In previous chapters of this guide we already learned what customer feedback is and why it’s so important, how to ask good customer feedback questions and analyze the data. Let’s now look at some actual customer feedback examples from real companies!
Below, we gathered some of the best examples of how companies we all know and love leverage customer feedback collection in their product strategy and use it to delight customers with great experiences!
The first step in exceeding your customer's expectations is to know those expectations.
How to collect customer feedback?
There are multiple ways how you can obtain feedback from your customers:
- Customer feedback surveys
- In-app surveys and polls
- Usability testing
- Customer interviews with a focus group
- Implicit feedback with customer analytics
- Social media listening
Learn about each of these methods in detail in our main Customer Feedback Guide.
10 Customer feedback examples from leading brands
1. Uber’s in-app feedback example
Uber was one of the first businesses to develop a so-called customer feedback loop among its users back in the day. In order to allow both parties to express their dissatisfaction if something went wrong, they were asking both drivers and passengers to grade each other and their experiences after the ride.
Till this day, they are doing great with customer feedback collection because of their rating system. Although it is not required, both riders and drivers take the time to submit the feedback because it is gathered in real-time and requires little effort to transmit.
Additionally, Uber offers a service called “Uber Pro” that enables drivers to get bonuses depending on customer ratings and comments.
2. Slack in-app feedback example
Another excellent example of how to collect customer feedback within an app without interfering with their experience is Slack. Using a brief popup feedback form, they gather customer feedback on their product in a classy and easy-to-complete way.
By employing straightforward language and a friendly tone, Slack provides users with a variety of response alternatives and helps them comprehend the context. Additionally, a text box is available, allowing people to freely express their opinions.
This form of in-app survey is quick to complete and won’t make customers feel fatigued. Keep it brief and simple to understand is a general rule for such in-app feedback widgets.
3. Mailchimp customer feedback forms
Mailchimp is another company that mastered customer feedback collection. In order to collect the feedback on a regular basis they implemented a 3-format survey on their page. It’s triggered at a certain point of the customer journey and allows website visitors to share their opinions on the product, without having to ask any specific customer feedback questions.
Mailchimp gives customers a freedom of choice to decide whether they want to comment on a specific feature, the product in general or just want to contact support with a more specific request. This is a great example of how to collect feedback without making it feel pushy.
4. Asana Exit Surveys
Asana shows us another great customer feedback collection example in the form of an exit survey, that a customer receives after they cancel their subscription for your product or service.
These types of surveys are great to help you understand what went wrong or dissatisfied the customer and why they changed their mind. By analyzing this feedback you’ll be able to tweak your product and try to ensure this doesn’t happen again.
Here, Asana offers a great variety of responses that represent common reasons to why a user can unsubscribe. However, they also provide the “Other” option, giving respondents freedom to express their opinion in the form of an open response.
5. Airtable NPS survey
Here’s how Airtable leverages NPS surveys as one of their customer feedback collection methods. The survey only takes 60 seconds which helps them to increase the response rates and avoid any chance of survey fatigue.
The survey is distributed via email and gets sent out after a transaction occurs.
6. Apple Feedback Landing Page
Apple offers various ways for customers to share their feedback on their products. They implement in-app surveys, feedback forms and so much more.
This, however, is a great example of how they request customer feedback on the website, allowing visitors to share their opinion and experience with using one of their many products and apps.
7. Shopify Customer Feedback Forum
A great example of customer feedback centralization is Shopify ecommerce platform. They created a specialized feedback forum for the Shopify community to open discussions and share feedback on the platform. It’s a place where all users can communicate and help each other with their online shops.
The forum also offers an easy way of sharing feedback for customers in the form of open discussion. This way, when the customer service representative answers an inquiry, anyone with a similar problem in the future will be able to easily find the solution without having to contact support.
8. Zoom feedback form
Zoom video conferencing platform is using a website feedback form to collect customer feedback. It’s very short and contains only one question and a text box, allowing users to freely share any opinion they have on the product.
This allows Zoom to continuously collect customer feedback, feature requests, product ideas and other insights which they can work on, improving their software and it’s UX.
9. Airbnb customer feedback example
Apart from the fact that Airbnb encourages guests and hosts to share feedback about each other, they also have a feedback form to collect customer’s opinions about their product in general.
Apart from that, they frequently distribute NPS and CSAT surveys via email, therefore, collecting not only qualitative but also quantitative feedback.
10. Netflix customer feedback form
Netflix uses customer feedback questionnaires to obtain relevant information about users’ preferences in terms of content. They often distribute CSAT and NPS surveys to measure the extent to which users are satisfied with their video content, available selection of shows and movies etc.
This is a great way to stay in touch with the viewers and remain user-centered at all times. This specific survey was aimed at testing if the customers are satisfied with their current subscription model.
Wrapping up
Now that you’ve seen all types of customer feedback you can collect, it’s time to get into it! Start collecting feedback from your customers today by signing up for UXtweak’s Survey Tool!
Register for your free account, collect the feedback and improve your product!
