{"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":"2026-05-07T20:25:37","modified_gmt":"2026-05-08T00:25:37","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":"\n<p>Paying attention to your customers is the best thing you can do for your business. Regardless of the nature of the communication, it\u2019s all&nbsp;valuable.<\/p>\n\n\n\n<p>That said, there are many different types of customer&nbsp;feedback.<\/p>\n\n\n\n<p>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. Other times, customers just leave&nbsp;it.<\/p>\n\n\n\n<p>Is one kind of feedback more important than another? How should you address each&nbsp;type?<\/p>\n\n\n\n<p>This post breaks down every type of customer feedback and what to do with each&nbsp;one.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Key takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The two main categories are direct\/solicited (you ask) and indirect\/unsolicited (it arrives). Both matter&nbsp;equally.<\/li>\n\n\n\n<li>Solicited feedback gives structured answers to specific questions. Think NPS, CSAT, interviews, and exit&nbsp;surveys.<\/li>\n\n\n\n<li>Unsolicited feedback shows what customers actually care about. Think reviews, support tickets, social mentions, and community&nbsp;posts.<\/li>\n\n\n\n<li>User interviews are the deepest single source of insight. Most teams underuse&nbsp;them.<\/li>\n\n\n\n<li>Canny\u2019s Autopilot auto-captures and deduplicates feedback from support tools, sales calls, and review&nbsp;sites.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What is customer feedback?<\/h2>\n\n\n\n<p>Customer feedback is any information customers share about their experience with your product. It covers everything from a glowing review to a frustrated bug report. The label applies whether they wrote it, said it, or rated&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The two main types of customer feedback<\/strong><\/h3>\n\n\n\n<p>You\u2019ll see feedback grouped in two ways. The first split is direct vs.&nbsp;indirect.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Direct (solicited) feedback<\/strong>: You ask customers specific questions. Examples: surveys, net promoter score (NPS), customer satisfaction (CSAT),&nbsp;interviews.<\/li>\n\n\n\n<li><strong>Indirect (unsolicited) feedback<\/strong>: Customers volunteer information without you asking. Examples: product reviews, social media mentions, support tickets, app store&nbsp;ratings.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1600\" height=\"800\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-categories.jpg\" alt=\"different types of customer feedback\" class=\"wp-image-2290 lazyload\" 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;\" \/><\/figure>\n\n\n\n<p>At a glance, it might seem like feedback you ask for is more important and actionable. 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customer feedback type #1: feedback you get without asking<\/strong><\/h2>\n\n\n\n<p>These are the types of customer feedback you don\u2019t reach out for&nbsp;yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Feature&nbsp;requests<\/li>\n\n\n\n<li>Bug&nbsp;reports<\/li>\n\n\n\n<li>Questions<\/li>\n\n\n\n<li>Reviews on public&nbsp;sites<\/li>\n\n\n\n<li>Social media&nbsp;mentions<\/li>\n\n\n\n<li>Community and forum&nbsp;feedback<\/li>\n\n\n\n<li>Praise<\/li>\n\n\n\n<li>Customer&nbsp;complaints<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1286\" height=\"387\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1.jpg\" alt=\"Types of indirect feedback - feature requests, bug reports, questions, reviews, praise. \" class=\"wp-image-1135 lazyload\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1.jpg 1286w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1-300x90.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1-768x231.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-1-210x63.jpg 210w\" data-sizes=\"(max-width: 1286px) 100vw, 1286px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1286px; --smush-placeholder-aspect-ratio: 1286\/387;\" \/><\/figure>\n\n\n\n<p>Let\u2019s go through each of&nbsp;these.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Feature requests<\/h3>\n\n\n\n<p>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. They want to do something but can\u2019t, so they request a new&nbsp;feature.<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1320\" height=\"682\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request.jpg\" alt=\"Feature requests are one of the most useful types of customer feedback\" class=\"wp-image-1136 lazyload\" style=\"--smush-placeholder-width: 1320px; --smush-placeholder-aspect-ratio: 1320\/682;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request.jpg 1320w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request-300x155.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request-768x397.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feature-request-210x109.jpg 210w\" data-sizes=\"(max-width: 1320px) 100vw, 1320px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\">Why this type of customer feedback matters<\/h4>\n\n\n\n<p>Implementing features that your customers want adds value. The more value you deliver, the more successful your business will&nbsp;become.<\/p>\n\n\n\n<p>Feedback requests are an important thing to track and&nbsp;monitor.<\/p>\n\n\n\n<p><a href=\"https:\/\/canny.io\/blog\/saying-no-big-customers\/\">Not all feature requests will make sense<\/a> for your business. The reasonable ones are a goldmine for building your <a href=\"https:\/\/canny.io\/features\/roadmap\">future roadmap<\/a>. You should keep track of every feature request you get, and see which fit into your&nbsp;roadmap.<\/p>\n\n\n\n<p>Canny\u2019s <a href=\"https:\/\/canny.io\/features\/autopilot\">Autopilot<\/a> pulls feature requests out of support tools, sales calls, and review sites. It captures each request, deduplicates similar ones, and adds them to your board automatically. You stop missing requests buried in support tickets or scattered across review&nbsp;sites.<\/p>\n\n\n\n<p>We\u2019ve also written about <a href=\"https:\/\/canny.io\/blog\/roadmap-prioritization-guide\/\">how to prioritize customer feedback using a&nbsp;roadmap<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"max-width: 650px; margin: 0 auto;\">\n  <!--HubSpot Call-to-Action Code -->\n  <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\">\n    <span class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\">\n      <!--[if lt= IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n      <a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener\">\n        <img decoding=\"async\" class=\"hs-cta-img lazyload\" id=\"hs-cta-img-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" style=\"border-width:0px;\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa.png\" alt=\"New call-to-action\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>\n      <\/a>\n    <\/span>\n    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n    <script type=\"text\/javascript\">\n      hbspt.cta.load(5705808, 'e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n    <\/script>\n  <\/span>\n  <!-- end HubSpot Call-to-Action Code -->\n<\/div>\n\n\n\n<p>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.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Bug reports<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>A buggy product will almost certainly lead to churn, 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.<\/p>\n\n\n\n<p><strong>The first thing to do with a bug report is to confirm it&nbsp;exists:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask how the user ran into the&nbsp;issue<\/li>\n\n\n\n<li>See if you can reproduce it&nbsp;yourself<\/li>\n<\/ul>\n\n\n\n<p><strong>If you can reproduce it, consider whether you\u2019ll fix the&nbsp;bug:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who is this affecting? All customers, or a select&nbsp;few?<\/li>\n\n\n\n<li>How severe is the bug? Are certain features&nbsp;unusable?<\/li>\n\n\n\n<li>How much time and money would it cost to fix&nbsp;it?<\/li>\n<\/ul>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Try to keep ahead of bug reports by using a notification service for issues. We use <a href=\"https:\/\/sentry.io\/welcome\/\">Sentry<\/a> for&nbsp;this.<\/p>\n\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>Bug reports show what is and isn\u2019t working. They also reveal how your customers are using your product. 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.<\/p>\n\n\n\n<p>This type of customer feedback comes directly from your engaged user base. Sure, it shows what you need to fix. It also shows how your customers are using your tool. You can show that you\u2019re invested in giving customers a good experience with your product. Being proactive about technical issues drives <a href=\"https:\/\/canny.io\/blog\/feedback-management-customer-retention\/\">customer satisfaction<\/a> and <a&nbsp;href=\"https:\/\/canny.io\/blog\/increasing-customer-loyalty-by-collecting-feedback\/\">loyalty<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Questions<\/h3>\n\n\n\n<p>At every step of the customer journey, people will have&nbsp;questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What does your product&nbsp;do?<\/li>\n\n\n\n<li>How much does it&nbsp;cost?<\/li>\n\n\n\n<li>How do I set it&nbsp;up?<\/li>\n<\/ul>\n\n\n\n<p>\u2026and so&nbsp;on.<\/p>\n\n\n\n<p>Your landing page, documentation, or product itself should answer most of these&nbsp;questions.<\/p>\n\n\n\n<p>There will still be times when people can\u2019t find the answer they\u2019re looking for. That\u2019s when they reach out to&nbsp;you.<\/p>\n\n\n\n<p>Questions aren\u2019t \u201cintended\u201d to be feedback. In a way, they&nbsp;are.<\/p>\n\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>Receiving a question means you could make something clearer. If everything was clear, your customer wouldn\u2019t have a question to begin&nbsp;with.<\/p>\n\n\n\n<p>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 saves time for you and your&nbsp;customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reviews on public sites<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>You have no control over this. Unless it\u2019s untrue or inappropriate, everyone has the right to express an&nbsp;opinion.<\/p>\n\n\n\n<p>They\u2019re not always bad,&nbsp;though.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1600\" height=\"603\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Canny-Capterra-Review.png\" alt=\"Canny customer review on Capterra\" class=\"wp-image-7639 lazyload\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/603;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Canny-Capterra-Review.png 1600w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Canny-Capterra-Review-768x289.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Canny-Capterra-Review-1536x579.png 1536w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>A review of <\/em><a href=\"https:\/\/www.capterra.com\/p\/161103\/Canny\/\">Canny on Capterra<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>It\u2019s important to keep an eye on what users are saying about your&nbsp;product.<\/p>\n\n\n\n<p>You can either browse them by hand or set up mention&nbsp;notifications.<\/p>\n\n\n\n<p>Canny\u2019s Autopilot connects to ten review sites. These include G2, Capterra, and Google Play. It scans new reviews for feature requests and adds them to your board automatically. You stop relying on humans to read every review. <a href=\"https:\/\/canny.io\/blog\/autopilot-review-sources\/\">More on how that&nbsp;works<\/a>.<\/p>\n\n\n\n<p>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. Beyond that, it gives you a chance to publicly address concerns and ask for more&nbsp;input.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Social media mentions<\/strong><\/h3>\n\n\n\n<p>Customers don\u2019t always come to you with feedback. Sometimes they share it where their friends and followers can see. Posts on X, LinkedIn, and Reddit all count. TikTok comments and YouTube replies do&nbsp;too.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1186\" height=\"1022\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Canny-feedback-on-Twitter.png\" alt=\"Collect user feedback on social media\" class=\"wp-image-2238 lazyload\" style=\"--smush-placeholder-width: 1186px; --smush-placeholder-aspect-ratio: 1186\/1022;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Canny-feedback-on-Twitter.png 1186w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Canny-feedback-on-Twitter-300x259.png 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Canny-feedback-on-Twitter-768x662.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Canny-feedback-on-Twitter-139x120.png 139w\" data-sizes=\"(max-width: 1186px) 100vw, 1186px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>A frustrated customer might post about a feature that\u2019s broken. A delighted one might post a workflow they built with your product. Both are useful signals you\u2019d never see in a&nbsp;survey.<\/p>\n\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>Social mentions tell you what customers say when they aren\u2019t talking to you. That\u2019s closer to their honest opinion than what they\u2019d write in a support ticket. It\u2019s also where reputation lives. Negative mentions can spiral if you don\u2019t catch them&nbsp;early.<\/p>\n\n\n\n<p>You can monitor mentions through tools like Sprout Social, Brand24, or Mention. Search for your company name, product name, and common misspellings. Reply where it makes sense. Stay quiet where it&nbsp;doesn\u2019t.<\/p>\n\n\n\n<p>Some mentions are worth amplifying. With permission, you can repost positive ones as social proof. Just make sure you log feature requests buried in the noise. Customers don\u2019t tag you when they\u2019re describing a feature they wish&nbsp;existed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Community and forum feedback<\/strong><\/h3>\n\n\n\n<p>Communities form around products people care about. They show up on Discord, Slack, and Reddit. Dedicated forums like Discourse host them&nbsp;too.<\/p>\n\n\n\n<p>The feedback you find there is different from social mentions. It\u2019s longer, more technical, and aimed at other&nbsp;users.<\/p>\n\n\n\n<p>Power users tend to live in communities. They share workarounds, suggest features, and answer each other\u2019s questions. Watching the conversation gives you a window into how customers actually use your&nbsp;product.<\/p>\n\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>Community feedback often surfaces problems you\u2019d never hear about through support. Users help each other instead of opening tickets. That\u2019s good for them, less good for your visibility into pain points. Reading the threads regularly catches what your support queue&nbsp;won\u2019t.<\/p>\n\n\n\n<p>You\u2019ll also spot feature requests phrased as workarounds. Sometimes a user explains a hack to do something your product can\u2019t. That\u2019s a feature request in disguise. Log&nbsp;it.<\/p>\n\n\n\n<p>If you don\u2019t have a community yet, watch the ones your customers already participate in. Look for subreddits in your category. Slack groups in your industry work well. Discord servers for adjacent tools also surface&nbsp;feedback.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Praise<\/strong><\/h3>\n\n\n\n<p>This is when a customer tells you about a great experience they had with your&nbsp;company.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1162\" height=\"212\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM.png\" alt=\"\" class=\"wp-image-1151 lazyload\" style=\"--smush-placeholder-width: 1162px; --smush-placeholder-aspect-ratio: 1162\/212;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM.png 1162w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM-300x55.png 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM-768x140.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-12.42.32-PM-210x38.png 210w\" data-sizes=\"(max-width: 1162px) 100vw, 1162px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><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&nbsp;out:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>See if they\u2019ll leave a review on G2, GetApp, or&nbsp;Capterra<\/li>\n\n\n\n<li>Ask for a testimonial for social&nbsp;proof<\/li>\n\n\n\n<li>See if they\u2019d be willing to be featured as a case study on your&nbsp;website<\/li>\n\n\n\n<li>Ask if they know anyone who might want to use your&nbsp;product<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t be pushy about this. You don\u2019t want to ruin the good impression they have of you by being&nbsp;annoying.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer complaints<\/strong><\/h3>\n\n\n\n<p>While it\u2019s always nice to be praised, there\u2019s value in negative feedback too. Praise usually comes from happy customers that aren\u2019t having any problems. That\u2019s great. On its own, it doesn\u2019t give you much direction to&nbsp;improve.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>That might show up as feature requests, bug reports, or problems with your customer&nbsp;experience.<\/p>\n\n\n\n<p>Whatever it is, it\u2019s&nbsp;gold.<\/p>\n\n\n\n<p>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&nbsp;retention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customer feedback type #2: feedback you reach out for<\/strong><\/h2>\n\n\n\n<p>These are the types of <a href=\"https:\/\/canny.io\/blog\/ask-for-feedback-saas\/\">customer feedback you specifically ask<\/a>&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>NPS&nbsp;responses<\/li>\n\n\n\n<li>CSAT&nbsp;surveys<\/li>\n\n\n\n<li>Customer effort&nbsp;scores<\/li>\n\n\n\n<li>Ratings&nbsp;(in-app)<\/li>\n\n\n\n<li>Sales&nbsp;objections<\/li>\n\n\n\n<li>Churn&nbsp;reasons<\/li>\n\n\n\n<li>Customer&nbsp;surveys<\/li>\n\n\n\n<li>User&nbsp;interviews<\/li>\n\n\n\n<li>Onboarding&nbsp;feedback<\/li>\n\n\n\n<li>Feedback after a support&nbsp;interaction<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1287\" height=\"715\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2.jpg\" alt=\"Types of direct\/solicited feedback - NPS, in-app ratings, sales objections, churn reasons, survey responses, onboarding feedback, support feedback. \" class=\"wp-image-1139 lazyload\" style=\"--smush-placeholder-width: 1287px; --smush-placeholder-aspect-ratio: 1287\/715;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2.jpg 1287w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2-300x167.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2-768x427.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/feedback-2-210x117.jpg 210w\" data-sizes=\"(max-width: 1287px) 100vw, 1287px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Net Promoter Score (NPS)<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/NPS-image.jpg\" alt=\"Using the net promoter score to gather customer feedback\" class=\"wp-image-2296 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/canny.io\/blog\/what-is-nps\/\">NPS (net promoter score)<\/a> is a popular way to measure customer satisfaction and&nbsp;loyalty.<\/p>\n\n\n\n<p><strong>The NPS survey is&nbsp;simple:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On a scale of 1-10, how likely are you to recommend us to a friend or&nbsp;colleague?<\/li>\n\n\n\n<li>Why did you choose that&nbsp;score?<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"772\" height=\"958\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM.png\" alt=\"Using the net promoter score to gather customer feedback\" class=\"wp-image-1140 lazyload\" style=\"--smush-placeholder-width: 772px; --smush-placeholder-aspect-ratio: 772\/958;width:300px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-09-at-9.52.02-AM.png 772w, 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\" data-sizes=\"(max-width: 772px) 100vw, 772px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>Customers are then split into three&nbsp;categories:<\/p>\n\n\n\n<p><strong>Promoters&nbsp;(9-10)<\/strong><\/p>\n\n\n\n<p>These are your most loyal customers. They\u2019re least likely to churn, and most likely to speak well about your brand to&nbsp;others.<\/p>\n\n\n\n<p><strong>There are many ways you can use this to your&nbsp;advantage:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>See if they\u2019re willing to leave reviews on G2, Capterra, or similar&nbsp;sites<\/li>\n\n\n\n<li>Ask them for a testimonial or case study that you can put on your website and social&nbsp;media<\/li>\n\n\n\n<li>Point them to a <a href=\"https:\/\/canny.io\/blog\/customer-feedback-ask-for-referrals\/\">customer referral program<\/a> if you have&nbsp;one<\/li>\n<\/ul>\n\n\n\n<p>Most importantly, express your gratitude loud and&nbsp;clear.<\/p>\n\n\n\n<p><strong>Passives&nbsp;(7-8)<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Detractors&nbsp;(1-6)<\/strong><\/p>\n\n\n\n<p>Detractors are the most urgent customers to deal with. They\u2019re most likely to churn and say negative things about your&nbsp;brand.<\/p>\n\n\n\n<p>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?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>CSAT surveys<\/strong><\/h3>\n\n\n\n<p>A customer satisfaction survey (CSAT) is a relatively simple way of gauging how satisfied your customers&nbsp;are.<\/p>\n\n\n\n<p>To do this, ask one simple question. How satisfied are you with our product or&nbsp;service?<\/p>\n\n\n\n<p>Customers answer on a scale, usually from 1 to 5. 1 being very unsatisfied, and 5 being extremely&nbsp;satisfied.<\/p>\n\n\n\n<p>Once you\u2019ve collected survey results, you count how many results are positive. Then, you just divide that number by the total number of&nbsp;responses.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1520\" height=\"740\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2022\/09\/csat.png\" alt=\"CSAT calculation\" class=\"wp-image-3589 lazyload\" style=\"--smush-placeholder-width: 1520px; --smush-placeholder-aspect-ratio: 1520\/740;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2022\/09\/csat.png 1520w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2022\/09\/csat-768x374.png 768w\" data-sizes=\"(max-width: 1520px) 100vw, 1520px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>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:<\/p>\n\n\n\n<p>75 positives \/ 100 responses =&nbsp;0.75<\/p>\n\n\n\n<p>That works out to a 75% satisfaction&nbsp;score.<\/p>\n\n\n\n<p>The CSAT survey is an easy-to-use method and can help you track satisfaction at different points in your customer&nbsp;journey.<\/p>\n\n\n\n<p>For follow-up on these surveys, you can generally follow the same advice we gave for&nbsp;NPS.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer effort score<\/strong><\/h3>\n\n\n\n<p>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:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How easy was it to sign&nbsp;up?<\/li>\n\n\n\n<li>How easy was it to set up your&nbsp;account?<\/li>\n\n\n\n<li>How easy was it to contact customer&nbsp;support?<\/li>\n<\/ol>\n\n\n\n<p>Those are just a few examples. You likely have some unique to your business you\u2019d like to&nbsp;explore.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Then, you add up the total value of all responses and divide it by the total number of&nbsp;responses.<\/p>\n\n\n\n<p>For example, let\u2019s say you ask 100 customers to answer a question. The average response is 5. That means the sum of responses is&nbsp;500.<\/p>\n\n\n\n<p>Your calculation would look like&nbsp;this:<\/p>\n\n\n\n<p>500 \/ 100 =&nbsp;5<\/p>\n\n\n\n<p>That would be a good CES score. Anything equal to or greater than 5 is good. Anything below 5 is considered&nbsp;poor.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ratings (in-app)<\/strong><\/h3>\n\n\n\n<p>In-app ratings are another quick easy way to ask for&nbsp;feedback.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"538\" height=\"950\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM.png\" alt=\"Using in-app ratings to get customer feedback. \" class=\"wp-image-1141 lazyload\" style=\"--smush-placeholder-width: 538px; --smush-placeholder-aspect-ratio: 538\/950;width:300px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM.png 538w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-170x300.png 170w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-08-at-2.51.22-PM-68x120.png 68w\" data-sizes=\"(max-width: 538px) 100vw, 538px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sales objections<\/strong><\/h3>\n\n\n\n<p>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&nbsp;one.<\/p>\n\n\n\n<p>That\u2019s why it\u2019s important to ask, \u201cWhy&nbsp;not?\u201d<\/p>\n\n\n\n<p><strong>Here are some typical objections you might&nbsp;hear:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pricing: <\/strong>\u201cIt\u2019s too expensive. We\u2019re going with X&nbsp;instead.\u201d<\/li>\n\n\n\n<li><strong>Product: <\/strong>\u201cIt\u2019s missing a critical feature or integration. We\u2019re going with X&nbsp;instead.\u201d<\/li>\n\n\n\n<li><strong>Demand: <\/strong>\u201cWe don\u2019t need it right now, we\u2019re going to hold&nbsp;off.\u201d<\/li>\n<\/ul>\n\n\n\n<p>\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.<\/p>\n\n\n\n<p>Hearing a lot of the same sales objections or dealbreakers? You might want to consider building the feature or making the&nbsp;change.<\/p>\n\n\n\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\n\n\n<p>These are all valid reasons for no sale. Not every objection needs addressing. 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Churn reasons<\/strong><\/h3>\n\n\n\n<p>This is what a customer tells you when they\u2019ve decided to stop using your product. It\u2019s like sales objections. The only difference is they\u2019re already your&nbsp;customer.<\/p>\n\n\n\n<p><strong>Here are some common reasons that customers&nbsp;churn:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Engagement: <\/strong>\u201cWe aren\u2019t using&nbsp;it.\u201d<\/li>\n\n\n\n<li><strong>Shutting down: <\/strong>\u201cOur company ran out of money. We\u2019re shutting&nbsp;down.\u201d<\/li>\n\n\n\n<li><strong>Competition: <\/strong>\u201cWe\u2019re going to use X&nbsp;instead.\u201d<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s important that you find out why a customer decided to cancel. Don\u2019t let them leave without telling you&nbsp;why.<\/p>\n\n\n\n<p>At Canny, we ask people to share their reasons when they cancel their subscription. This way, we get to have a (brief) conversation with everyone who&nbsp;cancels.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1124\" height=\"282\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM.png\" alt=\"Gathering customer feedback during cancellation\" class=\"wp-image-1142 lazyload\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM.png 1124w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM-300x75.png 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM-768x193.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/Screen-Shot-2019-04-03-at-3.54.20-PM-210x53.png 210w\" data-sizes=\"(max-width: 1124px) 100vw, 1124px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1124px; --smush-placeholder-aspect-ratio: 1124\/282;\" \/><\/figure>\n<\/div>\n\n\n<p>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.<\/p>\n\n\n\n<p>Collecting this type of feedback eliminates guesswork. You don\u2019t have to wonder why a customer decided to stop using your&nbsp;product.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer surveys<\/strong><\/h3>\n\n\n\n<p>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).<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The downside? It\u2019s a bigger ask. Surveys are more labor-heavy for customers than other feedback types. Compared to something like an NPS survey, they take much longer to&nbsp;complete.<\/p>\n\n\n\n<p><strong>This means you need to format the surveys&nbsp;carefully:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask the right questions for constructive&nbsp;answers<\/li>\n\n\n\n<li>Appreciate the&nbsp;effort<\/li>\n\n\n\n<li>Always respond with an option to talk&nbsp;further<\/li>\n<\/ul>\n\n\n\n<p>For formatting customer surveys, start with <a href=\"https:\/\/www.surveymonkey.com\/mp\/customer-satisfaction-survey-questions\/\">this SurveyMonkey article<\/a>. It covers which customer survey questions are the most (and least)&nbsp;productive.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>User interviews<\/strong><\/h3>\n\n\n\n<p>A user interview is a focused conversation about how a customer uses your product. It\u2019s the deepest form of solicited feedback you can collect. Surveys give you data; interviews give you&nbsp;reasoning.<\/p>\n\n\n\n<p>Most product teams underuse interviews. They feel labor-intensive compared to a five-question NPS survey. The trade-off is worth it. Twenty minutes with five customers will teach you more than five hundred survey&nbsp;responses.<\/p>\n\n\n\n<p><strong>Why this type of customer feedback&nbsp;matters<\/strong><\/p>\n\n\n\n<p>Interviews surface the \u201cwhy\u201d that quantitative feedback can\u2019t. A 6 on an NPS scale is just a number. An interview reveals what the customer wanted, what stopped them, and what they tried next. That\u2019s the level of detail product decisions&nbsp;need.<\/p>\n\n\n\n<p>You don\u2019t need a research budget to run them. Reach out to a few engaged customers and ask if they have 20 minutes. Open with broad questions about their workflow. Let the conversation drift toward the parts of your product they actually care&nbsp;about.<\/p>\n\n\n\n<p>Record the calls with permission. Tag patterns you hear across interviews. Share the highlights with your team. Three customers complaining about the same thing beats 50 vague survey&nbsp;responses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Onboarding feedback<\/strong><\/h3>\n\n\n\n<p>Onboarding is one of the most crucial stages of your customers\u2019&nbsp;lifecycle.<\/p>\n\n\n\n<p>It\u2019s their first impression with you. They will definitely have questions, as well as valuable&nbsp;feedback.<\/p>\n\n\n\n<p><strong>During onboarding, make sure your&nbsp;customers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Are supported throughout the process (ask them if they need help before they have to reach&nbsp;out)<\/li>\n\n\n\n<li>Have the option to easily give initial&nbsp;feedback<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1114\" height=\"594\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email.jpg\" alt=\"Customer feedback during onboarding\" class=\"wp-image-1143 lazyload\" style=\"--smush-placeholder-width: 1114px; --smush-placeholder-aspect-ratio: 1114\/594;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email.jpg 1114w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email-300x160.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email-768x410.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/onboarding-email-210x112.jpg 210w\" data-sizes=\"(max-width: 1114px) 100vw, 1114px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p><strong>Send regular (but not too regular) messages during the trial\/onboarding&nbsp;stage:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A getting started&nbsp;guide<\/li>\n\n\n\n<li>Not a lot of&nbsp;activity\u2014why?<\/li>\n\n\n\n<li>Didn\u2019t set&nbsp;up\u2014why?<\/li>\n\n\n\n<li>Not extending trial or becoming a customer after&nbsp;onboarding\u2014why?<\/li>\n<\/ul>\n\n\n\n<p>Feedback during onboarding is valuable because it\u2019s very raw. The customers who are just getting to know your product have no&nbsp;bias.<\/p>\n\n\n\n<p>Record all valuable feedback from onboarding customers, and use it to make the experience&nbsp;smoother.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Feedback after a support interaction<\/strong><\/h3>\n\n\n\n<p>Some companies choose to add the option to rate a support interaction after it&nbsp;happens.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"240\" height=\"145\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/file-55YApj6IE9.png\" alt=\"\" class=\"wp-image-1144 lazyload\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/file-55YApj6IE9.png 240w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2019\/04\/file-55YApj6IE9-199x120.png 199w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/145;\" \/><figcaption class=\"wp-element-caption\"><em>Source: <\/em><a href=\"https:\/\/docs.helpscout.com\/article\/386-satisfaction-ratings\">Help Scout<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>This feedback is low-effort for your customer, but it still gives you an idea about how you\u2019re&nbsp;doing.<\/p>\n\n\n\n<p>This feedback is more related to your support interactions than your customers\u2019 experience with the product. It still gives you valuable insight into how you can&nbsp;improve.<\/p>\n\n\n\n<p>Once you have enough data, you can start calculating your <a href=\"https:\/\/canny.io\/blog\/customer-satisfaction-metrics\/\">customer satisfaction&nbsp;score<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Takeaway: collecting many different types of customer feedback is valuable<\/strong><\/h2>\n\n\n\n<p>Many companies treat customer service and feedback like a cost. Cost is generally something you should try and&nbsp;minimize.<\/p>\n\n\n\n<p>Don\u2019t be one of those&nbsp;companies.<\/p>\n\n\n\n<p><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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>We\u2019ve gone into more detail on <a href=\"https:\/\/canny.io\/blog\/how-to-get-customer-feedback-for-your-saas-product\/\">how to get feedback<\/a>. Even if you\u2019re an early-stage business and don\u2019t yet have a super-engaged user base, collecting feedback is still extremely valuable. If you\u2019re looking for a way to keep track of multiple types of feedback from different sources, you can <a href=\"https:\/\/canny.io\/\">try Canny\u2019s free customer feedback&nbsp;tools<\/a>.<\/p>\n\n\n\n<p>Which types of customer feedback have been most valuable for your business? Leave us a comment and let us know, or <a href=\"https:\/\/twitter.com\/cannyHQ\">connect with us on&nbsp;X<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about customer feedback<\/h2>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\">What are the main types of customer feedback?<\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Customer feedback splits into two main categories: solicited and unsolicited. Solicited feedback comes from things you ask, like NPS, CSAT, and user interviews. Unsolicited feedback arrives on its own. Examples include feature requests, reviews, support questions, and social&nbsp;mentions.<br><\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\">What&#8217;s the difference between direct and indirect customer feedback?<\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Solicited (direct) feedback is what you ask for. You initiate it through surveys, interviews, or in-app prompts. Unsolicited (indirect) feedback is what customers share without prompting. They post it in reviews, social media, and support&nbsp;tickets.<br><\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\">Which type of customer feedback is most valuable?<\/h3><div class=\"aioseo-faq-block-answer\">\n<p>There\u2019s no single most valuable type. Each category answers a different question. Surveys reveal sentiment at scale. Feature requests reveal demand. User interviews reveal motivations. Reviews reveal what customers are willing to say&nbsp;publicly.<br><\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\">How should I organize and prioritize customer feedback?<\/h3><div class=\"aioseo-faq-block-answer\">\n<p>The best approach is to <a href=\"https:\/\/canny.io\/blog\/how-to-organize-customer-feedback\/\">centralize everything in one place<\/a>. That way you can see patterns across types instead of in silos. A dedicated feedback tool will deduplicate similar requests and tag them&nbsp;automatically.<br><\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>Can AI tools categorize customer feedback automatically?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Yes. AI-powered tools like Canny Autopilot scan support conversations, sales calls, and review sites for feedback. They extract feature requests, deduplicate similar ones, and route them to the right place. This works best alongside human review, not as a&nbsp;replacement.<br><\/p>\n<\/div><\/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":"closed","ping_status":"closed","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 v27.5 - 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. 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