12 customer feedback examples to improve the customer experience

It’s impossible to sustainably improve the customer experience without collecting, responding to, and analyzing customer feedback — period. Customer feedback not only informs product development and customer service but also shapes your overall business strategy to drive repeat business, and referrals, and increase ROI. 

Effective feedback mechanisms enable you to address both strengths and areas for improvement, ensuring that you deliver exceptional experiences that resonate with your audience. One of the best ways to understand the impact of customer feedback is to look at companies already successfully leveraging it to drive better business outcomes. Through these examples, we’ll take a look at the different types of customer feedback and their importance, strategies for feedback collection, and best practices for responding to both positive and negative feedback to drive continuous improvement. 

Types of customer feedback

Customer feedback comes in various forms, each offering unique insights into your customers’ experiences and perceptions. Understanding the different types of feedback helps you tailor your strategies for collecting and responding to it effectively.

• Direct vs. indirect feedback
  Direct feedback is when customers explicitly share their opinions or experiences through surveys, interviews, or feedback forms. It provides clear, actionable insights about specific aspects of your product or service. In contrast, indirect feedback is gathered through observations, social media mentions, or behavioral analytics, offering insights into customer behavior and sentiment without direct input. These various methods of feedback collection are all effective but some might better fit your business than others.
  
  
• Private vs. public feedback
  Private feedback occurs through one-on-one interactions such as customer service calls, email responses, or private surveys. This type of feedback is valuable for in-depth insights and closing the feedback loop internally. Public feedback, on the other hand, is shared openly through social media, review platforms, or public forums. It provides a broader view of customer sentiment and can influence potential customers' perceptions of your brand.
  
  
• Solicited vs. unsolicited feedback
  Solicited feedback is actively requested by businesses through surveys, focus groups, or feedback forms. It is valuable because it is specifically sought out to address particular aspects of the customer experience. Unsolicited feedback, however, is provided spontaneously by customers, often through reviews, comments, or social media posts. This type of feedback can offer candid insights into customer experiences and reveal blindspots a company may not have thought to ask about.

Within these general categories, there are several types of customer feedback, each with its own set of strengths and weaknesses. 

Customer feedback survey responses

Survey responses are a direct method of gathering customer feedback on specific aspects of your products or services. They provide structured data that can reveal trends and areas for improvement. To help you get started, check out our effective survey templates.

Online reviews

Online reviews are public feedback provided by customers on platforms such as Google, Yelp, or industry-specific review sites like G2. These reviews offer valuable insights into customer satisfaction and can influence potential customers’ perceptions of your business.

Social media moments

Social media comments are informal feedback shared by customers on platforms like Facebook, LinkedIn, Twitter, or Instagram. They provide real-time insights into customer sentiment and can highlight both positive experiences and areas needing improvement. 

Customer support interactions

Interactions with customer support teams, whether via phone, email, or chat, offer direct feedback on the quality of service provided. These interactions can reveal common issues, customer pain points, and opportunities to enhance support processes.

Product or service ratings

Product or service ratings are numerical scores given by customers to evaluate their satisfaction with a particular aspect of your offering. These ratings provide a quick overview of how well your products or services are meeting customer expectations.

User testing feedback

User testing feedback is collected when customers use a product or service in a controlled environment to identify usability issues and gather insights on user experience. This feedback is crucial for making improvements before a full-scale launch.

Feature requests

Feature requests are suggestions from customers on what new functionalities or improvements they would like to see in your product or service. These requests can guide product development and help you align offerings with customer needs.

NPS responses

Net promoter score (NPS) responses gauge customer loyalty by asking how likely customers are to recommend your business to others. This feedback helps measure overall satisfaction and identify promoters and detractors. 

12 customer feedback examples

Customer feedback is essential for companies to understand their customers' needs and make data-driven improvements to their products and services. Here’s how some leading companies use feedback to enhance their offerings and drive world-class experience:

1. YouTube

• Collection: YouTube gathers feedback through in-app surveys, comment sections, and user behavior analytics.
  
  
• Usage: Feedback helps refine algorithms for video recommendations and enhance user interface features. For example, user feedback on autoplay and video suggestions has led to more personalized content curation.
  
  
• Example: Users often comment on video recommendations, which YouTube uses to adjust its recommendation algorithms.
  

2. Debit Success

• Collection: Debit Success collects customer feedback via AskNicely surveys that are delivered via email and mobile app.
  
  
• Usage: Customer feedback is delivered directly to customer-facing teams and is used to coach, motivate, and empower those responsible for delivering the customer experience.
  
  
• Example: Debit Success celebrates and coaches their call center teams with customer feedback tied to individual performance. In a single glance, every worker can see their own customer experience score, ranking, shoutouts, and areas to improve.
  
  

3. AWS

• Collection: AWS collects feedback via support tickets, customer surveys, and usage analytics.
  
  
• Usage: This feedback helps AWS improve its cloud services, such as optimizing performance and addressing customer pain points in infrastructure management.
  
  
• Example: User feedback on service downtime and feature gaps drives improvements in reliability and feature set.
  

4. New Zealand Home Loans 

• Collection: NZHL collects customer feedback via AskNicely surveys that are delivered via email and SMS.
  
  
• Usage: NZHL uses location-specific customer feedback to fuel regular coaching conversations to improve their customer experience and drive improvements to their NPS score.
  
  
• Example: Thanks to their location-specific coaching, NZHL has seen a 13-point improvement in NPS from their bottom-tier locations. They have also seen a marked increase in the number of referrals captured from their bottom and middle-tier locations, and automating the follow-up on referrals has resulted in an 80 percent close rate.

5. Netflix

• Collection: Netflix uses feedback in the form of viewing habits, ratings, and user activity logs.
  
  
• Usage: This data helps refine its recommendation algorithm and improve content suggestions.
  
  
• Example: Feedback on content preferences and viewing patterns drives the development of new content recommendations and personalized user experiences.
  

6. Slack

• Collection: Slack collects feedback through user surveys, feature requests, and customer support interactions.
  
  
• Usage: Feedback is used to iterate on product features and improve usability. For instance, user suggestions have led to new integrations and enhanced messaging features.
  
  
• Example: Feature requests for better integration with other tools have resulted in the development of additional app integrations.
  

7. Southwest Airlines

• Collection: Southwest Airlines gathers feedback through post-flight surveys and customer service interactions.
  
  
• Usage: This feedback helps improve in-flight services, boarding processes, and overall customer service.
  
  
• Example: Feedback onboarding delays have led to streamlined boarding procedures and improved customer service protocols.
  

8. Mailchimp

• Collection: Mailchimp collects feedback via user surveys, support tickets, and feature request boards.
  
  
• Usage: Feedback helps refine email marketing tools, improve usability, and enhance customer support.
  
  
• Example: Requests for better automation features have led to the development of more advanced email marketing automation tools.
  

9. Intercom

• Collection: Intercom gathers feedback through customer support
  interactions, product feedback surveys, and user behavior analytics.
  
  
• Usage: Feedback drives improvements in its customer communication tools, such as enhancing chat functionalities and support workflows.
  
  
• Example: Feedback on chatbot performance has led to updates that improve the accuracy and helpfulness of automated responses.
  

10. Canva

• Collection: Canva collects feedback through user surveys, feature requests, and community forums.
  
  
• Usage: Feedback is used to enhance design tools, add new features, and improve user experience.
  
  
• Example: User feedback on design templates has led to the addition of new templates and customization options.
  

11. Apple

• Collection: Apple gathers feedback through product surveys, Apple Support interactions, and customer reviews.
  
  
• Usage: Feedback helps improve hardware and software features, as well as customer service.
  
  
• Example: Feedback on iOS features drives updates and new functionality in subsequent releases.
  

12. Airbnb

• Collection: Airbnb collects feedback via guest and host reviews, post-stay surveys, and support interactions.
  
  
• Usage: Feedback informs improvements in the booking process, host support, and overall platform usability.
  
  
• Example: Reviews highlighting issues with property cleanliness have led to new guidelines and support for hosts.
  

These examples demonstrate how various companies leverage customer feedback to drive meaningful improvements in their products, services, and experience.

How to encourage customers to give feedback

How can you sweeten the deal when it comes to asking customers for feedback? Making the feedback process seamless and rewarding can significantly increase the quantity and quality of responses.

Here’s how you can effectively encourage customer feedback:

Make feedback easy to provide

Offering multiple feedback channels ensures customers can choose the method that’s most convenient for them. For example: 

• Email surveys: Email surveys are a direct way to gather feedback from your customers. It’s important to follow best practices for email surveys and using a template can be helpful if you’re just starting.
  
  
• Website pop-ups: Pop-ups on your website can prompt visitors to leave feedback as they engage with your content or after completing a purchase.
  
  
• Social media prompts: Utilize social media platforms to ask for feedback through posts, stories, or direct messages, making it easy for customers to respond where they already interact with your brand.

Incentivize feedback to boost response rates

Incentives can encourage more customers to provide their feedback by making the process more appealing. Here are some effective incentives for both B2B and B2C companies:

• Offer discounts or coupons for future purchases: Provide a discount or coupon as a thank you for completing a survey, motivating customers to share their opinions in exchange for savings on future purchases.
  
  
• Enter customers into a prize draw or sweepstakes: A chance to win a prize can drive participation, making customers more likely to take the time to provide their feedback.
  
  
• Provide loyalty points or rewards: Offer loyalty points or rewards that can be redeemed for products or services, giving customers a tangible benefit for their feedback.
  
  
• Offer free samples or trial products: Providing free samples or trial products can entice customers to give feedback, particularly in industries where product trials are common.
  
  
• Provide early access to new products or features: Allowing customers to access new products or features before the general public can be a strong motivator for feedback, especially for loyal or engaged customers.

For more strategies and tips on collecting valuable customer feedback, check out our Ultimate guide to collecting customer feedback.

How to respond to customer feedback

Responding to customer feedback, whether positive or negative, is essential for building strong relationships and fostering trust. Timely and thoughtful responses can greatly impact customer satisfaction and loyalty. 

Here's how to effectively handle all types of feedback:

The importance of prompt and appropriate responses

Responding promptly to customer feedback is crucial for demonstrating that you value their opinions and are committed to improving their experience. It's important to address both positive and negative reviews with the right tone and approach. 

Personalize your responses

Generic responses can make customers feel undervalued. Personalizing your replies by addressing specific concerns or praises shows that you’re genuinely listening and engaged. Tailor your responses to the individual feedback to create a more meaningful connection.

Close the feedback loop

Closing the feedback loop involves showing customers how their input has led to tangible changes or improvements. This not only demonstrates that you’re taking their feedback seriously but also reinforces their sense of influence on your business. 

Responding to positive customer feedback

Acknowledging and celebrating positive feedback can strengthen customer relationships and enhance brand loyalty. Here are some best practices:

• Acknowledge positive feedback publicly: Companies like Apple, Zappos, Starbucks, and Sephora are known for their effective use of positive feedback. Publicly thanking customers and sharing their feedback on social media or your website can build brand reputation and demonstrate appreciation.
  
  
• Share feedback in marketing materials: Highlighting positive feedback in marketing materials can enhance your brand’s credibility and attract new customers.
  
  
• Engage customers further: Invite customers who leave positive feedback to participate in loyalty programs or beta tests, turning their satisfaction into deeper engagement and brand advocacy. You can also leverage positive internal feedback to request a positive online review. 

Responding to negative customer feedback

Effectively handling negative feedback is key to turning a negative experience into a positive one. Here’s how to address it:

• Listen carefully and understand: It's crucial to acknowledge the customer's concerns without being defensive. Show empathy and understanding to assure them that their issue is taken seriously.
  
  
• Issue a sincere apology: Offer a genuine apology and take responsibility for any mistakes made. Acknowledge the issue and express your regret for the inconvenience caused.
  
  
• Offer a concrete solution: Provide a clear remedy to the problem raised by the customer. Effective solutions and compensations can help retain customers despite initial dissatisfaction.

Although negative feedback can feel like a blow, it’s an opportunity for growth. There’s always room to turn negative feedback into positive feedback. 

How can AskNicely help?

Effectively collecting, analyzing, and acting on customer feedback is crucial for enhancing customer experience and driving business growth. Modern tools and technology play a vital role in streamlining these processes, and AskNicely is designed to help businesses achieve just that. 

Automate feedback collection across multiple channels

AskNicely simplifies the process of gathering customer feedback by automating the collection through various channels. Our CX surveys are customizable and can be deployed via email, SMS, and web pop-ups, ensuring a steady flow of valuable insights from your customers. This automation helps maintain a constant feedback loop, allowing you to stay attuned to customer sentiments and make informed decisions.

Uncover trends with advanced analytics tools

Once feedback is collected, it’s essential to analyze it effectively to derive actionable insights. AskNicely’s analytics tools provide deep dives into customer feedback data, uncovering trends and patterns that might otherwise go unnoticed. Our platform turns raw data into clear, actionable insights, helping you understand customer needs and preferences better, and enabling data-driven decisions that drive improvement.

Efficiently respond to feedback with automated workflows

Responding to feedback promptly and appropriately is crucial for customer satisfaction. AskNicely’s feedback management tools facilitate quick responses to both positive and negative feedback through automated workflows. Our system integrates with various platforms via integrations, ensuring that feedback is addressed efficiently and effectively across all touchpoints.

Empower frontline workers to enhance CX

Empowering your team to use feedback constructively is key to improving customer satisfaction. AskNicely’s employee activation features help frontline workers leverage feedback to enhance their service delivery. With tools for reporting, recognition, and coaching, your team is equipped to turn insights into actionable improvements, driving better customer experiences and fostering loyalty.

By integrating AskNicely into your CX strategy, you gain access to a powerful platform that supports every stage of the feedback process. From collection and analysis to response and empowerment, AskNicely helps you drive consistently great service to every customer, at every location, every time.