Pointers for Making the Most of Customer Feedback

Gathering customer reviews and feedback is only the first step to boosting the growth and sales of your business. You may have received feedback and insights from many of your customers and clients, but everything is futile if you don’t do something with the information you gathered. Here are some steps you can take to maximize customer feedback and reviews.

Use an effective tool

You can use platforms and tools to immediately make something out of the customer feedback you receive, not just to allow your customers to let their voices be heard and responded to. A good example of this is the Activated NPS Survey and Solution from Alchemer, which is a complete package that gathers all the feedback your business receives and integrates it with the process and systems of operations that your business already uses. The tool involves helping businesses automate the gathering, management, workflow, and ability of a company to instantly act on customer feedback and reviews. It will make the management of customer feedback so much more seamless and convenient, all while allowing your business to increase client satisfaction, retention, and loyalty.

Sort through useful and useless feedback


Not all feedback you receive is geared to help you boost your business. Here are some examples of useful feedback:

  • The feedback that points to a valid problem or one that makes a point. If a client or customer experiences an issue or problem with your product or service, have reflected on it, and took the time to communicate with your customer service about the problem, then it must be worth looking into.
  • The feedback that would benefit your other customers when implemented. If the review or feedback reflects the thoughts of the majority or several customers who have not taken the time to leave a thorough review, it might be worth considering if the investment is worth making to provide your customers with a better experience.
  • The feedback is detailed and well-thought-out. If the writer of the feedback took time out of their day to respectfully write down their thoughts about your product and service in excruciating detail, then it must mean they have given it a lot of thought.
  • The feedback does not suggest a complete overhaul, only one or two points of improvement. If the review or feedback causes you to rethink your entire mission, strategy, or industry, then the review or criticism is only pointing to opportunities for improvement that can be easily adjusted within your business strategy.
  • Useful customer feedback usually leans on the polite side. If the review is communicated in a fairly respectful manner and doesn’t feel the need to be hostile or aggressive, it might come from a place of good faith.

On the other hand, the signs of useless feedback include:

  • The feedback does not have a point, or not trying to help solve a problem.
  • The feedback does not reflect the opinions of other clients and customers.
  • The feedback is short and coming from a burst of emotion.
  • The feedback recommends you make big, overcharging changes in your business strategy.
  • The feedback is impolite and rude and clearly written by someone with an ax to grind.

Differentiating useful feedback from those that are not will dictate how feedback can help improve your operations, products, and services.

Identify areas for improvement

Now that you have sorted through which feedback to consider, it’s time to follow the useful advice your clients or customers gave you. You can make this obvious to your customers by making changes to your public platforms, or announcing on your socials that you considered their feedback, hence the changes you’re making. One example of this is McDonald’s, when pressure from a customer-led campaign finally pushed the fast-food giant to ban plastic straws completely. The company received a lot of praise after the announcement, and they communicated with their audience that they care not just about profit but also about people and the environment.

Customer Feedback Is Crucial

Incorporating the feedback you receive into your roadmap is key to solving the many issues your customers face, and in turn, retaining them and encouraging them to keep coming back to your business. A lasting commitment to customer-centric culture by being consistent in collecting, studying, and implementing the feedback you receive will play a crucial role in bringing your business and company to greater heights. Use a tool, consult with experts, identify useful feedback, and determine your areas for improvement—and you’re well on your way to maximizing customer feedback.

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