6 Reasons Customer Feedback Is So Important

This blog post is by our friend, Alexa Drake. She’s a full-time writer on the G2 content marketing team and a customer service enthusiast. In her free time, she likes taking her dog on walks, going to concerts, and finding the best vegetarian food in her city—Chicago.

If you work in customer service, you already know that customer feedback is more than a star rating. 

There are so many cliches and blanket statements around customer service like, “You can’t afford not to listen to the customer,” or, “The customer is always right.”. Although sayings like these can come off as cheesy, they tend to be true. Relying on customer service feedback to improve your customer service experience is no different.

What is customer feedback?

Customer feedback is information given by your customers about how satisfied they are with your product or service, and their thoughts on the experience your company provided for them. This information, when taken to heart, almost always improves teams’ abilities to provide “wow” customer service.

If you run a business, collecting feedback, whether it’s positive or negative, is essential to continually improving the customer experience. In this article, we’ll discuss six reasons why measuring customer feedback is important. 

Why customer feedback is important

To paint a full picture of your brand, you can’t just rely on how you view yourself. Asking your customers for their impression is a key part of knowing who you are and who you want to become as an organization. We’ve outlined six reasons why customer feedback is important. The first is obvious, but it is also the most important. 



1. Listening to customer feedback helps you improve products and services.

Before you introduce a product or service, you should first come together with your team and brainstorm why the customer would want it and what features would best serve them. Even with this planning and prediction, their experience with the product will determine how you can adjust it to improve future impressions.

When you collect customer feedback, you’re able to use that data to determine what’s working well and what should be changed to fulfill missed opportunities. Remember that your customer’s opinions aren’t just that—their opinions can help you to better your brand and increase future sales

2. By collecting customer feedback, teams prove they value their customers’ opinions.

Nothing shows your customers that you care about their opinions more than asking them what they think about your brand and changing the things they’re having difficulty with. When you ask them for their thoughts on a product or service, they feel valued and like they have a role in the brand’s future development. 

When customers feel listened to, the customer/brand relationship flourishes. If they really feel valued, they might go online and leave positive reviews about your brand. And if you work in marketing, you know how important a good review can be to your business. 

Related: Discover everything you need to know about positive reviews with G2’s ultimate online customer reviews guide

3. Feedback entices customers to come back again.

Any brand can sell a product to one customer, but that doesn’t mean that the customer will return. You have control over the quality of your product, a reasonable price range, and the advertising campaign that goes along with it but there are some things that only the customer can point out. 

Feedback can reflect on the features you offer such as free and quick shipping or helpful customer service. On top of a great product, you should be offering additional support and perks to bring extra value to the customer and entice them to come back. Make sure your emails are delivering and provide your customers with different communication channels. 

4. Feedback builds customer loyalty.

Collecting feedback not only gets customers to come back, but it also builds customer loyalty. When you are actively listening to your customers, you’re creating a relationship that makes purchasing a product more personal. Because they know you take their opinions seriously, they will start to favor your brand and see you as trustworthy. Open communication means everything to connect with the customer.

5. Feedback helps teams create better customer experiences. 

These days, marketing relies heavily on the customer’s experience with your brand. Let’s use Apple as an example. Although Apple makes functional products, people usually don’t buy them because they work. They buy them to show their loyalty to the brand (and sometimes to flex). 

This is the exact reason why listening to customer feedback is necessary. Focusing on perfecting your customer service skills starts with collecting feedback. Doing so can help you tweak certain processes and make the experience they have with your brand exciting—and one they’ll want to have again and again. 

6. Feedback helps teams acquire new customers.

One of the first things we do when researching a product is look at reviews online. These reviews are just as important as recommendations from friends and family because they’re coming from people who have actually used the product or service before. To keep your finger on the pulse, make sure to check out what your customers are saying about your brand online. Taking their opinions to heart and helping them work through any issues can have a huge impact on the success of your brand. 

Listening to feedback > happy customers > positive reviews > referral customers

Always listen to your customers if they’re having problems with your product or service. It’s better to address their concerns before they get fed up and leave a negative review online. It’ll live there forever and hurt you in the long run. 

Always be all ears.

Looking at feedback collected through surveys or customer service reports can help you to get to know your customers, develop the relationship between the two of you, and help you acquire new customers. 

To continue to delight your customers, hold their opinions highly and make them feel like the most valuable asset to your brand because they are the ones using your product, so they should be treated as experts.

Ready to listen to your customers and support them like never before?

We’re ready for that, too. With Lessonly’s powerfully simple training software, customer service teams train, practice, and perform like pros because they’re continuously equipped with the tools they need to support their customers and Do Better Work.

Think Lessonly could help your team? Click here for a quick look at what we do. 

Not sure yet? Here are 5 things you should know about Lessonly!


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