{"id":110365,"date":"2024-10-27T05:28:09","date_gmt":"2024-10-27T05:28:09","guid":{"rendered":"https:\/\/userpilot.com\/blog\/collect-customer-feedback\/"},"modified":"2026-04-07T10:53:03","modified_gmt":"2026-04-07T10:53:03","slug":"collect-customer-feedback","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/collect-customer-feedback\/","title":{"rendered":"11 Ways to Collect Customer Feedback (+Best Practices)"},"content":{"rendered":"<p>If you want to stay on top of customer needs and expectations and make informed decisions, you must collect customer feedback.<\/p><p>From this article, you will learn 11 ways to gather <a href=\"https:\/\/userpilot.com\/product\/user-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a> about your SaaS product. I also share best practices for collecting feedback and show you what to do once you get the data.<\/p><h2 id=\"cpnum\">11 methods for collecting feedback from customers<\/h2><p>Before I share the methods to collect actionable feedback, it&#8217;s important to remember to collect feedback from the right people at the right time. No matter your chosen method, this approach ensures you&#8217;re setting yourself up for success (more about this in the video below).<\/p><p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/j7GnUnkLByY\" width=\"100%\" height=\"420\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p><p>With that out of the way, let&#8217;s explore the 11 methods for collecting customer feedback.<\/p><h3 id=\"356s2\">1. Surveys<\/h3><p>Surveys are the backbone of<a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer feedback collection<\/a>. They let you target specific user segments and gather valuable insights at scale.<\/p><p>Most product teams run <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-surveys\/\">customer feedback surveys<\/a> in-app or via email. Both methods have their advantages:<\/p><ul><li><a href=\"https:\/\/userpilot.com\/blog\/in-app-survey-design-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app surveys<\/a> allow you to engage users (not B2B account administrators) when they&#8217;re actively engaging with the product and the experience is fresh in their minds. This increases response rates and feedback validity.<\/li><li>With email surveys, you can reach inactive users, for example, to understand the<a href=\"https:\/\/userpilot.com\/blog\/reasons-for-customer-churn\/\" target=\"_blank\" rel=\"noopener noreferrer\"> reasons why they churned<\/a>.<\/li><\/ul><p>Popular survey types in SaaS include:<\/p><ul><li><a href=\"https:\/\/userpilot.com\/blog\/onboarding-survey-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Onboarding surveys<\/a>.<\/li><li>Net Promoter Score (NPS) surveys.<\/li><li><a href=\"https:\/\/userpilot.com\/blog\/customer-effort-score-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer Effort Score (CES) surveys<\/a>.<\/li><li>Customer Satisfaction Score (CSAT) surveys.<\/li><li><a href=\"https:\/\/userpilot.com\/blog\/pmf-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product-Market Fit (PMF) surveys<\/a>.<\/li><li>Churn surveys.<\/li><\/ul><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/survey-collect-customer-feedback_a35feecc465d96e9a063ad175b7782dc_800.png 1x, https:\/\/images.storychief.com\/account_6827\/survey-collect-customer-feedback_a35feecc465d96e9a063ad175b7782dc_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/survey-collect-customer-feedback_a35feecc465d96e9a063ad175b7782dc_800.png 1x, https:\/\/images.storychief.com\/account_6827\/survey-collect-customer-feedback_a35feecc465d96e9a063ad175b7782dc_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/survey-collect-customer-feedback_a35feecc465d96e9a063ad175b7782dc_800.png\" alt=\"collect customer feedback: An in-app churn survey created in Userpilot\" \/><\/picture><figcaption>A churn survey created in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>to collect customer feedback in-app.<\/figcaption><\/figure><h3 id=\"1ct69\">2. Feedback widgets<\/h3><p>Feedback widgets are feedback forms accessible from the user interface on demand.<\/p><p>Use them to gather <a href=\"https:\/\/userpilot.com\/blog\/active-vs-passive-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">passive feedback<\/a> and feature requests. Users can find the widget in the resource center and use it to submit their insights whenever they need to.<\/p><p>Passive feedback fills the gaps in the active feedback collected via surveys.<\/p><p>Think about it:<\/p><p>If the only way to submit feedback is a <a href=\"https:\/\/userpilot.com\/blog\/nps-vs-csat\/\" target=\"_blank\" rel=\"noopener noreferrer\">CSAT or NPS <\/a>survey every 3-4 months, you will miss important insights that occur to users in the meantime. And you won\u2019t be able to respond to urgent issues in time.<\/p><p>Also, your surveys sometimes appear at the wrong time, for example, when the user is working on an important task. To avoid disrupting their flow, they may dismiss the survey. A widget allows them to get back to it and submit their feedback when they have more mind space to think about it.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/widget-collect-customer-feedback_49bd7adcac396b642fcacf5492913dfa_800.png 1x, https:\/\/images.storychief.com\/account_6827\/widget-collect-customer-feedback_49bd7adcac396b642fcacf5492913dfa_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/widget-collect-customer-feedback_49bd7adcac396b642fcacf5492913dfa_800.png 1x, https:\/\/images.storychief.com\/account_6827\/widget-collect-customer-feedback_49bd7adcac396b642fcacf5492913dfa_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/widget-collect-customer-feedback_49bd7adcac396b642fcacf5492913dfa_800.png\" alt=\"collect customer feedback.: You can find the feedback widget in Userpilot\u2019s resource center\" \/><\/picture><figcaption>You can find the feedback widget in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s <\/a>resource center.<\/figcaption><\/figure><h3 id=\"fh0ae\">3. Interviews<\/h3><p>Interviews are an excellent source of <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative feedback<\/a>, which you often can&#8217;t get from surveys. That\u2019s because they are way more flexible. You can rephrase your questions or ask additional ones to drill down on ideas that come up but haven&#8217;t occurred to you before.<\/p><p>This applies to both individual interviews and focus groups.<\/p><p>Their main downside is that they&#8217;re difficult to scale even if you do them remotely. That&#8217;s why teams often conduct them as a follow-up to surveys.<\/p><p>For example, you could interview all your <a href=\"https:\/\/userpilot.com\/blog\/nps-detractors-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS detractors <\/a>and\/or users who bring up a particular problem.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/interview-collect-customer-feedback_270af5f6189246ea50d6a83b38978c8d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/interview-collect-customer-feedback_270af5f6189246ea50d6a83b38978c8d_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/interview-collect-customer-feedback_270af5f6189246ea50d6a83b38978c8d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/interview-collect-customer-feedback_270af5f6189246ea50d6a83b38978c8d_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/interview-collect-customer-feedback_270af5f6189246ea50d6a83b38978c8d_800.png\" alt=\"collect customer feedback: Customer interview template\" \/><\/picture><figcaption>Customer interview template.<\/figcaption><\/figure><h3 id=\"djce3\">4. User testing<\/h3><p><a href=\"https:\/\/userpilot.com\/blog\/running-user-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">User testing<\/a> is a research method that looks into how users interact with a product or website.<\/p><p>The purpose? To identify <a href=\"https:\/\/userpilot.com\/blog\/usability-testing-methods-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">usability issues<\/a> and improve the user experience.<\/p><p>User testing can be moderated or unmoderated.<\/p><ul><li>In moderated tests, a facilitator guides the user through a task, asks questions, and observes their actions.<\/li><li>In unmoderated tests, the user completes the task without any help. Their <a href=\"https:\/\/userpilot.com\/blog\/customer-interactions-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactions <\/a>are recorded and analyzed at a later time.<\/li><\/ul><p>Modern user testing tools allow you to conduct both types of tests remotely and record both user actions and their faces. This gives a complete picture of how users respond to the product.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/user-testing-collect-customer-feedback_394f71835ddf942433ad466ddf4d125d.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/user-testing-collect-customer-feedback_394f71835ddf942433ad466ddf4d125d.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/user-testing-collect-customer-feedback_394f71835ddf942433ad466ddf4d125d.gif\" alt=\"collect customer feedback: Preference test settings in Lyssna\" \/><\/picture><figcaption>Preference test settings in Lyssna.<\/figcaption><\/figure><h3 id=\"13ci6\">5. Customer behavior data<\/h3><p><a href=\"https:\/\/userpilot.com\/blog\/user-behavior-tracking\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tracking user behavior <\/a>gives you objective insights into user behavior.<\/p><p>This is important for two reasons:<\/p><ul><li>Users don&#8217;t have a habit of reflecting on their behavior, so what they think they do sometimes differs a lot from what they actually do.<\/li><li>Even if they know what they do, they can&#8217;t always explain it clearly.<\/li><\/ul><p>The result? A skewed picture of what happens inside the product.<\/p><p>Product analytics solves this issue. One quick look at a session replay where the user clicks or scrolls, and their Paths can show you the exact sequence of actions they complete leading to an event.<\/p><h3 id=\"8nqel\">6. A\/B testing feedback<\/h3><p><a href=\"https:\/\/userpilot.com\/blog\/ab-testing-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B testing <\/a>is another tactic used to collect customer feedback from user actions, not words.<\/p><p>Here&#8217;s how to do it:<\/p><ul><li>Split the test group into equal halves (hence the alternative name, split testing).<\/li><li>Run two different versions of the same design, message, or feature in parallel.<\/li><li>Measure user engagement, click-through rates, conversions, etc., and select the best-performing one.<\/li><\/ul><p><a href=\"https:\/\/userpilot.com\/blog\/multivariate-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Multivariate tests<\/a> work in the same way, but you can test multiple variables at the same time.<\/p><p><a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a> customers use split testing to optimize the design of their in-app <a href=\"https:\/\/userpilot.com\/blog\/onboarding-flow-best-practices\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding flows <\/a>and tweak their microcopy.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/ab-testing-collect-customer-feedback_793ff15826541e81d10f0097556ee2d1_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/ab-testing-collect-customer-feedback_793ff15826541e81d10f0097556ee2d1_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/ab-testing-collect-customer-feedback_793ff15826541e81d10f0097556ee2d1_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/ab-testing-collect-customer-feedback_793ff15826541e81d10f0097556ee2d1_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/ab-testing-collect-customer-feedback_793ff15826541e81d10f0097556ee2d1_800.webp\" alt=\"A\/B testing in Userpilot\" \/><\/picture><figcaption>A\/B testing in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure><h3 id=\"2d994\">7. Social media monitoring<\/h3><p>Users often choose to share their feedback about the tools they use with their followers on social media.<\/p><p>Such feedback is sometimes raw and unfiltered and, as a result, can offer you very genuine insights.<\/p><p>What\u2019s more, tracking user feedback on social media allows you to engage with unhappy customers. This not only lets you find out how to<a href=\"https:\/\/userpilot.com\/blog\/improve-customer-satisfaction-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> improve their experience<\/a> and satisfaction levels but also increases your credibility in the eyes of potential customers.<\/p><p>Positive feedback, on the other hand, can be used to add social proof to marketing efforts.<\/p><p>To track user feedback on social media, you need a social listening tool like Brand24 or Mention.<\/p><p>Such tools let you monitor all mentions of your product (or your competitors) on the web, <a href=\"https:\/\/userpilot.com\/blog\/customer-sentiment-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze their overall sentiment<\/a>, and identify common themes in feedback.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/userpilot-review-collect-customer-feedback_7be1f18110d2b1c8a68960865eaf79ea_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/userpilot-review-collect-customer-feedback_7be1f18110d2b1c8a68960865eaf79ea_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/userpilot-review-collect-customer-feedback_7be1f18110d2b1c8a68960865eaf79ea_800.webp\" alt=\"Glowing customer feedback for Userpilot team\" \/><\/picture><figcaption>Glowing customer feedback for <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>team.<\/figcaption><\/figure><h3 id=\"b55r7\">8. Online reviews<\/h3><p>Online reviews on sites like G2 or Capterra help potential customers looking for software and companies. Thanks to them, customers can make better-informed purchasing decisions, and you also get insights into their<a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\"> pain points<\/a>, needs, preferences, and expectations.<\/p><p>It doesn&#8217;t stop there.<\/p><p>You can also use them to assess the strengths and weaknesses of your competitors. Such understanding allows you to make better <a href=\"https:\/\/userpilot.com\/blog\/product-development-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product development<\/a> and marketing decisions.<\/p><p>For example, if users suggest the competitor lacks relevant features your product has, you can emphasize it more prominently in your marketing collateral.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/g2-collect-customer-feedback_37e3606549853ddc854eff645c9f37ae_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/g2-collect-customer-feedback_37e3606549853ddc854eff645c9f37ae_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/g2-collect-customer-feedback_37e3606549853ddc854eff645c9f37ae_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/g2-collect-customer-feedback_37e3606549853ddc854eff645c9f37ae_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/g2-collect-customer-feedback_37e3606549853ddc854eff645c9f37ae_800.webp\" alt=\"Userpilot review on G2\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>review on G2.<\/figcaption><\/figure><h3 id=\"2jp8n\">9. Customer support interactions<\/h3><p>What customers say to your customer service representatives and how they say it can reveal a lot about their attitude towards your product and the issues that are bothering them.<\/p><p>That&#8217;s why make sure to monitor and analyze:<\/p><ul><li>Support ticket data (categorize tickets based on the nature of queries to identify themes).<\/li><li>Support call transcripts.<\/li><li><a href=\"https:\/\/userpilot.com\/blog\/chatbots-vs-knowledge-bases\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chatbot<\/a>\/live chat conversations.<\/li><\/ul><p>But it isn&#8217;t just interactions with support or customer service teams that can be eye-opening. Your sales and <a href=\"https:\/\/userpilot.com\/blog\/customer-success-roles\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success colleagues <\/a>can also offer valuable insights.<\/p><p>The best part?<\/p><p>AI tools have streamlined the analysis of unstructured customer interaction data like phone calls or chats. So, there\u2019s no need to sift through individual chats or transcripts.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/chatbot-collect-customer-feedback_fd6c0887c49979b1f242d5947ac2d0da_800.png 1x, https:\/\/images.storychief.com\/account_6827\/chatbot-collect-customer-feedback_fd6c0887c49979b1f242d5947ac2d0da_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/chatbot-collect-customer-feedback_fd6c0887c49979b1f242d5947ac2d0da_800.png 1x, https:\/\/images.storychief.com\/account_6827\/chatbot-collect-customer-feedback_fd6c0887c49979b1f242d5947ac2d0da_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/chatbot-collect-customer-feedback_fd6c0887c49979b1f242d5947ac2d0da_800.png\" alt=\"Collect customer feedback by analyzing their interactions with customer support\" \/><\/picture><figcaption>Collect customer feedback by analyzing their interactions with customer support.<\/figcaption><\/figure><h3 id=\"dsh4u\">10. Community and forums<\/h3><p>By monitoring user activity on community forums, you can often <a href=\"https:\/\/userpilot.com\/blog\/how-to-measure-customer-satisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">gauge customer satisfaction <\/a>with your product and better understand their concerns or challenges.<\/p><p>For example, their questions can reveal recurring technical or usability issues or gaps in your <a href=\"https:\/\/userpilot.com\/blog\/in-app-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding <\/a>and support materials.<\/p><p>What if you don&#8217;t run such a forum?<\/p><p>There are probably plenty of Reddit or Quora threads of your product. You can monitor users\u2019 posts and comments on such forums using the social listening tools I mentioned above.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/forum-collect-customer-feedback_da378364d15d7ccf01fcb5347d18ebe5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/forum-collect-customer-feedback_da378364d15d7ccf01fcb5347d18ebe5_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/forum-collect-customer-feedback_da378364d15d7ccf01fcb5347d18ebe5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/forum-collect-customer-feedback_da378364d15d7ccf01fcb5347d18ebe5_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/forum-collect-customer-feedback_da378364d15d7ccf01fcb5347d18ebe5_800.png\" alt=\"Collect customer feedback by monitoring community forums \" \/><\/picture><figcaption>Collect customer feedback by monitoring community forums.<\/figcaption><\/figure><h3 id=\"73bp7\">11. Feedback kiosks<\/h3><p>Feedback kiosks aren\u2019t perhaps the first method that comes to mind when you think about SaaS feedback.<\/p><p>However, they can still be useful.<\/p><p>Do you ever showcase your product at conferences or industry expos? Or organize live training events and meet-ups? If so, you can set up feedback kiosks to gather valuable feedback from attendees.<\/p><p>For example, you could use them to gauge the prospects\u2019 perceptions after a <a href=\"https:\/\/userpilot.com\/blog\/product-demos\/\" target=\"_blank\" rel=\"noopener noreferrer\">product demo<\/a>, gauge the reception of a new feature, or gather feedback about your product roadmap.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/kiosk-collect-customer-feedback_2582ff20a4e604836fa569d5c1233d48_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/kiosk-collect-customer-feedback_2582ff20a4e604836fa569d5c1233d48_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/kiosk-collect-customer-feedback_2582ff20a4e604836fa569d5c1233d48_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/kiosk-collect-customer-feedback_2582ff20a4e604836fa569d5c1233d48_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/kiosk-collect-customer-feedback_2582ff20a4e604836fa569d5c1233d48_800.jpg\" alt=\"An impromptu kiosk set up to collect customer feedback at one of Userpilot\u2019s events in London\" \/><\/picture><figcaption>A kiosk set up to collect customer feedback at one of Userpilot\u2019s events in London.<\/figcaption><\/figure><h2 id=\"a7mqp\">What to do after collecting customer feedback?<\/h2><p>Collecting customer feedback is just the first step. Here&#8217;s what to do next.<\/p><h3 id=\"7qrq3\">Organize and categorize feedback<\/h3><p>Organizing and categorizing your feedback helps you identify patterns and themes.<\/p><p>For example, you could divide customer insights into two buckets, positive and <a href=\"https:\/\/userpilot.com\/blog\/negative-user-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">negative feedback<\/a>, or categorize them by segments.<\/p><p>You can do it by exporting your feedback into a spreadsheet or database. Ideally, though, you want to work with a tool that allows you to do it without switching between tools.<\/p><p>With Userpilot, you can filter your feedback based on a wide range of user and account properties. For example, you can choose to see only feedback from users with a specific use case or those who have <a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\" target=\"_blank\" rel=\"noopener noreferrer\">adopted a feature<\/a>.<\/p><p>What&#8217;s more, Userpilot allows you to tag qualitative <a href=\"https:\/\/userpilot.com\/blog\/how-to-analyze-nps-responses\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS responses <\/a>for easy analysis.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tagging-a-response-in-userpilot-collect-customer-feedback_b1796e9f4e0869b40495a7b2d853d18d_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tagging-a-response-in-userpilot-collect-customer-feedback_b1796e9f4e0869b40495a7b2d853d18d_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/tagging-a-response-in-userpilot-collect-customer-feedback_b1796e9f4e0869b40495a7b2d853d18d_800.jpg\" alt=\"Qualitative NPS response tagging in Userpilot\" \/><\/picture><figcaption>Qualitative NPS response tagging in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure><h3 id=\"3h6ie\">Prioritize feedback based on urgency and impact<\/h3><p>Once you filter and tag the feedback data, <a href=\"https:\/\/userpilot.com\/blog\/feature-prioritization-matrix\/\" target=\"_blank\" rel=\"noopener noreferrer\">prioritize <\/a>it.<\/p><p>First, do it based on your organizational goals.<\/p><p>For example, if you&#8217;re currently focusing on improving usability and functionality, like our customer <a href=\"https:\/\/userpilot.com\/blog\/meagan-glenn-interview\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lavender<\/a>, that&#8217;s what you start with.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/prioritization-collect-customer-feedback_4630627dd700db8e3351c4b2cfd8bc00_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/prioritization-collect-customer-feedback_4630627dd700db8e3351c4b2cfd8bc00_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/prioritization-collect-customer-feedback_4630627dd700db8e3351c4b2cfd8bc00_800.png\" alt=\"Meagan Glenn, Senior Program Manager at Lavender, about customer feedback prioritization\" \/><\/picture><figcaption>Meagan Glenn, Senior Program Manager at Lavender, about feedback prioritization.<\/figcaption><\/figure><p>Next, use more detailed criteria. Here, you can use one of the popular prioritization frameworks or create a <a href=\"https:\/\/userpilot.com\/blog\/weighted-scoring-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">scoring system <\/a>reflecting your values.<\/p><p>I like to keep it simple at this stage, so use a matrix with two criteria: urgency and <a href=\"https:\/\/userpilot.com\/blog\/impact-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">impact<\/a>.<\/p><p>That&#8217;s how I quickly divide feedback into four categories:<\/p><ul><li>Highly urgent and highly important.<\/li><li>Less urgent but highly important.<\/li><li>Highly urgent but less important.<\/li><li>Not so urgent or important.<\/li><\/ul><p>And I tackle them in this order.<\/p><h3 id=\"5o01r\">Communicate feedback with relevant stakeholders<\/h3><p>Having<a href=\"https:\/\/userpilot.com\/blog\/key-product-prioritization-frameworks\/\" target=\"_blank\" rel=\"noopener noreferrer\"> prioritized the feedback<\/a>, pass it on to the stakeholders.<\/p><p>You want this communication to be relevant. For example, if there are bugs, the development team must know. Bombarding people with information that they don\u2019t need can lead to an overload and distract them from their key tasks.<\/p><p>At the same time, avoid creating <a href=\"https:\/\/userpilot.com\/blog\/data-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\">silos <\/a>by sharing only feedback snippets here and there. You still want teams to have a holistic view of what others are working on and where the product is heading for better alignment and resource allocation.<\/p><p>You should create a RACI framework outlining who should be Responsible, Accountable, Consulted, and Informed for\/about each feedback item.<\/p><h3 id=\"vbdj\">Take action on high-priority feedback<\/h3><p>All of what you&#8217;ve just done will be pointless if you don&#8217;t act on the feedback, so it&#8217;s time to implement it.<\/p><p>What exactly you do depends on the issues you need to address.<\/p><p>Take your time here. Use problem-solving frameworks to get to the root cause of the problem.<\/p><p>For example, you may discover that users keep contacting your support teams about the same issues over and over again because your self-service support resources are lacking and not because there\u2019s something wrong with the product.<\/p><p>Once you get to the bottom of the issue, don&#8217;t simply copy existing solutions. Look for innovative ways to solve your customers&#8217; problems. That&#8217;s how you get ahead of the competition.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/resource-center-collect-customer-feedback_8d0e2b20f1633799220f0314e72605ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-collect-customer-feedback_8d0e2b20f1633799220f0314e72605ab_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/resource-center-collect-customer-feedback_8d0e2b20f1633799220f0314e72605ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-collect-customer-feedback_8d0e2b20f1633799220f0314e72605ab_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/resource-center-collect-customer-feedback_8d0e2b20f1633799220f0314e72605ab_800.png\" alt=\"Userpilot resource center\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>resource center.<\/figcaption><\/figure><h3 id=\"rd3t\">Close the customer feedback loop<\/h3><p>While you&#8217;re doing all the work in the background, don&#8217;t keep your users in the dark.<\/p><p>Acknowledge their submission as soon as you receive it. Say thanks and explain your process for dealing with feedback.<\/p><p>Get back to them once you know exactly what solution you&#8217;re planning to implement. If you&#8217;ve decided not to act on the feedback, explain why. For example, the requested feature may not fit into your <a href=\"https:\/\/userpilot.com\/blog\/product-strategy-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">product strategy<\/a>.<\/p><p>Finally, share the good news when the solution is ready. This could be via an email or in-app message, like the one below.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/feedback-loop-collect-customer-feedback_33fe245b2b5673b4e3090227e4aad5c9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feedback-loop-collect-customer-feedback_33fe245b2b5673b4e3090227e4aad5c9_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/feedback-loop-collect-customer-feedback_33fe245b2b5673b4e3090227e4aad5c9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feedback-loop-collect-customer-feedback_33fe245b2b5673b4e3090227e4aad5c9_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/feedback-loop-collect-customer-feedback_33fe245b2b5673b4e3090227e4aad5c9_800.png\" alt=\"Userpilot\u2019s modal announcing new analytics features also closes the feedback loop\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s <\/a>modal announcing new analytics features also closes the feedback loop.<\/figcaption><\/figure><h2 id=\"d7i2r\">Best practices for getting high-quality customer responses<\/h2><p>Still with me? Here are some best practices that will help you get detailed feedback.<\/p><h3 id=\"lr13\">Keep questions clear and short<\/h3><p>How you phrase the survey <a href=\"https:\/\/userpilot.com\/blog\/feedback-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">questions <\/a>has an impact on the quality of feedback.<\/p><p>How do you ensure question clarity?<\/p><ul><li><strong>Avoid double-barrelled questions.<\/strong> Instead of asking, \u201cHow do you feel about the onboarding process and the new features?\u201d ask two questions, \u201cHow do you feel about the <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding process<\/a>?\u201d and \u201cHow do you feel about the new features?\u201d<\/li><li><strong>Use simple language.<\/strong> Avoid jargon and overly technical terms or slang.<\/li><li><strong>Don&#8217;t <a href=\"https:\/\/userpilot.com\/blog\/leading-questions-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead respondents<\/a>. <\/strong>The question &#8220;On a scale of 1 to 10, how excellent was our customer support?&#8221; implies the support was excellent. Ask, &#8220;On a scale of 1 to 10, how would you rate our customer support?&#8221;<\/li><\/ul><h3 id=\"drus1\">Explain the purpose behind gathering feedback<\/h3><p>Explaining why you&#8217;re collecting feedback and how you&#8217;re going to act on it to benefit users can <a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-survey-response-rates\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase the response rates<\/a>.<\/p><p>Think about it:<\/p><p>Responding to surveys takes time and effort, no matter how well-designed they are. Unless users see how it will <a href=\"https:\/\/userpilot.com\/blog\/customer-experience-improvement\/\" target=\"_blank\" rel=\"noopener noreferrer\">improve their experience<\/a>, they may not bother to respond.<\/p><h3 id=\"1vpog\">Add a progress bar to encourage responses<\/h3><p><a href=\"https:\/\/userpilot.com\/blog\/progress-bar-ui-ux-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Progress bars <\/a>show users how far into the survey they are and how many more questions are left. This sets clear expectations and reduces the risk they drop off once they realize the survey is too long (it should never be too long!).<\/p><p>Moreover, a progress bar can reinforce a <a href=\"https:\/\/userpilot.com\/blog\/progress-bar-psychology\/\" target=\"_blank\" rel=\"noopener noreferrer\">psychological<\/a> process called the Zegairnik effect.<\/p><p>Basically, humans have a drive to complete planned tasks and find it difficult to shift their focus until they complete them. A progress bar showing them how close they are to the end strengthens this urge.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/progress-bar-collect-customer-feedback_68c571f3ac219b924ce7e59fbdb053a8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/progress-bar-collect-customer-feedback_68c571f3ac219b924ce7e59fbdb053a8_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/progress-bar-collect-customer-feedback_68c571f3ac219b924ce7e59fbdb053a8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/progress-bar-collect-customer-feedback_68c571f3ac219b924ce7e59fbdb053a8_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/progress-bar-collect-customer-feedback_68c571f3ac219b924ce7e59fbdb053a8_800.png\" alt=\"Userpilot allows you to add a progress bar to your surveys\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>allows you to add a progress bar to your surveys.<\/figcaption><\/figure><h3 id=\"35gc3\">Localize the surveys<\/h3><p>Which do you think is going to be more authentic, a feedback response in your mother tongue or in your learned language?<\/p><p>Your mother tongue, of course. Especially if the question is in your language, too, and you can understand it more accurately.<\/p><p>So, when creating surveys for speakers of other languages, <a href=\"https:\/\/userpilot.com\/blog\/software-localization-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\">localize <\/a>them.<\/p><p>Feedback tools, like Userpilot, come with localization features that allow you to automatically <a href=\"https:\/\/userpilot.com\/blog\/survey-translation\/\" target=\"_blank\" rel=\"noopener noreferrer\">translate the surveys<\/a>.<\/p><p>It takes no effort whatsoever, so there&#8217;s no reason not to do it.<\/p><figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/localization-collect-customer-feedback_ea5a02838adb686b43f7affe58ca4edd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/localization-collect-customer-feedback_ea5a02838adb686b43f7affe58ca4edd_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/localization-collect-customer-feedback_ea5a02838adb686b43f7affe58ca4edd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/localization-collect-customer-feedback_ea5a02838adb686b43f7affe58ca4edd_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/10\/localization-collect-customer-feedback_ea5a02838adb686b43f7affe58ca4edd_800.png\" alt=\"Survey translated in Userpilot to collect customer feedback from German speakers\" \/><\/picture><figcaption>Survey translated in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>to collect customer feedback from German speakers.<\/figcaption><\/figure><h3 id=\"14t6a\">Collect feedback at different stages of the customer journey<\/h3><p>Feedback collection isn&#8217;t limited to any specific stage of the <a href=\"https:\/\/userpilot.com\/blog\/b2b-saas-customer-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey<\/a>. You can gather valuable insights at pretty much every touchpoint.<\/p><p>Here are some examples:<\/p><ul><li>When the user signs up for the<a href=\"https:\/\/userpilot.com\/blog\/free-trial-and-product-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\"> free trial<\/a>, you could send them a quick customer effort score (CES) survey to ask how easy it was.<\/li><li>A survey towards the end of the onboarding process can help you optimize it for future users and identify areas where the user still needs help.<\/li><li>Embedding a <a href=\"https:\/\/userpilot.com\/blog\/churn-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">churn survey <\/a>in your cancellation flow will help you understand the reasons why users drop off.<\/li><\/ul><h3 id=\"741a2\">Use a variety of methods in your customer feedback strategy<\/h3><p>In your feedback strategy, use various collection methods.<\/p><p>Why?<\/p><ul><li><strong>It&#8217;s more <a href=\"https:\/\/userpilot.com\/blog\/inclusive-product-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">inclusive<\/a>.<\/strong> Not all users are willing to take part in interviews, but they might be happy to answer a quick survey question.<\/li><li>Different methods are <strong>more suitable for different stages of the <a href=\"https:\/\/userpilot.com\/blog\/product-lifecycle-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">product lifecycle<\/a>. <\/strong>For example, surveys won&#8217;t work at the early discovery stage when you don&#8217;t have a customer base yet.<\/li><li><strong>It&#8217;s more cost-effective<\/strong>. Interviews are resource-heavy, so using them when a survey is enough would be a waste of time.<\/li><li><strong>You get more diverse feedback.<\/strong> For example, interviews give you in-depth <a href=\"https:\/\/userpilot.com\/blog\/how-to-analyse-qualitative-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative data<\/a>, customer satisfaction surveys allow you to track trends over time, while social listening can reveal insights users aren&#8217;t ready to share directly with you.<\/li><\/ul><h2 id=\"fqk54\">Conclusion<\/h2><p>Using a range of methods, like surveys, interviews, or social media monitoring, to collect customer feedback allows you to gain diverse insights into their problems and needs. It also helps you understand how your product is performing and identify opportunities for improvement.<\/p><p>If you\u2019d like to learn how Userpilot can help gather actionable customer feedback, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If you want to stay on top of customer needs and expectations and make informed decisions, you must collect customer feedback. From this article, you will learn 11 ways to gather customer feedback about your SaaS product. We also share best practices for collecting feedback and show you what to do once you get the data.<\/p>\n","protected":false},"author":56,"featured_media":247804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[770],"tags":[979,941,235,942,237,346,1317],"class_list":["post-110365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-analytics","tag-ab-testing","tag-collect-feedback","tag-customer-feedback","tag-feedback-collection","tag-microsurveys","tag-product-analytics","tag-user-testing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>11 Ways to Collect Customer Feedback (+Best Practices)<\/title>\n<meta name=\"description\" content=\"Read to discover reliable methods to collect customer feedback about your SaaS. Learn how to organize, prioritize, and act on the feedback.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/collect-customer-feedback\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"11 Ways to Collect Customer Feedback (+Best Practices)\" \/>\n<meta property=\"og:description\" content=\"Read to discover reliable methods to collect customer feedback about your SaaS. 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