10 Best Customer Feedback Examples 2024 [Updated]

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.

What are 6 main different types of feedback examples?

All the input, insights, and information provided by your customers and target audience in relation to their experience with your services, business, or product is referred to as customer or user feedback. You may learn a lot about your customers by listening to their comments. Even in the face of unfavourable criticism, this kind of information can be used to enhance the client experience and inspire constructive alterations in any organisation.

In order to understand the importance of customer input, it is imperative to look at some good customer feedback examples.

1. Product feedback example

Any insight or review provided by a customer about your product or service is referred to as product feedback. It can be anything from a detailed, passionate review written online to a simple thumbs up. Product feedback enables businesses to understand customer needs, resolve their issues, and deliver better experiences.

Product feedback takes many forms, including online reviews, star ratings, surveys, social media mentions, customer support interactions, feedback form samples, user testing, in-app feedback, email surveys, and community forums. These diverse sources provide insights that help businesses understand customer needs and enhance their products and services.

When a customer writes a review about something they bought on Amazon, what they are usually providing is product feedback. Similarly, the reviews usually available on reputation management websites are also examples of product feedback.

2. User feedback example

User feedback example refers to all the quantitative as well as qualitative information gathered from customers that highlights their experience. It includes what they like and don’t like, how they think about a product, and what they want. It’s very important for businesses that want to make changes based on what their customers want to get user feedback from them. It should be kept in mind that user feedback may differ from customer to customer so a business needs to be able to identify trends and patterns to make informed decisions.

This type of user feedback is usually collected by the businesses as they ask specific questions related to particular aspects, features, and functionalities. For instance, when Google or Microsoft send you a form in e-mail asking about their software services, they are attempting to collect user feedback.

“Your brand is what other people say about you when you are not in the room.”

Jeff Bezos

3. In-app collection of user feedback

As the name suggests, this type of feedback is usually collected within an application or software. The developer of the app wants to understand the users’ pain points and how they can improve their application. This type of feedback is usually collected in the form of star-based reviews and written feedback.

You can see app feedback examples in many of the apps that you use on a daily basis. For instance, a game like Candy Crush or a photo editing app such as Fotor asking you to tell what you think about their software are basically app feedback examples.

4. Software feedback example

This type of feedback is generally feature-specific and highly targeted. Software applications and programmes are developed for solving specific business problems which requires the collected feedback to be relevant so the business can improve upon its product or service. This is usually gathered through customer feedback surveys and interview forms to ensure the user’s issues and concerns are clearly highlighted.

The examples of software feedback can be seen when Microsoft or Adobe Photoshop ask about specifics from their customers through feedback forms.

5. Client feedback examples

This particular type of feedback differs from user feedback in the sense that it is usually provided by paying customers. Client feedback needs to be highly prioritized to ensure you not only retain your customers but give them a reason to come back. Client feedback is usually collected directly by a dedicated personnel such as customer care rep or the client’s account manager.

6. Website feedback examples

All the feedback collected from visitors and potential customers about the website experience can be regarded as website feedback. It is usually collected through customer feedback plugins, widgets, and add-ons. If you go to the Usersnap website, you will see a Feedback widget on the right of the screen. That’s a good example of how you can collect feedback on website.

What is a customer feedback sample?

You can find many feedback samples from customers online, particularly on retail shopping websites, review collection platforms and reputation management services. Reviewing different types of feedback from customer examples can help you identify the questions that you might want to ask from your customers and the way you need to collect feedback.

“Find a way to be personal with your customers and connect with them on a human level.”

Andrew Reid

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.

A customer feedback sample refers to a representative subset of feedback received from customers or users.

It provides a snapshot of the opinions, experiences, and sentiments expressed by customers regarding a product, service, or overall customer experience.

A customer feedback sample can be collected through various channels, such as surveys, feedback forms, reviews, or social media interactions.

It serves as a valuable resource for businesses to gauge customer satisfaction, identify areas for improvement, and make informed decisions based on customer insights.

By analyzing a customer feedback sample, organizations can gain valuable perspectives that help shape their strategies, enhance their offerings, and ultimately deliver a better customer experience.

How do you write a customer feedback sample?

Writing a customer feedback sample involves crafting a message that encourages customers to share their thoughts, opinions, and experiences about your product, service, or overall business. Here’s a simple customer feedback sample template that you can use as a starting point:

Subject: We’d Love to Hear Your Feedback!

Dear [Customer’s Name],

Thank you for being a valued customer of [Your Company Name]. Your satisfaction is our top priority, and we are constantly striving to improve our products and services to better meet your needs.

We would be extremely grateful if you could take a few moments to share your feedback with us. Your insights will play a crucial role in shaping the future of our offerings and help us serve you better.

To provide your feedback, please click on the link below to access our short survey:

[Feedback Survey Link]

Rest assured that your responses will remain confidential, and we greatly appreciate your honest input.

As a token of our appreciation, we are offering a [discount/code/gift] for your next purchase with us.

Your feedback matters, and we are committed to making your experience with [Your Company Name] exceptional.

Thank you for your time and continued support.

Best regards,

[Your Name]

[Your Title/Position]

[Your Company Name]

[Contact Information (optional)]

Tips for writing an effective customer feedback sample

  • Personalization: Address the customer by their name to create a more personalized connection.
  • Gratitude: Express genuine appreciation for the customer’s business and their willingness to provide feedback.
  • Clear Call-to-Action: Clearly state the purpose of the email and provide a direct link to the feedback survey or platform.
  • Assurances: Reassure customers that their responses will be confidential and that their feedback is essential for improvement.
  • Incentive (Optional): Offer a small incentive, such as a discount or gift, as a thank-you for their time and feedback.
  • Brand Voice: Use a tone that aligns with your brand identity and resonates with your target audience.
  • Conciseness: Keep the email concise and to the point, avoiding excessive jargon or unnecessary details.
  • Mobile-Friendly: Ensure that the feedback survey link and the email itself are mobile-friendly for users accessing it from various devices.
  • Timeliness: Send the feedback request at an appropriate time, considering the customer’s recent interaction with your business.
  • Follow-Up: Consider sending a follow-up email to customers who have provided feedback, thanking them again and outlining any actions taken based on their input.

Remember that customer feedback is a valuable tool for improving your products, services, and overall customer experience. By showing genuine interest in your customers’ opinions and making the feedback process easy and rewarding, you increase the likelihood of receiving valuable insights that can lead to business growth and customer loyalty.

Active and passive feedback

In the context of customer feedback, the terms “active feedback” and “passive feedback” refer to different methods of collecting and analyzing feedback from customers.

Each approach has its strengths and can provide valuable insights into customer satisfaction and the overall customer experience.

1. Active feedback

Active feedback involves direct engagement with customers, where you actively reach out to them and request their feedback. This method usually requires customers to respond to specific questions or surveys, allowing you to gather targeted and structured data. Some common examples of active feedback include:

  • Customer surveys: Sending questionnaires or surveys to customers to gather feedback on their experiences, satisfaction levels, and specific aspects of your products or services.
  • Feedback forms: Embedding feedback forms on your website or within your mobile app, enabling users to provide feedback easily.
  • In-Person interviews: Conducting one-on-one interviews or focus groups with customers to gather more detailed and qualitative feedback.

Advantages of active feedback

  • Provides structured and specific insights into customer opinions and preferences.
  • Allows you to target specific areas or aspects of your business for feedback.
  • Provides a controlled and measurable approach to collecting data.

Disadvantages of active feedback:

  • May have lower response rates as customers need to actively participate.
  • Responses may be influenced by the specific questions asked, limiting spontaneous feedback.

2. Passive feedback

Passive feedback, on the other hand, involves collecting feedback without directly requesting it from customers. It is a more indirect approach and relies on observing customer behavior and interactions with your products or services. Examples of passive feedback include:

  • Customer behavior analysis: Analyzing customer interactions, browsing patterns, and purchase behaviors to gain insights into their preferences and pain points.
  • Website analytics: Using web analytics tools to track user engagement, page views, bounce rates, and other metrics to understand user behavior.
  • Social media monitoring: Monitoring social media channels to gather unsolicited feedback, comments, and mentions about your brand.

Advantages of passive feedback

  • Provides real-time and natural insights into customer behavior and sentiments.
  • Requires minimal effort from customers, leading to potentially higher response rates.
  • Allows you to capture feedback from a larger customer base.

Disadvantages of passive feedback

  • Can be less targeted and specific compared to active feedback methods.
  • May require advanced tools and expertise to analyze and interpret data effectively.

Choosing the right approach

Both active and passive feedback are valuable components of a comprehensive customer feedback strategy.

The best approach depends on your goals and the specific insights you seek.

Combining both methods can provide a more holistic view of your customers’ experiences, enabling you to make data-driven improvements to your products, services, and overall customer journey.

What to take note on these customer feedback examples?

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!

Best customer feedback examples from top tech companies (updated list 2024)

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 customer 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, and check out our features 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?

If you’re eager to start collecting valuable customer feedback and gaining actionable insights, Usersnap offers a wide range of survey templates that cater to diverse needs.

With our tried and tested methods, you can efficiently gather feedback at the right place and right time, allowing you to make data-driven decisions that enhance your products and services.

Usersnap survey templates: Start in minutes, not days

Our feedback survey templates cover various aspects of user research, roadmap planning, micro engagement, satisfaction rating, product testing, and more. Whether you want to evaluate customer loyalty with NPS surveys, gather feature requests for your product roadmap, or measure customer satisfaction, we’ve got you covered.

Here are some of our versatile survey templates:

  1. Customer Satisfaction Survey: Quantify user experiences and gauge overall customer happiness with your product or service.
  2. Feature Request: Gather valuable feedback from customers about the features they’d like to see in your product.
  3. Bug Tracking: Allow customers to report issues they encounter while using your product, providing clear insights for quick resolution.
  4. NPS Survey (Net Promoter Score): Measure customer loyalty and word-of-mouth advocacy to identify promoters and detractors.
  5. Customer Effort Survey: Understand how customers perceive the effort required to interact with your product, helping you optimize user experiences.

Start collecting feedback with these versatile survey templates and make data-driven decisions to enhance your products and services.

Embrace the power of Usersnap today!

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