{"id":1285,"date":"2025-01-23T09:00:00","date_gmt":"2025-01-23T09:00:00","guid":{"rendered":"http:\/\/www.prodpad.com\/?p=1285"},"modified":"2026-01-16T13:40:36","modified_gmt":"2026-01-16T13:40:36","slug":"collect-customer-feedback","status":"publish","type":"post","link":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/","title":{"rendered":"Collecting Customer Feedback in 2025"},"content":{"rendered":"\n<p>The tech industry is changing and evolving at break-neck speeds, but what will never change is just how important collecting customer feedback is. Finding out what people think about your product is vital, be it from loyal customers, potential adopters, and even the inevitable but never-fun unhappy customers.<br><br>Frustratingly, collecting customer feedback when you manage a digital product can be tricky. There are so many various ways to gather it that you need to choose from, and then, once you have it\u2026 what on earth are you going to do with it?<br><br>If you\u2019re a Product Manager or Product Owner in charge of the product development of a digital product or service, you need to be operating in a process of <a href=\"https:\/\/www.prodpad.com\/blog\/product-discovery-questions\/\">continuous discovery<\/a>. Gathering regular feedback can help you see what\u2019s working, what\u2019s not, and how your product could stand to improve.<br><br>Luckily, there are tons of ways to solicit useful feedback from the people using your product every day. So, let\u2019s explore them. Join us for a deep dive into the methodology behind collecting customer feedback online \u2013 including why it matters, and what to do once you\u2019ve collated those all-important customer insights.<\/p>\n\n\n<div class=\"callout flex\">\n    <p><strong>In this article we\u2019ll cover:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#what-is-customer-feedback\">What is customer feedback?<\/a><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#Why-collecting-customer-feedback-is-so-important\">Why collecting customer feedback is so important?<\/a><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#how-should-you-be-collecting-customer-feedback-online\">How should you be collecting customer feedback online?<\/a><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#how-should-you-be-collecting-customer-feedback-in-person\">How should you be collecting customer feedback in person?<\/a><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#what-should-you-do-next-after-collecting-customer-feedback\">What should you do next after collecting customer feedback?<\/a><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"#Top-tips-for-collecting-customer-feedback\">Top tips for collecting customer feedback<\/a><\/strong><\/li>\n<\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-customer-feedback\">What is customer feedback?<\/h2>\n\n\n\n<p>Customer feedback is any information, good or bad, that you receive about the quality of your products or services from the people paying money to use them.<br><br>Sometimes you\u2019ll find it really easy to get feedback from customers \u2013 especially when you\u2019re doing things badly. People are naturally more inclined to leave negative reviews than positive ones. In fact, people are <a href=\"https:\/\/www.surveymonkey.co.uk\/curiosity\/12-stats-that-show-the-power-of-the-feedback-economy\/\">1.7 times more likely<\/a> to give feedback following a bad experience than a \u2018normal\u2019 one.<br><br>So, if something\u2019s really broken, you\u2019ll probably already know about it thanks to some vocal, unhappy customers.&nbsp;<\/p>\n\n\n\n<p>But here\u2019s the thing: collecting customer feedback that\u2019s negitive is actually a golden opportunity. It\u2019s ironclad proof that something isn\u2019t working; it removes assumptions and shows you exactly what needs to change.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Why-collecting-customer-feedback-is-so-important\">Why collecting customer feedback is so important?<\/h2>\n\n\n\n<p>Nobody likes criticism, so it\u2019s tempting to steer clear of willingly soliciting negative feedback. But living in a bubble won\u2019t help your product grow and evolve, and not listening to your customers is a surefire way to frustrate them. You may be passionate about your product, and think it\u2019s the best thing since sliced bread, but you still need to be open to feedback to inform product decisions.<\/p>\n\n\n\n<p>Besides, customers want to be heard, and they trust each other more than they trust you. <a href=\"https:\/\/www.surveymonkey.co.uk\/curiosity\/12-stats-that-show-the-power-of-the-feedback-economy\/\">SurveyMonkey<\/a> found that some 91% of people feel that product innovation should come as a result of listening to customers, versus just 31% who think a team of in-house experts can achieve the same thing.<\/p>\n\n\n\n<p>And you know what else? Any customer feedback you did manage to gather is a powerful indicator of the feedback you <em>didn\u2019t<\/em>. A recent <a href=\"http:\/\/www.huffingtonpost.com\/vala-afshar\/50-important-customer-exp_b_8295772.html\">ThinkJar survey<\/a> found that <strong>only one in 26 customers will voice their complaints; the rest will just up and leave without so much as a murmur<\/strong>, increasing customer churn<strong>.<\/strong><strong><br><\/strong><strong><br><\/strong>That means that for every negative piece of customer feedback you manage to collect, 25 other people feel the same but have already moved on to a competitor, without telling you why. Talk about being ghosted. Working on the feedback you do have can help increase customer retention.<\/p>\n\n\n\n<p>Oh, and another added bonus to sending out those survey questions: if customer feedback is filled with really positive experiences, then you can use what people write as testimonials, both on your site\u2019s product page and in your social media activity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"652\" src=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp\" alt=\"An image showing ProdPad's in-app widget as a way for collecting customer feedback\" class=\"wp-image-80622\" srcset=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp 1000w, https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget-300x196.webp 300w, https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget-768x501.webp 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-should-you-be-collecting-customer-feedback-online\">How should you be collecting customer feedback online?<\/h2>\n\n\n\n<p>It\u2019s never been easier to understand what people think about your products and services, and it\u2019s never been more important to understand what your customer experience is really like. You need to know what people are thinking if you\u2019re going to have an effective customer feedback strategy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Here are the top 10 digitally-focussed ways to collect customer feedback:<\/strong><\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>In-app popups<\/strong><\/li>\n\n\n\n<li><strong>in-app feedback widget<\/strong><\/li>\n\n\n\n<li><strong>Customer feedback surveys<\/strong><\/li>\n\n\n\n<li><strong>Customer feedback portal<\/strong><\/li>\n\n\n\n<li><strong>Review sites<\/strong><\/li>\n\n\n\n<li><strong>Live chat<\/strong><\/li>\n\n\n\n<li><strong>Social media<\/strong><\/li>\n\n\n\n<li><strong>Heatmaps<\/strong><\/li>\n\n\n\n<li><strong>Product adoption analytics<\/strong><\/li>\n\n\n\n<li><strong>Be easily contactable<\/strong><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">1. In-app popups<\/h3>\n\n\n\n<p>If you have customers working within the confines of your tool, you have a captive audience that you can occasionally prod for feedback. A pop-up window in your product \u2013 perhaps set to appear after customers have been using it for a certain number of days \u2013 is an effective method for collecting customer feedback and can be used to ask them for many different types of responses.<br><br>You might ask for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Direct ratings out of five or ten<\/li>\n\n\n\n<li>Qualitative \u201ctell us what you think\u201d feedback<\/li>\n\n\n\n<li>Reviews on relevant app store pages<\/li>\n\n\n\n<li>A <a href=\"https:\/\/www.hotjar.com\/blog\/customer-effort-score\/\">Customer Effort Score<\/a><\/li>\n\n\n\n<li>For them to give you a customer satisfaction score<\/li>\n<\/ul>\n\n\n\n<p>Just remember not to bug people too much; with great power, comes great responsibility. You don\u2019t want to end up getting bad feedback about how you collect customer feedback.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. In-app widget<\/h3>\n\n\n\n<p>One top trick is to make it as easy as possible for your users to provide you with their feedback. By including an in-app button that your users can seamlessly use to tell you what they\u2019re thinking, you make it more likely that they will. You can even encourage increased engagement by offering incentives to customers, and thanks to the added convenience you\u2019ll be collecting more valuable and actionable feedback.<br><br>You\u2019ll get real-time information about issues as soon as they occur, which means you can get on with fixing them sooner, and avoid more unhappy customers reporting the same issue.<br><br>So many tools out there can help you do this, but we recommend you <a href=\"https:\/\/www.prodpad.com\/features\/customer-feedback\/customer-feedback-portal\/\">try using ProdPad<\/a> to collect your customer feedback. Our <a href=\"https:\/\/www.prodpad.com\/features\/customer-feedback\/customer-feedback-portal\/\">in-app widget<\/a> works hand in hand with our customer feedback portal (more on those below), and together they\u2019re seamless and convenient.<br><br>They\u2019re also fully customizable. You can adjust them to fit your branding, increasing trust and credibility with your customers, and providing a more cohesive user experience. It\u2019s a great way to see how well certain parts of your app feed into your overall understanding of your customer satisfaction levels. The widget\u2019s also a smart replacement for live chat if you don\u2019t have the staff to make that work.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Customer feedback surveys<\/h3>\n\n\n\n<p>There are loads of online survey providers out there, from paid services like <a href=\"https:\/\/www.surveymonkey.co.uk\/\">SurveyMonkey<\/a>, or <a href=\"https:\/\/www.typeform.com\/\">Typeform<\/a> to free resources like <a href=\"https:\/\/www.google.co.uk\/forms\/about\/\">Google Forms<\/a>. Most are incredibly customizable and easy to use, and they all collate feedback in one place for easy analysis \u2013 or let you export it into other formats.<br><br>Remember to keep surveys relatively short. Unless you\u2019re offering an incentive like money off a subscription or a prize giveaway, customers will soon tire of filling out questions and are likely to stop answering with any care or accuracy if things drag on.<br><br>When collecting product feedback in this way, It\u2019s a good idea to try mixing multiple-choice questions with a few longer-form open-ended question text fields, as well as asking the industry-standard <a href=\"https:\/\/www.prodpad.com\/blog\/product-discovery-questions\/\">NPS and CSAT questions<\/a>.<br><br>Customer survey responses, whether you use a tool or send out a simple email survey, are a great way to get quantitative feedback and qualitative data about customer satisfaction. Perfect if you want to dig in right in and see how your customers really feel about your product.<\/p>\n\n\n\n<p>You can invite users to complete surveys, interviews, and more by asking them through a customer feedback email. The way you put these together is going to influence how many responses you get, so you&#8217;re going to want to write them well. <\/p>\n\n\n\n<p>We&#8217;ve put together 11 different customer feedback email templates to help you write the right one for each situation. Check it out to improve your customer feedback emails: <\/p>\n\n\n<div class=\"callout callout__inline-cta flex\">\n    <div class=\"callout__content\">\n        <p class=\"font-weight-bold\">Customer Feedback Email Template: 11 Templates for Every Situation<\/p>\n    <\/div>\n    <div class=\"callout__cta btn-group\">\n        <a href=\"https:\/\/www.prodpad.com\/blog\/customer-feedback-email-template\/\" class=\"btn btn--cta\" rel=\"noopener\">Read now<\/a>\n    <\/div>\n<\/div>\n\n\n\n\n<h3 class=\"wp-block-heading\">4. Customer feedback portal<\/h3>\n\n\n\n<p>Having a branded customer feedback portal on your website means your customers can come and ask for features they want and give customer opinions about the ones they\u2019ve been using. This\u2019ll give your product team a clear understanding of what the people who use your product want you to build next, and what needs fixing.<\/p>\n\n\n\n<p>This is an invaluable way to get some good use out of the customer feedback you\u2019re collecting, to close the <a href=\"https:\/\/www.prodpad.com\/glossary\/customer-feedback-loop\/\">customer feedback loop<\/a>, and to make sure that you\u2019re building things that will boost customer loyalty.<\/p>\n\n\n\n<p>Using something like ProdPad means you\u2019re not just housing a feedback form on your website. We already mentioned that ProdPad has a customizable feedback portal, but it\u2019s more than just that. You\u2019ll also be collecting those feature requests into a place that helps you to do something useful with them.<\/p>\n\n\n\n<p>You can link specific pieces of feedback directly into your Ideas in your ProdPad backlog, providing valuable insights on which features or fixes your customer base actually wants. That makes it much easier to prioritize the best thing to build that\u2019ll improve your user experience.<\/p>\n\n\n\n<p>You can link specific pieces of feedback directly into your Ideas in your ProdPad backlog, providing valuable insights on which features or fixes your customer base actually wants. That makes it much easier to prioritize the best thing to build that&#8217;ll improve your user experience.<\/p>\n\n\n<div class=\"callout flex\">\n    <p><b>PRO TIP<\/b><span style=\"font-weight: 400;\"> \u2013 If you collect feedback with ProdPad, your Customer Support team is going to love you. They will know when the requested feature has gone live, so they can quickly email everyone who requested it. As the famous old saying goes, \u201cHappy customers and a happy Customer Support team mean a happy life for a Product Manager.\u201d Or something like that, anyway.<\/span><\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-review-sites\">5. Review sites<\/h3>\n\n\n\n<p>According to <a href=\"https:\/\/www.emarketer.com\/content\/surprise-most-consumers-look-at-reviews-before-a-purchase\">eMarketer<\/a>, a <a href=\"https:\/\/bizrateinsights.com\/\">Bizrate Insights<\/a> survey showed that a massive <strong>98% of buyers scour online reviews before making a purchase<\/strong>. Like, that\u2019s pretty much <em>everyone<\/em>.<br><br>So, it\u2019s important to know what those customer reviews are saying about you online. That way you can fix any common customer concerns and reply to any particularly aggrieved users. In fact, there\u2019s <a href=\"https:\/\/www.businessnewsdaily.com\/9187-respond-to-online-reviews.html\">a solid argument to be made<\/a> for replying to every single review you find, whether it\u2019s good or bad.<br><br>The best way to keep on top of reviews on third-party sites is to employ a listening suite that can scour everything from reviews to tweets and aggregate them for you. The best customer experience management suites can collate this with feedback from any other source you can think of, and suggest actions and next steps.<br><br>If you work in SaaS in particular, you\u2019ll be no stranger to sites like <a href=\"https:\/\/www.g2.com\/\">G2<\/a>. Generating positive reviews there is a great way to get yourself some of those oh-so-recognizable badges. They\u2019re a wonderful way to show that your product gets so much positive feedback that your customers love you enough to leave you a glowing review.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Live chat<\/h3>\n\n\n\n<p>Live chat is a great way to answer customer questions and queries instantly, and it doesn\u2019t require them to hang around on the phone because follow-up replies can happen throughout the day. Even better, live chat can also become a powerful feedback engine.<br><br>The end of every live chat is an opportunity to ask for the customer\u2019s opinion for quick feedback \u2013 and not just about how their customer support query went. You can take the chance to ask them if they\u2019d be willing to provide a quick review of your product or give insight into what they do or don\u2019t like about it.<br><br>As with any method of collecting customer feedback, not everyone will bother. But if you automate the ask, you lose nothing and stand to gain a ton of valuable opinions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Social media<\/h3>\n\n\n\n<p>According to <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-customer-service\/\">Sprout Social<\/a>, 47% of customers with a complaint to air will do so on social media. If almost half of your negative feedback is plastered over Facebook and Twitter, it pays to be on the lookout for it. Social listening tools (like Sprout Social) can do this for you, while also flagging priority messages that need to be actioned first.<br><br>But you can be proactive, too. Why not occasionally run polls in Tweets or Instagram Stories? Or explicitly ask people what they\u2019d like to see in future updates? You\u2019d be surprised how many great ideas and keen advisors there are out there.<br><br>The response rate on social media platforms is a real draw too: it\u2019s virtually instantaneous and easy for your customers to leave. You\u2019ll likely be amazed by how much information you gather, especially if you have a large audience on your social media channels. Just ask <a href=\"https:\/\/weirdmarketingtales.com\/wendys-social-media-is-completely-unhinged-probably-successful\/\">Wendy\u2019s<\/a>.<br><br>So remember \u2013 social media isn\u2019t all eccentric billionaires and cats playing pianos. It\u2019s actually a wonderful way to get direct feedback from an online community of super-engaged people!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Heatmaps<\/h3>\n\n\n\n<p>Heatmapping technology is a pretty technical way to understand how people are using your product, though it can also pick out any issues they might be facing with it \u2013 even ones they might not be able to articulate themselves.<br><br>By embedding tools like <a href=\"https:\/\/www.smartlook.com\/\">Smartlook<\/a> into your product, you can get an aggregate view of customer behavior, be it how they\u2019re scrolling, clicking, and navigating your pages. One valuable insight you\u2019ll get from using a heat mapping tool is seeing something in the user flow that you might not have picked up before the feature went live,<br><br>For example, you might see that your users are rage-clicking in a particular place, or bouncing when you don\u2019t expect them to. Then, when you look into it a bit further, you might realize that a pop-up is blocking the next action, or that your CTA copy is misleading.<br><br>The catch here is that you can\u2019t see an individual customer journey, and understanding what it all means requires a bit of lateral thinking.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Product analytics<\/h3>\n\n\n\n<p>Like heatmap tools, product analytics suites are platforms that monitor usage across your entire product. They can track a whole heap of <a href=\"https:\/\/www.prodpad.com\/blog\/product-adoption-metrics\/\">product adoption metrics<\/a> with feature-level granularity, making them a passive method of collecting customer feedback that doesn\u2019t bother the user for input.<br><br>Let\u2019s say you\u2019ve released a new feature in the latest version of your product. Product analytics suites can look at metrics like feature <a href=\"https:\/\/www.prodpad.com\/glossary\/adoption-rate\/\">adoption rate<\/a>, time-to-first-action, and active users, to help you figure out if that new tool is landing how you\u2019d like.<br><br>Product analytics tools can be really comprehensive and give you real-time feedback, but they also suffer from the same major drawback as any analytics suite: you need someone who knows how to interpret data in order to derive actionable insight. After all, generating a bunch of stats around product adoption is great for morale, but what\u2019s even better is the ability to learn as much from those metrics as you would from a piece of written feedback.<br><br>We\u2019ve actually got a breakdown of the <a href=\"https:\/\/www.prodpad.com\/blog\/best-product-analytics-tools\/\">7 best product analytics suites right here<\/a> to save you the trouble of searching them down yourself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. Be easily contactable!<\/h3>\n\n\n\n<p>How many times have you had to dive several clicks deep into a website to find actual contact details for a company? It\u2019s infuriating, right? So, don\u2019t do that. Have multiple direct channels open for feedback.<br><br>The humble email is still an excellent way to garner feedback from&nbsp; customers, so don\u2019t make it difficult for them to reach you.<br><br>Have a good long think about how quick and easy it is for users to send you an email. Maybe there should be a button in plain sight somewhere in the product itself? Or perhaps an email link in the footer of your website?<br><br>We\u2019d advise cutting down on the required form fields, and maybe even using a dropdown list for possible topics, which are then delivered to separate inboxes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-should-you-be-collecting-customer-feedback-in-person\">How should you be collecting customer feedback in person?<\/h2>\n\n\n\n<p>While we do of course live in a digital age, there\u2019s no better way to be sure of getting some feedback than having your customers there in the room with you.<br><br>Here are some of the best ways to collect some direct user feedback:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Customer Interviews<\/strong><\/li>\n\n\n\n<li><strong>Focus groups<\/strong><\/li>\n\n\n\n<li><strong>Customer advisory board<\/strong><\/li>\n\n\n\n<li><strong>User testing sessions<\/strong><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">1. Customer Interviews<\/h3>\n\n\n\n<p>Interviews are a fantastic way to get deeper insights and qualitative feedback into what your customers are thinking and feeling about your product. Start by carefully choosing a diverse mix of users, ensuring you hear from different perspectives. Flexibility in scheduling and creating a comfortable environment (be it in-person or online) is important if you want to encourage people to engage.<br><br>You\u2019ll need to have skilled interviewers who can steer the conversation effectively, ask open-ended questions, and really listen, encouraging interviewees to share detailed experiences and ideas. And after your one-on-one interviews, make sure to send a heartfelt \u201cthank you\u201d and follow up to close the customer feedback loop! It\u2019s more than just good manners; it\u2019s about showing appreciation for their valuable time and thoughts, and building an even more personal connection between them and your product.<br><br>Sometimes, you might want to ask follow-up questions for more clarity, but only if they\u2019re comfortable with it. This follow-up can shed more light on the initial feedback, adding even more value to what you\u2019ve learned. Either way, dive into the data from these interviews, looking for patterns, pain points, and other golden nuggets to build out your user stories. Then, it\u2019s all about turning these insights into action.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Focus groups<\/h3>\n\n\n\n<p>In a similar vein to interviews, focus groups can be goldmines for getting diverse, in-depth customer feedback, by bringing together a small group of people from different backgrounds and walks of life to talk about your product. It\u2019s fascinating how a mix of perspectives can shed light on things you might not have considered, like customer expectations and needs.<br><br>Again, make sure to have a skilled moderator to lead the discussion. They\u2019re like the conductor of an orchestra, ensuring everyone\u2019s voice is heard and keeping the conversation flowing and on point.<\/p>\n\n\n\n<p>Preparation is key to getting the most from the process. Set clear goals for what you want to learn from each group. It\u2019s not just a casual chat; you\u2019ll need to have specific topics and questions in mind to steer the conversation. But there\u2019s always room for spontaneity \u2013 sometimes the most unexpected insights come from just letting the conversation take its own course.<\/p>\n\n\n\n<p>Try to create a comfortable and inviting atmosphere. You want your participants to open up, share their honest thoughts, and interact with each other. That\u2019s where the magic happens \u2013 when people start bouncing ideas off each other, so it can help to use icebreakers to lighten the mood and get everyone talking.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Customer Advisory Board<\/h3>\n\n\n\n<p>Your <a href=\"https:\/\/www.prodpad.com\/blog\/customer-advisory-board-best-practices\/\">Customer Advisory Board<\/a> (CAB) is like the Small Council from Game of Thrones, made up of your most engaged and influential customers from various customer segments. These members should be hand-picked for their diverse experiences and deep understanding of the market. The idea is to keep this group tight-knit, usually around 10-15 members, to foster meaningful discussions and easy management.<\/p>\n\n\n\n<p>CAB meetings are like regular check-ins, usually happening every quarter or so. Again, you should always be clear about what you want to get out of these sessions \u2013 it could be anything from detailed feedback on a new feature to strategies for tackling market changes. The key is to have structured agendas but also leave room for open, candid conversations.<\/p>\n\n\n\n<p>These sessions aren\u2019t just about you talking at your customer base. It\u2019s a two-way street, giving you space to dive into problem-solving, and tapping into the diverse expertise of your board members. Their unique perspectives often lead you to innovative solutions you might not have considered otherwise.<\/p>\n\n\n\n<p>Post-meeting, don\u2019t just pat yourself on the back and call it a day though. Follow up with a summary of what was discussed and the action points you plan to tackle. This follow-through is the whole point. It shows your CAB members that their input isn\u2019t just valued, it\u2019s instrumental. And, by implementing their feedback, you\u2019re not just fine-tuning your product; you\u2019re building a partnership with some of your most valuable customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. User testing sessions<\/h3>\n\n\n\n<p>User testing sessions make for great reality checks. Bring in people who represent your actual users \u2013 you\u2019ll want some that are already customers, and some that might be potential users. The goal is to see your product through their eyes.<br><br>It\u2019s all about understanding how your product fits into their daily lives. By creating realistic scenarios for them to work through in a <a href=\"https:\/\/www.prodpad.com\/glossary\/beta-test\/\">beta test<\/a>, you get a window into how intuitive and user-friendly your product really is. After all, you probably know your product inside and out, which means you\u2019re probably not a good judge of how new or less experienced users approach it.<\/p>\n\n\n\n<p>Note where they stumble, what makes them pause, and when those <a href=\"https:\/\/www.prodpad.com\/glossary\/wow-moment\/\">wow moments<\/a> crop up. It\u2019s a fascinating process and can be super informative. Encourage them to think out loud as they navigate, giving you a peek into their thought process. This fresh, immediate feedback is gold \u2013 it\u2019s raw and often points out things you might not have noticed with your burden of product knowledge.<\/p>\n\n\n\n<p>Next, sift through it all, looking for patterns and key takeaways, then turn these into action points for your product team. It\u2019s an ongoing cycle \u2013 test, learn, improve, and test again. And again we make sure to loop back with our participants, showing them how their input is shaping our product. It\u2019s not just about finding flaws; it\u2019s about constantly evolving and making our product the best it can be for those who use it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-should-you-do-next-after-collecting-customer-feedback\">What should you do next after collecting customer feedback?<\/h2>\n\n\n\n<p>Ok, so you\u2019ve got ears and eyes all over collecting customer feedback, and you\u2019re running feedback sessions and interviews. If what you\u2019re hearing is positive, you proudly display what\u2019s been said on your website as customer testimonials, and share it with your team as a morale boost. But\u2026 what if it\u2019s negative?<br><br>Well, that\u2019s when you act. Don\u2019t get mad, get fixing! You need to take what people are saying and turn it into improvements where you make informed decisions that positively impact every customer \u2013 not just the ones giving feedback.<br><br>Let\u2019s look at a few examples:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>\u201cI like what the product does but it\u2019s too pricey for me in the long term.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>If this is a one-off criticism, you might be able to take it with a pinch of salt. But if this is coming from a handful of customers, you need to think about your <a href=\"https:\/\/www.prodpad.com\/blog\/product-pricing-strategies\/\">product pricing strategy<\/a>. Maybe you can offer a stripped-back <a href=\"https:\/\/www.prodpad.com\/blog\/freemium-vs-free-trial\/\">freemium<\/a> tier or a student rate. You could do worse than use this feedback as a jumping-off point to run a focus group on pricing.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>\u201cToo complicated. The app has way too much going on.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>You\u2019ve got navigation issues. Sometimes what seems obvious to the team making the product seems alien and confusing to outsiders, and it can be difficult to see the wood for the trees. It would be worth combining this written feedback with some technical insight via eye-tracking software to see how people are navigating your app. Alongside this, why not workshop a more user-friendly set of tutorial screens, and look to improve your <a href=\"https:\/\/www.prodpad.com\/glossary\/product-onboarding\/\">product onboarding<\/a>?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>\u201cCrashes all the time.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Red alert! Even one user claiming that your product is unstable should be enough to launch a full-scale QA investigation. If your product crashes regularly you need to find out what the variables are, and whether it\u2019s a specific browser, chipset, or OS that\u2019s rubbing up against your architecture the wrong way.<\/p>\n\n\n\n<p>What\u2019s crucial is that this becomes a cyclical process. You should be collecting customer feedback as often as humanly possible without it becoming a burden on your target audience.<\/p>\n\n\n\n<p>The aim of the game is to collect feedback and opinions, act on what you learn, and then ask again. If you\u2019re receiving fewer customer complaints about that issue, you can move on to a different priority on the product roadmap.<\/p>\n\n\n\n<p>Developing a product is an infinitely long process, and customer feedback plays a vital role when it comes to closing experience gaps that you might otherwise miss.<\/p>\n\n\n\n<p>And once you\u2019ve used your new feedback-fu, and identified those experience gaps? It\u2019s time to update your roadmap so that the whole team knows what needs to be tackled <a href=\"https:\/\/www.prodpad.com\/blog\/invented-now-next-later-roadmap\/\">Now, Next, and Later<\/a>.ong process, and customer feedback plays a vital role when it comes to closing experience gaps that you might otherwise miss.<br><br>And once you&#8217;ve used your new feedback-fu, and identified those experience gaps? It\u2019s time to update your roadmap so that the whole team knows what needs to be tackled <a href=\"https:\/\/www.prodpad.com\/blog\/invented-now-next-later-roadmap\/\">Now, Next, and Later<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Top-tips-for-collecting-customer-feedback\">Top tips for collecting customer feedback<\/h2>\n\n\n\n<p>Finally, before we leave you to go listen really hard to your customers to find out exactly how to make them happy, here are a few final ideas to help you nail your feedback loop:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Timing is everything<\/strong>: Request feedback following all customer interactions or at relevant moments. Avoid times when it might be intrusive or irrelevant.<\/li>\n\n\n\n<li><strong>Incentivize responses<\/strong>: Offering rewards or incentives <a href=\"https:\/\/uk.surveymonkey.com\/mp\/using-survey-incentives-to-improve-response-rates\/\">can help to increase response rates<\/a>.<\/li>\n\n\n\n<li><strong>Target a diverse audience<\/strong>: Ensure you\u2019re gathering feedback from a wide range of users to avoid biased insights. Consider different user types, demographics, and levels of engagement with your product.<\/li>\n\n\n\n<li><strong>Context is king<\/strong>: Choose the right medium (in-app, email, social media) based on the context and nature of the feedback you\u2019re seeking.<\/li>\n\n\n\n<li><strong>Keep it short and simple<\/strong>: Lengthy surveys or complicated feedback mechanisms can deter users. Aim for clarity and brevity.<\/li>\n\n\n\n<li><strong>Acknowledge and act<\/strong>: Show users that their feedback is valued by acknowledging their contributions and, where feasible, implementing changes based on their input.<\/li>\n\n\n\n<li><strong>Continuous process<\/strong>: Regularly update your feedback mechanisms and keep the process ongoing, adapting to changes in user behavior and preferences.<\/li>\n\n\n\n<li><strong>Privacy and transparency<\/strong>: Assure users of their privacy and be transparent about how their feedback will be used.<\/li>\n\n\n\n<li><strong>Respond quickly to feedback<\/strong>: Reply swiftly to feedback, <em>especially if it\u2019s negative<\/em>. This shows customers that their opinions are valued and taken seriously, and can turn a negative experience into a positive one.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-learning-from-your-customers\">Learning from your customers<\/h2>\n\n\n\n<p>Collecting customer feedback is one of the best ways to understand how your product is performing and if it\u2019s meeting the pain points of your users. So, go forth, intrepid feedback hoovers!&nbsp;<\/p>\n\n\n\n<p>Unleash the power of your newfound knowledge, engage with your customers in meaningful ways, and turn their customer complaints and praise into the golden keys that unlock the potential of your product.<\/p>\n\n\n\n<p>And to manage all that juicy feedback, use ProdPad\u2019s Feedback Management feature. Track all customer suggestions and use our innovative tool to find reoccurring, and highly valuable feedback to help you prioritize upcoming features and make better product decisions.&nbsp;<\/p>\n\n\n\n<p>Find out for yourself just how useful ProdPad\u2019s Feedback Management is by playing around in our interactive Sandbox.<\/p>\n\n\n<div class=\"callout callout__inline-cta flex\">\n    <div class=\"callout__content\">\n        <p class=\"font-weight-bold\">Explore ProdPad for yourself<\/p>\n    <\/div>\n    <div class=\"callout__cta btn-group\">\n        <a href=\"https:\/\/www.prodpad.com\/sandbox\/\" class=\"btn btn--cta\" rel=\"noopener\">Try now<\/a>\n    <\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The tech industry is changing and evolving at break-neck speeds, but what will never change is just how important collecting customer feedback is. Finding out what people think about your&hellip;<\/p>\n","protected":false},"author":46,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[5231,5229],"tags":[53],"pp_uni_tag":[],"class_list":["post-1285","post","type-post","status-publish","format-standard","hentry","category-latest-blogs","category-measuring-success","tag-customer-feedback"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Collecting Customer Feedback in 2025 | ProdPad<\/title>\n<meta name=\"description\" content=\"Collecting customer feedback is vital for a Product Manager to uncover ways to improve their product. Learn the best ways to do it in 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Collecting Customer Feedback in 2025 | ProdPad\" \/>\n<meta property=\"og:description\" content=\"Collecting customer feedback is vital for a Product Manager to uncover ways to improve their product. Learn the best ways to do it in 2025.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/\" \/>\n<meta property=\"og:site_name\" content=\"ProdPad\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ProdPad\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-23T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-16T13:40:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.prodpad.com\/wp-content\/uploads\/2025\/01\/Collecting-Customer-Feedback-in-2025-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1020\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Domenic Edwards\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Understanding what your customers think about your product has never been more vital. Learn about the best ways to collect customer feedback.\" \/>\n<meta name=\"twitter:creator\" content=\"@prodpad\" \/>\n<meta name=\"twitter:site\" content=\"@prodpad\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Domenic Edwards\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Collecting Customer Feedback in 2025 | ProdPad","description":"Collecting customer feedback is vital for a Product Manager to uncover ways to improve their product. Learn the best ways to do it in 2025.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/","og_locale":"en_US","og_type":"article","og_title":"Collecting Customer Feedback in 2025 | ProdPad","og_description":"Collecting customer feedback is vital for a Product Manager to uncover ways to improve their product. Learn the best ways to do it in 2025.","og_url":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/","og_site_name":"ProdPad","article_publisher":"https:\/\/www.facebook.com\/ProdPad\/","article_published_time":"2025-01-23T09:00:00+00:00","article_modified_time":"2026-01-16T13:40:36+00:00","og_image":[{"width":1020,"height":540,"url":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2025\/01\/Collecting-Customer-Feedback-in-2025-1.png","type":"image\/png"}],"author":"Domenic Edwards","twitter_card":"summary_large_image","twitter_description":"Understanding what your customers think about your product has never been more vital. Learn about the best ways to collect customer feedback.","twitter_creator":"@prodpad","twitter_site":"@prodpad","twitter_misc":{"Written by":"Domenic Edwards"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#article","isPartOf":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/"},"author":{"name":"Domenic Edwards","@id":"https:\/\/www.prodpad.com\/#\/schema\/person\/5a074152b4afe480ba2796a623425281"},"headline":"Collecting Customer Feedback in 2025","datePublished":"2025-01-23T09:00:00+00:00","dateModified":"2026-01-16T13:40:36+00:00","mainEntityOfPage":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/"},"wordCount":4485,"commentCount":0,"publisher":{"@id":"https:\/\/www.prodpad.com\/#organization"},"image":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#primaryimage"},"thumbnailUrl":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp","keywords":["customer feedback"],"articleSection":["Latest Blogs","Measuring Success"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/","url":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/","name":"Collecting Customer Feedback in 2025 | ProdPad","isPartOf":{"@id":"https:\/\/www.prodpad.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#primaryimage"},"image":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#primaryimage"},"thumbnailUrl":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp","datePublished":"2025-01-23T09:00:00+00:00","dateModified":"2026-01-16T13:40:36+00:00","description":"Collecting customer feedback is vital for a Product Manager to uncover ways to improve their product. Learn the best ways to do it in 2025.","breadcrumb":{"@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#primaryimage","url":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp","contentUrl":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2023\/05\/widget.webp","width":1000,"height":652},{"@type":"BreadcrumbList","@id":"https:\/\/www.prodpad.com\/blog\/collect-customer-feedback\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Latest Blogs","item":"https:\/\/www.prodpad.com\/blog\/category\/latest-blogs\/"},{"@type":"ListItem","position":2,"name":"Measuring Success","item":"https:\/\/www.prodpad.com\/blog\/category\/latest-blogs\/measuring-success\/"},{"@type":"ListItem","position":3,"name":"Collecting Customer Feedback in 2025"}]},{"@type":"WebSite","@id":"https:\/\/www.prodpad.com\/#website","url":"https:\/\/www.prodpad.com\/","name":"ProdPad","description":"Product Management Software","publisher":{"@id":"https:\/\/www.prodpad.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.prodpad.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.prodpad.com\/#organization","name":"ProdPad","url":"https:\/\/www.prodpad.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.prodpad.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2018\/12\/blue-full.png","contentUrl":"https:\/\/www.prodpad.com\/wp-content\/uploads\/2018\/12\/blue-full.png","width":2050,"height":400,"caption":"ProdPad"},"image":{"@id":"https:\/\/www.prodpad.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ProdPad\/","https:\/\/x.com\/prodpad","https:\/\/instagram.com\/prodpad","https:\/\/www.linkedin.com\/company\/prodpad\/","https:\/\/www.youtube.com\/channel\/UCXHOx5Ed-6sHPujypIlhdMA"]},{"@type":"Person","@id":"https:\/\/www.prodpad.com\/#\/schema\/person\/5a074152b4afe480ba2796a623425281","name":"Domenic Edwards","url":"https:\/\/www.prodpad.com\/blog\/author\/domenic\/"}]}},"_links":{"self":[{"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/posts\/1285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/comments?post=1285"}],"version-history":[{"count":0,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/posts\/1285\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/media?parent=1285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/categories?post=1285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/tags?post=1285"},{"taxonomy":"pp_uni_tag","embeddable":true,"href":"https:\/\/www.prodpad.com\/wp-json\/wp\/v2\/pp_uni_tag?post=1285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}