What is Customer Feedback?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

3 minutes

Product Management

Customer Feedback refers to the information, opinions, and insights shared by customers about their experiences with a product or service. This valuable input serves as a crucial tool for Saas product management teams to understand customer needs and preferences, identify areas for improvement, and make informed decisions to enhance the overall user experience. Gathering and analyzing customer feedback is an ongoing process that allows companies to align their product roadmap with customer expectations and deliver a more satisfactory solution.


Customer feedback can come in various forms, including:

  • Surveys: Companies often conduct surveys to gather quantitative feedback on specific aspects of their product, such as usability, features, or customer support.
  • Reviews and Ratings: Customers may leave reviews or rate the product on platforms like app stores, review websites, or social media platforms.
  • Support Interactions: Feedback can be obtained through customer support channels, such as email, live chat, or phone calls, where customers express their concerns or provide suggestions.
  • User Testing: Observing users while they interact with the product helps identify pain points and areas of improvement.
  • Social Media Monitoring: Monitoring social media platforms for mentions and comments related to the product can provide valuable feedback and insights.


Customer feedback is of paramount importance in Saas product management for several reasons:

  1. Product Improvement: It provides valuable insights into customers' pain points, allowing product teams to identify and prioritize areas for improvement. By addressing these pain points, companies can enhance user satisfaction and retention rates.

  2. Feature Prioritization: Feedback helps companies determine which features or enhancements should be prioritized based on their impact on customer experience and overall value to users.

  3. User-Centric Decision Making: Customer feedback helps product managers make data-driven decisions that align with user needs and preferences, ensuring that product development efforts are focused on delivering value to customers.

  4. Competitive Advantage: By actively seeking and addressing customer feedback, companies can differentiate themselves from competitors by continuously improving their product based on customer expectations.

  5. Customer Engagement and Loyalty: Actively listening to customer feedback and implementing changes based on their suggestions or concerns fosters a sense of engagement and loyalty among users. When customers feel heard, they are more likely to become advocates for the product.

How to Use Customer Feedback

To effectively use customer feedback in Saas product management, consider the following steps:

  1. Collect Feedback: Implement various channels and mechanisms to collect feedback from customers, such as surveys, feedback forms, support interactions, and social media monitoring.

  2. Analyze Feedback: Organize and categorize feedback to identify recurring patterns, common pain points, and potential areas for improvement. Utilize qualitative and quantitative analysis techniques to derive meaningful insights.

  3. Prioritize and Plan: Prioritize feedback based on its impact on customer experience and business goals. Collaborate with cross-functional teams to plan and implement necessary changes or feature enhancements.

  4. Communicate and Iterate: Keep customers informed about the actions taken based on their feedback. Actively communicate with customers to ensure they feel valued and involved in the product development process. Continuously iterate and improve the product based on ongoing feedback.

Useful Tips

Consider the following tips to make the most out of customer feedback:

  • Engage in Active Listening: Pay attention to what customers are saying, both directly and indirectly. Look beyond the surface-level feedback to uncover underlying needs and desires.

  • Encourage Detailed Feedback: Prompt customers to provide specific and detailed feedback by asking open-ended questions and providing clear instructions. This helps gain deeper insights and actionable suggestions.

  • Provide Incentives: Offer incentives to customers who take the time to provide feedback, such as discounts, access to beta features, or exclusive content. This encourages participation and boosts the quantity and quality of feedback received.

  • Follow Up: Reach out to customers who have provided feedback to gather additional information, clarify their concerns, or update them on the changes made based on their suggestions. This demonstrates an active commitment to customer satisfaction.

  • Leverage Feedback Tools: Utilize feedback management tools and platforms to streamline the collection, organization, and analysis of customer feedback. These tools can help automate processes and ensure that feedback is not overlooked.


Customer feedback refers to the opinions, comments, and suggestions provided by customers about a product or service.
Customer feedback is important as it helps businesses understand customer needs, identify areas for improvement, and make informed decisions to enhance their products or services.
There are various methods to collect customer feedback, such as surveys, feedback forms, online reviews, social media monitoring, and direct customer interactions.
Collecting customer feedback allows you to gain insights into customer preferences, improve customer satisfaction, increase customer loyalty, and drive product innovation.
To analyze customer feedback effectively, you can use sentiment analysis tools, categorize feedback based on themes or topics, identify common patterns, and prioritize areas for improvement.
Responding to customer feedback is crucial. It is important to acknowledge feedback, thank customers for their input, address any concerns or issues raised, and communicate any actions taken to improve based on the feedback received.
Positive customer feedback indicates satisfaction with the product or service, while negative feedback highlights areas that need improvement. Both types of feedback are valuable for understanding customer perceptions and making improvements.
Ideally, you should seek customer feedback on a regular basis to stay updated on changing customer needs and preferences. This could be through periodic surveys, ongoing feedback channels, or after specific product updates or releases.
Yes, customer feedback is a valuable input for product roadmap planning. It helps you prioritize features, identify new opportunities, and align your product strategy with customer needs and expectations.
You can encourage customers to provide feedback by offering incentives, making the feedback process simple and convenient, actively seeking feedback through surveys or emails, and showing appreciation for their input.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Customer Feedback
  4. Useful Tips
  5. Related Terms

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