Customer feedback provides insights directly from buyers before or after purchase regarding perceptions, satisfaction, product experiences, service quality, or opportunities. Feedback may be actively collected through surveys, reviews, testimonials, focus groups, interviews and more.

Customer feedback offers indicators of loyalty, dissatisfaction, and areas for potential improvement. Sales and product teams should monitor feedback closely and act on common themes. Useful feedback highlights should also be shared widely across the organization to inform strategies. Continual feedback gathering provides an invaluable two-way dialog with customers.

Back to Glossary