Types of Customer Feedback
Tags: marketing
Published: 2023-10-08 04:25:55

<img src="https://www.involve.me/img/containers/assets/blog/customer-feedback-types/customer-feedback-typesL.png/5813c4d1df1268f9ba74c84ea76a23b8.webp">

<p data-block-id="f8a0c2b7-596a-40c8-b015-fc0e9e0e90f8" data-pm-slice="1 1 []">The sea of different types of user feedback can be overwhelming, though essential for achieving your business goals. This article explains how to collect and measure user feedback so you can make better decisions.</p>
<p data-block-id="533ce1c4-83df-4eeb-8bbd-7d522d342834" data-pm-slice="1 1 []">If you need an easy way to get feedback from your customers, try the <a href="https://exactfeedback.com/" target="_blank">ExactFeedback</a> tool.</p>
<p data-block-id="00511b86-143f-4ade-bcb0-542f97e827a3">You can find the tools you need for an effective strategy. These tools include metrics like Net Promoter Score and emotional feedback.</p>
<p data-block-id="8c4f3404-5dbc-4efd-8393-8b02600f9c2d">Understanding the types of user feedback is required for informed decision-making. From metrics to emotional cues, the data tells you what measures are needed for success.</p>
<h2>Quantitative vs Qualitative Feedback</h2>
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<p data-block-id="b81fe303-b73f-405b-8e07-fec97fe9a266" data-pm-slice="1 1 []">In the bustling world of business, feedback is your North Star. But not all feedback is created equal. On one hand, you have quantitative feedback&mdash;think metrics, numbers, and hard data.</p>
<p data-block-id="18776742-3563-40d1-b869-250c3d3c79b1">It's easy to measure and even easier to analyze. On the other hand, qualitative feedback delves into the "why" and "how." Here, you're diving deep into user opinions, thoughts, and feelings.</p>
<p data-block-id="af8f9770-4aee-437b-81e1-502b11f35eea">So which kind should you use? Smart businesses leverage both.</p>
<p data-block-id="aa632cf7-e4e6-4825-a6ff-51aacddec923">Quantitative feedback gives you the "what," helping to spot trends and patterns. Qualitative feedback fills in the gaps, offering nuanced insights that numbers alone can't capture. Together, they provide a comprehensive roadmap to make smarter decisions.</p>
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<h2>Essential Feedback Metrics</h2>
<p data-block-id="a20618df-2857-41b3-849a-11c219e36429" data-pm-slice="1 1 []">As you navigate the seas of business, metrics serve as your compass. Essential feedback metrics guide you on what matters most: user satisfaction. A staggering range of options awaits you, each valuable in its own way. Feedback forms, surveys, and user ratings are just a few tools at your disposal.</p>
<p data-block-id="f41ce7f8-b419-4001-980e-c4e5d1f9ad0d">Yet, amid this array, focus on a select few categories that promise actionable insights. Different metrics matter for different business goals. Choosing the right metrics is important when improving user experience or refining your product.</p>
<p data-block-id="7e6db9c2-5035-40e1-a3c7-2b0b165793e9">Here's a quick table to help you zone in on the metrics that matter most for different objectives:</p>
<table>
<thead>
<tr>
<th>Business Objective</th>
<th>Essential Metric</th>
<th>Tool Used</th>
</tr>
</thead>
<tbody>
<tr>
<td>User Experience</td>
<td>Page Load Time</td>
<td>Site Analytics</td>
</tr>
<tr>
<td>Customer Satisfaction</td>
<td>Net Promoter Score</td>
<td>Feedback Surveys</td>
</tr>
<tr>
<td>User Retention</td>
<td>Churn Rate</td>
<td>User Database</td>
</tr>
<tr>
<td>Sales Conversion</td>
<td>Conversion Rate</td>
<td>E-commerce Analytics</td>
</tr>
<tr>
<td>Product Use</td>
<td>Feature Adoption Rate</td>
<td>User Analytics</td>
</tr>
</tbody>
</table>
<p data-block-id="d4924579-0f48-4860-b04b-c94cb0f09dca" data-pm-slice="1 1 []">Before diving deep into specific metrics like NPS or CSAT, start by using this table as a guide. It's not just about collecting feedback; it's about using the right kind for your specific business needs.</p>
<p data-block-id="3ee6775c-4041-47e7-b5d4-a625c1f0a24b">Metrics guide your decisions, but only if you're attentive to what they&rsquo;re telling you. Be discerning, be precise, and most of all, be open to what your users have to say.</p>
<h3>Net Promoter Score (NPS)</h3>
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<p data-block-id="e1a5ed96-2d7e-40d1-a87e-7b0122874bfb" data-pm-slice="1 1 []">In your arsenal of feedback metrics, NPS stands as a heavyweight.</p>
<p data-block-id="26744a64-bda8-42a1-9d42-b4d5ad087c8a">This type offers a quick pulse check on how your customers view your business.</p>
<p data-block-id="e6b557e7-8f85-47cb-afd1-36590d24f335">NPS surveys fall into the 'loyalty' category. They ask one simple question: "How likely are you to recommend our product/service?" The scale is from 1 to 10." The score then segments clients into promoters, passives, or detractors.</p>
<p data-block-id="177f3228-49a8-469b-8f5b-7e2a22fc5fa3">With this data, you glean actionable insights.</p>
<p data-block-id="97585e9a-c876-4a47-9730-c0bf0604c63f">The purpose?</p>
<p data-block-id="0e5a5765-8aa6-4351-9255-bb38db904aac">To elevate client satisfaction and identify areas needing improvement. When it comes to client reviews, NPS cuts through the noise, delivering feedbacks you can actually use.</p>
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<h3>Customer Satisfaction Score (CSAT)</h3>
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<p data-block-id="628c755d-bfa0-4674-bc70-fd5a426f6267" data-pm-slice="1 1 []">Diving into CSAT, you find a feedback metric keen on specifics.</p>
<p data-block-id="53c07c50-00cc-40f2-bc7f-cef45951610d">Usually served in the form of post-interaction surveys, CSAT asks direct questions like, "How satisfied are you with our service?" Respondents take their pick from a set format, often ranging from 'Very Dissatisfied' to 'Very Satisfied.'</p>
<p data-block-id="4dca759e-45f5-43b9-8443-2bdf0e2b0841">Need to dissect the root cause of complaints? CSAT provides invaluable examples. Unlike other metrics that give you a general review, CSAT zeroes in on specific facets of your business.</p>
<p data-block-id="396961bc-8cc8-4e4c-9dba-19857f46fc7c">The aim?</p>
<p data-block-id="97860da4-0227-4570-9ec6-b85548470115">To get a nuanced opinion on what you're doing right and where you need to improve.</p>
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<h2>Feedback for User Experience</h2>
<p data-block-id="b772aa9f-7087-4c44-a9a6-b375b3f88ece" data-pm-slice="1 1 []">Turning to user experience (UX), you find a realm where feedback takes on heightened significance. Because UX shapes every interaction users have with your platform, you need data that's both nuanced and actionable.</p>
<p data-block-id="58bff7bb-8a07-4907-a9b1-3b33e47dd5c4">One method often employed here is the user survey. Surveys collect user comments on different parts of the UX design, like navigation, usability, and aesthetics.</p>
<p data-block-id="36f8bd25-1b84-4d6f-b463-5d03132634fe">Reports serve another essential function in UX feedback. A well-written UX report outlines specific problem areas, often flagged via user comments or analytics.</p>
<p data-block-id="0fbc2a41-6318-49ee-bce9-678f82145cab">Your report might suggest a design flaw if users keep leaving the checkout page. Over time, these reported insights shape your iterative design process.</p>
<p data-block-id="70f9211f-e8b3-42ee-b572-71febf68e951">Here's some advice: Don't overlook the value of direct comment sections, often located on blogs or product pages. These venues offer a goldmine for getting real-time, unfiltered user feedback.</p>
<p data-block-id="f384eee7-110e-45fc-8333-1e15ed34bd1b">Comments capture live reactions that sometimes go unreported in formal surveys or reports. Gather information from different sources to design a user experience that is practical and meaningful to your users.</p>
<h3>A/B Testing for UX</h3>
<p data-block-id="0fe89c4e-80c6-455a-a68f-80943170f874" data-pm-slice="1 1 []">Enter A/B testing, a user feedback strategy that hinges on direct comparison. Essentially, you present two different versions (A and B) of a webpage or feature to a subset of users.</p>
<p data-block-id="17f9dc0a-5eed-4565-acac-3e2d3289e109">The goal?</p>
<p data-block-id="924b19cb-f6e2-4b22-b869-526a1125c3de">To determine which version leads to higher user satisfaction, measured through metrics like click-through rates or conversion rates.</p>
<p data-block-id="8ef3de57-95d0-438e-8e2c-a59f5ff3b423">Taking a sample of users, you'll deploy two templates&mdash;each with minor yet distinct variations. For instance, while Template A might feature a red call-to-action button, Template B opts for blue.</p>
<p data-block-id="b5e1d205-9054-4cd4-b2bd-d29fecb88858">During the testing period, you will keep track of user engagement, conversion rates, and user satisfaction scores.</p>
<p data-block-id="c0e2d88a-4797-4504-a239-f4c670a5d2cd">Polls can be embedded within these pages to gather on-the-spot opinions. Ratings provide immediate feedback during the user's journey.</p>
<p data-block-id="f6cce2c4-c0f1-42b1-bed0-bb91995d485c">For example, you may ask users to rate their experience on a scale of 1-5 immediately after they complete a specific task within the interface.</p>
<p data-block-id="f82ce49d-6888-43dc-92bb-ed6b7de08e8d">But A/B testing isn't set-it-and-forget-it. Regular review of the data you receive is critical. Note how scores fluctuate during the test period. The data you collect will help you improve the user experience by making informed decisions.</p>
<p data-block-id="b8faf0b9-7668-4a9f-bd07-33d7c9c85894">Keep in mind, A/B testing is most effective when run continuously, evolving alongside your product and its user base.</p>
<h2>Feedback for Product Development</h2>
<p data-block-id="6c72a2b4-d826-4f2a-820a-64553730a18a" data-pm-slice="1 1 []">Shifting our gaze to product development, it's evident that user feedback here plays an instrumental role. Without accurate data, you're flying blind. That's why gathering multiple forms of feedback is pivotal for crafting a product that resonates with your audience.</p>
<p data-block-id="05e3b498-4a7f-480e-9435-b237643d4d10">User feedback comes in various forms, such as surveys, testing, requests, and suggestions. Let's break down some critical methods and how to use them:</p>
<ol data-block-id="a4ab4775-9731-4c87-9ad5-69b239780b0c">
<li>
<p data-block-id="f02a515f-a220-4c0c-be28-2a57e4678daf"><strong>Customer Satisfaction Surveys</strong>: Typically done post-purchase, these gauge overall product satisfaction and highlight areas that may require improvement.</p>
</li>
<li>
<p data-block-id="9e86db74-ebb5-4053-8e7a-d3c2c4efb8dc"><strong>Usability Testing Feedback</strong>: In these sessions, a select sample of users interacts with your product while you collect data on ease of use, bugs, and potential improvements.</p>
</li>
<li>
<p data-block-id="abf33cda-e635-467d-b614-5f5b6597ca8f"><strong>Feature Requests</strong>: Usually found in a dedicated portal or forum, users actively suggest new functionalities that would enhance their experience.</p>
</li>
<li>
<p data-block-id="9a04ca14-838f-4f5a-9ed4-5d2cce0a9251"><strong>Suggestions</strong>: While less formal than feature requests, these are often received via social media or email and can provide insights you hadn't previously considered.</p>
</li>
</ol>
<p data-block-id="1146c1b7-cab8-4ab8-8322-d4672e18c6c8">Now some tips:</p>
<ul data-block-id="81182e31-a99e-427b-87dd-e78dd18fff61">
<li>
<p data-block-id="f855e511-1883-4167-bc45-64799c35499a">Document every piece of feedback received to build a comprehensive data set.</p>
</li>
<li>
<p data-block-id="04b2e622-47ef-4aad-9603-05503e7d5b5c">Apply a rating system to prioritize which feedback elements will yield the most impactful results.</p>
</li>
<li>
<p data-block-id="a9424bc7-5585-43f4-b045-4453f263abb1">Continuously update your samples and testing protocols to align with the product's evolving scope.</p>
</li>
</ul>
<p data-block-id="c60cd643-48cf-4c85-97b4-a10a5c8cc2a5">Product development is not a one-size-fits-all endeavor. By leveraging a diverse array of feedback types, you ensure a more balanced and insightful perspective.</p>
<p data-block-id="c60cd643-48cf-4c85-97b4-a10a5c8cc2a5">Take it as an ongoing dialogue between you and your user base, a crucial ingredient in the recipe for product success.</p>
<h3>Feature Requests and Prioritization</h3>
<p data-block-id="c4c29c79-eb1a-4c2c-bd22-d5de3975d1f9" data-pm-slice="1 1 []">Diving deeper, let's talk about Feature Requests and Prioritization. Among the sea of feedback types, feature requests stand above the rest for their direct impact on product evolution.</p>
<p data-block-id="b63309c9-7123-4ac4-b0c6-46cda57438a8">Customers request specific enhancements or additions, providing you with a roadmap of sorts. Receiving this input is one thing; prioritizing it effectively is another.</p>
<p data-block-id="39008de1-cef1-4039-90fc-f353966abbdb">The result you want to achieve is a product that meets users' needs while also staying ahead of market trends. To do that, assign each feature request a score based on factors like demand, feasibility, and strategic alignment.</p>
<p data-block-id="dab22c94-9fed-4bc0-a606-a997cf7ef708">Above all, you must align these requests with your product vision.</p>
<p data-block-id="4ae1655f-17d4-49d2-aeb5-b8abe2abfbec">Finding it tough to sort through the noise?</p>
<p data-block-id="55da9012-36a3-4d2c-809a-26946ce9f5ee">Consider setting up a dedicated channel where users can upvote requests. Let the users drive some of the prioritization themselves; you might be surprised by what bubbles to the top.</p>
<p data-block-id="6bbe18ca-5397-473f-9a03-84053166d633">Navigate around this collected data to see where your most actionable insights lie. Remember, the aim is not just to satisfy current demands but also to anticipate needs that users might not even know they have yet.</p>
<h2>Uncommon Yet Important Feedback Types</h2>
<p data-block-id="cf070b4f-170b-445b-a208-fe438c2cc456" data-pm-slice="1 1 []">Let's look at some feedback types that are often overlooked but very valuable. These special types are like hidden treasures, giving new ideas not found in regular user suggestions, complaints, or reviews.</p>
<table>
<thead>
<tr>
<th>Feedback Type</th>
<th>Definition</th>
<th>How to Collect</th>
<th>Use-Case</th>
</tr>
</thead>
<tbody>
<tr>
<td>Emotional Feedback</td>
<td>Gauges users' emotional reactions</td>
<td>Observe non-verbal cues during user testing</td>
<td>To assess emotional drivers of user behavior</td>
</tr>
<tr>
<td>In-App Behavior Analytics</td>
<td>Tracks in-app user actions</td>
<td>Utilize analytics tools like heatmaps</td>
<td>To pinpoint friction points within the app</td>
</tr>
<tr>
<td>Passive Feedback</td>
<td>Gathers data without direct user interaction</td>
<td>Analyze customer reviews and social mentions</td>
<td>For an unfiltered view of user experiences</td>
</tr>
<tr>
<td>Longitudinal Studies</td>
<td>Follows users over an extended period</td>
<td>Conduct periodic interviews and surveys</td>
<td>To assess long-term product impact</td>
</tr>
</tbody>
</table>
<p>When you search for ways to optimize your product, consider leaning upon these overlooked feedback types. These sources allow you to assess user experiences from angles that feature requests and suggestions might not cover.</p>
<p>For example, emotional feedback can reveal why a feature is loved or hated, not just that it is.</p>
<p data-block-id="eaa4d5f6-7b26-4236-b3e5-88b1c9218c53" data-pm-slice="1 1 []">To better understand your users, broaden your scope. This is important for making informed business decisions. Remember, not all valuable feedback shouts; sometimes, it whispers.</p>
<h3>Emotional Feedback</h3>
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<p data-block-id="fb4633b0-f9f1-4a09-b120-f839df2a55b6" data-pm-slice="1 1 []">When you enter Emotional Feedback, you gain new perspectives that ratings and testimonials don't have. Emotional feedback goes beyond star ratings to understand why users like or dislike your product.</p>
<p data-block-id="7c8ad1b5-3d89-4dfb-ab98-628eb95f9cc8">It could be an eye-roll captured during a user testing session or a joyful exclamation in a product review. Understanding these emotions helps your product be the best in its category and recommended to others.</p>
<p data-block-id="dc19014b-ca11-4cbb-bb4c-780a2c45dbc6">By truly understanding the emotions that reach your users, you unlock a layer of feedback most businesses only dream of tapping into.</p>
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<h2>Negative Feedback</h2>
<p data-block-id="be3c3782-73aa-4f35-a273-939b48ca936e" data-pm-slice="1 1 []">Dealing with negative feedback can be tough, but it helps improve products. First, it's vital to segregate this feedback into actionable categories:</p>
<ol data-block-id="0e25887c-67de-4eb2-8ee4-d71c55fa569f">
<li>
<p data-block-id="fd73bc5e-1b43-4758-b73a-c1029e355e58"><strong>Bug Reports and Error Logs</strong>: Technical glitches that inhibit optimal product performance. Your dev team should prioritize these issues, as they directly impact user experience.</p>
</li>
<li>
<p data-block-id="8297962f-3843-4986-a131-8256a67e2d73"><strong>Product Reviews</strong>: Comments on features, pricing, or the overall product. These critiques often tell you what's missing or unnecessary in your current offering.</p>
</li>
<li>
<p data-block-id="0e050553-0621-4797-9e61-8f651deb4bc8"><strong>Customer Complaints</strong>: Usually relate to after-sales service, delivery issues, or any other non-product but brand-related problems.</p>
</li>
<li>
<p data-block-id="6c3327ca-4db6-4838-941e-9b9689c682ac"><strong>Competitive Benchmarking</strong>: Negative feedback where your product is compared unfavorably to competitors. Although you may not like to hear it, this feedback can reveal what customers are willing to buy elsewhere.</p>
</li>
<li>
<p data-block-id="f0a6ba67-6466-4810-adc9-ba5dc4f5e79a"><strong>Cancellations and Returns</strong>: The reasons customers give when ending a subscription or returning a product. Typically, the most honest and brutal form of feedback you'll gain.</p>
</li>
</ol>
<p data-block-id="1d401d32-e145-4a3b-8e48-8a9ac808e4d7">Negative feedback might seem like a drawback, but it can actually help you improve your product and make customers happier.</p>
<p data-block-id="d4e12c3d-0cb0-4c71-92a9-3e0f78ebc645">Breaking it down into categories helps you improve and understand the challenges your users face.</p>
<p data-block-id="cab7e4dc-b454-4fa4-9613-94991522e175">Listen, adapt, and watch your product ascend to new heights.</p>
<h3>Complaint Analysis</h3>
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<p data-block-id="324decdc-fbd1-45ba-a617-1df3836814da" data-pm-slice="1 1 []">Complaint analysis is more than a support task; it's a goldmine for business growth. Properly dissecting customer complaints helps in identifying key areas for product refinement. Using metrics like frequency and severity, you can prioritize the issues that need immediate attention.</p>
<p data-block-id="524d2e56-a131-4397-b6ce-33d48298f1b3">However, this is not merely a calculation game. References from multiple complaints offer actionable ideas for systemic improvements. So, in choosing what to tackle now and what can wait for later, rely on a mix of data and the recurring themes in your customer's grievances.</p>
<p data-block-id="a8af4544-4285-4424-ba0a-a302969d533e">By using this method, you can make sure that your improvements are timely and effective.</p>
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<h2>How to Incentivize Feedback?</h2>
<p>To incentivize feedback, <strong>offer incentives like discounts or early access to new features</strong>. Rewarding participation boosts both the quantity and quality of the feedback you receive.</p>