Why You Shouldn’t Underestimate The Importance of Customer Feedback

Take a moment and imagine a product that is easy to use from the very beginning.

Imagine you have no questions, there is no confusion. Every detail is clear. The product is completely user-friendly.

This is the dream of every brand. But how can you achieve it? And once did, how can you improve it? Endless questions to get to the point. That's when customer feedback comes in.

User research and customer feedback – is there a difference?

While the aim of both processes is to create usable products, appeal and turn customers into satisfied and loyal clients, I would say that user research is a deeper process than customer feedback.

Customer Experience (CX) Research and User Experience (UX) Research provide different information, UX goes deeper into the behavioral level rather than relying on opinions only.

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, what kind of needs and motivations they have. You can use questionnaires, usability tests, heuristic evaluations interview focus groups 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 your users to avoid frustration.

What is Customer Feedback

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 online mostly. Your customers review your services directly on your page (e.g. on Facebook) or leave a comment about you on a website like 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 really know 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 and of course, you look at it in a way nobody else does.

Collecting unbiased feedbacks and making business decisions in order to adjust your product will help you increase the satisfaction of your clients. Therefore the importance of customer feedback shouldn’t be underestimated.

customer feedback illustration
Image source: iStock

How to use feedbacks to your benefit

After launching your product it’s always a good idea to ask the customers about it.

Find out what their opinion is. Do they think that the product is 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.

Just an example – content marketing. Everyone wants to provide articles which are worth reading, interesting and relevant, right? Master your content by gathering customer feedback regularly!

Get to know your readers, their habits and 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.

Loving your customers and caring about them is the basis of a good relationship with between you. Clients should be in the central position, all your marketing efforts must be about them. They will feel appreciated and get attached to your company at the end.

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. Also, it's cheaper to keep customers than acquire new customers.

Regularly conducted surveying keeps you up-to-date, helps you improve your weak points and you can even win 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. That's what Google calls the ZMOT (Zero Moment of Truth).

The ZMOT is the beginning of the customer journey which starts with your customers' feedback, the UMOT (Ultimate Moment of Truth).

Prospects look for social proof. Opinions provided by other customers who already have experience with the product are more reliable than paid advertisements. That’s why the public review system is so important – not only for you but for your future customers as well.

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 - the 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.