Best customer feedback examples from 10 leading companies

How to collect customer feedback? Customer Feedback examples from 10 leading companies | Usersnap Blog

We’re glad to see more and more big companies putting customer feedback as a high priority, so today we want to share the top 10 customer feedback examples with you to help you get started in your own feedback process.

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What to take note on these customer feedback examples?

You want to be careful when asking customers for feedback, or you may end up wasting their time. (And your own!) The feedback questions asked, how they are asked and where they fit into the customer journey are things you need to think through in advance and plan out.

Looking at these good customer feedback examples, you need to ask yourself:

  • Why is customer feedback needed?
  • What is a good question to ask?
  • When and where should the feedback question be inserted? 
  • How will the customers perceive this feedback format? 
  • How will the feedback process be managed?

Keep in mind your purpose of getting customer feedback and how that will play a part in your future product development plans, let’s jump into the examples!

1. YouTube

This should be one you have seen and even used before. YouTube randomly asks users what they think of the videos they’ve finished watching to gain a better understanding of the videos’ quality, their algorithm, and the user’s preference.

It is natively inserted into the user’s dashboard of a list of videos. And it starts out just by asking “What did you think of this video?” with the video displayed below and a 5-star rater. Once the rating is provided, the feedback section expands to a mini multi-choice survey asking why such a rating is given.

This is a very easy yet personal way to ask for customer feedback. It doesn’t require much action nor time for customers to share their feedback. And it’s also a very scalable way to collect feedback for your product.

YouTube's way of collecting customer feedback

2. Google

Google is also consistently asking for customer feedback to improve its features. Here’s one that you will definitely have seen. Whenever you search for a topic and your search results come out, you will see a subtle feedback button near their “People also ask” feature where they display relevant answers to your search term.

Although the feedback form that opens up is quite simple and traditional, it does cover both quantitative and qualitative feedback. First, it asks the user to rate the feature with a radio point system, then there’s an optional text area to leave comments and suggestions. 

It is interesting to see how Google plays the game of proactive customer feedback. What do I mean by this? In the digital world of product performance analysis, we often tend to track usage and look at customer behavior through data. Which are all passive observations.

It’s awesome and powerful for analytics, but quite frankly, that’s merely enough. Getting customers to verbalize their opinions offers deeper and more actionable insights for improvements.

Google's method for collecting customer feedback

3. Facebook

Facebook is collecting customer feedback in multiple touchpoints and via different formats. They have in-app surveys for market research and 5-star rating systems for specific features. 

Especially for their newer features, Facebook makes sure users can easily give feedback or report an issue. When you launch a new feature, it is important to provide an easy feedback option so that bugs can be raised and resolved asap. In addition, you can validate if the customers are liking and using your product as you expected.

Customer feedback examples of Facebook

4. Amazon Web Service

Amazon has an in-product feedback system where a rating pop-up banner would be shown first. Once you’ve clicked on the 5-star rater, a feedback window opens up in the center to get you to categorize your feedback, enter a message and ask another satisfaction type of question. 

Using a simple rater feedback option to trigger more follow-up feedback is a smart and highly engaging approach to get the most out of customers. Once they have clicked the rater, they will feel more devoted to sharing further thoughts on the topic with you.

AWS Customer Feedback Pop-up 5-Star Rating System
First, you see the 5-star rater pop-up

5. Confluence

Atlassian’s team collaboration tool Confluence recently started a new way of collecting customer feedback: notification triggered feedback. As most software already sends notifications for feature usage and task completion, a feedback option embedded within the notification will be easily perceived as natural and not at all intrusive. It will also increase the likelihood of users to respond.

If you like this approach but don’t have the resources to develop it, you can consider implementing a 3rd party tool like Usersnap to help you with the feedback collection and analysis. Another bonus you can enjoy with sophisticated feedback tools like Usersnap is screenshots and annotations. Your customers can illustrate which part they liked or felt uneasy about.

Atlassian Confluence User Feedback Notification - good customer feedback examples

Try out Usersnap free for 15-days. Or get a personalized demo for your specific use case here.

6. Netflix

Netflix has come a long way in using customer feedback for product usability. Their journey started out with the 5-star rating system, they asked the customers to rate their experience on viewing the movie/series. But then they switched to the thumbs up/down rater, why? 

Cameron Johnson, Director of Product Innovation, said they discovered that users were confused with the star raters since it is more commonly used to rate product satisfaction rather than “personal experience”. As they want to find out the individual’s preference for the film, it was better to change the rater to thumbs up/down.

Netflix User Feedback Rating System Explained
Reference: 3 Surefire Ways to Enhance Your Customer Experience

This simple switch increase engagement by a wild 200%. What you can learn from Netflix’s case is the importance of using the right rating system to feedback responses.

We help our users to select the correct rating system by explaining the use cases first and automatically matching the rater for the project.

  • Getting customer engagement and simple interaction type of feedback, the most intuitive thumbs up/down rater is best
  • Measuring customers’ loyalty you should use NPS and always include a text field
  • Understanding customer satisfaction a 5-star rating system or emoji faces (angry to happy) would allow you to receive the most appropriate scale of feedback that is then digestible and actionable.
Different options for giving customer feedback

7. Mailchimp

In Mailchimp, users can conveniently submit feedback via their subtle feedback button. There are 3 formats where the users can decide how they want to convey their opinions. 

The pros of having various feedback tools are that the users can use the most suitable way depending on the feedback situation. For example, when talking about specific feature usability, a tool to point to elements or annotate on the page is helpful. 

The cons of showing the users a list of feedback tools is that it may confuse the users even more. Which becomes the friction in them actually going through with the feedback.

Feedback tool options from Mailchimp

8. Intercom

Intercom, the customer communication tool, also is collecting feedback in multiple places within their application and on their website. Here you can see the new feature announcement page, each article has rating feedback for the readers to reach on to. 

Although one may argue that the best way to tell if a new feature is successful or not is to look at usage performance. If many people use it, it’s a victory for you. But that’s unfortunately not the case. You need direct customer feedback to inform you whether they think the feature is a pain-reliever or making things worse!

How Intercom collects customer feedback for product improvements

9. Canva

Canva, the graphic design tool with over 15 million users, have a visual feedback widget to match the need of their customers. Communicating graphic issues and ideas can be a challenge especially if you are not a technical person that knows all the exact terms. 

Canva once opted for Usersnap as their CX and in-app visual feedback tool, leveraging screenshots and annotations to make the feedback process easier and more accurate for their customers. By connecting Usersnap with customer care tools, they streamlined feedback into one platform and improved the customer experience greatly.

Canva using Usersnap's Customer Feedback Tool
Using screenshots and annotation tools to support visual communication and feedback

“Usersnap allows us to get feedback more often and this really helps us to iterate faster on our design community’s needs.”

Joscha Feth, Engineer at Canva

10. Mention

Mention, a social media and web monitoring tool, built NPS feedback seamlessly into their product. As the users open the tool, one of the first thing they see is the feedback form. A perfectly integrated feedback question (or even questionnaire) helps to make customers feel more comfortable and at ease with sharing feedback. 

We have found brands that take the effort to fully customize their feedback tools gain more customers who open up. It is about creating a sincere and welcoming channel and environment. You can customize your Usersnap widget to fit your branding as you wish. Feel free to contact us for a demo and see it for yourself.

NPS example in Mention.io

Takeaways from these customer feedback examples

Online customer feedback is not easy to acquire, but from Google, Facebook, and all the big major brands mentioned above, you can notice a trend of proactive listening. They are eager to obtain direct feedback, both quantitative and qualitative, from their users. Feedback is key to understanding customer needs and building a customer-centric business.

Today we shared with you some great customer feedback examples, hope it has inspired you to step up your feedback game.

Feeling ready to take the next step? Try out Usersnap for free today.

In other posts, we will also talk about the 6 steps for SMEs to follow in setting up a proper customer experience strategy.