Let’s dive right into it!<\/p>\n
What is customer feedback?<\/h2>\n
Customer feedback<\/a> is all the information and opinions that you get from your customers about their experiences with the product.<\/p>\n This includes positive feedback, which highlights the aspects of the product that satisfy user needs, as well as negative customer feedback<\/a>. The latter focuses on those parts of the user experience which don’t live up to their expectations.<\/p>\n A solid customer feedback strategy<\/a> must include active and passive feedback <\/a>methods.<\/p>\n Active feedback is the kind of feedback that you solicit actively from your users. For example, this could be through regular NPS surveys <\/a>or feature surveys triggered in-app<\/a>.<\/p>\n Passive feedback is a kind of on-demand feedback.<\/p>\n Whenever users would like to share their opinions, request a feature<\/a> or report a bug, they can do it via a feedback widget located in your resource center <\/a>or in a visible place on your product dashboard<\/a>.<\/p>\n There are multiple types of customer feedback. For example, positive and negative customer reviews on public sites like G2 or Captera can be invaluable sources of information.<\/p>\n However, in this article, we\u2019ll be focusing only on the feedback <\/a>that’s relevant to product managers.<\/a><\/p>\n User onboarding feedback<\/a> helps you evaluate the quality of the onboarding experience <\/a>you’re offering to your users.<\/p>\n This type of customer feedback allows you to personalize the onboarding experience<\/a> for your users, remove friction <\/a>from the process and reduce the time to value.<\/a><\/p>\n Onboarding feedback is normally collected via in-app surveys <\/a>at the end of the onboarding process. For example, they could be triggered by an activation event.<\/p>\n To increase the response rate, the survey should consist of a short question focusing on overall satisfaction <\/a>with the experience. You should also follow it up with a qualitative question <\/a>that will help you understand better how they’re feeling about the onboarding process<\/a>.<\/p>\n Product feedback<\/a> helps you improve your product<\/a> so that it fully satisfies user needs and delivers a more satisfying experience. Acting on product feedback will not only help you retain <\/a>existing customers but will make it more attractive to prospective ones.<\/p>\n Popular product feedback collection<\/a> methods include customer interviews, focus groups, and usability testing.<\/p>\n Each of these methods has its strengths and limitations, so ideally you should use a combination of them to get a more complete picture.<\/p>\n For example, usability testing<\/a> can help you make the UI more intuitive <\/a>while user interviews can help you understand why users act in a particular way.<\/p>\n Feature requests<\/a> give you ideas on how you can make the product more competitive and delightful <\/a>for your users.<\/p>\n Apart from that they can also be an indication of inadequate product onboarding.<\/p>\n How so?<\/p>\n If users ask for a feature that you already have or one with existing functionality, it means it’s relevant to their use cases and yet they’ve not been able to discover it.<\/p>\n The easiest way to collect feature requests is via a feature request survey <\/a>or the passive feedback widget. Customer-facing roadmaps<\/a> are another good way to do so. You can create them in a project management tool like Trello and share them with your users.<\/p>\n Customer preference feedback gives you insights into what customers like and what they don’t.<\/p>\n Such knowledge can help you make more accurate product development decisions. If your users prefer one UI design or one feature over another, that’s what you should prioritize <\/a>in your backlog<\/a>.<\/p>\n Focus groups are one popular way to collect customer preference feedback. However, they are time-consuming to organize and the outcomes could be affected by groupthink.<\/p>\n In-app surveys are way easier and cheaper to run and you can target a wider consumer base to get more representative opinions.<\/p>\n In-app rating feedback is a quick way to evaluate user satisfaction with a particular experience without leaving the app.<\/p>\n For example, you could use it to ask users to evaluate a template or a feature they’ve just used. Such feedback shows not only how valuable <\/a>the feature is for the user but if you can find a way to share it with other users, for example in your app store, it can increase its visibility.<\/p>\n In-app rating feedback is easy to collect. All you have to do is create a pop-up modal <\/a>with a simple rating scale.<\/p>\n Customer loyalty feedback <\/a>enables teams to assess how emotionally attached your customers are to your product or brand.<\/p>\n This kind of feedback is valuable because it helps you estimate how likely your customers are to stay with you, or even actively promote your product.<\/p>\n Net Promoter Score (NPS) surveys <\/a>are a common way to collect customer loyalty feedback.<\/p>\n You can also trigger these NPS surveys directly in your mobile app<\/a>, effortlessly gathering valuable user insights on-the-go.<\/span><\/p>\n This kind of user feedback survey asks<\/a> customers how likely on a scale from 1 to 10 they are to recommend the product to their friends or colleagues. Based on the answers, it classifies users into promoters, passives, and detractors<\/a>.<\/p>\n It’s good practice to follow up on this with a qualitative question to ask for more detailed insights. Ideally, the tool <\/a>you use should let you tag and analyze the qualitative NPS answers so that you can segment your users effectively and spot trends in their opinions.<\/p>\n Customer satisfaction feedback tells you how happy your users are with the product experience<\/a> and the value it offers.<\/p>\n Such surveys can highlight areas that need improving in your product<\/a> and opportunities to add value<\/a> and delight<\/a>.<\/p>\n To measure customer satisfaction<\/a>, we use surveys that are very similar to NPS ones<\/a>. You ask your users how satisfied they are with the experience and give them a Likert scale to rate it.<\/p>\n Ideally, you should trigger this contextually just after the experience so that it’s still fresh in their minds. This will give you more accurate results and will increase the response rate.<\/a><\/p>\n Customer experience <\/a>feedback is a kind of satisfaction feedback. It focuses specifically on user interactions with your product at different touchpoints <\/a>in the customer journey<\/a>. It helps you evaluate how easy it is for the customer to complete their tasks with the product.<\/p>\n Product managers often use Customer Effort Score (CES)<\/a> surveys to collect customer experience feedback. The survey basically asks users to rate how easy it was for them to accomplish their objective.<\/p>\n You can run these surveys when the users reach a milestone in the customer journey or use a feature for the first time.<\/p>\n Product viability feedback allows you to assess how successful your product is at satisfying a genuine market need.<\/p>\n For products to be viable, there need to be enough customers ready to pay for a product that solves their problem. That’s how you achieve product-market fit.<\/a><\/p>\nActive feedback vs passive feedback<\/h2>\n
What is active feedback?<\/h3>\n
![\"Active](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/active-feedback-types-of-customer-feedback_7a6d057e90ae70ead85b7df92282e2b6_800.webp)
<\/picture>What is passive feedback?<\/h3>\n
![\"Passive](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/providing-feedback-on-demand-using-slack-types-of-customer-feedback_b12e8f5c8863b665cf68dd3158b00f9a_800.webp)
<\/picture>13 Types of customer feedback and how to collect them<\/h2>\n
User onboarding feedback<\/h3>\n
How to collect user onboarding feedback?<\/strong><\/h4>\n
![\"Customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/onboarding-feedback-types-of-customer-feedback_26859ffe057e88cf7e1c402cd9c801e1_800.png)
<\/picture>Product feedback<\/h3>\n
How to collect product feedback?<\/strong><\/h4>\n
![\"Customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/user-testing-types-of-customer-feedback_fb6e31d45f9b4c0e91c257dceff7cf2d_800.webp)
<\/picture>Feature requests<\/h3>\n
How to collect feature requests?<\/strong><\/h4>\n
![\"Feature](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/feature-requestes-types-of-customer-feedback_06490e9d3a788752f3669da19de92724_800.png)
<\/picture>Customer preference feedback<\/h3>\n
How to collect customer preference feedback?<\/strong><\/h4>\n
![\"Customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/customer-preference-types-of-customer-feedback_ae26d044accd8d63baed4778fc4b08a7_800.png)
<\/picture>In-app rating feedback<\/h3>\n
How to collect in-app ratings?<\/strong><\/h4>\n
![\"In-app](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/in-app-rating-types-of-customer-feedback_21e45a450bba04413b7db2d51e602c98_800.png)
<\/picture>Customer loyalty feedback<\/h3>\n
How to collect customer loyalty feedback?<\/strong><\/h4>\n
![\"nps-survey-in-userpilot\"](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/nps-survey-in-userpilot_a862449b3a7468d279588d7154ba34bd_800.png)
<\/picture>Customer satisfaction surveys<\/h3>\n
How to collect customer satisfaction feedback?<\/strong><\/h4>\n
![\"Customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/CSAT-types-of-customer-feedback_7312eb45fc5c7cf612dff92406d0197f_800.png)
<\/picture>Customer experience feedback<\/h3>\n
How to collect customer experience feedback?<\/strong><\/h4>\n
![\"ces-survey-created-in-userpilot\"](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/ces-survey-created-in-userpilot_93f5ebe0433b17478b710ec664d5746d_800.png)
<\/picture>Product viability feedback using PMF survey<\/h3>\n