4 Ways to Get Meaningful Customer Feedback

10 June 2021

4 ways to get meaningful customer feedback

Today’s customers are always looking to interact with brands that they love. They expect seamless experiences, and when a brand provides them that experience, they keep coming back. These experiences consist of buying and using your products, getting in touch with your representatives, and ask for support if they need to. These are the aspects of business that impact the future perception of your brand directly. The sum of all these experiences is called Customer Experience. We’re all familiar with this term, of course, and brands are always looking for ways to doing what they do better. But how do you get a sense of how you’re doing? How do you measure it? Is your perception of a good customer experience overlap with the perception of your customers? If these are out of sync, it might slowly sap your customer satisfaction and retention in the long run. The answer to these questions is meaningful customer feedback.

What is customer feedback and why is it so important?

Customer feedback is the information coming directly from your customers. It covers a wide range of topics like your products or services, and the efficiency of your customer support. This feedback comes in many forms, like a survey at the end of the support chat or a FAQ page, a questionnaire on your website, your helpdesk data, or product reviews found all over the internet.

The importance of customer feedback is that it stems from the customers themselves: you get to know what they really want. You can use this information to improve your products and services, get a sense of customer satisfaction, create better customer experiences, and improve customer retention.

Asking your customers how you’re doing also gives them a voice, and makes them feel valued by your brand. This is a good way of building better relationships with your customers and making them a part of development processes.

4 ways to get meaningful customer feedback

Your helpdesk data

Your customer support data is an invaluable treasure trove when it comes to measuring up customer satisfaction and overall sentiment towards your brand. If you use a CRM like Desk360, you can segment, categorize and drill down into what problems your customers are having with your product. The main questions you should be trying to answer are: What are your customers saying? What are they feeling? What issues do they face the most? Remember: customer support is your frontline when it comes to communicating with them. Utilizing this to your advantage will enable you to listen to your customers and iron out the issues they are having.


Surveys are a good way to get direct feedback from your customers. A well-worded questionnaire could give you an idea of what to do next. If you ask your customers what they’d like to see next, you’ll know which direction you need to go from there. This direct line of communication will also help you find what to improve and what to leave alone. For instance, if you have a help center with tons of articles, a simple question like “Did you find what you’re looking for?” in a feedback box goes a long way. To take it a step further, if they say no, ask them what were they looking for. This is a great opportunity to fill in any gaps with your product or service.

Social media

Customers love to tell you about what they think. If you have a presence on social media (which you should), your community teams should go on sites like Facebook or Twitter and simply ask a question like “How are we doing?” or “Are you enjoying our brand new product?” and take note of the answers. When you have a community of customers, it shows them you’re really interested in their opinions. This will give you an idea of the customer sentiment towards you.

Feature requests

If you’re running a SaaS business, this could be a huge help in deciding what to improve or develop next. This type of customer feedback usually goes in line with current trends and the ever-changing needs of customers. What features would your customers like to see on your platform? What needs improvement to serve them better? Let your customers answer these questions for you. If they request a feature from you time and time again, it’s likely a big gap in your service or product.

What we offer

You can do everything on this list and more with Desk360. Get more from your customer feedback and make your product better than ever with our detailed customer service reporting and analysis. Utilize your social media presence with Desk360 and never miss an opinion about your brand.

At Desk360, we value your opinions more than anything. Please drop us a line if you have any questions at info@desk360.com. We’d love to hear from you.

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