Top 11 Customer Feedback Channels to Use in 2025

About 20 years ago, Starbucks was facing issues with customer satisfaction and profitability. Instead of wasting time, they launched a platform called My Starbucks Idea in 2008, where customers could provide feedback and add ideas. To this date, it's generated 270+ ideas that Starbucks brought to life, including free wi-fi, cake pops, and hazelnut macchiato. ☕

By listening to customer feedback, they improved customer experience, increased customer retention, and drove new profit for the business.

So, what's stopping you from doing the same for your business? Maybe you don't know which channels to use to get started.

Today, we'll show you the best customer feedback channels for any type of business and what you can use them for. 👇

What is customer feedback and why is it important?

Customer feedback is the opinions, insights, and experiences that customers share about a company, its products and services, and overall brand. Feedback comes in many shapes and forms, which we'll talk about in a second.

We instinctively know that collecting customer feedback benefits any business, but most people are not aware of the many advantages of feedback collection, such as...

• Improved customer satisfaction and user experience
• Better customer relationships
• Higher customer loyalty and retention
• Improved products and services
• Data-based decision-making
• Better brand reputation
• More innovation
• Helps you measure success by setting benchmarks and tracking performance

Whether it's direct or inferred customer feedback, it gives you a comprehensive understanding of your business, your target audience, your positioning, and what you can do to become better.

✨ Start collecting & managing feedback with Featurebase for free →

The importance of closing the feedback loop

A customer feedback loop happens when customers leave feedback; you act on that feedback and then loop back to the customer, telling them what you've done (or not). In short, as a business, you reply to customers whenever they leave some type of feedback.

When you close the feedback loop, you can:

• Enhance customer satisfaction
• Increase transparency and trust in your brand
• Improve customer engagement
• Boost retention and grow the number of repeat customers
• Create more brand advocates
• Build a more positive reputation for your business
• Create better product alignment
• Make more informed decisions

Nowadays, customers expect to hear from you once they submit feedback, and thanks to modern customer feedback systems, circling back to customers is done on autopilot.

The most important feedback channels to focus on in 2025

Gathering valuable feedback data comes in many shapes and forms. The feedback process for every business and product is different, and there is no single "best channel."

We suggest mixing the types of feedback below to get a holistic overview of your product, its strengths and weaknesses, customer support, messaging, and value proposition, and more. 👇

1. Customer feedback tools

Customer feedback tools are platforms designed to centralize and streamline the process of gathering, analyzing, and acting on feedback.

Featurebase has an excellent mix of tools for collecting feedback on your website, in your app, through emails, or feedback boards.

With Featurebase, you can collect direct and inferred feedback at every step of the customer journey. From feedback boards, online surveys, centralized feedback boards and other channels, Featurebase lets you capture customer voices effortlessly.

Customers can submit their ideas, vote, and comment on suggestions and get notified once their idea makes it through to production or the official product roadmap.

You can analyze and organize feedback with the help of AI, as Featurebase automatically groups similar entries together. And if someone tries to submit an idea, e.g. "improve product dashboard" and a similar idea has already been submitted, Featurebase will show that to the user. In other words, you'll prevent duplicate entries from stuffing your backlog.

The feedback received can be qualitative and quantitative, and you can use it to guide your sales or marketing strategies, launch new features, or improve your customer service.

Integrations with Slack, Jira, and Trello, among others, help you tie feedback items to tasks and keep everyone in your team on the same page.

And once you've implemented the feedback, communicate those changes through a product changelog and a knowledge base to effectively close the feedback loop.

Best for: Centralizing customer feedback, prioritizing feature development, and fostering transparency and collaboration in product-driven businesses.

✨ Start collecting & managing feedback with Featurebase for free →

2. Surveys and polls

Online surveys and polls offer a structured way to get feedback from a large audience. This makes them ideal for identifying trends, measuring satisfaction, and evaluating specific aspects of the customer experience.

Since you can customize questions and formats, targeting surveys to specific customer segments or areas of interest is easy.

One of the key strengths of surveys and polls is scalability. Online tools like Featurebase, SurveyMonkey, Google Forms, and Typeform make it easy to distribute surveys across multiple channels, such as email, social media, or embedded on a website. This way, you can reach thousands of customers with a few clicks.

You can use multiple question types—such as multiple-choice, Likert scales, and open-ended questions. This lets you gather both quantitative and qualitative data.

Surveys and polls offer actionable data. By analyzing patterns and trends in responses, you can prioritize improvements, make data-driven decisions, and measure the impact of changes over time.

In order maximize effectiveness, you should keep surveys concise, make sure questions are straightforward and easy to understand, and when possible, provide an incentive for participation, such as a discount or exclusive access to features.

Best for: Collecting quantitative and qualitative data, measuring satisfaction levels, and identifying customer preferences at scale.

✨ Start running survets & collecting feedback with Featurebase for free →

3. Website feedback forms

Website feedback forms are a direct and accessible channel for collecting customer feedback, letting you gather insights at the point of interaction.

These forms are typically embedded on a website and let visitors share their thoughts, report issues, or provide suggestions without leaving your website or app.

One of the most significant advantages of website feedback widgets is their contextual relevance. Users can provide feedback in real-time while on the site, making their insights more specific and actionable.

For example, suppose a visitor faces a broken link, a confusing layout, or a missing feature. In that case, they can immediately report it and you'll get notified precisely which page it came from.

These highly customizable forms let you adjust the customer feedback questions to your needs.

For example, forms can include dropdown menus, multiple-choice options, or open-text fields to collect structured and unstructured data. Also, advanced targeting means that forms can appear only to specific audiences, such as first-time visitors or logged-in users.

Feedback forms are discreet and non-intrusive, which makes them ideal for capturing input without disrupting the user experience. They provide raw, unfiltered feedback straight from their customers, often leading to quick fixes and improved usability.

Feedback forms should be easy to locate, simple to complete, and mobile-friendly to maximize their effectiveness in collecting detailed feedback.

Best for: Collecting real-time website feedback, identifying usability issues, collecting feature suggestions directly from active users.

✨ Start collecting in-app feedback with Featurebase for free →

4. Email

Email is one of the most reliable and direct channels to capture customer feedback.

Its personal and customizable nature lets you reach your audience in a tailored way, making it an effective tool for gathering direct feedback across different customer segments.

One of the biggest advantages of email is its flexibility.

You can send targeted feedback requests, customer satisfaction surveys, or follow-up emails based on specific interactions, such as a recent purchase or a support ticket resolution. This targeted approach ensures that feedback is relevant and timely, increasing the likelihood of response.

Emails also allow for various feedback formats, including simple star ratings, detailed surveys, or open-ended questions.

Emails also have massive potential for personalization. Address customers by their name and tailor the content to their past interactions, and you can create a sense of connection and encourage more thoughtful responses.

Finally, email feedback can be tracked and analyzed to uncover trends and measure satisfaction over time.

Best for: Collecting targeted feedback, measuring customer satisfaction after specific interactions, and engaging with customers in a personalized way.

5. In-app feedback

In-app product feedback is an excellent channel for collecting actionable insights directly from users while interacting with your product.

Embedded customer feedback tools allow customers to share their thoughts, report bugs, or suggest improvements without leaving the app, creating a seamless and convenient feedback experience while helping you track the customer journey.

One of the key advantages of in-app feedback is its immediacy and context compared to other customer feedback methods.

Users can provide real-time input, often tied to a specific feature or experience. For example, someone encountering a confusing feature can instantly report the issue, and give developers precise information to address.

In-app feedback tools are versatile, offering options such as feedback widgets, star ratings, and comment boxes.

Some even include screenshots or session recordings, enabling users to highlight issues visually. This combination of qualitative and quantitative data helps any company identify pain points, prioritize improvements, and track user sentiment over time.

To maximize impact when you gather customer feedback with this method, in-app feedback tools should be user-friendly, non-intrusive, and strategically placed within the right places in your app.

Best for: Gathering real-time feedback on specific features, identifying usability issues, and improving the user experience within digital products.

✨ Start collecting & managing feedback with Featurebase for free →

6. Social media

Social media platforms like Facebook, Twitter, Instagram, and LinkedIn are powerful channels for collecting customer feedback.

With billions of users worldwide, these platforms offer direct access to a diverse and engaged audience.

One of the key advantages of social media is its real-time nature. Customers often use these platforms to share their experiences, whether positive or negative, offering instant feedback. Monitoring mentions, social media comments, and direct messages provides unfiltered insights into what customers value and where they face challenges.

Social listening tools like Hootsuite and Brandwatch can further enhance this process by tracking keywords, hashtags, and trends relevant to a brand.

To maximize the benefits, you should actively engage with your followers, monitor sentiment, and use analytics to identify actionable insights.

Best for: Capturing real-time feedback, engaging directly with customers, and monitoring brand sentiment across a large audience.

7. Online reviews

Online reviews are a treasure trove of authentic customer feedback, offering a window into public perception.

Platforms like Google Reviews, Product Hunt, G2, and Trustpilot host millions of user-generated reviews, making them essential for gauging customer satisfaction and identifying areas for improvement.

The public nature of online reviews makes them particularly powerful; they influence other potential customers while allowing you to demonstrate responsiveness. By engaging with reviewers—thanking positive feedback and addressing negative ones—companies can show their commitment to customer satisfaction and foster trust.

Additionally, reviews often highlight recurring themes, which can signal systematic issues or reveal opportunities for innovation.

Tools like sentiment analysis can streamline the process, extracting actionable insights from large volumes of data. Online reviews also tend to come from diverse customer segments, offering a broader perspective than targeted feedback channels.

Best for: Understanding public sentiment, identifying trends in customer experiences, and showcasing responsiveness to customer concerns.

8. Phone feedback

Phone feedback is a highly personal and direct channel for collecting customer insights, offering the opportunity for real-time, two-way communication. Whether through structured one-on-one conversations or open-ended discussions, this method allows you to gather detailed and nuanced feedback that often goes beyond what is possible with written channels and typical feedback management tools.

One of the key advantages of phone feedback is the ability to build a genuine connection with customers. Hearing a customer’s tone, emotion, and inflection provides additional context that helps understand the sentiment behind their words. It also allows for immediate clarification, as follow-up questions can be asked to further explore specific points.

However, phone feedback does require skilled staff who can engage customers effectively, listen actively, and ask the right questions. It can also be time-intensive and may not scale as easily as other feedback channels, making it best suited for high-value interactions or specific segments of the customer base.

Best for: Resolving issues, collecting in-depth insights, and building stronger relationships with customers through personalized interactions.

9. Live chat

Live chat is a dynamic and immediate channel for collecting customer feedback, offering real-time interaction directly on a website or within an app. Its convenience and accessibility make it a preferred option for customers seeking quick support or sharing their thoughts about a product or service.

One of the standout advantages of live chat is its ability to capture feedback in the moment. Customers often provide insights while actively engaging with your product or service, ensuring that their input is relevant and context-specific. For example, a customer experiencing an issue during checkout can report it instantly, allowing you to address concerns before they escalate.

Live chat also fosters a conversational feedback experience. Agents can ask follow-up questions or clarify points, enabling deeper understanding and more actionable insights. Some live chat tools even integrate with CRM systems to store and analyze feedback for future reference, making it a valuable addition to broader customer experience strategies.

Automation can enhance live chat effectiveness, with chatbots collecting initial feedback or guiding users through a structured questionnaire. This ensures you capture insights efficiently, even outside of regular operating hours.

To maximize its potential, live chat systems should be user-friendly, offer prompt responses, and include options for saving chat transcripts to revisit feedback later.

Best for: Collecting real-time feedback, addressing immediate concerns, and creating a conversational and responsive customer experience.

10. User testing

You can identify usability issues by observing real users as they interact with a product, understand user behaviors, and validate design decisions.

The primary strength of user testing is in its hands-on approach. Unlike surveys or other indirect methods, user testing captures feedback in the context of actual use. This lets you uncover pain points, confusing elements, or unmet needs that might not surface through other feedback channels.

User testing can be conducted in various formats, such as moderated sessions, where a facilitator guides participants, or unmoderated sessions, where users interact with the product independently. Tools like UserTesting, Maze, and Lookback make it easy to gather user feedback remotely, broadening access to diverse participant pools.

While user testing requires time, planning, and resources, its ability to provide actionable, context-rich insights makes it an essential tool for product development.

Best for: Evaluating usability, validating design decisions, and identifying opportunities to enhance the user experience during development.

11. Focus groups

Focus groups are a highly effective channel for collecting in-depth and nuanced customer feedback. They involve gathering a small, diverse group of participants to discuss specific topics, products, or services in a moderated setting.

This format can encourage customers to take part in open dialogue, allowing you to explore customer perceptions, preferences, and pain points in a way that’s difficult to achieve through surveys or online reviews.

One of the key advantages of customer advisory groups is the ability to dive deep into customer motivations and behaviors. Participants can give immediate reactions to new ideas, prototypes, or marketing campaigns, giving real-time insights that are often more detailed and context-rich than written feedback. Moderators can dig deeper into responses, clarifying points and uncovering insights that might not surface through other channels.

Focus groups let you to observe body language, tone, and group dynamics, providing additional context to verbal feedback. This makes them particularly useful for testing customer reactions to sensitive or complex topics.

However, focus groups have limitations, such as the potential for groupthink or the dominance of the loudest participants. Make sure to moderate focus groups so that the feedback collected is balanced and representative.

Best for: Exploring customer motivations, testing new concepts, and gaining relevant insights into customer perceptions and behaviors.

Conclusion

What is the best channel to gather feedback from your customers? It depends on your business and target audience. In reality, you should always use various customer feedback methods and channels to get the best qualitative and quantitative insights.

Featurebase is a modern feedback tool that helps you collect all feedback in one place with the help of integrations, surveys, and a public forum. You can connect your customer data to the feedback and prioritize ideas based on revenue, company size, and more to build what really matters.

It comes with a Free plan, and the onboarding is super simple, so there's no downside to trying it out! 👇

✨ Start collecting & managing feedback with Featurebase for free →