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Last Updated on
December 18, 2023

How to Use Customer Surveys to Get Product Feedback?

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Have you explored the benefits of using customer surveys for valuable product feedback? Surveys are great tools that help businesses in understanding their customers better and improving their products. Today, we’ll outline the essential steps for leveraging customer surveys efficiently.

Understanding the Importance of Customer Surveys

When it comes to understanding your customers, there’s no better way than asking them directly. Customer surveys can help you get insights into consumer behavior and preferences that may be difficult to get otherwise.

Why Customer Feedback Matters

Every successful company understands the importance of putting the customer first. Customer feedback allows you to see your business from the eyes of your customers and identify pain points or areas where you can improve. 

When customers feel heard and valued, they are more likely to remain loyal to your brand. This is why it’s important to make sure your customers know that you are listening to their feedback and taking their concerns seriously.

Identifying Key Areas for Improvement

Before crafting your survey questions, identify the key areas that have room for improvement in your product. Look for customer any complaints, reviews, and comments on social media platforms. These pain points will help you create targeted questions that will yield specific feedback.

It’s also important to consider the timing of your survey. For example, if you’ve recently made changes to your product or service, it may be a good time to ask for feedback to see how those changes have been received. Also, if you’re planning to make changes shortly, a survey can help you identify if those changes are worth it.

Types of Customer Surveys

There are several types of customer surveys that businesses can use to gather feedback. Some popular options include:

Net Promoter Score (NPS) surveys: These surveys ask customers to rate how likely they are to recommend your product or service to others. This can help you gauge customer loyalty and identify areas for improvement.

Customer satisfaction surveys: These surveys ask customers to rate their satisfaction with your product or service. They can help you identify areas where you are excelling and areas where you need to improve.

Product feedback surveys: These surveys ask customers specific questions about your product, such as its features, ease of use, and overall value. This can help you make the most needed improvements to your product based on customer feedback.

By using a combination of these surveys, you can gain a good understanding of your customers’ needs and preferences.

Designing Effective Customer Surveys

The design of your survey can have a great impact on both the quality and quantity of responses you receive. Let’s consider a few things when you design surveys.

Choosing the Right Survey Format

Choosing the right survey format is crucial. There are multiple survey formats that you can choose from, including online surveys, telephone surveys, and paper surveys. Each format has its advantages and disadvantages, so it's important to consider the cost, target audience, and expected response rate when choosing the best format for your survey.

If you're targeting a younger audience, an online survey may be the best option. Online surveys are easy to distribute and can be completed quickly. However, if you're targeting an older audience, a paper survey may be a better option. Older adults may not be as comfortable with technology, so a paper survey may be more accessible to them.

Crafting Relevant and Engaging Questions

The questions you ask in your survey are equally important like the format. Your questions should be relevant, engaging, and thought-provoking so that respondents remain interested in the survey. Avoid vague or misleading questions, and ask for specific feedback on the areas you’ve previously identified as needing improvement.

For example, if you're a restaurant owner and you're looking to improve your customer service, you might ask questions like:

  • How satisfied were you with the friendliness of our staff?
  • Did our staff make you feel welcome?
  • How satisfied were you with the speed of service?
  • Is there anything you believe we need to improve?

These questions are specific and relevant to the goal of improving customer service.

Make Sure Your Surveys are Accessible and User-Friendly

It's important to make sure that your survey is easily accessible and user-friendly. The survey should be mobile-friendly, and respondents should be able to complete it quickly and easily.

Consider the design of your survey. Is it visually appealing? Is it easy to navigate? Are the questions easy to understand? These are all important factors to consider when building your survey.

Finally, make sure that your survey is accessible to everyone. As we discussed earlier, provide alternative formats for those who may have difficulty completing the survey online. 

Follow these tips to design a survey that's effective in gathering the feedback you need to improve your business.

Distributing Your Customer Survey

Once you’ve designed your survey, it’s time to distribute it. The following tips will help you maximize responses:

Selecting the Right Channels for Distribution

Choosing the right channels for distributing your survey is crucial. You want to make sure that your survey reaches your target audience effectively. Some channels that may work well for your business include social media, email, or your website.

Social media is a great way to reach a large number of people quickly and easily. You can post your survey on your company’s Facebook, Twitter, or LinkedIn pages to get the word out to your followers. You can also use social media advertising to target specific demographics that are most likely to respond to your survey.

Email is another effective way to distribute your survey. You can send the survey directly to your customers or include a link to the survey in your regular newsletters. Make sure to personalize the email and include a catchy subject line to grab your customers’ attention.

Your website is also a great place to promote your survey. You can add a pop-up or banner on your website inviting visitors to take the survey. You can also include a link to the survey on your homepage or in your website’s footer.

Timing Your Survey for Maximum Engagement

Timing is everything when it comes to survey responses. You want to send your survey when your target audience is most likely to engage. For example, if you’re targeting busy professionals, sending your survey during the workday may not be the best idea. Instead, consider sending the survey during the evening or on the weekend when they have more free time.

It’s also important to send reminder emails or notifications to increase engagement. Send a follow-up email a few days after the initial survey invitation to remind your customers to take the survey. You can also send a final reminder email a few days before the survey closes to encourage any stragglers to participate.

Encouraging Participation and Incentivizing Responses

To encourage participation, offer incentives such as discounts or free products to respondents. Everyone loves a freebie, and offering an incentive can help increase the number of responses you receive. You can also offer a preview of the survey questions so respondents know what to expect. This can help them prepare their answers and feel more comfortable taking the survey.

Another way to encourage participation is to make the survey easy to complete. Keep the survey short and to the point, and make sure the questions are easy to understand. Use clear and concise language, and avoid using industry jargon or technical terms that may confuse your customers.

Remember, the more responses you receive, the more valuable insights you’ll gain from your survey. So, take the time to distribute your survey effectively, and incentivize your customers to participate. Good luck!

Analyzing and Interpreting Survey Results

Once you’ve received responses to your survey, it’s time to analyze and interpret the data. An important step in analyzing survey results is to look for patterns and trends in the responses that may indicate areas for improvement. By identifying the most frequently mentioned issues, you can prioritize your efforts and focus on the areas where you can make the biggest impact.

Identifying Patterns and Trends

When analyzing survey results, it’s important to take a holistic view of the data. Look for patterns and trends across all of the responses, rather than focusing on individual responses in isolation. This will help you to identify common themes and issues that may be affecting a large number of your customers.

For example, if you receive a large number of responses that mention long wait times on the phone, this may indicate that you need to improve your customer service processes to reduce wait times and improve the overall customer experience.

Segmenting Responses for Deeper Insights

Segmenting your responses by demographics, such as age, gender, or location, can provide even deeper insights into the preferences of different customer groups. By analyzing responses from different segments, you can identify trends and patterns that may not be apparent when looking at the data as a whole.

For example, if you segment your responses by age and find that younger customers are more likely to request online support, while older customers prefer phone support, you can tailor your customer service channels to better meet the needs of each group.

Addressing Negative Feedback and Identifying Opportunities for Growth

Customer feedback is not always positive, but negative feedback can provide valuable insights into areas where you need to improve. When analyzing negative feedback, it’s important to take corrective action and communicate with customers to build trust.

Look for opportunities for growth in the feedback you receive by identifying new products or services that customers are requesting, or by improving existing products or services to meet the needs of your customers.

For example, if you receive feedback requesting a new feature for your software product, you can use this feedback to prioritize development efforts and improve the product for all customers.

FeedBear: A Smart Alternative to Survey for Continuous Feedback Process

Are you tired of spending valuable time and resources designing and distributing surveys every time you need customer feedback? Say goodbye to the hassle of survey campaigns and make use of an ongoing feedback collection and implementation process with FeedBear.

FeedBear is not just another survey tool—it's a smart and efficient feedback solution that streamlines the entire feedback process. With FeedBear, you can easily collect, manage, and implement customer feedback without the need for repetitive survey designs and campaign setups.

How FeedBear Simplifies Your Feedback Process:

Continuous Feedback Collection: FeedBear allows you to create unlimited idea boards for feedback, ideas, feature requests, and bug reports. Unlike surveys that are campaign-based, FeedBear lets you gather feedback continuously, ensuring that you never miss valuable insights.

FeedBear - Idea board.png

Keeping Customer Involved: FeedBear comes with a minimal product roadmap that's customizable as per your needs. Using it, you can easily keep your customers engaged throughout your development cycle!


Efficient Collaboration: FeedBear facilitates seamless collaboration between product, support, and customer success teams. Centralize feedback, initiate discussions, and address customer concerns effectively, all in one place.

Simplified Management: Managing feedback is effortless with FeedBear's intuitive interface. You have full control to merge, reorganize, edit, move, and delete ideas, keeping your feedback organized and manageable.

Real-time Updates: Keep your customers informed about ongoing updates and progress. Leverage FeedBear's built-in changelog feature to announce new features and releases directly to your customers.


Easy Integration: FeedBear seamlessly integrates with popular tools like Trello, Jira, Intercom, Slack, and Zapier. Incorporate FeedBear into your existing workflow effortlessly, ensuring all feedback channels work together seamlessly.

Affordable Pricing: FeedBear is extremely affordable. The basic package starts at $49 per month and includes all the features and integrations. However, if you want an unlimited number of internal users for a big team, the business package costs only $99 per month.

Say goodbye to the time-consuming and resource-draining process of designing and implementing surveys. Embrace the power of FeedBear's ongoing feedback collection and implementation process. With FeedBear, you can continuously gather valuable insights, collaborate effectively, and implement customer-driven improvements—all while saving time and resources.

Don't let your feedback process be limited to sporadic survey campaigns. Experience the efficiency and effectiveness of FeedBear today. Sign up now and improve the way you collect and implement customer feedback, making it an ongoing and seamless part of your product development journey.

Collect customer feedback the easy way.

Bring feedback, ideas and feature requests in one place with FeedBear, so you can focus on what matters. Start your 14-day free trial today – no credit card required.
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Markup Hero feedback board.

Collect customer feedback the easy way.

Bring feedback, ideas and feature requests in one place with FeedBear, so you can focus on what matters. Start your 14-day free trial today – no credit card required.

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