Customer Feedback Loops: The Tools You Need

What is a Customer Feedback Loop?

  • Apple’s Genius bars provide tech support and give customers a place to take their complaints/problems.
  • Twitter has dedicated accounts for communicating with customers about tech issues (@TwitterSupport) and safety concerns (@TwitterSafety).
social media twitter GIF

Customer Satisfaction Score (CSAT)

CSAT survey
Examples from

Customer Effort Scores (CES)

A Guide to Customer Satisfaction Metrics - NPS vs CSAT and CES
CES Example from

Net Promoter Score (NPS) Surveys

How to Create a Net Promoter Score® Survey Kiosk | Promotion, Surveys
NPS Survey from SurveyMonkey

The Customer Feedback Loop Process

  1. Gathering: All good learning starts with data!
  2. Learn: There’s no point in gathering data if you don’t learn from it. Going through your new data set and use it to answer a specific set of questions.
  3. Apply: Take what you’ve learned and create a set of action points. Did you learn that your checkout page is too complicated? Simplify it!
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Best Practices

  • When you fix a problem, tell the world! It might be tempting to just fix it quietly and hope no one notices the problem in the first place, but you’re much better off getting back to the customers who reported the bug.
  • Don’t say yes to everything. Sometimes the customer doesn’t know best. It’s OK to say no, so long as you can back it up with a good reason why.
  • Feedback loops are long-term. They’re not just useful for a newly launched product. Throughout the lifecycle of your product, you should have feedback loops in place.
  • Be transparent. You don’t have to air all of your dirty laundry for your customers, but you should keep them updated. Tell them what you’re working on, what features they can expect soon, why a new launch has been delayed, etc. It helps to build trust.

Top Tools for Customer Feedback Loops

  • UserGuiding: A tool which enables you to build user on-boarding experiences, complete with Customer Feedback features.
  • Retently: An NPS score tool which can be integrated with Slack to give you frequent updates.
  • Survicate: Includes a customer feedback hub to keep all of your data in one place, with solutions both for Product teams and Marketing teams.



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Carlos G de Villaumbrosia

Carlos G de Villaumbrosia

CEO at Product School — Global leader in product management training