Define a goal before starting collecting feedback

Some people make a mistake of jumping into collecting feedback with no clear goal. They just set tools up and see what they can find out. It’s not the best choice. You should define a goal first. It will lead you to choose the right technique and then the right tool. Example: if you want to find out how people assess your new website, you should probably choose website surveys. But if you want to discover what people are saying about your competitors on social media, you should choose social media monitoring.

Choose the right technique

As mentioned above, the goal of collecting feedback influences the choice of a technique. Also, take into account your resources. If all members of your team are already working overtime, then you should look for a tool that requires as little effort to set up and handle as possible. In this is the case and you want to collect feedback on your website, then you should probably choose a website survey tool rather than live chat which requires constant attention and spare capacity.

Choose the right tool

There’s a variety of feedback tools on the market you can choose. It applies to live chat especially – there are literally dozens of standalone solutions and dozens of multi-use customer support tools that include live chat. Make sure you choose a tool that offers all you need – switching a provider is always troublesome and you will simply lose time. Also, choose a tool that offers functions you really need – there is no sense in paying for functions you won’t use. Platforms like G2Crowd will help you make the right choice – take a look at reviews of users to choose a reliable and recommended solution.

Make analyzing collected feedback a part of your routine

Feedback tools provide you with the most value when you regularly assess results, look for improvements, create new surveys, etc. Depending on the size of your company and the amount of feedback you collect, you might be able to spot trends in a matter of days after launching the survey. Making analyzing results a part of your weekly routine will help you make the most of collecting feedback.


Don’t be afraid to experiment. Example: if you’re using social media monitoring, try changing keywords from time to time. When you’re using website surveys, try different questions and targeting options. Decided to use live chat? Then try different targeting settings and pre-defined messages. Experimenting will help you improve achieved results and research different issues.

Turn conclusions into decisions

Analyzing feedback is also not enough. Draw conclusions and turn them into decisions regarding your offer, marketing communication, or website design. Then analyze feedback to track how people assess the results of those decisions. This iterative process will provide you with the best results possible.

Following best practices of collecting feedback will ensure you’ll make the most of your feedback tools and benefit your company.

Lucjan Kierczak

Head of Marketing at Survicate.