Best Customer Feedback Examples From SaaS Companies

Best Customer Feedback Examples From SaaS Companies

What are some great customer feedback examples that SaaS companies use successfully?

Continuous customer feedback collection is vital to business success. That’s because customers understand your product more than anyone else and their demand drives revenue.

But what matters more than the frequency of feedback is your strategy– so how do you collect feedback and track customer sentiment?

In this article, I’ve outlined the best customer feedback examples your SaaS company can leverage to get quality insights from your user base.

Let’s jump right in.


  • Customer feedback is the data you collect from customers that reflect their perception of your product and services.
  • Insights from customers can guide product enhancements and lead to great customer service.
  • In-app surveys allow you to collect contextual feedback without disrupting the user’s product experience.
  • Usability tests help you understand how users interact with your product features.
  • Third-party feedback can make your product or service sound more credible to potential customers.
  • With product-market fit surveys, you can figure out if you’re targeting the right market with the right product.
  • Adding an open-ended question to your in-app microsurvey will increase your chances of getting detailed insight from customers.
  • Uber’s two-sided feedback approach gives a well-rounded insight into the experience of the driver and the customer.
  • Personalized NPS surveys encourage engagement and higher response rates.
  • Jira’s in-app widget encourages users to share product feedback whenever they want.
  • Embedding contextual microsurveys into your app notifications can lead to a greater response rate.
  • You can gather more feedback from users by inviting them to test a beta feature.
  • Exit surveys help you understand why users churn, and how you can prevent it from happening.
  • Send a customer service feedback survey after a user interacts with your support team, to measure the effectiveness of your customer service.
  • Userpilot and Typeform are two of the best feedback collection tools for SaaS.

What is customer feedback?

Customer feedback refers to all quantitative and qualitative information collected from a customer that details their experience with your brand, product, or service.

It consists of specific insights provided by your customer, at different milestones across the customer journey.

It doesn’t matter whether customers provide positive or negative feedback.

The most important thing is how you apply their valuable insights to facilitate product enhancements, improve customer service, and fast-track business growth.

userpilot customer feedback gif
The process of customer feedback collection in Userpilot.

Why is customer feedback important?

Collecting customer feedback is essential because it:

  • helps companies make informed decisions
  • allows you to adjust your marketing efforts and attract new customers
  • increases customer engagement and loyalty
  • uncovers opportunities for product enhancements
  • ultimately leads to better customer experience and higher customer retention rates

What are the main types of customer feedback?

Because customers relate with brands across multiple touchpoints, it’s unrealistic to collect feedback through one channel only. You simply won’t get the most valuable insights from your customer base.

Below, I’ll highlight the major types of customer feedback and how each one can impact your business decisions.

In-app surveys

  • NPS surveys: Net Promoter Score surveys are used to measure customer loyalty. You derive a NPS by asking customers to rate the likelihood of them recommending your product or service to others on a horizontal numeric scale.
Userpilot NPS survey
NPS survey created in Userpilot.
  • CSAT surveys: Customer Satisfaction surveys are used to measure how satisfied customers are with your product or service. In turn, you can incorporate customers’ useful feedback to enhance product features for a better product experience.
  • CES surveys: Customer Effort Score surveys track the perceived effort in completing a task [e.g., engaging with a feature, contacting support, achieving intended value from the product, etc.]. Companies can use insights from this survey to uncover friction points in their product.
in-app customer effort survey
Nicereply’s CES surveys example.

Usability tests

Usability testing is the practice of studying and understanding users’ interaction with certain features, products, or designs.

You can gather real-time feedback on a new feature by conducting usability tests with focus groups from your target audience or existing customer base.

The best approach for this kind of feedback collection is to make that new feature only accessible to selected beta testers and observe their interaction with it.

Then ask them to give feedback on their experience too.

The overall aim of usability testing is to collect quantitative/qualitative data that helps you figure out whether the functionalities of the digital product match up to customer expectations.

userpilot usability testing
Userpilot’s example of how to prepare for usability tests.

Product ratings and reviews on third-party sites

Third-party reviews are a form of customer feedback collected and displayed on platforms that are unaffiliated with the company being reviewed [some examples are G2, Capterra, and GetApp].

While first-party feedback goes a long way to attract more customers, third-party reviews make the feedback process appear more authentic to your target audience.

In fact, reviews from an independent body are the best social proof and weigh in more on purchasing decisions.

a userpilot review on g2
A Userpilot review on G2.

Best customer feedback examples

Pablo Picasso once said, “good artists copy, great artists steal.”

You don’t necessarily need a novel approach to gather insightful feedback from your customers. What you need is a strategy that works.

These good customer feedback examples I explain below have been proven time and time again to work.

So let’s get into some great feedback examples you can ‘steal’ to ignite product-led SaaS growth.

Product-market fit survey example

A product-market fit survey is a form of market research that helps companies determine if they have achieved product-market fit.

Unlike other feedback forms that require multiple customer feedback questions, the PMF survey has only one:

“How would you feel if you could no longer use this product/feature?”

This customer feedback example stands out because it helps companies figure out if:

  • they’re still in the right market
  • the product still solves a relevant problem
  • and people are willing to pay for the product

You should use a PMF survey to measure the product-market fit before you decide to scale your product or make changes that will impact its functionality.

userpilot pmf survey template
A PMF survey template in Userpilot.

Slack in-app customer feedback example

In-app surveys are short feedback forms created and launched directly in-app to request feedback without interrupting the product experience.

Instead of emailing customers to leave feedback, Slack uses a microsurvey to gather product feedback and track user satisfaction.

There’s one multi-choice question on the survey form that saves users the stress of coming up with specific answers, by making them immediately resonate with specific statements.

In addition, Slack uses conversational language instead of industry jargon, making it easier for users to understand the questions asked and provide valuable feedback.

But to top it off, there’s an open-text field just below for users to add more feedback.

This in-app microsurvey is timely, contextual, and will result in higher response rates across the board.

slack customer feedback examples
Slack in-app customer feedback example.

Slack’s personalized NPS survey

Slack adds a note right before the numeric scale on its NPS survey. This is a great feedback example because the personalized message comes off as a casual conversation, and will encourage the customer to submit accurate feedback.

Slack's personalized NPS survey
Slack’s personalized NPS survey example.

Uber real-time two-sided feedback

In the Uber app, ratings go both ways. Customers rate their drivers and vice versa.

With the wholesome perspective that comes from hearing two sides of a story, Uber can apply their feedback to ensure that both parties using the app for business purposes remain engaged with the product.

Another great thing about this in-app feedback example is that Uber requests feedback in real-time. This way, there’s minimal chance of survey fatigue or feedback about an experience that is not fresh in the user’s mind.

The two-sided feedback process keeps both demographics happy, i.e., a satisfied driver keeps driving for the company, and happy customers experience more pleasant rides.

Uber's two-sided customer feedback example
Uber real-time two-sided feedback example.

Jira’s granular customer feedback example

Jira uses a feedback widget instead of a pop-up survey to collect user feedback because the presence of that button allows users to fully enjoy their product experience and then give feedback if and when they want.

Jira's widget customer feedback example
Jira’s granular customer feedback example.

Once a user clicks on the widget, they’ll see a survey customized for the page they were interacting with before tapping the widget.

Jira customer feedback example
Jira’s personalized customer feedback example.

Mailchimp’s 3-format feedback survey

Mailchimp triggers a feedback block for users at some point during their user journey to solicit product feedback.

However, what makes this feedback example stand out from the rest is not necessarily the lack of a feedback question.

It’s the presence of multiple feedback types for the user to choose from.

Based on the options presented, the user gets to decide if they’d rather leave feedback about a specific page or their general experience with the website.

Giving users the power of choice when it comes to website feedback collection can lead to better response rates and more valuable insights because they provide feedback on their own terms.

mailchimp customer feedback survey
Mailchimp 3-format customer feedback survey example.

Jira notification customer feedback example

Jira’s in-app notification strategy is another ideal example of collecting feedback without being intrusive.

Most software typically sends users notifications for feature usage and task completion— which is quite normal. But Jira embeds a quick feedback question in the notification, asking users to rate their experience with a feature they just used.

This form of customer feedback collection seems completely natural, and as such, you’ll stand a better chance of users responding.

But this works only if the feedback question, like Jira’s, is contextual, i.e., relating to the notification and feature they engaged with.

Jira notification-triggered survey
Jira’s notification customer feedback example.

Amazon’s customer service feedback survey

Amazon’s customer service feedback survey is used to find out if customers are satisfied after their interaction with the customer service department.

Customers can rate Amazon’s customer service based on:

  • the response speed
  • level of communication
  • and resolution

There’s also an open-text field for users to provide additional feedback– if they wish to do so.

This is an excellent example of customer feedback because it helps you decide whether to improve customer service or maintain the status quo.

amazon customer service survey
Amazon’s customer service feedback survey example.

Figma’s beta feature testing open-ended customer feedback

Figma used its in-app messaging modal to kill three birds with one stone— they:

  • notified users of a potential feature
  • invited users to become testers
  • and requested feedback all at once

Using this in-app messaging approach will trigger curiosity in users to try the new feature, after which they’ll become qualified to give feedback.

Another reason this customer feedback example excels is that Figma invited the user to be part of their feature development process.

When users feel part of your process, they’re more likely to contribute.

Figma beta testing customer feedback example
Figma’s beta feature testing open-ended customer feedback example.

Asana’s churn-reducing exit feedback survey example

Customer churn is part of the user journey, whether we like it or not.

Asana’s exit feedback survey provides an avenue for product managers to get insights and understand why users leave.

Apart from understanding why users churn, using this feedback approach gives you a chance of reducing churn rates. It gives you the chance to offer alternatives to churning based on the user’s motives, right there, on the spot.

For example, if a user indicates that they’re leaving because your product is too expensive, you could immediately offer a discount that encourages them to stay.

Asana's exit feedback survey
Asana’s churn-reducing exit feedback survey example.

This is sort of like a ”last chance” option that will reduce your churn rates better than an email offer trying to win back the customer will.

Asana’s churn-reducing ‘last chance’ exit feedback survey example.

Tools for collecting feedback

With a great product feedback tool, you can:

  • gather user feedback faster
  • quantify and analyze responses
  • then apply those insights to enhance customers’ purchasing experience or entire user journey

This section highlights the best customer feedback tools you can integrate into your app or business operations for better user insights.

They outrank the others in terms of pricing, advanced functionalities and integration capabilities.

Userpilot: in-app feedback tool

For a moment, ignore the fact that Userpilot is our product.

I speak objectively when I say that as a customer feedback tool, Userpilot is an all-rounder.

There are many ways Userpilot helps companies like yours to collect customer feedback efficiently, at scale.

First, you can use the advanced segmentation feature to create various user segments according to user in-app behavior.

Then set behavioral triggers to push contextual microsurveys for specific user segments based on feature usage. After they engage with a particular feature, the in-app survey is immediately triggered, prompting them to provide detailed insight instantly.

advanced segmentation in userpilot
Userpilot’s advanced segmentation feature allows companies to create user segments for better feedback analysis.

As for survey design, Userpilot has a customization feature that allows you to tailor your survey design to be consistent with your branding.

With Userpilot, you can also collect NPS data and tag survey responses to uncover patterns and analyze feedback.

Userpilot NPS survey response taggng
The process of NPS response tagging in Userpilot.

The tool also allows you to embed Typeform long-form surveys directly into your app notification for a better response rate when you need more extensive surveys and users are ignoring your emails.

embedding Typeform survey into in-app notifications with Userpilot
With Userpilot, you can embed long-form surveys into app notifications.

Typeform: long-form survey feedback tool

Typeform is a product feedback tool that allows you to create long-form surveys and feedback forms. It offers an abundance of templates for all kinds of feedback.

You can either send long-form surveys to customers via email or embed them directly in your app as standalone feedback forms or alongside in-app notifications.

Typeform has a Logic Jump feature that allows for the personalization of survey questions and analytics for tracking survey engagement. With its Live Preview functionality, you can make and track changes to your survey design in real-time.

However, this tool has its limitations, especially in exporting survey data.

At this time, Typeform only allows companies to export survey insights in a spreadsheet. Also, Typeform surveys can disrupt product experience because they redirect users out of the product, unlike Userpilot that allows in-app survey completion.

Because the surveys created with this tool are long-form, they’re not contextual, they take longer to complete, and are likely to induce survey fatigue.

Typeform customer feedback examples
Typeform: long-form survey feedback tool.


Even if you have the most expensive customer feedback tools at your disposal, you’ll only get helpful insight from users if you follow the best approach to request feedback.

It’s time to revisit your customer feedback collection strategy for maximum value. Thankfully, you have ten practical feedback examples outlined for you in this article.

Want to start exploring with various customer feedback examples? Get a Userpilot Demo and see how you can get actionable insights from your users.

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