What is Customer Feedback Management? Tips, tools and more…

Managing customer feedback is a challenge many organisations face on a daily basis – especially when dealing with a large amount of feedback, coming from multiple sources and various digital channels. In fact, this process can be downright overwhelming. That is, unless you practice good customer feedback management. By streamlining feedback data in a way that helps you easily gather, analyse and take action on your feedback, you’ll be sure to get the most out of your feedback and give the customer the online experience they deserve.

Using our feedback expertise gained from years of working with digital-first organisations large and small to get their customer feedback management programs up and running, we’ve got all of the information you need to deliver a top-notch experience.

In this article, we will address the following:

  • What is customer feedback management?
  • Why is it important?
  • Tips for managing customer feedback
  • Customer feedback management tools

What is customer feedback management (CFM)?

Customer feedback management (CFM) is the process of gathering, analysing and taking action on customer feedback with the goal of optimising the online customer experience. In other words, CFM brings customer feedback full circle. However, this is only possible through the deployment of online customer feedback surveys, proper analyses and a team that is willing to take these insights and come up with a solution that caters to the customers’ needs.


Why is CFM important?

Good customer feedback management is integral to your business’ digital strategy. Here’s why:

CFM helps inform your business decisions

  • Helps guide your product roadmap – Prioritising your roadmap is a simple process if you manage customer feedback properly. Feedback will give you insights into which items to focus on first and how much urgency they have among customers.
  • Identifies ways to improve customer satisfaction – Identifies what makes your customers tick, what struggles they encounter across the journey and what they think of your digital channels.
  • Provides good insights for testing purposes – Use customer feedback alongside your usability testing efforts and gain insight into why pages or channels aren’t performing.
  • Helps improve UX & design – Many solutions offer features that help you identify issues with UX and design such as visual feedback.

CFM builds trust and loyalty among your customers

  • Maintaining relationships with your customers through customer feedback will help keep them engaged with your brand and feel heard.

How to manage customer feedback

When it comes to actually managing your feedback, the process can typically be broken down into three steps: collecting, analysing and taking action on customer feedback. Let’s take a look at each of these individually.

1. Collecting customer feedback

The process of collecting customer feedback looks different for every organisation. However there are methods that can be applied across all industries and organisations large and small.

Mopinion: Recharge.com partners up with Mopinion to strengthen its customer-first strategy - Feedback Form
Source: Recharge.com

Where to collect customer feedback
While many organisations tend to focus on only their website, there are actually several other digital channels worth gathering feedback on, such as mobile apps and email.

Collecting mobile feedback can give you insights into the mobile experience of your users. For example, your organisation can identify which kinds of obstacles users are running into in-app by leveraging in-app targeting techniques.

Additionally, email feedback – which is quite a popular manner of gathering feedback in the retail industry – is a big one. Email feedback can open up a two-way communication between you and your customers, whether that’s feedback on email campaigns, post-purchase drip emails or even email surveys measuring customer loyalty.

Want to learn more about these digital channels and how you can collect feedback on them? Be sure to check out this post.

Which metrics to use
Your selection of metrics also plays an important role in the success of your customer feedback programme. As we mentioned before, there is no ‘one-size fits all’ approach when it comes to customer feedback metrics, however, there are a few that are used among many organisations.

  • Net Promoter Score (NPS) – NPS, perhaps one of the most popular loyalty metrics, is a great way of gauging customer loyalty online.
  • Customer Satisfaction (CSAT) – CSAT is essentially a measurement of how well your website meets the expectations of your customer.
  • Goal Completion Rate (GCR) – GCR measures the number of visitors who have completed a specific goal on your website or mobile app.
  • Customer Effort Score (CES) – CES is a metric used to understand how much effort it took your customer to achieve his/her goal.

Learn more about how to apply these different types of feedback metrics here.

When to collect customer feedback
Digital products and services evolve fast and customer expectations even faster, so it’s important to stay ahead of the curve and collect customer feedback frequently! It should be a constant and integral part of your digital marketing strategy.

There are also right moments and wrong moments to collect customer feedback. By leveraging both passive feedback (i.e. a constant feedback button or an embedded survey on the page) and active feedback (behaviourally-triggered surveys) you will be sure to have all of your bases covered. Active feedback surveys give you the ability to ask for relevant feedback in the moment, i.e. when a customer is about to leave the page or abandon their shopping cart.

2. Analysing customer feedback

Customer feedback analytics provides organisations with a digestible way of bringing feedback data together and identifying key bottlenecks and trends. Done through the application of dashboards and charts displaying feedback data, this step in the process also requires a bit of critical thinking. When analysing your feedback data, you have to think about what it is that you want to learn?

Many organisations aim to – for example – analyse feedback over time and see how impactful changes are on the customer journey. It can also help identify major drops or rises in metrics, signalling that something might need to be fixed or optimised.


Additionally, organisations working with multiple channels, domains or countries may consider monitoring all of these metrics in one chart to compare and contrast how certain countries are scoring with certain metrics or which channels – web, mobile app or email – are performing better in terms of CSAT.

Want to learn more about the various ways you can analyse your feedback? Check out this post on customer feedback analytics.

3. Taking Action

The final step of the customer feedback management process is taking action (or closing the feedback loop). This process is a pivotal part of the customer feedback cycle as oftentimes data gets ‘siloed’ and never reaches other departments where it can be leveraged for improvement. It can also build loyalty among your customers when they know something is being done with their opinion.

Setting up a feedback email alert

Taking action on feedback insights can be looked at from two perspectives: internal and external actions. Internal actions include actions taken to make sure that your feedback data falls into the right hands. For example, tagging incoming feedback items, assigning feedback to individuals or departments, email alerts and more. External actions consist of setting timescales for your actions and tracking progress on feedback items while simultaneously keeping the customer informed along the way. Then you must be able to harmonise the two as one will typically influence the other.

But… truth be told, you can’t do any of this without the right customer feedback management tool in place…

Customer feedback management tools

Take a look at some of the tools we’ve selected for you below.

1. Mopinion

Mopinion is an all-in-one user feedback tool that helps organisations collect and analyse website, mobile and email campaign customer feedback. It has an easy-to-use interface, with which users can build, design and configure feedback forms however they like. Mopinion users can also target specific groups of visitors with feedback forms and gain insights into why they are struggling to convert. Once collected, feedback items can be visualised in customisable dashboards and charts for advanced analyses. Additionally, digital teams can share and take action on these feedback items in a timely manner with the help of smart alerts.

2. Feedier

feedier feedback software

Feedier (IXM) is an intuitive experience management solution that allows you to listen carefully to the Voice of the Customer in order to improve your customer experience. Collect in real-time direct and indirect feedback through gamified forms, analyze your data with an intuitive and visual dashboard via features such as analysis of the most used keywords in your responses, correlation matrix, User Stories, NPS and many others.

3. InMoment

Top 20 Customer Journey Mapping Tools: An Overview - Inmoment

InMoment is a cloud-based customer experience optimisation platform which offers multiple solutions including a Voice of the Customer (VoC) platform. It’s VoC platform allows for feedback collection, online reporting, real-time alerts and occurrence management. It also offers unique features such as data exploration, an active listening studio and action planning. The platform combines the survey data it collects with customer data from other sources such as CRM, social and financials.

4. Survicate

Survicate Online Survey Software

Survicate is a well-known web survey solution that lets users trigger targeted surveys across various funnels of the website. Alternatively, you can send out email questionnaires to different customers using digital CX metrics such as NPS, CSAT, CES, and more. Survicate also allows users to perform some analysis activities including dashboarding, NPS analysis and exporting feedback to XLS or CSV.

5. Qualtrics

Qualtrics XM User Feedback Solution

Qualtrics is an Experience Management Platform which offers various data collection methods such as website/mobile feedback, email surveys and social feedback for actionable customer, market and employee insights. Though this solution is more of a traditional survey software, it does offer a dedicated solution for digital. Users have access to their own role-based dashboards and can view results in trend vs. target charts. There is also a closed loop ticketing feature that notifies users of customer interactions, such as the presence of a detractor.

Looking for a more comprehensive list. Here is our roundup of the best customer feedback tools.

Using Mopinion to manage your customer feedback

The process of collecting, analysing and taking action on feedback may appear to be a daunting task, but with the right solution in place, a lot of the work is actually facilitated for you. A customer feedback management tool like Mopinion gives its users the flexibility to decide how and when to collect feedback with customisable feedback surveys deployable across web, mobile apps and in emails. Are your customers struggling to convert? You’ll be the first to know thanks to Mopinion’s intuitive and advanced analysis capabilities. We’ll then help you bring your feedback full circle with plenty of feedback sharing opportunities such as integrations (with webhooks) and built-in action management tools.

Mopinion is always improving its software so that it can call itself one of the best customer feedback management tools on the market. Have you seen our newest release: conversational feedback? With this new feature, our users can leverage chat-like technology to personalise and humanise the feedback experience.

Ready to see Mopinion in action?

Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.