What is the significance of customer feedback in your business?

  • 10 June 2021
  • 6 replies
What is the significance of customer feedback in your business?
Userlevel 5

According to Gartner, 89% of companies will compete primarily on the basis of customer experience in the future. In such a world, it is important for every company to regularly gather feedback from  customers to ensure that they are satisfied with products and services.

“Doing the same thing over and over again and expecting different results is madness”

Customer feedback is critical to any business. As we know without customers there can be no business. In this blog post, we discuss the importance of a CSAT survey after phone interactions and how Freshcaller can help you create the perfect IVR CSAT survey.

What is the significance of customer feedback to your business? 

6 replies

Userlevel 3

This is a key point. External user/customer feedback is essential as a means of monitoring service quality - i.e. is what is the experience of using your services? You may measure a lot of operational performance metrics, but only your customers know what its like to consume your services. If you don’t do this you cannot have any real clarity on the quality of what you are delivering - ie working in the dark..!

Userlevel 6
Badge +2

I love what ITSM luminary Ivor Macfarlane used to say in presentations - that customer feedback is like free consultancy.

i am also looking the best customer services for my affiliate business. my business website is based on event management.   

Userlevel 3

Whatever level of service you are looking to achieve, you need to get good regular feedback on it, ideally by working with some customers or users in advance, to identify the demand and their needs...

Userlevel 3

I have often noticed how customer feedback has become very systematised (by that I mean become a part of the process) and we often tend to forget/ revisit or check for it’s relevancy at different points. I used to have co-workers who say they have collected all the feedback and uploaded it and that their work ends there. But are we working on these feedback? Collecting feedback becomes redundant if we do not put equal or in fact more efforts to actually go through the feedback with an open mind, do some analysis of it, find trends and suggestions that can be helpful and act on it.

Personally I feel when in the next few months of collecting feedback, when organizations mention that “they have come up with xyz feature or enhancement as it was highly requested” the customers (even those who are particularly not interested in giving feedback, will know that we are very serious about their feedback and that we are willing to take action about it. So this helps in the number of people who are willing to take up feedback.

Userlevel 3

All User / consumer feedback must be gathered together and reviewed in a single place - this also includes BRM feedback, informal and business level feedback - its not just a single survey activity. Ideally there will be a CX programme that ensures that all of this comes together and feeds then into action based CSI. This is the start of improvement process, not the end, or a ‘tick box’ exercise. This is a living evolving and ongoing process, not a liner or static one, Its vital to act on the feedback and also then communicate what has been done in response to the feedback. This way users will be more inclined to provide it again, if they see it being taken seriously. If they feel it just disappears into a void…


Try to think of feedback as a generic programme of information gathering, rather than just some specific survey activities.