Customer Feedback Matters.
Here's Why.

No-one could have predicted the events of the past year, and we are still unsure of what long-term changes the pandemic will have on our day-to-day lives. We are already seeing shifts in customer behaviour and loyalty, so it’s time to really connect with your client base. Asking for customer feedback is the best way to do so. 

Why does customer feedback matter?

More than ever, consumers are conscious of where, and how, they spend their money. We’re privileged that they choose us, so we should make them feel special. If they’re disappointed with the product or service that we provide, let’s find out why. It will show that we truly care about their opinion. An added benefit? Loyalty! They will appreciate that we take the time to hear their thoughts, and will consider buying from us again.

By proactively asking for customer feedback, we are able to improve our offering. Sure, most of the information will be subjective and we won’t be able to do much about it. But for every 10 pieces of product feedback that we can’t action, there will be 1 that makes us think differently. As a result, we will  see the product or service from another point of view. Maybe the feedback identifies a pain point in the buying journey that we didn’t know existed. By simply connecting with our customers, we can remove this obstacle and benefit from increased sales going forward.

Wasn’t customer feedback always important? 

The short answer is yes. But nowadays we have less physical contact with our customers than in the past, whereas before we could ask them face-to-face. Now we need to make more of a concentrated effort to discover these valuable insights.

Let’s not forget about the all-important data. Feedback helps us know even more about our customers. We can gain a deeper understanding of their booking patterns, likes, and needs. This is all useful information when it comes to creating personas and designing relevant marketing messaging.

So what can you do about it? 

Make gathering customer feedback a priority and spend time analysing the data. Too often, we see companies make the effort of asking for feedback but ignoring the responses. Act on the feedback you receive. Respond even if you don’t make any big changes. By replying to the customer, they will already feel heard and appreciated. The worst thing you can do is ask for feedback, and then go silent. This leaves your customer wondering why they even bothered in the first place.

Surveys are the most common method used to collect feedback. Avoid long and unnecessary questions that look off-putting – no one will answer them. Instead, ask short and to-the-point questions embedded within the email itself. Why not offer them different ways to respond? Some people find writing a hassle, so providing a voice alternative is an innovative and unique option.


We hope that you have a deeper understanding of why customer feedback matters now more than ever, and what you can do about it. By engaging in a dialogue, you are not only enhancing your offering but also spending quality time listening to your customer base. What more could you possibly want?  

Want to see how we can help? Get in touch with our team to see how SoftBrik can help you to reach your customer feedback goals.

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