Collecting customer feedback is one of the most important activities you can undertake in your business. In sales, customer support, or marketing, customer feedback can give you the insights you need to create a better product, empower your employees, improve customer loyalty and sell more and effectively.
But what if you’re just getting started? Firstly, you need to be intentional about it and build a proper customer feedback program.
In this article, we’ll walk you through the practical steps you need to take so you can become a pro quickly, even if you’ve never gathered customer feedback before.
Why it is important to run a customer feedback program?
We instinctively know that gathering customer feedback is a smart idea. But let’s look at some facts before talking about building a customer feedback strategy.
- 58% of customers are willing to pay more to a brand that provides a good customer service experience
- When running an NPS survey, customers who are your promoters have a 6-14x higher customer lifetime value compared to detractors
- 93% of customers make repeat purchases with companies that have exceptional customer service
- 83% of customers feel more loyal to companies that resolve and listen to their complaints
In short, collecting customer feedback not only improves overall customer satisfaction but also ensures you don’t need to worry about meeting your sales KPIs.
With this in mind, you’re probably eager to create a customer feedback program and wondering where to start. Read on for a how-to guide on building a solid strategy.
The easiest way to collect, analyze & act on customer feedback
A well-structured customer feedback program is essential for improving customer satisfaction, boosting loyalty, and driving business growth.
Survicate helps you gather customer insights effortlessly, analyze feedback efficiently, and automate actions to close the feedback loop. Whether you're looking to reduce churn, increase NPS®, improve response times, or enhance customer experience, Survicate gives you the tools to make data-driven decisions with confidence.
Here’s an exact step-by-step on how you can build a customer feedback program with Survicate.
Step 1: Set clear goals & metrics
The first step in any feedback program is defining what you want to improve—NPS®, CSAT, CES, churn rate, customer lifetime value (LTV), or first response time. Survicate helps you build a complete program to evaluate all customer journey stages:
✔ Run targeted and recurring NPS® surveys to track customer loyalty trends and segment Promoters, Passives, and Detractors. You can monitor NPS results over time to identify how product and strategy changes influence this metric.
✔ Collect CSAT & CES feedback to measure satisfaction and ease of experience across key touchpoints.
✔ Identify churn risks early by automating post-purchase and cancellation feedback collection.
✔ Compare feedback trends over time with advanced reporting, custom feedback dashboards and AI-powered insights.
Step 2: Choose the right feedback channels
Customers provide feedback through multiple channels—your website, emails, live chat, app, and social media. Survicate ensures you capture feedback at every critical moment:
- Website & in-product surveys: trigger feedback pop-ups based on custom attributes and user behavior. Precisely target surveys with URL, attributes, cookies or visit properties. Set a custom frequency to compare survey results over time.
- Email & link surveys: embed the first question in emails for higher response rates or share a link to survey customers anywhere. Send surveys with your favourite email tool or distribute with QR code or social media.
- Mobile app surveys: collect in-app feedback from iOS, Android, and React Native users using Survicate’s lightweight Mobile SDK. Install code once, launch and manage surveys directly from an intuitive interface.
Step 3: Collect & automate feedback at scale
Survicate makes it easy to automate data collection and streamline survey distribution with ready-to-use templates, AI-assisted question suggestions, and workflow automation:
✅ Pre-built survey templates: launch industry-standard NPS®, CSAT, and CES surveys in minutes. Use hundreds of survey templates, questions from a library or an AI creator to create your surveys fast.
✅ AI-powered question suggestions: automatically generate survey questions based on your objectives with one prompt in seconds.
✅ Survey logic & personalization: customize surveys with conditional follow-ups for more relevant insights. Use branch and display logic to gain full control over what questions your respondents see. Easily modify the settings with real-time preview (logic tree).
✅ Multilingual Surveys: automatically translate and display surveys in your customers' preferred language. Automatically translate open-ended feedback and analyze global feedback in one place.
Step 4: Analyze & act on customer feedback
Survicate’s AI-powered Insights Hub helps you make sense of your data, turning raw feedback into actionable insights:
- AI-driven categorization: sync feedback from online reviews, emails, calls and more into Survicate. Automatically sort feedback into topics like product issues, feature requests, and usability concerns to see the scale of user issues, needs and opinions.
- Sentiment analysis: detect customer emotions to quickly identify negative trends and take action. Monitor sentiment over time to see what works.
- Trends & word clouds: discover recurring themes in open-ended responses to prioritize improvements. Skip tedious analysis of thousands of responses, gain an understanding of survey responses in seconds.
- Automated alerts & reports: get key insights delivered to your inbox or Slack in real-time. Set custom notifications to be notified only about relevant feedback
Step 5: Close the feedback loop & take action
The final step of an effective feedback program is acting on insights and keeping customers informed. Survicate integrates with your tech stack to automate follow-ups and track improvements:
✔️ HubSpot, Braze & Salesforce: update customer profiles based on survey responses to personalize outreach. Personalize email communication with survey responses and improve engagement from automated emails.
✔️ Slack & Microsoft Teams: notify your team instantly when urgent feedback is received.
✔️ Zendesk & Linear: convert negative feedback into support tickets and track resolutions.
Build a customer feedback program that delivers results
With Survicate, you don’t just collect feedback—you turn it into meaningful action that improves customer experience, increases loyalty, and drives business success.
Ready to transform customer insights into growth? Try Survicate for free today!
