Glossary · Customer Satisfaction
Customer Feedback
Everything customers tell you, directly and indirectly, about their experience. The raw material of CX.
Customer Feedback in Practice
Channels of Feedback
- Surveys: NPS, CSAT, CES, relational and transactional
- Interviews: Qualitative depth, small sample
- Reviews: Trustpilot, G2, app stores
- Social media: Public sentiment, unsolicited
- Support data: Tickets, chats, call transcripts
- Behavioural data: Usage, churn, feature adoption
Turning Feedback into Value
Collection is the easy part. The hard part is connecting the right feedback to the right decision fast enough to matter. Feedback that sits in a dashboard for two quarters has no impact. Feedback that triggers action in 48 hours does.
Frequently Asked Questions
Direct feedback is solicited: surveys, interviews, feedback forms. Indirect feedback is unsolicited: reviews, social posts, support tickets, behavioural signals. Both matter. Programmes that rely only on surveys miss most of what customers actually say.
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