{"id":2249,"date":"2020-04-08T08:00:59","date_gmt":"2020-04-08T12:00:59","guid":{"rendered":"http:\/\/blog3.canny.io\/wordpress\/?p=2249"},"modified":"2026-03-10T19:47:05","modified_gmt":"2026-03-10T23:47:05","slug":"should-you-be-collecting-customer-feedback","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/","title":{"rendered":"Why you should be collecting customer&nbsp;feedback"},"content":{"rendered":"\n<p><span data-preserver-spaces=\"true\">Most people agree that feedback&nbsp;matters.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">It&#8217;s always important to hear what your customers&nbsp;think.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">What&#8217;s more challenging to clear up is&nbsp;why.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">When it comes down to it, why is it essential to go out of your way to hear from the people using your&nbsp;product?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">Why does collecting customer feedback matter?<\/span><\/strong><\/h2>\n\n\n\n<p><a class=\"editor-rtfLink\" href=\"https:\/\/canny.io\/blog\/feedback-programs\/\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">Collecting customer feedback<\/span><\/u><\/a><span data-preserver-spaces=\"true\">&nbsp;shows that you care about what customers have to say. It shows that you&#8217;re committed to learning from customer input. This can help you build a better product and increase customer&nbsp;loyalty.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">GATHERING CUSTOMER FEEDBACK SHOWS YOU:<\/span><\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">If your product is doing its&nbsp;job<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">How well it&#8217;s doing its&nbsp;job<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">If you have a clear understanding of the actual problem your customers are facing (and are solving&nbsp;it)<\/span><\/li>\n<\/ul>\n\n\n\n<p><span data-preserver-spaces=\"true\">I reached out to Sarah,&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/canny.io\/blog\/founder-stories\/\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">one of the founders of Canny<\/span><\/u><\/a><span data-preserver-spaces=\"true\">, to get her input on why customer feedback matters. She says feedback is a good indicator of how well your product solves a&nbsp;problem.<\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Collecting feedback ensures you have a pulse on what your customers&nbsp;want.<\/p>\n\n\n\n<p><br>From there, you can identify the most impactful things to work on. Keep doing that, and your team will build the best product you&nbsp;can.&#8221;<\/p>\n\n\n\n<p><\/p>\n<cite>Sarah Hum, co-founder at Canny<\/cite><\/blockquote>\n\n\n\n<p><span data-preserver-spaces=\"true\">At its heart, collecting feedback matters because it helps you build a better product. You&#8217;ll be building something that actually solves a real&nbsp;problem.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">What happens if you don&#8217;t gather customer feedback?<\/span><\/strong><\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">Avoiding feedback means you&#8217;re missing out on a huge learning&nbsp;opportunity.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">You might waste time creating features your customers don&#8217;t need. Or, you&#8217;ll solve problems that aren&#8217;t real&nbsp;problems.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Plus, your customers might think you don&#8217;t actually care about what&#8217;s working for them. This can make them less likely to stick around, so your customer retention will&nbsp;drop.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" width=\"1523\" height=\"1457\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback.jpg\" alt=\"why you should be collecting customer feedback\" class=\"wp-image-2279 lazyload\" style=\"--smush-placeholder-width: 1523px; --smush-placeholder-aspect-ratio: 1523\/1457;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback.jpg 1523w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback-300x287.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback-768x735.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback-1070x1024.jpg 1070w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/why-you-should-be-collecting-customer-feedback-125x120.jpg 125w\" data-sizes=\"(max-width: 1523px) 100vw, 1523px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>Let&#8217;s get into more detail on why collecting customer feedback&nbsp;matters.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong style=\"color: revert; font-size: revert; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\"><span data-preserver-spaces=\"true\">YOUR PRODUCT WILL SOLVE A REAL PROBLEM<\/span><\/strong> <\/h3>\n\n\n\n<p>Collecting customer feedback can actually make your job&nbsp;easier.<\/p>\n\n\n\n<p>By giving you feedback, customers are giving you&nbsp;direction.<\/p>\n\n\n\n<p>When you have a clear sense of what customers want, it\u2019s easier to make confident decisions. It shows you where you need to iterate, and helps end&nbsp;guesswork.<\/p>\n\n\n\n<p>Let&#8217;s say you aren&#8217;t hearing from customers. What&#8217;s your process for rolling out new features or making&nbsp;changes?<\/p>\n\n\n\n<p><strong>It\u2019s likely one (or several) of the following&nbsp;strategies:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You\u2019ve always had some ideas about what features you need to build, and these ideas set the&nbsp;direction<\/li>\n\n\n\n<li>Similar or competitor products have XYZ feature, so you assume your customers want it&nbsp;too<\/li>\n\n\n\n<li>You and your team brainstorm often and develop ideas for how to improve your&nbsp;product<\/li>\n<\/ul>\n\n\n\n<p>These aren\u2019t bad strategies. You should definitely continue doing all these&nbsp;things.<\/p>\n\n\n\n<p>You&#8217;re already familiar with your space and competitive landscape. So, your ideas are probably good&nbsp;ones.<\/p>\n\n\n\n<p>But, wouldn&#8217;t it be easier if your customers could tell you what to&nbsp;build?<\/p>\n\n\n\n<p>Okay, so it won\u2019t be quite that&nbsp;easy.<\/p>\n\n\n\n<p>You might worry that customers will ask you to &#8220;<a href=\"https:\/\/canny.io\/blog\/faster-horse-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">build a faster horse<\/a>.&#8221; Or, that they&#8217;ll ask for features that <a href=\"https:\/\/canny.io\/blog\/saying-no-big-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">don&#8217;t align with your&nbsp;goals<\/a>.<\/p>\n\n\n\n<p>The key here is letting customer feedback serve as direction. It&#8217;s not the&nbsp;be-all-end-all.<\/p>\n\n\n\n<p>Your customers won&#8217;t always have a clear solution. They might not actually be able to identify a solution at&nbsp;all.<\/p>\n\n\n\n<p>Instead, let their feedback point you down the right&nbsp;path.<\/p>\n\n\n\n<p>It\u2019s still on you to come up with the solution. And, it&#8217;s important to note that feedback is only one piece of the puzzle. You&#8217;ll still be balancing feedback with competitor research and your own&nbsp;ideas.<\/p>\n\n\n\n<p>But, you\u2019ll be able to learn more about the problem from the source. This helps you feel confident about what direction to&nbsp;take.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\"><strong>2. YOU&#8217;LL GET SPECIFIC DIRECTION ON HOW TO IMPROVE YOUR PRODUCT<\/strong><\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Collecting customer feedback makes your job&nbsp;easier.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">By giving you feedback, customers are giving you&nbsp;direction.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">When you have a clear sense of what customers want, making confident decisions is easier. It shows you where you need to iterate and helps end&nbsp;guesswork.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Let&#8217;s say you aren&#8217;t hearing from customers. What&#8217;s your process for rolling out new features or making&nbsp;changes?<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">It&#8217;s likely one (or several) of the following&nbsp;strategies:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">You&#8217;ve always had some ideas about what features you need to build, and these ideas set the&nbsp;direction<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Similar or competitor products have XYZ feature, so you assume your customers want it&nbsp;too<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">You and your team brainstorm often and develop ideas for how to improve your&nbsp;product<\/span><\/li>\n<\/ul>\n\n\n\n<p><span data-preserver-spaces=\"true\">These aren&#8217;t bad strategies. You should definitely continue doing all these&nbsp;things.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">You&#8217;re already familiar with your space and competitive landscape. So, your ideas are probably good&nbsp;ones.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">But it isn&#8217;t easier if your customers tell you what to&nbsp;build?<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Okay, so it won&#8217;t be quite that&nbsp;easy.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">You might worry that customers will ask you to &#8220;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/canny.io\/blog\/faster-horse-customer-feedback\/\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">build a faster horse<\/span><\/u><\/a><span data-preserver-spaces=\"true\">.&#8221; Or they&#8217;ll ask for features that&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/canny.io\/blog\/saying-no-big-customers\/\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">don&#8217;t align with your goals<\/span><\/u><\/a><span data-preserver-spaces=\"true\">. Or you&#8217;re afraid of getting negative&nbsp;feedback.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">The key here is letting customer feedback serve as direction. It&#8217;s not the&nbsp;be-all-end-all.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Your customers won&#8217;t always have a clear solution. They may not be able to identify a&nbsp;solution.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Instead, let their feedback point you down the right&nbsp;path.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">It&#8217;s still on you to come up with the solution. And it&#8217;s important to note that feedback is only one piece of the puzzle. You&#8217;ll still be balancing feedback with customer behavior, competitor research, and your own&nbsp;ideas.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">But you&#8217;ll be able to learn more about the problem from the source. This helps you feel confident about what direction to&nbsp;take.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <span data-preserver-spaces=\"true\">IT SHOWS YOU CARE ABOUT WHAT&#8217;S WORKING AND WHAT ISN&#8217;T<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Your customers will give you feedback\u2014whether you ask for it or&nbsp;not.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">They might start by sending emails to your info@ inbox. Or, they&#8217;ll retweet or @mention you to tell you what they think of your tool. Even if you don&#8217;t ask for input, you will get&nbsp;it.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">By going out of your way to ask for feedback, you show your customers that you care about what they have to&nbsp;say.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">Feeling heard is huge when it comes to brand loyalty and keeping customers&nbsp;around:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.fundera.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"editor-rtfLink\"><u><span data-preserver-spaces=\"true\">57% of customers<\/span><\/u><\/a><span data-preserver-spaces=\"true\">\u00a0said they would stop doing business with a brand if feedback wasn&#8217;t&nbsp;addressed<\/span><\/li>\n\n\n\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/www.huffpost.com\/entry\/50-important-customer-exp_b_8295772\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">67% of customers<\/span><\/u><\/a><span data-preserver-spaces=\"true\">&nbsp;say they churned based on having a bad customer&nbsp;experience<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">The same study found that&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.huffpost.com\/entry\/50-important-customer-exp_b_8295772\" target=\"_blank\" rel=\"noopener\"><u><span data-preserver-spaces=\"true\">11% of customer churn<\/span><\/u><\/a><span data-preserver-spaces=\"true\">&nbsp;could be prevented by simple&nbsp;outreach<\/span><\/li>\n<\/ul>\n\n\n\n<p><span data-preserver-spaces=\"true\">Proactive communication can help reduce churn and improve customer retention rate. It shows you care about customer&nbsp;needs.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">This means going out of your way to hear from customers. Don&#8217;t just wait for them to come to you. Instead, start actively gathering customer feedback. Canny can&nbsp;help!<\/span><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"max-width: 600px; margin: 0 auto;\"> <!--HubSpot Call-to-Action Code --> <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <span class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--> <a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener\"> <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==\" \/> <\/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', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script> <\/span> <!-- end HubSpot Call-to-Action Code --> <\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">4. Your team can get ahead of complaints<\/h3>\n\n\n\n<p>Collecting feedback lets your customers tell you if something isn&#8217;t working. They&#8217;ll have a channel to submit direct feedback and bring up&nbsp;issues.<\/p>\n\n\n\n<p>This makes it easier to get ahead of customer&nbsp;complaints.<\/p>\n\n\n\n<p>Otherwise, you&#8217;ll end up hearing about problems in a public review on a site like Capterra or social&nbsp;media.<\/p>\n\n\n\n<p><strong>When you go out of your way to collect customer&nbsp;feedback:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You give customers a direct channel where they can let you know if they have&nbsp;issues<\/li>\n\n\n\n<li>They&#8217;ll be less likely to voice their unhappiness on a public forum (like online reviews or social&nbsp;media)<\/li>\n\n\n\n<li>You&#8217;ll see right away if several customers have the same&nbsp;issue<\/li>\n\n\n\n<li>If you have a&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/features\/roadmap\" rel=\"noreferrer noopener\"><u>public-facing roadmap<\/u><\/a>, you can also show that you&#8217;re working on fixing the&nbsp;problem<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image wp-image-2264 size-full\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" width=\"1024\" height=\"517\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Screen-Shot-2019-06-03-at-1.53.03-PM-1024x517.png\" alt=\"Using Canny to build a public roadmap\" class=\"wp-image-2264 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/517;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Screen-Shot-2019-06-03-at-1.53.03-PM-1024x517.png 1024w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Screen-Shot-2019-06-03-at-1.53.03-PM-1024x517-300x151.png 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Screen-Shot-2019-06-03-at-1.53.03-PM-1024x517-768x388.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/Screen-Shot-2019-06-03-at-1.53.03-PM-1024x517-210x106.png 210w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Using Canny to build a <a href=\"https:\/\/canny.io\/features\/roadmap\" target=\"_blank\" rel=\"noopener noreferrer\">roadmap<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>All that said, you&#8217;ll still get online reviews, and they won&#8217;t all be&nbsp;good.<\/p>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/negative-customer-feedback\/\" rel=\"noreferrer noopener\"><u>Getting negative feedback isn&#8217;t inherently bad<\/u><\/a>. It can show you where you have room to&nbsp;grow.<\/p>\n\n\n\n<p>Even if you have a great product, not everyone will love everything about&nbsp;it.<\/p>\n\n\n\n<p>Handling negative reviews with grace shows you&#8217;re committed to&nbsp;improving.<\/p>\n\n\n\n<p>Collecting customer feedback allows for some preemptive &#8220;reputation management.&#8221; It&#8217;s a chance to build a better relationship with your&nbsp;customers.<\/p>\n\n\n\n<p>They&#8217;re still going to have issues. You&#8217;ll still end up with some negative feedback. But you&#8217;ll be able to head some problems off early and show you&#8217;re committed to fixing what isn&#8217;t working. This will ultimately create happy&nbsp;customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Managing feedback from your customers<\/strong><\/h2>\n\n\n\n<p>There are plenty of ways to manage&nbsp;feedback.<\/p>\n\n\n\n<p><strong>WHAT YOU USE TO MANAGE YOUR CUSTOMER FEEDBACK WILL DEPEND&nbsp;ON:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The volume of customer feedback your product managers are&nbsp;getting<\/li>\n\n\n\n<li>If you have the budget for a paid&nbsp;solution<\/li>\n\n\n\n<li>Whether or not integrating with your CRM or project management tools (like Zendesk or Jira) is a&nbsp;priority<\/li>\n\n\n\n<li>If you&#8217;d instead automate some of the process of organizing your feedback, or if you want to do it&nbsp;manually<\/li>\n<\/ul>\n\n\n\n<p><strong>ON THE LOW-TECH SIDE, YOU CAN START&nbsp;WITH:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A feedback form or a customer survey to collect customer&nbsp;feedback<\/li>\n\n\n\n<li>A spreadsheet where you can track customer insights, comments, and&nbsp;requests<\/li>\n\n\n\n<li>A tool like&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/compare\/trello\" rel=\"noreferrer noopener\"><u>Trello that can be adapted for collecting&nbsp;feedback<\/u><\/a><\/li>\n\n\n\n<li>An inbox folder where you store feedback that comes in via&nbsp;email<\/li>\n<\/ul>\n\n\n\n<p>These options might work if you&#8217;re starting out. That said, none of them work particularly well at&nbsp;scale.<\/p>\n\n\n\n<p>Customer surveys can help you collect customer feedback. But how do you action&nbsp;it?<\/p>\n\n\n\n<p>Same with customer interviews \u2013 you can get valuable customer insight through them. But how do you get them to&nbsp;work?<\/p>\n\n\n\n<p>A spreadsheet is unwieldy and difficult to manage. Tools like Trello and inbox folders work in a pinch but aren&#8217;t built for gathering feedback. They become messy and disorganized fast. It&#8217;s hard to track patterns and clearly see what&#8217;s most important. And, these solutions keep valuable feedback isolated and separate from your&nbsp;workflow.<\/p>\n\n\n\n<p>Finally, you can&#8217;t close the feedback loop easily without a dedicated tool. And that is critical for customer satisfaction. After all, if a customer submits feedback but never hears back from you, they won&#8217;t bother sharing their available insight&nbsp;again.<\/p>\n\n\n\n<p>Tim Soulo, CMO of Ahrefs, initially used various methods to track customer feedback. He says the process was &#8220;quite random&#8221; and included a mix of Google Sheets, Slack, and other&nbsp;tools.<\/p>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/canny.io\/case-studies\/ahrefs\" rel=\"noreferrer noopener\"><u>Ahrefs has now used Canny<\/u><\/a>&nbsp;to manage requests from over 1000&nbsp;customers.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;I know if we stopped using Canny today, tracking feature requests would be a&nbsp;disaster.\u201d<\/p>\n\n\n\n<p>&#8211;&nbsp;Tim<\/p>\n<\/blockquote>\n\n\n\n<p>If it wasn&#8217;t immediately obvious, we think you should also use Canny. It was&nbsp;<a href=\"https:\/\/canny.io\/features\/feedback\" target=\"_blank\" rel=\"noreferrer noopener\">built with collecting customer feedback in&nbsp;mind<\/a>.<\/p>\n\n\n<div class=\"wp-block-image wp-image-2265 size-full\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" width=\"1500\" height=\"556\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/features-page-feedback.jpg\" alt=\"Using Canny to collect customer feedback\" class=\"wp-image-2265 lazyload\" style=\"--smush-placeholder-width: 1500px; --smush-placeholder-aspect-ratio: 1500\/556;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/features-page-feedback.jpg 1500w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/features-page-feedback-300x111.jpg 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/features-page-feedback-768x285.jpg 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/03\/features-page-feedback-210x78.jpg 210w\" data-sizes=\"(max-width: 1500px) 100vw, 1500px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/canny.io\/features\/feedback\" target=\"_blank\" rel=\"noopener noreferrer\">Tracking feedback and feature requests<\/a> in Canny<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Using a tool for managing product feedback allows you to stay organized and track common requests. You can integrate the feedback you get with your existing tools. And, you&#8217;ll get actionable insight into what your customers actually&nbsp;want.<\/p>\n\n\n\n<p><br>Before starting Canny, Sarah realized managing user feedback was an issue for&nbsp;businesses.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;As users, we&#8217;ve always cared about the products we&nbsp;use.<\/p>\n\n\n\n<p><br>Ultimately, we never felt like companies cared about our&nbsp;feedback.<\/p>\n\n\n\n<p><br>Digging into it, we realized it&#8217;s not that they don&#8217;t care\u2014it&#8217;s that feedback is a complex&nbsp;problem.<\/p>\n\n\n\n<p><br>Most teams don&#8217;t have the right processes and tools in place to make it easy. So we decided to build&nbsp;it.&#8221;<\/p>\n\n\n\n<p><\/p>\n<cite>Sarah Hum, co-founder at Canny<\/cite><\/blockquote>\n\n\n\n<p>The most important thing? That you&#8217;re actively collecting feedback in the first&nbsp;place.<\/p>\n\n\n\n<p>We recently covered&nbsp;<a href=\"https:\/\/canny.io\/blog\/need-a-product-feedback-tool\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>how to determine if a feedback tool is right for you<\/u><\/a>&nbsp;on the blog. If you&#8217;re unsure if you need a feedback management tool, start there. And, if you&#8217;re on the fence, you can always&nbsp;<a href=\"https:\/\/canny.io\/register\" target=\"_blank\" rel=\"noreferrer noopener\"><u>try Canny for&nbsp;free<\/u><\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"max-width: 600px; margin: 0 auto;\"> <!--HubSpot Call-to-Action Code --> <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <span class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--> <a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener\"> <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==\" \/> <\/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', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script> <\/span> <!-- end HubSpot Call-to-Action Code --> <\/div>\n\n\n\n<p>Do you actively collect feedback from your customers? Why or why not? Leave us a comment and let us know, or&nbsp;<a target=\"_blank\" href=\"https:\/\/twitter.com\/cannyHQ\" rel=\"noreferrer noopener\"><u>connect with us on Twitter<\/u><\/a>&nbsp;and tell us what you&nbsp;think.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Knowing what your users think about your product is important. But when it really comes down to it, why does collecting customer feedback matter\u2014and how can it actually make your product and your business better?<\/p>\n","protected":false},"author":10,"featured_media":5414,"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-2249","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>Why you should be collecting customer feedback - Canny Blog<\/title>\n<meta name=\"description\" content=\"Most people would agree: Knowing what your users think is important. 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But should you be collecting customer feedback, and why does it actually matter?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\" \/>\n<meta property=\"og:site_name\" content=\"Canny Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cannyio\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-08T12:00:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-10T23:47:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/04\/marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1520\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Bri Morgaine\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@brianamorgaine\" \/>\n<meta name=\"twitter:site\" content=\"@cannyHQ\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bri Morgaine\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\"},\"author\":{\"name\":\"Bri Morgaine\",\"@id\":\"https:\/\/canny.io\/blog\/#\/schema\/person\/9d03156afa5bbce47a7abddfd65d88e0\"},\"headline\":\"Why you should be collecting customer&nbsp;feedback\",\"datePublished\":\"2020-04-08T12:00:59+00:00\",\"dateModified\":\"2026-03-10T23:47:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\"},\"wordCount\":1949,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/canny.io\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/04\/marketing.png\",\"articleSection\":[\"Customer Feedback\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\",\"url\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\",\"name\":\"Why you should be collecting customer feedback - Canny Blog\",\"isPartOf\":{\"@id\":\"https:\/\/canny.io\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/04\/marketing.png\",\"datePublished\":\"2020-04-08T12:00:59+00:00\",\"dateModified\":\"2026-03-10T23:47:05+00:00\",\"description\":\"Most people would agree: Knowing what your users think is important. 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