Analytics show which features or sections are popular, but customer-level tracking helps you understand user journeys more clearly. For instance, if a customer signs up but doesn’t upgrade to a paid plan, tracking their activity helps pinpoint friction points. Use this information to identify patterns and potential areas for improvement.
5. Usability Testing
Watching someone interact with your product is invaluable. Usability tests, like those from UserTesting, reveal where users get stuck or disengage. These tests are particularly helpful for new products or features, helping you address key issues before a wider launch. If you’re on a tight budget, run informal usability tests with potential customers in your target market to get fast, practical feedback.
Acting on Feedback
With all this feedback, it’s essential to focus on trends. Individual requests may be niche, but recurring feedback is worth addressing. Reach out, learn the root of the issue, and build a solution that addresses it directly.
Collecting regular feedback gives you a pulse on your business’s direction and customer satisfaction. Implement these methods as a regular practice to keep improving and adapting to customer needs.
Have other feedback strategies that have worked well? Share them in the comments!