11 Types of Customer Feedback: How to Collect & Manage Effectively

We all know that customer feedback is crucial for creating great products.

It enables us to eliminate guesswork and create a brand that’s known for truly caring about its customers.

Although you might already be getting feedback from emails and interviews, you might be missing out on many other types.

Moreover, as you receive more feedback, understanding how to manage and approach different types can make you much more effective.

In this blog, we’ll explore the top 11 types of customer feedback (with examples) to level up your feedback collection and management game. So, let’s dive in! 👇

TL;DR - The 11 most popular customer feedback types

• Customer Survey Responses
• Bug or Error Reports
• Feature Requests
• Customer Reviews
• Product Ratings
• Customer Support Interactions
• In-App Feedback
• Customer Interviews
• Social Media Mentions
• Customer Behavioral Data Insights
• Sales Objections

What is customer feedback?

Customer feedback is when someone who uses a product/service shares their thoughts about it. Companies actively collect customer feedback to measure customer satisfaction and get ideas for improving their current offerings.

But you probably know that already, so let’s hop into the different types of customer feedback to dive into the juicier topics.

Why is collecting customer feedback important?

Customer feedback is vital for understanding your customers' experiences and identifying areas for improvement. Here are a few reasons why gathering user feedback is essential:

• Identify Problems and Opportunities: Feedback highlights both issues and potential enhancements in your products or services.
• Understand Your Target Audience: It provides insights into customer preferences, helping you tailor your offerings to meet their needs.
• Stay Competitive: Feedback reveals how your competitors are performing and what you can do to surpass them.

Customer feedback can be categorized into two main types:

• Passive Feedback: Feedback from customers that wasn't received by directly asking, such as feature requests or bug reports.
• Active Feedback: All feedback that is actively collected from customers, such as through surveys and interviews.

What are the types of customer feedback?

Here is a list of different types of user feedback you can start collecting today to improve your business:

1. Customer survey responses

Customer surveys are one of the most widely used types of customer feedback methods. They include multiple-choice and open-ended questions about one or several facets of customer journey and experience.

Some of the most popular surveys are customer satisfaction surveys. These include CSAT, NPS, and many others,

Surveys generally come in 2 formats: In-app surveys and Form surveys.

In-app surveys

One of the best ways to run surveys is with in-app popups as they have incredibly low friction for interaction.

When users are already interacting with your app, you can open up a small popup in the bottom corner of the browser to ask the user for any suggestions, measure their satisfaction levels, or pick between multiple choices.

Surveys can be collected with a tool like Featurebase which allows you to run fully customized surveys in just a few minutes for free.

Create surveys with Featurebase for free →

Form surveys

Another way to run surveys is via a form. I’m guessing you’re already quite familiar with this type and have already filled out many Google Forms applications yourself.

Form surveys are great when you don’t have an application where to run in-app surveys and want to get quick, structured feedback about a certain topic or from a specific group of users.

These surveys are usually sent out as a feedback email that links to the website where the survey is set up.

Overall, surveys are simple, cost-effective, easy to scale, and one of the best types of customer feedback you should leverage.

However, customer survey responses also have their limitations. 

Not every customer will agree to invest their time in your surveys. Here, offering incentives can increase their participation, but be creative, it doesn’t always have to be a monetary reward.

For example, in the above email, Notion asked users to take their survey. As a reward, they offered to plant a tree on the customer’s behalf. The incentive here is purpose-driven with a feel-good element.  

Another drawback to keep in mind is that while the feedback from surveys is easy to collect and understand, it can contain false positives. Users who aren’t actively looking to provide feedback often just rush the notification out of the way by clicking on an option they haven’t thought through.

Tip: To overcome the limitations, use sentiment analysis to get more granular details on how the customer feels about your brand. You can start with a Likert scale question like “How much will you rate our services on a scale of 1 to 10?” to get a quantitative benchmark to analyze the feedback. Add follow-up open-ended questions afterward for a detailed understanding of the customer’s pain points. 

2. Bug or error reports

Bug reports are types of customer feedback that let you know the technical issues that hold back your customer’s experience. These can be glitches in the user interface, payment processing problems, a landing page being down, etc. 

If gone unnoticed, bugs can keep customers from using the full value of your product and cause churn. No matter how many tests you run, some technical issues may slip through the cracks. 

Bug reports generate accurate insights into the customer experience as it comes directly from the user. You can take proactive measures to resolve these errors before they escalate and compromise your CX severely.

Technical glitches are extremely frustrating for the user. Offering an option to report bugs gives them a sense of control and hope that you intend to solve the issue. It shows users you are committed to addressing their concerns, boosting loyalty and retention. 

Tip: Don’t push these reports as mere technical complaints. Instead, treat them as you would handle usual customer reviews. Often the difference between bug reports and feature requests in actually not that clear. Humanize the report submission process, acknowledge the problem, and after resolving it, inform the user about the actions you took. 

To streamline the bug-reporting process, consider picking a bug tracking tool like Featurebase, which supports capturing bug reports directly from your own app with in-app widgets.

In addition to capturing bug reports, Feautrebase lets you conveniently convert them into actionable issues with integrations for Jira, Linear, Clickup, and other issue-tracking software.

3. Feature requests

Feature requests are instances when your users ask for new and specific features to be added to your product that unlock some new functionalities.

Feature requests are also effective in building a brand around your product. They show you value your customers’ input, creating a sense of belongingness for the users. 

For example, the SaaS platform Senja has a community portal with a feature voting board where users can submit feature requests. 

Other customers can vote for the requests or comment under them, which lets you prioritize feedback according to popularity. 

But what makes it most convenient with feature request software like Featurebase is the ability to keep customers in the loop about the progress of their requested features with one click.

Besides the feature request tracking abilities, you also get a feedback analysis feature to rank user requests according to parameters such as upvotes, importance, customer segments, and value/effort. 

Tip: Level up your feature request tracking game today with Featurebase to capture and prioritize feedback like a pro.

Sign up for Featurebase for free

4. Customer reviews

Reviews are a type of organic customer feedback you can collect without actively nudging users to do so. These are proactive feedback and tend to be more honest. 

Some platforms where customers post reviews include: 

• Third-party review sites like G2, Yelp, Tripadvisor
• Discussion forums like Quora and Reddit
• Social media platforms
• E-commerce and quick commerce channels
• Google reviews

For example, here is a customer review for Adobe Photoshop on G2. The user points out what they like and dislike about the product along with the specific problems they could solve with the tool. 

As customer reviews are often posted on public forums and third-party review sites, they are extremely significant for your business’s exposure. In fact, reports note that reviews impact purchasing decisions for 78% of customers. 

This means that your potential customers are likely to rely on customer reviews before buying your product. That’s why you must monitor review sites closely, respond to both positive and negative feedback, and identify and address concerns. 

Tip: Negative feedback is inevitable and offers a good opportunity to bridge the gaps in your services. How you deal with these criticisms also says a lot about your brand’s customer-centricity. 

So, acknowledge the feedback publicly, be it positive or negative. If necessary, contact customers directly to understand the problem in depth. Avoid getting defensive, own up to your mistakes, and offer prompt resolution. Once you address the issue, update the customer about the improvement. 

5. Product ratings

Product ratings are another significant part of types of customer feedback as they measure user satisfaction at a glimpse. While they don’t offer context for the rating, product ratings are easier to submit and encourage maximum submissions.

Average product rating is a useful indicator of your product’s performance. Like customer reviews, positive ratings add credibility and elevate public perception of your business as well. 

You can check your product ratings on third-party review platforms or App stores. For B2C brands, monitor your product ratings on e-commerce and quick commerce sites. You can also let your customers rate your product on your online store. 

Tip: Whenever you receive a low rating, contact that customer asking what went wrong. If they had an unsatisfactory experience, offer a refund or voucher for the next time they shop with you. Then, note the issues and work on them. You should also encourage customers to leave a short review along with ratings. 

6. Customer support interactions

While the customer feedback types we have covered so far are very effective, they are a lot different from real-time customer support interactions. 

Real-time feedback is perhaps one of the most important types since customers often contact you via them when they hit a roadblock. Therefore, their feedback will be unfiltered, honest, and probably very important.

Some popular customer interaction you might be using: 

• Live chats (Intercom, Crisp, etc..)
• Support desks (Freshdesk, Zendesk, etc..)
• Email
• Phone calls
• Social media

Tip: Set up a proper feedback system to make sure valuable ideas don't slip through these channels and is captured as an actionable issue.

To make sure you keep track of all ideas that come up via customer support, consider setting up a feature tracking tool like Featurebase, which integrates with the most popular helpdesk tools, like (Intercom, Zendesk, etc..).

For example, with the Featurebase’s Intercom or Zendesk integration, you can instantly: 

• Keep track of how many customers request a topic
• Automate follow-ups with customers to always close the feedback loop
• Save customer requests as actionable issues or tasks

Sign up for Featurebase today 

7. In-app feedback

Another customer feedback type that you’re probably missing out on is in-app feedback.

It’s one of the best ways to lower friction for feedback collection and make sure all ideas get captured.

To get started, you can embed a feedback widget on any page and make it obvious to the user that it’s possible to leave feedback. 

A huge benefit is that as the user is active on the page when submitting feedback, their ideas will be much more accurate than a generic review later on. 

Tip: To reduce friction, look for a tool that automatically associates user information with their feedback request, so they don’t have to enter it manually and you always know who submitted something.

Although in-app feedback integrations sound complicated and expensive, Featurebase makes embedding in-app feedback widgets as easy as sharing an email survey form. 

Sign up for Featurebase for free

8. Customer interviews

The top types of customer feedback examples are incomplete without user interviews. 

In this method, you get to dig deep into the customer’s perspective and uncover the context of every specific complaint about your product. 

In customer support interactions, the discussion revolves around a roadblock the customer is facing. But with customer interviews, you can direct the conversation to whatever topic you want, e.g. specific UI issues you want to know more about.

You can prepare the talking points before to control the feedback flow according to your objectives.

Tips: Prepare your interview questions to drive in-depth discussions. Ensure specific feature-related questions to shine a light on the nitty-gritty of your products. Suppose you want to track the effectiveness of your payment gateway. You can ask questions like: 

• “How would you rate the ease of use of our payment gateway?” 
• “Were there any aspects of the process that you found particularly confusing?”

Also, make sure to make notes of the customer's answers and consider recording the interview (with consent) to rewatch any important parts later.

Read more about customer advisory boards →

9. Social media mentions

Social media is another source you can use to collect customer feedback. 

Customers share details of their everyday lives on their social handles — from trying new recipes to recently used products. That’s why you must monitor the conversations around your brand on platforms like Facebook, Instagram, TikTok, X, and YouTube. 

Social media mentions can highlight product flaws and tell you about your brand’s perception and customer preferences. Tracking social media mentions also lets you collect more feature requests and error reports. 

To monitor brand mentions, you can search your business name, field, and other relevant keywords on the social media platform. However, it’s not a feasible method for a scaling business. 

Tip: To simplify brand mention monitoring, invest in a reliable social media analytics solution. It will notify you when your brand name comes up in a conversation. You can set up trigger alerts for industry-relevant keywords as well. 

10. Customer behavioral data insights

While it may not be an exact match for traditional customer feedback types, behavioral data is a goldmine of customer insights. Often more effective than other types of customer feedback methods, it considers what the users do rather than what they say. 

Behavioral data can uncover exactly where a user drops off and identify the root cause of that roadblock. It lets you eliminate biases since all insights are purely data-driven, driving more accurate product and service improvements. 

For example, you can apply heatmaps to see which areas in your CX aren’t working well and compare them to the results from other customer feedback types. 

Tips: Opt for a scalable customer analytics tool and run A/B tests before significantly changing your product. Sign up for trials before investing in the software to ensure it fits your business objectives.

11. Sales objections 

A customer refusing your product on a sales call can be disheartening. However, with the right approach, these objections can be one of the most effective customer feedback types. 

You can evaluate precisely where a customer rejects your offer and run a root-cause analysis to identify their concerns about your product. Did it happen when your sales rep quoted the price? Or did they object after the product demonstration? Did a specific demographic show a lack of interest during the sales call? Closely monitoring and evaluating sales objections can help you answer these questions. 

Tip: Try to ask the reason for their objection, note the most common concerns, and work your way around a deal that suits both parties. 

Let’s say pricing has been coming up as a recurring issue during your sales calls. To fix it, introduce a customizable package offering more flexibility. 

Conclusion

Hopefully, you now have a good understanding of all the main feedback types and have identified types that can be collected better or managed differently.

If you're looking to manage all your feedback in one tool, check out what we've been building at Featurebase.

With Featurebase, you can streamline feedback collection with community portals and in-app widgets to capture anything from bug reports & feature requests to surveys.

In addition to that, you can customize all parts of the feedback collection process to match your brand.

After feedback collection, it also allows you to take control of your feedback management and prioritization processes by having all your feedback in one place.

Featurebase integrates with platforms like Slack, Jira, Linear, and ClickUp to plug straight into your existing workflow.

Sign up for Featurebase today and start collecting and managing all your customer feedback types in one central tool.