Customer feedback is the opinions and experience that is shared by your customers and community about your products and services. Their response can improve the way your business operates and promote positive changes as it determines overall customer success

Customer feedback isn’t always positive and although this may seem disheartening, it can actually improve the way your business operates and the products you offer. There is no better information and insight into your products and services than through customer feedback. 

Why is customer feedback important?

  1. Understanding what your customers like and dislike 

Feedback from your customers is considered one of the most useful information a business can receive. Asking questions based on what they like and dislike doesn’t just cover your products, but also the customer service and overall operations. 

Gaining this sort of feedback on how your customers feel towards your products and services will give you an insight into where and how you can improve. For example, they may say that they’re not satisfied with the customer service and from this, you can base your next objective on improving within that area. 

A company acknowledging customer feedback is essential for surviving within the marketplace. Knowing how your customers feel can be a source of competitive advantage. It allows you to differentiate your products or services from competitors by tailoring them to better meet customer expectations. If your customers aren’t happy with something and you choose to ignore this, the chances of your customer retention declining are definitive. 

  1. Your customers will feel valued

Consumer trends are constantly evolving and changing, which means businesses need to keep up. In the past, customers often felt that business priorities lied with how much money customers were spending on their products and service, and although this is still the case, businesses are applying further importance on building strong, trusting relationships

Customers will reward your business with loyalty if you show you are actively listening and choosing to understand their needs and wants. So, when a customer provides feedback, good or bad, it’s essential to show you have heard and taken it into consideration. Your business and customer relationships will be benefited by taking this on board. 

Open your business up to feedback, asking customers to provide feedback is another way of showing your customers that they’re valued and that you want to actively listen to anything they have to say/suggest. In return, you will have a higher customer retention rate and an improved business.

  1. Gain new customers 

Bringing new customers into the business is just another of the many benefits that come from customer feedback. Every potential customer will look at reviews before purchasing because no one will spend their money on something that may not be right for them. Allowing reviews, highlights great things about your products and services so new customers will be more inclined to purchase. On the other hand, bad reviews can actually allow you to fix problem areas which will initially perfect your products and ultimately grow your customer base. 

How you can gather customer feedback

  1. Email

Follow up emails are a great tool to gain feedback. This can be automated or you can have a person reach out to that specific customer. Customers may really enjoy and love their purchase but soon move on without writing a review, by reminding them through an email, they may decide to take those couple minutes out of their day to write one. 

The only downside to this method is that the response rate can be considerably low, but as it doesn’t cost a penny, it’s worth implementing this. 

  1. Read the shared comments on social media 

If your business has a large following on social media, you are more than likely going to find a lot of feedback there. As customers can find it daunting or even awkward to communicate with a brand directly, they tend to turn to social media to share their thoughts, good and bad. 

Looking into what your customers are saying about your brand to have honest and authentic feedback. There may even be questions that you have never considered. 

  1. Surveys 

If customers have a problem they will sometimes prefer submitting information anonymously and the best thing about customer satisfaction surveys is that they are anonymous. 

You can choose and ask specific questions in these surveys to gain the information and feedback that you are looking for. However, we’re in a time where consumers are more impatient so you mustn’t ask too many questions as this can seem time-consuming and long-winded for consumers, and they may end up speeding through it with not much consideration for their answers – or not complete it at all. 

These surveys can be sent out through email, across social media and displayed on your website. To really gain a lot of responses some businesses will offer a prize draw for completing a survey which gives customers more incentive to complete one. 

The importance of customer feedback

Customer feedback is a powerful tool that enables businesses to adapt, improve, and thrive in a dynamic market. It is not just about gathering information but about actively listening to customers, responding to their needs, and continuously evolving to meet and exceed their expectations.


How should businesses respond to negative customer feedback?

Businesses should respond promptly and professionally to negative feedback. Acknowledge the issue, apologize, and offer solutions. Turning a negative experience into a positive one can demonstrate a commitment to customer satisfaction.

How can businesses use positive customer feedback for marketing purposes?

Positive customer feedback can be used in marketing materials, on websites, and in social media to build trust and credibility. Testimonials, reviews, and success stories can be powerful tools to attract new customers.

How often should businesses collect customer feedback?

The frequency of collecting customer feedback depends on the nature of the business and the product lifecycle. Regular intervals, such as quarterly or after significant updates, are common, but businesses should be attentive to ongoing feedback through various channels.


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