Why You Shouldn’t Underestimate The Importance of Customer Feedback

Take a moment and imagine a product that is easy to use from the first second. Imagine you have no questions, no confusion. Every detail is clear. The product is completely user-friendly. Isn’t that the dream of every brand? And how can you achieve it? And once you have managed it, how do you improve it? That’s where customer feedback comes in.

User research and customer feedback — is there a difference?

While the goal is basically the same with both processes, creating products which are usable, appealing and turn customers into satisfied and loyal clients, user research is somewhat deeper. It goes to the behavioral level instead of staying with opinions — which are valuable, too. It provides a different type of information to customer feedback.

If you want to satisfy your customers and provide them with a user-friendly product, implement user research at an early stage in the development circle. Monitor your users’ behavior, needs and expectations. Dig into the “whys” behind their opinion. Once your product is ready to use, collect and analyze as much customer feedback as possible.

User research is about getting closer to your users, understanding how they behave, and what kind of needs and motivations they have. You can use interviews, questionnaires, usability tests, heuristic evaluations and focus groups, as well as other methods, to get to know your user and follow their journey in a natural setting. When conducting user research, it’s important to act upon the feedback you get. Build the collected data into the development process. Doing so will help you avoid frustrated users in the future.

Quick definition

Customer feedback is a useful information about your product provided by people who are actually using it in their everyday life. This kind of feedback is highly beneficial, a resource for improving your services and provide a better customer experience.

We can talk about two kinds of feedback, prompted and unprompted. Prompted feedback happens when you send out questions or a survey, while unprompted feedback comes from the clients, mostly online. They review your services directly on your page (e.g. on Facebook) or leave a comment about you on a website specialized on such feedbacks, such as TripAdvisor or Yelp.

The importance of customer feedback

Customers are holding a mirror to your business. Whether they are satisfied with your product or not, their feedback is valuable. You can do your best to please them, but do you reallyknow what is good for them? The key is to get to know them. Asking them and listening to them. Create the perfect customer experience by implementing the feedback you get from people who actually interact with your services.

Sometimes it can be hard because of the difference between your and your customers’ opinion. Your product is your darling, of course you look at it in a way nobody else does. Collecting unbiased feedbacks and making business decisions, adjusting your product according to them can help you to keep a healthy distance and increase the satisfaction of your clients. Therefore the importance of customer feedback shouldn’t be underestimated.

How to use it to your benefit

After launching your product it’s always a good idea to ask the customers about it. What is their opinion? Is it user-friendly? If not, how can it be improved? In order to meet their expectations, you need to listen to them and implement their needs and suggestions to provide a better service, strengthen your product and have happy clients by your side.

Just an example — content marketing. Everyone wants to provide articles which are worth of reading, interesting and relevant, right? Master your content by gathering customer feedback regularly! Get to know your readers, their habits, their pain points, ask them what they want to read about. This way you can refine the personas, build a content map focusing on those pain points and provide your customers with a high quality and relevant reading.

Let’s get back to the customers! Are they satisfied? Would they recommend you to others? If they do, most likely your business performance will be better. Moreover, customers find it impressive if you ask their opinion and listen to them. This act is the ground of a good and caring relation between you and your clients. Probably it’s not a new information for you, but the client is in the central position. They feel appreciated and in the end more attached to your company.

Talking about attachment, a satisfied customer will read your content, use your app and stay with you, while a dissatisfied client will take a look at the competitors’ offers. Regularly conducted surveying keeps you up-to-date and helps you improve your weak points, winning your clients back.

Before purchasing a product or choosing a service, most people like to gather some information. They search forums, reviews, check out all the social media platforms of the company, read the comments, etc. They are looking for social proof. Opinions provided by other customers who already have experience with the product are more reliable than paid advertisements. That’s why a public review system is important — not only for you, but for your future customers, too.

Customer feedback as part of a regular audit

As part of your marketing activities, you should regularly conduct a full marketing audit. And part of that is understanding what your customers and users have to say about your product and your communication. Including customer feedback in this regular audit allows you to put the emotions of your customers — key to selling your product — next door to the data about those sales.


As a business owner or product developer, try to pay as much attention to your clients as you can. Build trust, review your own product and keep in mind the importance of customer feedback.

Additionally, as a customer, don’t be afraid of evaluating a product or giving feedback on a service — we at Intellyo find it also important to get to know our clients, listen to their voice and provide them with relevant content on our blog.

This article was originally published on Intellyo’s blog.

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