{"id":1134,"date":"2020-04-01T10:00:38","date_gmt":"2020-04-01T14:00:38","guid":{"rendered":"http:\/\/blog3.canny.io\/wordpress\/?p=1134"},"modified":"2026-03-10T21:05:55","modified_gmt":"2026-03-11T01:05:55","slug":"customer-feedback-types","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/customer-feedback-types\/","title":{"rendered":"Different types of customer feedback (and what to do with&nbsp;them)"},"content":{"rendered":"<div>\n<p><span style=\"font-weight: 400;\">Paying attention to what your customers are saying is the best thing you can do for your business. Regardless of the nature of the communication, it\u2019s all&nbsp;valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, there are many different types of customer&nbsp;feedback.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some are obvious, like feature requests. Others are more subtle, like questions about your product. Sometimes you reach out to get certain types of customer feedback. Sometimes, you don\u2019t, and customers just leave their&nbsp;feedback.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Is one kind of feedback more important than another? And how should you address different types of&nbsp;feedback?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post we\u2019ll be talking about the different types of customer feedback and what to do with&nbsp;them.<\/span><\/p>\n<h2 class=\"p1\"><b>The two main types of customer feedback:<\/b><\/h2>\n<ul>\n<li>Feedback customers give you without you asking (like bug&nbsp;reports)<\/li>\n<li>Feedback you reach out for (like customer&nbsp;surveys)<\/li>\n<\/ul>\n<img decoding=\"async\" class=\"size-full wp-image-2290 aligncenter lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories.jpg\" alt=\"different types of customer feedback\" width=\"1600\" height=\"800\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories.jpg 1600w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories-300x150.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories-768x384.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories-210x105.jpg 210w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/800;\" \/>\n<p><span style=\"font-weight: 400;\">At a glance, it might seem like feedback you ask for is more important and&nbsp;actionable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s often a lot of value in the feedback you get without asking for it. This includes forms of communication that you might not be paying as much attention&nbsp;to.<\/span><\/p>\n<\/div>\n<div>\n<h2>Customer feedback type #1: feedback you get without asking<\/h2>\n<p><span style=\"font-weight: 400;\">These are the types of customer feedback you don\u2019t reach out for&nbsp;yourself:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Feature requests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bug reports<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Questions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reviews on public sites<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Praise<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer complaints<\/span><\/li>\n<\/ul>\n<\/div>\n<img decoding=\"async\" class=\"aligncenter wp-image-1135 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1-1024x308.jpg\" alt=\"The types of customer feedback you get without asking\" width=\"1024\" height=\"308\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/308;\" \/>\n<div>\n<p class=\"p1\">Let\u2019s go through and discuss each of these.<\/p>\n<h3 class=\"p2\">Feature requests<\/h3>\n<p><span style=\"font-weight: 400;\">Feature requests are ideas for how you can improve your product or service. They usually come from a pain point on the customers\u2019 side \u2014 they want to do something, but&nbsp;can\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, they request a new&nbsp;feature.<\/span><\/p>\n<\/div>\n<div><\/div>\n<div><img decoding=\"async\" class=\"aligncenter wp-image-1136 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request-1024x529.jpg\" alt=\"Feature requests are one of the most useful types of customer feedback\" width=\"1024\" height=\"529\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/529;\" \/><\/div>\n<div>\n<div><\/div>\n<div>\n<p class=\"p1\"><strong>Why this type of customer feedback matters<\/strong><\/p>\n<p class=\"p1\"><span style=\"font-weight: 400;\">Implementing features that your customers want adds value. The more value you deliver, the more successful your business will become.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, feedback requests are an incredibly important thing to track and&nbsp;monitor.<\/span><\/p>\n<p><a href=\"https:\/\/canny.io\/blog\/saying-no-big-customers\/\"><span style=\"font-weight: 400;\">Not all feature requests will make sense<\/span><\/a><span style=\"font-weight: 400;\"> for your business. But, the reasonable ones are a goldmine for building your <\/span><a href=\"https:\/\/canny.io\/features\/roadmap\"><span style=\"font-weight: 400;\">future roadmap<\/span><\/a><span style=\"font-weight: 400;\">. You should keep track of every feature request you get, and see which fit into your&nbsp;roadmap.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use Canny to <\/span><a href=\"https:\/\/canny.io\/features\/feedback\"><span style=\"font-weight: 400;\">easily track and prioritize customer feedback<\/span><\/a><span style=\"font-weight: 400;\">. We\u2019ve also written about <\/span><a href=\"https:\/\/canny.io\/blog\/roadmap-prioritization-guide\/\"><span style=\"font-weight: 400;\">how to prioritize customer feedback by using a roadmap<\/span><\/a><span style=\"font-weight: 400;\"> \u2013\u00a0check it&nbsp;out.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" class=\"hs-cta-img aligncenter lazyload\" style=\"--smush-placeholder-width: 1300px; --smush-placeholder-aspect-ratio: 1300\/642;border-width: 0px;\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa.png\" alt=\"Canny free trial\" width=\"1300\" height=\"642\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5705808, 'e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa', {\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p><span style=\"font-weight: 400;\">Feature requests are some of the most valuable types of feedback that customers can give you. They give you a clear understanding of what your customers really want. Tracking feature requests keeps your roadmap organized and prioritized for more&nbsp;value.<\/span><\/p>\n<h3 class=\"p2\">Bug reports<\/h3>\n<p><span style=\"font-weight: 400;\">Bugs are problems that your customers run into while using your product. They can vary from small UI issues to your entire site being&nbsp;down.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A buggy product will almost certainly lead to churn. And, churn is the biggest enemy of every software business. If your product doesn\u2019t work, customers can\u2019t access its value. If they can\u2019t access the value, they\u2019ll&nbsp;leave.<\/span><\/p>\n<p class=\"p1\"><strong>The first thing to do with a bug report is to confirm it exists:<\/strong><\/p>\n<ul>\n<li class=\"p1\">Ask how the user ran into the issue<\/li>\n<li class=\"p1\">See if you can you reproduce it yourself<\/li>\n<\/ul>\n<p><strong>If you can reproduce it, consider whether you\u2019ll fix the&nbsp;bug:<\/strong><\/p>\n<ul>\n<li class=\"p1\">Who is this affecting? All customers, or a select few?<\/li>\n<li class=\"p1\">How severe is the bug? Are certain features unusable?<\/li>\n<li class=\"p1\">How much time\/money would it cost to fix it?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If a bug is easy to fix, you should squish it. This shows your customers that you care about their experience. It shows that you take their feedback&nbsp;seriously.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to keep ahead of bug reports by using a notification service for issues. We use <\/span><a href=\"https:\/\/sentry.io\/welcome\/\"><span style=\"font-weight: 400;\">Sentry<\/span><\/a><span style=\"font-weight: 400;\"> for&nbsp;this.<\/span><\/p>\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Bug reports show what is and isn\u2019t working. But, they\u2019re also insight into the ways your customers are using your&nbsp;product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s good practice to consider what\u2019s causing the issue and how you can avoid it in the future. For example, there might be a unit test you can write to ensure the problem never happens&nbsp;again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This type of customer feedback comes directly from your engaged user base. Sure, it shows what you need to fix. But, it also shows how your customers are using your tool. And, you can show that you\u2019re invested in giving customers a good experience with your product. Being proactive about technical issues drives <\/span><a href=\"https:\/\/canny.io\/blog\/feedback-management-customer-retention\/\"><span style=\"font-weight: 400;\">customer satisfaction<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/canny.io\/blog\/increasing-customer-loyalty-by-collecting-feedback\/\"><span style=\"font-weight: 400;\">loyalty<\/span><\/a><span style=\"font-weight:&nbsp;400;\">.<\/span><\/p>\n<h3>Questions<\/h3>\n<p><span style=\"font-weight: 400;\">At every step of the customer journey, people will have&nbsp;questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What does your product do?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much does it cost?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do I set it up?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u2026and so&nbsp;on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your landing page, documentation, or product itself should answer most of these&nbsp;questions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, there will still be times when people can\u2019t find the answer they\u2019re looking for. That\u2019s when they reach out to you.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Questions aren\u2019t \u201cintended\u201d to be feedback. But, if you think about it, in a way, they&nbsp;are.<\/span><\/p>\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Receiving a question means you could make something clearer. If everything was clear, your customer wouldn\u2019t have a question to begin&nbsp;with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you start hearing the same question over and over, it\u2019s worth answering. This might be within your product, in a help center article, or with an FAQs page. It\u2019ll save time for you and your customers \u2014&nbsp;win-win.<\/span><\/p>\n<h3>Reviews on public sites<\/h3>\n<p><span style=\"font-weight: 400;\">Review sites give your users the chance to talk about your company indirectly. Unfortunately, they often do this when they\u2019re already mad about&nbsp;something.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have no control over this. Unless it\u2019s untrue or inappropriate, everyone has the right to express an&nbsp;opinion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re not always bad,&nbsp;though:<\/span><\/p>\n<div>\n<figure id=\"attachment_1137\" aria-describedby=\"caption-attachment-1137\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-1137 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.29.05-PM-1024x394.png\" alt=\"Canny customer review on Capterra\" width=\"1024\" height=\"394\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/394;\" \/><figcaption id=\"caption-attachment-1137\" class=\"wp-caption-text\">A review of <a href=\"https:\/\/www.capterra.com\/p\/161103\/Canny\/\" target=\"_blank\" rel=\"noopener noreferrer\">Canny on Capterra<\/a><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div>\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to keep an eye on what users are saying about your&nbsp;product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can either browse them by hand or set up mention&nbsp;notifications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Monitoring this type of customer feedback matters for a few reasons. At a basic level, it shows what your customers like and don\u2019t like. But beyond that, it gives you a chance to publicly address concerns and ask for more&nbsp;input.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Always record the feedback and respond with a thank you, whether it\u2019s negative or positive. With positive reviews, you can always ask if there\u2019s anything at all they would like&nbsp;changed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With negative ones, ask to discuss it further. You may be able to resolve whatever triggered the bad review. Brownie points if you go back and let whoever complained know when you\u2019ve fixed the&nbsp;issues.<\/span><\/p>\n<\/div>\n<div>\n<h3 class=\"p1\">Praise<\/h3>\n<p><span style=\"font-weight: 400;\">This is when a customer tells you about a great experience they had with your&nbsp;company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Praise is a good sign. Someone took the time to say nice things about your company. That means they must appreciate what you do a&nbsp;lot.<\/span><\/p>\n<\/div>\n<\/div>\n<div><\/div>\n<div><img decoding=\"async\" class=\"aligncenter wp-image-1151 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM-1024x187.png\" alt=\"Canny product review on Twitter\" width=\"1024\" height=\"187\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/187;\" \/><\/div>\n<div>\n<div><\/div>\n<p class=\"p1\"><b>Why this type of customer feedback matters<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A satisfied customer who goes out of their way to offer unsolicited praise might be willing to share more feedback. This can help you grow and&nbsp;improve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Praise is nice to receive, but don\u2019t let yourself get lazy. You should still check whether there\u2019s any constructive feedback you can get out of&nbsp;it.<\/span><\/p>\n<p class=\"p1\"><strong>With every nice comment, ask if there\u2019s anything at all you could still improve on. You can also ask for help with getting the word out:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">See if they\u2019ll leave a review on GetApp, G2Crowd, or Capterra<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask for a testimonial for social proof<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">See if they\u2019d be willing to be featured as a case study on your website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask if they know anyone who might want to use your product<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Don\u2019t be pushy about this. You don\u2019t want to ruin the good impression they have of you by being&nbsp;annoying.<\/span><\/p>\n<\/div>\n<h3><b>Customer complaints<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">While it&#8217;s always nice to be praised, there&#8217;s value in negative feedback too. Praise usually comes from happy customers that aren&#8217;t having any problems. That&#8217;s great, but on its own, doesn&#8217;t give you much direction to&nbsp;improve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An unhappy customer can highlight areas you can improve. Train your customer support team to dig in and uncover the actionable feedback behind&nbsp;complaints.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That might show up as feature requests, bug reports, or problems with your customer&nbsp;experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever it is, it&#8217;s&nbsp;gold.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It gives you direction on how you can improve and gives you an opportunity to keep the client happy. Acting on their feedback with future product updates shows you care and can boost customer retention.&nbsp;<\/span><\/p>\n<div>\n<h2>Customer feedback type #2: Feedback you reach out for<\/h2>\n<p class=\"p2\">These are the types of <a href=\"https:\/\/canny.io\/blog\/ask-for-feedback-saas\/\" data-wpil-monitor-id=\"13\">customer feedback you specifically ask<\/a> for:<\/p>\n<ul class=\"ul1\">\n<li class=\"li2\">NPS responses<\/li>\n<li>CSAT&nbsp;surveys<\/li>\n<li>Customer effort&nbsp;scores<\/li>\n<li class=\"li2\">Ratings (in-app)<\/li>\n<li class=\"li2\">Sales objections<\/li>\n<li class=\"li2\">Churn reasons<\/li>\n<li class=\"li2\">Customer surveys<\/li>\n<li class=\"li2\">Onboarding feedback<\/li>\n<li class=\"li2\">Feedback after a support interaction<\/li>\n<\/ul>\n<img decoding=\"async\" class=\"aligncenter wp-image-1139 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2-1024x569.jpg\" alt=\"Types of customer feedback you reach out for\" width=\"1024\" height=\"569\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/569;\" \/>\n<div><\/div>\n<h3 class=\"p1\">NPS responses<\/h3>\n<p class=\"p2\">The <a href=\"https:\/\/canny.io\/blog\/what-is-nps\/\">NPS (net promoter score)<\/a> is a popular way to measure <a href=\"https:\/\/www.cloudtalk.io\/blog\/11-proven-ways-to-improve-customer-satisfaction\/\" target=\"_blank\" rel=\"noopener\">customer satisfaction<\/a> and loyalty.<\/p>\n<p class=\"p2\"><strong>The NPS survey is simple:<\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\">On a scale of 1-10, how likely are you to recommend us to a friend or colleague?<\/li>\n<li class=\"li2\">Why did you choose that score?<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-1140 size-medium lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM-242x300.png\" alt=\"Using the net promotor score to gather customer feedback for Canny\" width=\"242\" height=\"300\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM-242x300.png 242w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM-768x953.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM-97x120.png 97w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM.png 772w\" data-sizes=\"(max-width: 242px) 100vw, 242px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 242px; --smush-placeholder-aspect-ratio: 242\/300;\" \/><\/p>\n<div>\n<p class=\"p1\">Customers are then split up into three categories:<\/p>\n<p class=\"p1\"><strong>Promoters (9-10)<\/strong><\/p>\n<p class=\"p1\">These are your most loyal customers. They\u2019re least likely to churn, and most likely to speak well about your brand to others.<\/p>\n<p class=\"p1\"><strong>There are many ways you can use this to your advantage:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">See if they\u2019re willing to leave reviews on GetApp, G2Crowd, Capterra, or similar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask them for a testimonial or case study that you can put on your website and social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Point them to a <a href=\"https:\/\/canny.io\/blog\/customer-feedback-ask-for-referrals\/\">customer referral program<\/a> if you have one<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And, most importantly, express your gratitude loud and&nbsp;clear.<\/span><\/p>\n<p><strong>Passives&nbsp;(7-8)<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Passives are having an \u201cokay\u201d experience with your product. They aren\u2019t about to churn, but they aren\u2019t loyal, either. Promotion-wise, they aren\u2019t likely to speak about your brand to other people at&nbsp;all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Figure out how you can turn them into promoters instead of passives. Read why they chose a passive score, and see if there are any quick wins to be&nbsp;had.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they didn\u2019t give an explanation, reach out and ask what you could do to provide them with a stellar experience. There might be some ideas for improvement&nbsp;there!<\/span><\/p>\n<p><strong>Detractors&nbsp;(1-6)<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Detractors are the most urgent customers to deal with. They\u2019re most likely to churn and say negative things about your&nbsp;brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Figure out how you can turn their negative experience into a positive one by reaching out. Why did they choose that score, and what can you do to fix&nbsp;it?<\/span><\/p>\n<h3><\/h3>\n<h3><b>CSAT Surveys<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A customer satisfaction survey (CSAT) is a relatively simple way of gaging how satisfied your customers&nbsp;are.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, ask one simple question \u2014 how satisfied are you with our product or&nbsp;service?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers answer on a scale, usually from 1 to 5. 1 being very unsatisfied, and 5 being extremely&nbsp;satisfied.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you&#8217;ve collected survey results, you count how many results are positive. Then, you just divide that number by the total number of&nbsp;responses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, say you asked 100 customers how satisfied you were. 75 answer with a 4 or 5 on your scale. Your calculation would look like&nbsp;this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">75 positives \/ 100 responses =&nbsp;0.75<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That works out to a 75% satisfaction&nbsp;score.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The CSAT survey is an easy-to-use method and can help you track satisfaction at different points in your customer&nbsp;journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In terms of follow-up on these surveys \u2014 you can generally follow the same advice we gave for&nbsp;NPS.\u00a0<\/span><\/p>\n<p><span style=\"font-weight:&nbsp;400;\">\u00a0<\/span><\/p>\n<h3><b>Customer Effort Score<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Customer effort score (CES) is a customer feedback survey that looks at how easy it is for customers to accomplish their goals in your product. You could send a CES survey to measure the ease of any aspect of your&nbsp;business:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How easy was it to sign up?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How easy was it to set up your account?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How easy was it to contact customer support?<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Those are just a few examples. You likely have some unique to your business you&#8217;d like to&nbsp;explore.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You ask customers to answer your questions on a likert scale from 1 to 7, 1 being strongly disagree, and 7 being strongly&nbsp;agree.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, you just add up up the total value of all responses and divide it by the total number of&nbsp;responses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, let&#8217;s say you ask 100 customers to answer a question. The average response is 5. That means the sum of responses is&nbsp;500.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, your calculation would look like&nbsp;this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">500 \/ 100 =&nbsp;5<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That would be a good CES score. Anything equal to or greater than 5 is good. Anything less, is considered&nbsp;poor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CES lets you gauge the ease of use of anything you want. This can help you identify features that are difficult to use. Your product development could then focus on making them easier to&nbsp;use.\u00a0<\/span><\/p>\n<h3><\/h3>\n<h3><\/h3>\n<h3 class=\"p2\">Ratings\u00a0(in-app)<\/h3>\n<p class=\"p1\">In-app ratings are another quick easy way to ask for feedback.<\/p>\n<\/div>\n<\/div>\n<div>\n<img decoding=\"async\" class=\"aligncenter wp-image-1159 size-medium lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-1-170x300.png\" alt=\"In-app ratings to gather customer feedback\" width=\"170\" height=\"300\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-1-170x300.png 170w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-1-68x120.png 68w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-1.png 538w\" data-sizes=\"(max-width: 170px) 100vw, 170px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 170px; --smush-placeholder-aspect-ratio: 170\/300;\" \/>\n<\/div>\n<div style=\"text-align: center;\"><\/div>\n<div>\n<p><span style=\"font-weight: 400;\">You can trigger a rating action at any time, or after the user completes a specific action. Like NPS, you should always ask for an extra comment explaining the&nbsp;rating.<\/span><\/p>\n<h3 class=\"p2\">Sales objections<\/h3>\n<p class=\"p1\">This is what a prospect tells you when they decide not to buy your product or service. If one customer has a sales objection, it\u2019s likely that others will have the same one.<\/p>\n<p class=\"p1\">That\u2019s why it\u2019s important to ask, \u201cWhy not?\u201d<\/p>\n<p class=\"p1\"><strong>Here are some typical objections you might hear:<\/strong><\/p>\n<ul>\n<li class=\"p1\"><strong>Pricing:<\/strong> \u201cIt\u2019s too expensive. We\u2019re going with X instead.\u201d<\/li>\n<li class=\"p1\"><strong>Product:<\/strong> \u201cIt\u2019s missing a critical feature or integration. We\u2019re going with X instead.\u201d<\/li>\n<li class=\"p1\"><strong>Demand:<\/strong> \u201cWe don\u2019t need it right now, we\u2019re going to hold off.\u201d<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cDealbreakers\u201d are very similar to sales objections. This is when a lead tells you they want to buy, but need feature X for&nbsp;it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hearing a lot of the same sales objections or dealbreakers? You might want to consider building the feature or making the&nbsp;change.<\/span><\/p>\n<p>You might consider <a href=\"https:\/\/canny.io\/blog\/experimenting-product-pricing-guide\/\">product pricing experiments<\/a> based on this feedback. It could help you find a price point suitable to your&nbsp;prospects.<\/p>\n<p><span style=\"font-weight: 400;\">These are all valid reasons for no sale. And, not every objection needs addressing. But, you should always track these objections and keep a list of them. Over time, you\u2019ll start to see patterns and easy ways to stop losing&nbsp;customers.<\/span><\/p>\n<h3 class=\"p2\">Churn reasons<\/h3>\n<p class=\"p1\">This is what a customer tells you when they\u2019ve decided to stop using your product. It\u2019s like sales objections\u2014the only difference is they\u2019re already your customer.<\/p>\n<p><strong>Here are some common reasons that customers&nbsp;churn:<\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><b>Engagement<\/b>: &#8220;We aren&#8217;t using it.&#8221;&#8216;<\/li>\n<li class=\"li1\"><b>Shutting Down<\/b>: &#8220;Our company ran out of money. We&#8217;re shutting down.&#8221;<\/li>\n<li class=\"li1\"><b>Competition<\/b>: &#8220;We&#8217;re going to use X instead.&#8221;<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s important that you find out why a customer decided to cancel. Don\u2019t let them leave without telling you&nbsp;why.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Canny, we have people message us on Intercom to cancel their subscription. This way, we get to have a (brief) conversation with everyone who&nbsp;cancels.<\/span><\/p>\n<\/div>\n<div><img decoding=\"async\" class=\"aligncenter wp-image-1142 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM-1024x257.png\" alt=\"Gathering customer feedback during cancellation \" width=\"1024\" height=\"257\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/257;\" \/><\/div>\n<div>\n<p><span style=\"font-weight: 400;\">As long as we cancel their subscription immediately, they\u2019re generally happy to elaborate. It\u2019s also a nice way to end the customer&nbsp;relationship.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Collecting this type of feedback eliminates guesswork. You don\u2019t have to wonder why a customer decided to stop using your&nbsp;product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep track of reasons why people churn, and its consequences to your bottom line in a spreadsheet or a feedback management system. Soon, you\u2019ll start noticing common reasons for cancelling, and eliminate&nbsp;them.<\/span><\/p>\n<h4 class=\"p2\"><b>Customer surveys<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Customer surveys are generally sent via email to existing customers. It\u2019s a regular feedback request (usually done once or twice a year, depending on the&nbsp;company).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Surveying customers is one of the more obvious ways of collecting feedback. The purpose of a survey is to ask questions to assess customer&nbsp;satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The downside? It\u2019s a bigger ask. Surveys are more labor-heavy for customers than other feedback types. Especially if you compare them to something like an NPS survey, which takes a few&nbsp;seconds.<\/span><\/p>\n<p class=\"p1\"><strong>This means that need to format the surveys carefully:<\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">Ask the right questions for constructive answers<\/li>\n<li class=\"li1\">Appreciate the effort<\/li>\n<li class=\"li1\">Always respond with an option to talk further<\/li>\n<\/ul>\n<p class=\"p1\">As for formatting customer surveys, start with <a href=\"https:\/\/www.surveymonkey.com\/mp\/customer-satisfaction-survey-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">this SurveyMonkey article<\/a>. It covers which customer survey questions are the most (and least) productive.<\/p>\n<h3 class=\"p2\">Onboarding feedback<\/h3>\n<p class=\"p1\">Onboarding is one of the most crucial stages of your customers\u2019 lifecycle.<\/p>\n<p class=\"p1\">It\u2019s their first impression with you. They will definitely have questions, as well as valuable feedback.<\/p>\n<p class=\"p1\"><strong>During onboarding, make sure your customers:<\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">Are supported throughout the process (ask them if they need help before they have to reach out)<\/li>\n<li class=\"li1\">Have the option to easily give initial feedback<\/li>\n<\/ul>\n<img decoding=\"async\" class=\"aligncenter wp-image-1143 size-large lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email-1024x546.jpg\" alt=\"Customer feedback during onboarding\" width=\"1024\" height=\"546\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/546;\" \/>\n<div>\n<p class=\"p1\"><strong>Send regular (but not too regular) messages during the trial\/onboarding stage:<\/strong><\/p>\n<ul>\n<li class=\"p1\">A getting started guide<\/li>\n<li class=\"p1\">Not a lot of activity\u2014why?<\/li>\n<li class=\"p1\">Didn&#8217;t set up\u2014why?<\/li>\n<li class=\"p1\">Not extending trial or becoming a customer after onboarding\u2014why?<\/li>\n<\/ul>\n<p class=\"p1\">Feedback during onboarding is valuable because it\u2019s very raw. The customers who are just getting to know your product have no bias.<\/p>\n<p class=\"p1\">Record all valuable feedback from onboarding customers, and use it to make the experience smoother.<\/p>\n<h3 class=\"p2\">Feedback after a support interaction<\/h3>\n<p class=\"p1\">Some companies choose to add the option to rate a support interaction after it happens.<\/p>\n<figure style=\"width: 240px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"gif lazyload\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/file-55YApj6IE9.png\" alt=\"Asking for feedback after customer support \" width=\"240\" height=\"146\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/146;\" \/><figcaption class=\"wp-caption-text\">Source: <a href=\"https:\/\/docs.helpscout.com\/article\/386-satisfaction-ratings\" target=\"_blank\" rel=\"noopener noreferrer\">Help Scout<\/a><\/figcaption><\/figure>\n<\/div>\n<div>\n<p class=\"p1\">This feedback is low-effort for your customer, but it still gives you an idea about how you\u2019re doing.<\/p>\n<p class=\"p1\">This feedback is more related to your support interactions than your customers\u2019 experience with the product. But, it\u2019ll still give you valuable insight into how you can improve.<\/p>\n<p class=\"p1\">Once you have enough data, you can start calculating your <a href=\"https:\/\/blog.hubspot.com\/service\/customer-satisfaction-score\"><span class=\"s1\">customer satisfaction score<\/span><\/a>.<\/p>\n<h2 class=\"p2\"><b>Takeaway: Collecting many different types of customer feedback is valuable<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Many companies treat customer service and feedback like a cost. Cost is generally something you should try and&nbsp;minimize.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t be one of those&nbsp;companies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/canny.io\/blog\/feedback-programs\/\">Feedback<\/a> is an opportunity and a gift. It\u2019ll help you provide value and improve your business from every&nbsp;angle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your customer is taking time out of their busy day to tell you how you\u2019re doing, and how you can do better. You should appreciate and encourage it, not disregard&nbsp;it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve gone into more detail on <\/span><a href=\"https:\/\/canny.io\/blog\/how-to-get-customer-feedback-for-your-saas-product\/\"><span style=\"font-weight: 400;\">how to get feedback<\/span><\/a><span style=\"font-weight: 400;\"> \u2013\u00a0check it out. Even if you\u2019re an early-stage business and don\u2019t yet have a super-engaged user base, collecting feedback is still extremely valuable. And, if you\u2019re looking for a way to keep track of multiple types of feedback from different sources, you can <\/span><a href=\"https:\/\/canny.io\/\"><span style=\"font-weight: 400;\">try Canny&#8217;s free customer feedback&nbsp;tools.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Which types of customer feedback have been most valuable for your business? Leave us a comment and let us know, or <\/span><a href=\"https:\/\/twitter.com\/cannyHQ\"><span style=\"font-weight: 400;\">connect with us on Twitter<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;.<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>There are many different types of customer feedback. Some you reach out for, and some you don&#8217;t\u2014but it&#8217;s all valuable. Here&#8217;s a breakdown of the types, and what to do with them.<\/p>\n","protected":false},"author":24,"featured_media":1169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-1134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-feedback"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What to Do With Different Types of Customer Feedback - Canny Blog<\/title>\n<meta name=\"description\" content=\"There are many different types of customer feedback. Some you reach out for, and some you don&#039;t. Here&#039;s a breakdown of the types, and what to do with them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/canny.io\/blog\/customer-feedback-types\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What to Do With Different Types of Customer Feedback - Canny Blog\" \/>\n<meta property=\"og:description\" content=\"There are many different types of customer feedback. Some you reach out for, and some you don&#039;t. 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