What’s one strategy you use to gather and act on customer feedback? How has this improved your customer experience? We asked industry experts, and they shared 15 impactful strategies to enhance customer satisfaction.
How to Gather and Use Customer Feedback: 15 Strategies from the Experts
- Capture Sessions of New Users
- Voice of the Customer Initiative
- Obsessed with User Feedback
- Post-Transaction Surveys for Insights
- Feedback Fast-Tracks System
- Exit Chats for Honest Insights
- Live Interview-Style Sessions
- Voice of the Customer Slack Channel
- Proactive Follow-Ups and Direct Surveys
- Post-Service Surveys with Actionable Questions
- Engage with Google Reviews Actively
- Built-In Real-Time Feedback System
- Listen to Everything
- Combination of Google Reviews and Surveys
- Listening Deeply During Interactions
Capture Sessions of New Users
We use screen session recording tools to capture sessions of newly onboarded users. Whenever experience gaps are detected, sometimes indicated by rage-clicks or bounces, we reach out directly to the user outlining the steps in the journey back to them, our hypothesis for the underlying issue, and offer to help remediate the issue in that immediate context. It makes for a quick feedback cycle assures users that they’re working with a responsive team that is proactively attentive to their needs.
Louis-Victor Jadavji
CEO, Taloflow
Voice of the Customer Initiative
We’ve implemented a voice of the customer initiative where an independent team member (i.e. person not involved in either account management or service delivery) interviews the customer and asks questions related to the following:
- The value and effectiveness of our engagement to meet the customer’s goals.
- Our communication was respectful, efficient, and effective.
- Our execution was professional, collaborative, effective, and delivered the required outcomes.
- How likely are you to recommend us (NPS Score).
At our internal retrospective meetings each week, we will evaluate the feedback and ask ourselves “what could we modify to improve the customer experience?”
Most important in all of this process is to capture the actions and action owners to improve the process and immediately add them to our Continual Improvement board in order to implement change.
Paul Bichsel
CEO, SuccessCX
Obsessed with User Feedback
In our B2B software company, we collect customer feedback as often as possible and are genuinely obsessed with user feedback! We use multiple channels to gather feedback (from email, website chat window, GitHub issues, Slack community, feedback research calls, etc.). Still, the essential thing when collecting feedback is, in my experience, to be genuinely interested in the feedback and willing to implement it (the sooner, the better). Also, it strengthens the relationship with the customer when you actually implement their feature request, and you can do it for them in a very short time. I see this as a long-term investment in our long-term customers.
Jan Cizmar
CEO & Founder, Tolgee
Post-Transaction Surveys for Insights
I use post-transaction surveys to gather customer feedback. Following each gold-selling transaction, we send a brief, insightful survey inquiring customers about their satisfaction, what went well, and areas for improvement. This gives us direct, actionable insights into our service.
We regularly review these responses and look for recurring patterns. For instance, we noticed that customers appreciated the transparency of our pricing but wanted more guidance on the selling process. We responded by creating easy-to-follow guides and videos to help clarify the process and make the experience more understandable.
This constant loop of collecting and acting on feedback has strengthened our customer relationship, made our service more intuitive, and boosted our satisfaction scores. Listening to customers enhances their experience and drives our growth and evolution.
Kevin Bryan
Director of Customer Experience, The Alloy Market
Feedback Fast-Tracks System
We implemented what we call “feedback fast-tracks”—a system in which customer insights go directly to decision-makers through weekly rapid-response meetings. Rather than allowing feedback to sit in databases, we actively discuss and act on it within days of receiving it.
Here’s how it works: Our team tags incoming feedback across all channels—support tickets, social media, surveys—with priority levels. High-priority insights are discussed in our weekly 30-minute stand-ups with representatives from product, marketing, and customer service. The key rule is that every meeting must end with at least one actionable decision about a customer pain point.
This approach led to some surprising wins. For example, we found that customers were asking the same question in different ways—something we’d missed when feedback was siloed in separate departments. Within two weeks of identifying this pattern, we’d created a solution and communicated it back to customers who’d raised the issue.
What this means for you: Quick feedback loops aren’t about collecting data; they’re about creating a system for rapid response. Start with weekly cross-department meetings focused solely on customer insights, and make sure every session ends with concrete action items. The speed of implementation often matters more than the size of the change.
Justin Abrams
Founder & CEO, Aryo Consulting Group
Exit Chats for Honest Insights
We implemented what we call “Exit Chats”—brief, informal conversations when customers are moving out of their storage units. This timing is critical because they’ve just completed their full journey with us and are more likely to share honest insights. One customer mentioned struggling to maneuver furniture around tight corners, which led us to create detailed unit-specific access maps for new customers. Another suggested adding phone charging stations in our loading bay area since people often spend hours moving and their phones die.
These small but impactful changes came directly from customers who had lived the experience. Since starting these conversations, our customer return rate has increased by 35%—often with them recommending us to friends and family before they even need storage again. The key is catching people at the right moment and actually implementing their suggestions quickly.
Nick Simons
Owner, Storagehub
Live Interview-Style Sessions
We improved the way we gather customer feedback by switching from asking clients to record and submit video testimonials manually to conducting live, interview-style sessions. During these interviews, we guide clients with specific, targeted questions about their experience with our services, such as, “What challenges did we solve for your global hiring needs?” or “How has our platform impacted your hiring process?” This approach eliminates the pressure of scripting and recording their own videos, making the process seamless and enjoyable for them.
This strategy has led to more authentic and detailed testimonials, as clients can focus on sharing their genuine experiences without worrying about structure or presentation. It also allows us to extract insights into what matters most to our clients, helping us refine our offerings. As a result, the improved customer experience strengthens relationships while creating compelling, trust-building content for potential clients.
Nick Esquivel
CEO, Globaltize
Voice of the Customer Slack Channel
Our “voice of the customer” Slack channel shares raw customer feedback with every team member. This open access ensures designers, developers, and marketers stay directly connected to user needs. Transparency empowers teams to align their work with customer priorities at all stages. When employees see the impact of feedback, they’re more motivated to act decisively. It creates a company-wide culture of continuous improvement and customer focus.
Sharing customer feedback openly across teams has made our company’s culture more agile and user-centric. Employees feel personally connected to the people they’re building tools for, improving motivation. This alignment has driven faster, more meaningful updates that reflect real customer priorities. Customers notice the difference when their concerns are addressed holistically and quickly. A customer-first culture makes the experience feel more human and responsive.
Alari Aho
CEO and Founder, Toggl Inc
Proactive Follow-Ups and Direct Surveys
One strategy we rely on to gather and act on customer feedback is a combination of proactive follow-ups and simple, direct surveys. We don’t wait for customers to bring issues to us; instead, we reach out shortly after they rent a unit or move in to check on their experience. A quick phone call or email—asking how everything went, if they had any challenges, and what we could do better—goes a long way. This personal approach makes customers feel heard and gives us real-time insights into any improvements needed.
We pair this with short, no-hassle surveys sent periodically to both new and long-term renters. The key is keeping the questions focused: Was our facility clean? Was the rental process easy? Is the space meeting your needs? By keeping it simple, we get more responses and clearer data. I personally review this feedback every month with our managers to look for trends. If a recurring issue pops up—like complaints about access hours, lighting, or online billing hiccups—we act on it right away.
One specific example involved feedback we received about our online reservation system. Several customers said it was unclear which unit sizes were available or that the process felt clunky. After hearing this, we invested in upgrading our website to include real-time availability updates, clearer unit descriptions, and a more user-friendly checkout process. Within weeks, we saw an increase in online reservations and fewer calls from frustrated customers trying to sort things out manually.
Gathering and acting on feedback has been a game changer. It’s helped us stay connected to what matters most to our customers and has reinforced our reputation as a company that listens and adapts. For me, feedback isn’t just data—it’s a direct line to building trust and loyalty with our customers, and that’s what keeps us growing.
Jonas Duckett
Founder, Store-It Quick
Post-Service Surveys with Actionable Questions
We actively solicit feedback through post-service surveys that include actionable questions, such as, “What could we have done better?” These insights are reviewed during our monthly team meetings and turned into concrete improvements. For instance, after receiving feedback about our collection notices being perceived as unfriendly, we sought more detailed input on the specific wording that caused concern. As a result, we adjusted our approach by sending reminder notices before a bill became overdue and ensured that our language was consistent, clear, and more customer-friendly. This change has led to improved customer satisfaction and more positive responses.
Scott Levene
Owner, Levco
Engage with Google Reviews Actively
One strategy we use is actively engaging with Google reviews—both good and bad. We make it a point to respond to every review with a personalized reply that reflects the specific feedback and even considers the star rating. For positive reviews, we express genuine gratitude and acknowledge what the customer enjoyed. For less favorable reviews, we take the time to address concerns, apologize if necessary, and offer a solution to resolve the issue.
This approach ensures that our customers feel heard, valued, and appreciated, no matter their experience. It’s also helped us improve our customer experience overall by identifying areas where we can do better. Plus, it builds trust with potential customers who see that we’re committed to great service and standing by our work.
Destry Thompson
General Manager, John Stevenson Plumbing, Heating & Air Conditioning
Built-In Real-Time Feedback System
We have a built-in feedback system, which allows us to gather real-time feedback from our users. Therefore, we collect feedback regularly and run it through our teams. Depending on the nature of the feedback and the specific issue the customer is facing, it can be our product team, engineering team, or even customer service. We then make adjustments and improvements according to the criticism.
The key here is to get back to the customers with updates, both personally and publicly. Especially if there was a serious issue affecting the customer’s experience, it’s important to address it to the entire audience for maximum transparency. This way you show your accountability and honesty in owning up to your mistakes, but also prove that you’re open to feedback and willing to improve. Furthermore, it truly shows that you deeply care about your clients. Following these steps is how we’ve been able to maintain customer satisfaction high over the years.
Alexey Chyrva
CPO, Kitcast.tv
Listen to Everything
The best strategy to gather customer feedback is to ensure you are listening to everything. Newer analytics tools, integration, and AI technology allow you to connect data across all platforms: Support tickets, marketing interactions, social media comments, sales or services meeting transcriptions, defect reports, product usage statistics, and the list goes on! Combining all of this together gives you incredible power to segment out and focus on specific insights: Where are our highest paying customers having product trouble? At what point in the website navigation do we see customers bounce? How is social media sentiment trending? All of these things can lead to surgical precision in taking impactful actions.
Craig Stoss
VP of Partner and Customer Success, Kodif
Combination of Google Reviews and Surveys
Our company collects customer feedback through a combination of Google reviews, ReviewBuzz, and SurveyMonkey. Google reviews allow us to gather immediate, real-time feedback from a wide range of customers. It gives us insight into how we’re performing in the field, and because it’s public, it also helps us manage our online reputation.
For more detailed feedback, especially from customers who have had new installations, we use SurveyMonkey. We are able to ask specific questions about their experience, the products installed, and our team’s professionalism. The data we gather from SurveyMonkey helps us understand how we can refine our installation process and customer service experience.
ReviewBuzz helps us streamline and manage our feedback across multiple platforms, making it easier for our team to track trends, identify areas for improvement, and reward employees who consistently receive positive feedback. This feedback loop benefits our business by ensuring we stay in tune with our customers’ needs, continuously improve our services, and maintain a high level of customer satisfaction, which is critical for retention and referrals.
Andrew Hulsebos
Service Director, Reiner Group Inc.
Listening Deeply During Interactions
One strategy I use is simply listening deeply during every interaction. Whether it’s through surveys, direct conversations, or even complaints, I treat feedback as an opportunity to learn. I’ve found that the best insights often come from asking follow-up questions and making customers feel heard, not just collecting data, but truly understanding what’s behind their feedback.
For example, when working with clients in the US, I noticed that they valued having a culturally aligned team that could connect with their customers on a personal level. By listening to this feedback, we focused on training programs that not only enhanced technical skills but also emphasized cultural nuances and emotional intelligence.
This approach has strengthened relationships with our clients because they see us as partners who care about their success. Acting on feedback isn’t just about fixing problems, it’s about building trust and delivering an experience that feels personalized and meaningful.
Nokwanda Ntshingila
Premium Offshore Cx Solutions, Nutun
