10 Great Customer Feedback Examples You Can Learn From in 2024

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Increasing revenue, improving your product, fostering better relationships with your customers… These are all some of the many benefits of collecting customer feedback.

At this point, not collecting feedback feels reckless, like taking a gamble with your business and customers’ trust.

But what if you just set up your company? Perhaps you’re getting your first customers and you don’t know where to start, but you need a solid foundation for the future.

Today, we look at some of the best customer feedback examples. We’ll show you companies, their business models, and specific ways they collect user feedback.

TL;DR - The best customer feedback examples

1. Amazon's multi-channel approach
2. Yext's feedback widgets
3. Intercom's in-app messaging
4. Capsule CRM's feature request forms
5. Dropbox's beta testing feedback
6. Duolingo's A/B testing insights
7. Apple's developer feedback loop
8. Netflix's rating system
9. Zappos' customer support feedback
10. Airbnb's customer reviews

What is customer feedback?

Customer feedback is the information your users provide about their experience with your product.

It's super valuable because it gives you insights into improving your product, retaining customers, and attracting new ones.

You will encounter different types of feedback:

• Feature requests: Customers often suggest new features or improvements for the product. These insights help you with product development and staying ahead of competitors.
• Bug reports: Errors or issues your users encounter while using the product. Because bugs can seriously disrupt the user experience, so you should prioritize them over features (most of the time 🤔)
• Satisfaction surveys: Surveys mostly help you measure customer satisfaction levels. You can run surveys inside your app, through emails, etc.
• Usability feedback: Feedback on how easy or difficult it is to use the product. It mostly helps you identify and fix UI/UX problems.

...customer reviews, sales objections, churn feedback, and the list could go on.

Why is customer feedback important?

Building tech products is now cheaper than ever, and the cost continues to fall. This also means that the competition is higher than ever.

Collecting customer feedback is crucial for staying ahead in today's competitive market. Here's why 👇

• Enhances product quality: identifies missing features and areas for improvement
• Boosts customer satisfaction and loyalty: satisfied customers are more likely to stay loyal, engage with your brand, and refer others
• Reduces churn and improves retention: addressing user feedback early keeps users satisfied and less likely to leave for competitors
• Simplifies decision-making: provides data-driven insights for prioritizing product development
• Encourages customer engagement: involving customers in product development fosters a stronger connection to your brand
• Strengthens brand reputation: actively managing feedback builds trust and enhances your brand's positive perception

So, now that you understand what customer feedback is and why it matters, let's check out some of the best examples of customer feedback that can help you get inspired.

Best customer feedback examples in 2024

1. Amazon - multi-channel approach

The e-commerce giant Amazon has developed a super sophisticated multi-channel system for collecting customer feedback. This approach ensures they gather insights at various touchpoints throughout the customer journey:

• Post-purchase emails: After a customer receives a product, Amazon sends an email asking for a review. These emails are timed to arrive when the customer has had enough time to use the product.
• On-site prompts: When customers revisit Amazon after a purchase, they're often greeted with a prompt asking them to review their recent purchases.
• Mobile app notifications: Amazon's mobile app sends push notifications reminding users to leave reviews for recent purchases.
• And much more like customer service follow-ups, seller feedback systems, voice of the customer program, etc.

Why it works so well is that feedback is collected ALL the time and at multiple touchpoints, providing a comprehensive view of the customer experience. Its also notable that they don't only user the feedback to improve products, but also the overall shopping experience and seller performance.

Amazon's multi-faceted approach to feedback collection has not only improved its service but also set industry standards for e-commerce feedback systems.

2. Yext - feedback widgets

Like most online tools, Yext struggled with getting feedback from their customers. Establishing a structured feedback process is crucial for continuous improvement and enhancing customer experience.

Typically, user feedback would come through Slack channels and as a result, engineers didn’t know exactly who submitted it, how many people wanted a certain feature, and how important this feedback item was.

Then they started using Featurebase to collect, quantify and prioritize customer and internal feedback. Instead of several channels, customers were guided to a single feedback board to submit feedback, bug reports, or feature requests.

The result: each item had information on the person who submitted it, so they could quickly determine if it was a new customer or a pro user with a large lifetime value. For each submission, they were able to see comments and the number of upvotes in this powerful tool.

The engineering team could then find out which items needed their attention the most and ship the features that the users really needed instead of making assumptions. More happy customers, better product, improved bottom line.

And the best part is that you can use Featurebase for free →

3. Intercom - in-app messaging

Intercom, a customer messaging platform, practices what it preaches by using its own tools to gather customer feedback effectively. Their approach shows how you can leverage in-app messaging to collect real-time insights from users.

Intercom utilizes its own messaging platform to gather customer feedback in several innovative ways:

1. Targeted in-app surveys: Intercom uses its own product to send targeted surveys to users based on specific actions or milestones within the app.
2. Active feedback collection: They prompt users for feedback at relevant moments, such as after completing a key task or when accessing a new feature.
3. Conversational feedback: Intercom's chat-like interface allows for more natural, conversation-style feedback collection, which can yield richer insights.
4. Feature announcements with feedback options: When launching new features, Intercom uses in-app messages to both announce the feature and collect immediate feedback on it.
5. Proactive support: By reaching out to users who seem to be struggling, Intercom can gather valuable feedback on pain points and usability issues.

The key benefits of this approach are high response rates due to the convenience of in-app feedback and real-time insights that allow for quick iterations and improvements.

4. Capsule CRM - feature request forms

Capsule is a customer relationship management tool for small businesses that need simplicity and ease of use. They wanted to prioritize building features that customers wanted instead of bloating up the tool to achieve feature parity. In their contact form, customers can request new features.

Since this is one of the main points of contact for new and long-term customers, this lowers the barrier for them to get in touch.

A more modern example of this would be using a feedback tool like Featurebase:

This leads to a better user experience and allows the company to capture feedback on product features from just about every potential customer. User feedback forms facilitate active participation by providing a platform for customer opinions, which are crucial for improving products and fostering customer loyalty.

5. Dropbox’s - beta testing feedback

Dropbox has become the leader in cloud storage services, with over 700 million users. But that claim to fame didn’t happen overnight, and the number is largely due to the way they collected and implemented customer feedback.

Dropbox focuses on its business users and regularly gives them early access to new features that everyone else won’t be able to see in a matter of months. These users can then test and break these features and provide detailed feedback before they are released to the wider public.

Every negative review is accounted for and their product teams can use the positive feedback to build a product that has value.

6. Duolingo’s - A/B testing

At the moment of writing, Duolingo’s language learning platform has over 500 million users. This number is not an accident - it’s a result of careful planning, research, and plenty of feedback collection.

Instead of traditional methods for gathering feedback, Duolingo divides their users into groups and runs different split tests. From small things like changing buttons and colors to big ones such as rolling out Leaderboards, many of the biggest decisions in Duolingo were made by split testing and asking users what they think.

While they also employ more traditional methods such as online reviews with star ratings, app surveys, and more, this hands-on approach proved to be better for actionable insights and real-time user feedback.

7. Apple - developer feedback loop

Apple is an example of a company that cares not only about their customers but also about the developers building new products for the Apple ecosystem. Whenever they launch a new developer tool (a feature, update, or fix), they collect feedback from the developer community to ensure that the tools help developers build great apps.

Source

Apple uses product feedback forms, such as surveys, to improve their developer tools and better understand developer needs.

The feedback is collected in multiple ways: developer forums, beta testing communities, developer conferences, and more. This has reshaped the way people develop apps for Apple, for example, the SwiftUI framework. In the end, they have more satisfied customers and developers enjoying working on Apple apps.

8. Netflix - rating system

Netflix, the streaming giant, has revolutionized the way we consume entertainment. A key factor in their success is their sophisticated recommendation system, which is built on continuous customer feedback.

Netflix collects feedback in several innovative ways:

1. Viewing history: They track what users watch, how long they watch, and whether they finish a series or movie
2. Ratings: Users can rate content with a thumbs up or thumbs down, providing direct feedback on their preferences
3. Personalized surveys: Netflix occasionally asks users to rate a selection of titles, helping to refine their taste profile
4. A/B testing: They test different artwork, descriptions, and even show order to see what engages users most
5. Implicit feedback: Netflix analyzes user behavior like rewatching, pausing, or fast-forwarding through content

This continuous feedback loop allows Netflix to personalize content recommendations for each user and optimize the user interface for better engagement.

The result is a highly personalized experience that keeps users engaged and subscribed. Netflix claims that 80% of viewer activity is driven by personalized recommendations, showcasing the power of their feedback-driven approach.

9. Zappos - customer support feedback

There are many reasons you would have heard about Zappos and one of the top ones is their customer support.

They’re known for going above and beyond to make their customers happy, often having long calls (up to 11 hours!), preparing gifts for their customers and in times such as the pandemic, answering questions that go beyond their product which is shoes.

While they also employ traditional, online feedback methods, Zappos is also known to pick up the phone and randomly call up a customer to get feedback from them. Analyzing these customer support interactions is a superb way to get qualitative feedback and the fact it is not expected is the icing on the cake. 🍰

The end result is that Zappos is more famous for its customer experience than the actual product it sells.

10. Airbnb - customer reviews

User-generated content is becoming increasingly important for organic, viral marketing. It's also an effective way to use customer feedback to fuel your company's growth.

Unlike traditional customer satisfaction surveys used by many companies, Airbnb has innovated in their approach to gathering and utilizing customer feedback:

• Post-stay reviews: After each stay, Airbnb prompts both guests and hosts to review their experience.
• Multi-media feedback: Users are encouraged to share photos and videos along with their written reviews, providing rich, visual content for future guests.
• Two-way feedback system: Both guests and hosts review each other, creating a balanced and fair system.
• Embracing negative feedback: Airbnb welcomes both positive and negative feedback, recognizing that even critical reviews provide valuable insights.

This approach creates a powerful feedback loop where each new review adds value to the platform. Potential guests can make informed decisions based on real experiences, and hosts are incentivized to provide great experiences that will result in positive reviews.

Wrapping up

Customer feedback adds fuel to the fire for growing your business. Engaging with customer feedback can lead to increased customer loyalty. And while it seems like the natural thing to do, for many companies, it’s just a lot of work without a tangible return on investment.

For the companies above, collecting feedback made them leaders in their fields, helped them build features that matter, and created better relationships with their customers. You can do this too, without spending weeks writing custom code or hiring an army of customer success representatives.

Featurebase helps you collect customer feedback with the help of in-app surveys, feedback forms, and integrations. It comes with AI analysis features, survey templates, and feature voting, helping you get a complete picture of customer satisfaction and focus on the most impactful ideas.

The setup is super fast and comes with a Free Plan, so there's no downside to trying it out. 👇

Start collecting customer feedback with Featurebase for free today →