10 Customer Feedback Channels You Can Use

Any business that wants to succeed in today’s competitive marketplace needs to collect and act upon customer feedback.

The feedback you receive will give you valuable insights and help you make better and more informed decisions.

This influences your product in all of its aspects: how it’s made, used, and sold. It also results in customer satisfaction, because the more you know your customers, the higher your chances of creating a great customer experience for them.

In this article, we have gathered the most widely used ways to get customer feedback from the current and prospective customers who come in contact with your business.

Customer feedback can be different and come from different channels

Each channel provides a particular view of how, where, and why your customers are using your product. They each give unique insights into their likes, dislikes, and any issues they may be running into.

Your goal is to combine these different views to form a complete picture of the current state of your product and to understand where it should be going in future versions.

Below is the list of the most useful channels of receiving customer feedback and how to get the most of each of them.

  1. Social Media Listening
  2. Surveys & Polls
  3. Website Feedback Widgets
  4. Product In-App Feedback & Communities
  5. Feedback from support
  6. Chatbots
  7. Emails & Customer Contact Forms
  8. Internal Team Feedback
  9. User Sessions
  10. Customer Interviews

1. Social Media Listening

The great thing about social media is that users are authentic and genuinely express themselves through comments, mentions, and hashtags.

47% of customers with a product or service complaint will voice it on social media

One of the ways you can gain valuable customer feedback is by monitoring mentions of your brand.  When you see your company’s name being talked about on social media, you can reach out to the people who mentioned it and ask about their experience. This allows you to develop a more proactive approach that clients love, because they feel that they’re genuinely being taken care of.

social media listening

Another great strategy to collect customer feedback is to monitor your competitors when they are mentioned. You can learn about the things their customers are unhappy with and see if you can provide a better solution. Not only will this help you to stand out from competitors, but you can also nurture their unsatisfied customers into leads for your company.

Social Media Listening Feedback tools:

You can also automate this process by using a specialized tool like Mediatoolkit, Hootsuite or TalkWalker.

2. Customer Feedback Surveys and Polls

Not all customers will be open to leaving public and detailed feedback via comments or mentions on social media. Some people prefer to keep their opinions anonymous. That’s why you must have surveys.  

You can conduct short surveys to ask one question or conduct a brief poll, with the purpose of getting responses from your active customers right from your website or app and in your responses to customers (along with the request for direct feedback) or measure NPS, CES or CSAT.

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You can also create a longer survey to be sent out via email, using social media or web. Lots of survey tool providers offer the most popular templates to base your survey depending on your case and purposes.

Customer Feedback Surveys: Tools, Best Practices, Templates + More

In order to make up a survey that the customers will actually complete, you should follow this guideline:

  • ask questions that lead to your end goal;
  • ask only the questions that will give you useful insights;
  • ask open-ended questions to find out what your customers really think;
  • keep it short (up to 5 questions).

Customer Feedback Survey Tools:

Survey Monkey, Qualaroo, Zonka, Survicate.

3. Feedback Widgets

Feedback widgets make it easy for users to tell you when they stumble upon something they don’t like. And if they don’t need it, it’s not interfering with their experience either.

As customers use your product/service, they are constantly spotting things they like, dislike, or would love to change. By having in-app feedback widget, you make it easier for them to reach out to you and give their honest opinion.

Keep the feedback form short – a simple title and description box should work. Once you receive feedback, be sure to follow up as soon as possible.

Customer Feedback Widget Tools:

UseResponse, Kayako, Feedier

4. Product In-App Feedback & Communities

Another popular way of gathering feedback is by using specialized software to create a platform for customer communications. With the help of such software you can create a specialized feedback forum where customers will share their ideas, feature requests and create a self-service knowledgebase by adding questions.

Feedback Forum Community Interface

When applying in-app feedback to your website, make sure it’s easy to reach. It’s hard enough for customers to reach out and give their honest opinion, so if you will create extra barriers, they won’t give you their insights at all.

In-app Feedback Software:

UserVoice, UseResponse.

Check out Specialized Customer Feedback Software


5. Feedback from Support

Quite often customers leave feedback regarding the product to customer support and customer service agents. And in many cases, there is a gap between Customer Support and Product Development teams, and most of the feedback gets lots among the numerous requests.

Specialized customer feedback software helps to ensure that the voice of the customers is actually heard.

Feedback Software In combination with Support Tools:

Zendesk, Freshdesk, UseResponse.

6. Feedback via Live Chats and Chatbots

Chatbots have been widely used recently thanks to the improvements in artificial intelligence and machine learning. This new generation of tools transforms the feedback-giving experience differently and in more interactive manner. 

Chatbot feedback interface

Feedback via Chatbots:

Intercom, Snatchbot, SurveyBot.

7. Email and Customer Contact Forms

This channel allows customers to contact you directly and privately. It’s a more personal approach and it will allow you to engage with the person contacting you. By choosing to go this route, you can develop the conversation and turn them into loyal fans, simply because you’ve taken good care of them.

When communicating with your customers, remember to follow these tips:

  1. Make sure your customers get a response quickly. In today’s fast-paced world, customers expect to be responded as soon as possible. Therefore, try to reply to them immediately.

  2. Create an organized customer feedback system. With so many feedback coming in, it can be hard to keep track of it. Make sure you have a system that can handle this for you.

  3. Always follow up. So many businesses answer their customers and never engage with them again. Make it your priority to follow up and see how they are doing. Ask about their experience since your last engagement, send satisfaction surveys. These simple actions lead to a stronger relationship with your customers, increasing their satisfaction and loyalty.

8. Feedback from Your Team

Each department is able to provide their own unique perspective on what they think about your products or services, and what can be improved. Of course, Support department communicates with clients directly and know the customers that are going through better, because every day they come across their pains, problems, and are able to spot common patterns that need to be fixed. However, be sure, that most of your employees have their own suggestions on improving your product. Acquiring feedback from your colleagues is critical to business growth.

Create a survey with some open questions and send it out to the team members with the ability to fill it out anonymously.

Tip: You can use various tools to collect internal feedback. It can be sending out surveys via email, creating and commenting on Trello boards, or using specialized software like UseResponse, to create private community for internal ideation.

9. User Sessions

When you see customers using your products and services, you can understand their interactions throughout your process. The user sessions allow you to do just that.

This is how it works: you put a code snippet from a user session monitoring service on your website or app and when a user enters your site or app, this service records the whole session from a user perspective.

The goal is to analyze how users behave throughout the process and make their experience better. Make sure to take note of the things that caught their attention and what was challenging for them.

This source is ideal for startups launching new products to analyze the customer’s behavior, as you get the maximum amount of insights from every user. As a result, they allow to highlight weak parts of your product and avoid future problems.

To run manual tests we recommend you to check out UsaBilityHub and UserTesting for these purposes.

At the same time, you can run automatic testing to identify user heat maps. Whether you’re searching for the best place to put a call-to-action on your website or need to get a visual representation of engagement on a page, heat maps can be your best tool. Use them for estimating user attention and creating the content that interacts with your audience and converts them into leads and customers.

10. Customer Interviews

While most data extraction methods still revolve around tech, face-to-face interviews are still proven to be one of the best customer feedback methods. That’s because you can analyze verbal and non-verbal cues, have control over the process, and capture emotions and behaviors that a tech channel couldn’t.

When conducting these interviews be sure to focus on the following things:

  • Discover the root problem. When you ask users what your design should look like, that won’t get you very far. However, when you understand their underlying motives (“your web page is hard to use”), then you can get a clear picture of what the real problem is and fix it.

  • When they experienced a problem. Ask users to remember a specific time when they faced this challenge. You can discover a pattern that happens only on certain occasions.

  • Understanding users habits. When you ask users how they use your products you can discover the problems they were unaware of. For example, they can be going through various steps of a process when in reality they could achieve their desired task within one step. This will allow you to uncover ways to improve your workflow and create a better user experience.

Tools for Customer Interviews:

UserTesting, UserZoom.


Today, there are dozens of tools that provide you with data and analytics to help you understand what your customers value the most in your business. However, no matter how much insights are available at your fingertips, the best answers in most cases come from your customers directly.

While analytics provides you with the raw numbers and a logical explanation to the actions they take – asking your customers directly helps you to understand them on an emotional level.

That’s why the best results come when you combine both data and customer feedback. By taking this approach,  you get a clear picture of users true behavior as well as the information you need to make decisions on what you should focus on, and the things you need to improve.


Anna Kuzma

Anna Kuzma is Marketing Manager at UseResponse, company specialized in the development of Customer Support and Feedback software. Writes about customer experience and satisfaction, Help Desk and Feedback Software.

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