Customer Feedback Loop is one of the most effective ways to improve your product or service in accordance with your customers’ satisfaction. The Feedback Loop allows you to constantly gather, learn and apply your users’ suggestions in order to enhance your offer.

What is the Customer Feedback Loop?

Customer Feedback Loop is a strategy for constant product improvement based on users’ opinions and suggestions. It means responding to customers reasonably when they leave feedback. It is based on the naturally recurring pattern which is called 'mutual causal interaction' where actions of both subjects’ have a mutual impact on each other.

According to a Walker study, by the year 2020 customer experience will overtake price and product as the key brand differentiator. With Customer Feedback Loop you will gain an advantage over the competition, creating the high-quality customer experience people won’t forget.

Clients’ interactions with the product define the company’s direction and the direction they choose to define clients’ interactions. In the case of Customer Feedback Loop, customers leave feedback about the product, then the feedback is analyzed, conclusions are implemented and finally, the loop is repeated.

Free Product Feedback Survey Template

Benefits of Using Customer Feedback Loop

Using Feedback Loops brings several benefits. It can be a foundation of a customer engagement process.

Thanks to gathering feedback, you will be up to date with all the needs and complaints your customers have. This way you will uncover new opportunities to create lasting relationships with your clients and reduce customer complaints by quickly reacting to their needs.

Moreover, Feedback Loop is your reality checker. Some ideas and solutions might seem perfect when deploying, but in the end, it is users who decide if the changes were good.

By applying the Feedback Loop pattern to your customer interaction, you can find out what your clients think of the product, what points might cause confusion, or what are their favorite parts and use this information to constantly refine your product.

Research shows

79% of customers are likely to make another purchase from a company if the experience was good.


89% of them will switch to competition in the blink of an eye if the experience wasn’t satisfactory.

Using Feedback Loops provides you with churn collateral process, and a way to listen to your customers.

You might think using such a solution might be very demanding, in fact, it only requires your orderly approach to customer feedback, and of course some analytic skills.

How to Create a Customer Feedback Loop

The Feedback Loop can be divided into three, equally important stages:

It isn’t called a loop for anything. In order to be fully effective, the Customer Feedback Loop has to be constantly reapplied taking into consideration feedback from all possible channels.

customer feedback loop

1. Gather information from clients

In order to create Customer Feedback Loop first it is crucial to start collecting customers’ opinions.

There are a variety of ways to do it: Surveys, live chats, social listening to email marketing.

Nonetheless, one of the most effective tools are surveys. With them, your users’ have a dedicated space directly on the website to leave their feedback.

Moreover, surveys can be targeted to specific use cases such as purchase experience, allowing you to collect more detailed feedback.

Free Customer Satisfaction Survey Template

2. Learn and analyze the data

Once the data is collected it has to be analyzed. Find the recurring issues and list them by frequency and importance to your company’s growth. For example, try to identify reasons of cart abandonment and hunt for points of confusion in your clients’ paths.

Next, put your finger on the issues you identified, and draw conclusions on how to fix them and enhance usability.

3. Apply conclusions into the product

When you have your conclusions, it’s time to apply fixes to your product. A good starting point can be the most critical issue. Small changes and enhancements can be dealt with simultaneously.

Remember to inform your customers about the changes applied to the product and the upcoming bug fixes. It’s crucial to let the customers know that customer feedback was considered during the product enhancement process.

Once the fixes are implemented, the time has come to gather feedback once again.

How to Gather Customer Feedback

Among the variety of options for collecting feedback, one method seems to stand out, surveys. They are the most convenient and systematized way to gather feedback. Because of their common reoccurrence, they are the most user-friendly of the tools.

Methods to gather customer feedback

Note, though, that each type of survey needs to be sent at the optimal time. While surveys like NPS should be used regularly, others, like the CES survey should be sent at precise tocuhpoints.

Take a look at this in-depth guide about methods of collecting customer feedback. It shows how to set up your goals and show you step by step how to collect feedback according to them.

Moreover, each one of those gives a unique opportunity for client engagement and assessing the quality of the product. Nonetheless, each one is specified for different usage.


Growing your business vastly depends on your customers’ happiness. To make sure they are satisfied with your product, you need to listen and respond to their needs and features requests.

At the same time, it is an easy way to manage clients’ complaints and actively react to them. Creating a Customer Feedback Loop allows you to provide better products and experiences.

Knowing exactly what your customers expect, gives you an advantage over the competition.

Consider creating a solid Customer Feedback Loop for your services. Even if the product is right, once your clients are left with a bad taste in their mouth it is extremely hard to change them around.

Free Content Rating Survey Template

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