{"id":50235,"date":"2025-11-21T08:18:33","date_gmt":"2025-11-21T07:18:33","guid":{"rendered":"https:\/\/mopinion.com\/?p=50235"},"modified":"2025-11-21T10:19:09","modified_gmt":"2025-11-21T09:19:09","slug":"customer-feedback","status":"publish","type":"post","link":"https:\/\/mopinion.com\/customer-feedback\/","title":{"rendered":"Customer Feedback: How to collect and analyse your data"},"content":{"rendered":"<p class=\"blog-intro\">Are your customers getting value out of the online experience you\u2019re offering? Are they satisfied with your products and services? And just how loyal are they to your brand exactly? These are the questions <strong>customer feedback<\/strong> will help you get the answers to.<\/p>\n<p class=\"blog-intro\">In return, a better understanding of your customers\u2019 needs helps ensure that your efforts are fruitful, from improved customer satisfaction to increased conversion. But how do you get started? And what does the process look like from start to finish? Let\u2019s dive in&#8230;<\/p>\n<hr>\n<p><\/p>\n<p>In this post, we will define <strong>customer feedback<\/strong> and outline the three management pillars, collecting, analysing and closing the feedback loop. This includes which metrics and digital channels to use and how to bring your feedback program full circle with analytics and <a href=\"https:\/\/customergauge.com\/blog\/close-the-loop\" target=\"_blank\" rel=\"noopener\">closed loop feedback<\/a> techniques.<\/p>\n<p>What you\u2019ll learn:<\/p>\n<ul>\n<li><a href=\"#what-is-customer-feedback\">What is customer feedback?<\/a><\/li>\n<li><a href=\"#why-is-customer-feedback-important\">Why is customer feedback important?<\/a><\/li>\n<li><a href=\"#customer-feedback-management\">The customer feedback management process<\/a><\/li>\n<li><a href=\"#collect-customer-feedback\">How to collect customer feedback (with survey template examples)<\/a><\/li>\n<li><a href=\"#analyse-customer-feedback\">How to analyse customer feedback (with chart examples)<\/a><\/li>\n<li><a href=\"#closed-loop-customer-feedback\">How to close the loop with customer feedback<\/a><\/li>\n<li><a href=\"#customer-feedback-examples\">Great customer feedback examples from real brands<\/a><\/li>\n<\/ul>\n<h2 id=\"what-is-customer-feedback\">What is customer feedback?<\/h2>\n<p><strong>Customer feedback<\/strong> is data collected from your customers. It expresses a reaction or opinion of a product, service or the overall experience with your company. Gathering this information can be done physically, with the help of buttons or paper surveys, for example, but also online.<\/p>\n<p>As our society is becoming more digitalised, the need to collect feedback from online channels, like websites, mobile apps and email campaigns, grows. It\u2019s only natural, as many companies nowadays have some sort of online presence.<\/p>\n<p>The insights from the feedback are then used by various roles within a company, such as digital marketers, UX designers, web analysts, mobile marketers and more to improve the customer experience.<\/p>\n<p>As mentioned above, customer feedback can be collected both digitally and physically. However, our expertise lies within the world of digital feedback (as a feedback software company ;)) so this article will particularly focus on managing customer feedback online.<\/p>\n<h2 id=\"why-is-customer-feedback-important\">Why is customer feedback important?<\/h2>\n<p>It is important to collect customer feedback as it delivers valuable and actionable insights to organisations straight from the source: the customer. These insights do not only reveal areas of improvement on your website, mobile app or within your email campaigns. They also show you how those areas can be improved.<\/p>\n<p>Acting on customer feedback to improve your user experience (UX) can have a positive effect on many parts of your business, like revenue, brand awareness, customer loyalty and much more.<\/p>\n<h2 id=\"customer-feedback-management\">The customer feedback management process<\/h2>\n<p><a href=\"https:\/\/mopinion.com\/customer-feedback-management\/\" target=\"_blank\" rel=\"noopener\">Customer feedback management<\/a> (CFM) is the process of optimising the online customer experience by:<\/p>\n<ul>\n<li>Collecting customer feedback<\/li>\n<li>Analysing the data<\/li>\n<li>Closing the loop by taking action<\/li>\n<\/ul>\n<p>In other words, CFM brings feedback full circle. Let\u2019s take a look at how this process works in practice.<\/p>\n<h2 id=\"collect-customer-feedback\">1. How to collect customer feedback<\/h2>\n<p>There are a variety of channels upon which your organisation can collect feedback. And depending on your goals, there are also several different <a href=\"https:\/\/mopinion.com\/what-is-a-customer-feedback-metric\/\" target=\"_blank\" rel=\"noopener\">customer feedback metrics<\/a> you can measure within your surveys that will give you the insights you need to optimise the online experience.<\/p>\n<p>But before we dive into examples, let\u2019s look at the two different methods for collecting this feedback: active feedback and passive feedback.<\/p>\n<h3>Active and passive feedback<\/h3>\n<p><strong>Active customer feedback<\/strong> is essentially captured \u2018in-the-moment\u2019. This type of feedback survey is company-initiated, meaning that it will appear depending on specific rules (triggers and conditions) set in place by your organisation.<\/p>\n<p>Potential rules include:<\/p>\n<ul>\n<li>Time on page<\/li>\n<li>Exit intent<\/li>\n<li>Scrolling to the end of a page<\/li>\n<li>&#8230; and more!<\/li>\n<\/ul>\n<p><strong>Passive customer feedback<\/strong> is initiated by the user, for example, clicking a feedback button or leaving a review on Trustpilot. Because it\u2019s user-driven, passive feedback tends to be more general and often highlights issues you weren\u2019t actively asking about, such as bugs, unclear content, or problems with product selection.<\/p>\n<p>Active customer feedback is triggered by specific behaviours, such as exit intent, time on page, or scrolling. These surveys are usually more targeted and help you assess a particular step in the user journey or funnel.<\/p>\n<p>In short:<\/p>\n<p><strong>Passive feedback:<\/strong> broad, ongoing insights into general UX.<br \/>\n<strong>Active feedback:<\/strong> focused insights tied to specific moments or goals.<\/p>\n<p>For the best results, combine both approaches across your digital channels. Now let\u2019s look at the main types of customer feedback surveys you can use.<\/p>\n<h3>Customer feedback survey examples: Website feedback<\/h3>\n<p><a href=\"https:\/\/mopinion.com\/website-feedback\/\">Website feedback<\/a> helps organisations understand which areas of their website are performing well and which areas can be improved upon.<\/p>\n<p>This can include everything from key pages and funnels in the customer journey to online content, such as blogs or videos. As previously mentioned, this type of customer feedback can be collected in a few different ways:<\/p>\n<ul>\n<li>With the help of a \u2018feedback button\u2019 (passive feedback)<\/li>\n<li>Embedding a survey on your website<\/li>\n<li>Including a pop-up \/ slide-in survey, activated by a trigger (active feedback)<\/li>\n<\/ul>\n<p>Within these surveys, you can choose to gather data for different metrics such as Net Promoter Score (NPS), Goal Completion Rate (GCR), Customer Effort Score (CES) and Customer Satisfaction (CSAT).<\/p>\n<p><strong>NPS<\/strong><br \/>\nNPS is one of the most popular metrics and is a great way of gauging customer loyalty online. Here is an example of an <a href=\"https:\/\/mopinion.com\/nps-surveys\/\">NPS survey<\/a>.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50248\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132955\/NPS-customer-feedback-survey-e1651475741938.png\" alt=\"NPS customer feedback survey\" width=\"650\" height=\"430\" \/><br \/>\n<br \/>\n<strong>GCR<\/strong><br \/>\nGCR measures the number of visitors who have completed a specific goal on your website or mobile app.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50251\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132955\/GCR.png\" alt=\"GCR customer feedback survey\" width=\"650\" height=\"597\" \/><br \/>\n<br \/>\n<strong>CES<\/strong><br \/>\nCES is a metric used to understand how much effort it took your customer to achieve their goal.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50250\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132955\/CES.png\" alt=\"CES customer feedback survey\" width=\"650\" height=\"375\" \/><br \/>\n<br \/>\n<strong>CSAT<\/strong><br \/>\nCSAT is essentially a measurement of how well your website meets the expectations of your customers. Here is an example of a <a href=\"https:\/\/mopinion.com\/nps-surveys\/\" target=\"_blank\" rel=\"noopener\">CSAT survey<\/a>.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50252\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132954\/CSAT.PNG.png\" alt=\"CSAT customer feedback survey\" width=\"650\" height=\"634\" \/><br \/>\n<br \/>\n<strong>Ratings<\/strong><br \/>\nRatings can be used to gauge sentiment and general opinions of website visitors. These are typically used in passive feedback surveys.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50253\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132954\/Generic-Page-Feedback.PNG.png\" alt=\"Customer feedback rating survey\" width=\"650\" height=\"624\" \/><br \/>\n<\/p>\n<h3>Customer feedback survey examples: Email feedback<\/h3>\n<p>Email feedback plays an important role in customer-centricity. This type of customer feedback enables you to provide a platform for two-way communication with your customers. They can share their thoughts and perceptions of your email(s) and the information you\u2019ve provided.<\/p>\n<p>There are various ways your organisation can collect feedback in email campaigns. A common method is to deploy an embedded survey with a \u2018thumbs-up\u2019 or \u2018thumbs-down\u2019 option. <\/p>\n<p>We often see this type of feedback used in newsletters and service emails, which are typically content-rich.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-80529 shadow\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/16155621\/DHL-Landing-Happy-e1700146589388.png\" alt=\"\" width=\"800\" height=\"404\" \/><br \/>\n<em>DHL Email Survey<\/em><br \/>\n<br \/>\nAdditionally, it\u2019s typical for organisations to gather NPS feedback within their emails. Often within a post-purchase email as the recipient has already experienced the customer journey from start to finish.<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50255\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132954\/post-purchase-nps-survey-2.png\" alt=\"Post-purchase NPS survey\" width=\"647\" height=\"791\" \/><br \/>\n<\/p>\n<h3>Customer feedback survey examples: Mobile in-app feedback<\/h3>\n<p>As the use of mobile continues to grow, mobile in-app feedback (also referred to as <a href=\"https:\/\/mopinion.com\/guide-to-mobile-feedback\/\" target=\"_blank\" rel=\"noopener\">mobile feedback<\/a>) has become a very powerful and necessary type of feedback. <\/p>\n<p>In fact, there\u2019s an entire movement,\u2018mobile first\u2019,which is pushing organisations to put more focus on the performance of their mobile apps. Customers have high expectations when it comes to the <a href=\"https:\/\/www.waldo.com\/blog\/mobile-app-user-expectations-you-have-two-seconds-or-less-to-impress\" target=\"_blank\" rel=\"noopener\">performance of these apps<\/a> \u2013 that\u2019s why creating a good mobile experience is a must.<\/p>\n<p>Mobile in-app feedback gives organisations the means to gather feedback in a way that is suitable for the channel. After all, a mobile screen is different from a desktop, space is limited and usability is of the utmost importance. <\/p>\n<p>Providing customer feedback should always be a smooth and effortless process, which in this case requires a slightly different approach. <\/p>\n<p>In fact, in addition to mobile-specific targeting techniques, some <a href=\"https:\/\/mopinion.com\/customer-feedback-tools\/\" target=\"_blank\" rel=\"noopener\">customer feedback tools<\/a> even offer solutions that enable users to gather mobile metadata and capture in-app screenshots to better define mobile issues.<\/p>\n<p>Many of the same metrics used for websites can also be used for mobile apps. For example, CSAT, NPS and so on.<\/p>\n<p>Here are a few examples of how these customer feedback surveys might look in-app:<br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50258\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132953\/CSAT-mobile-template.png\" alt=\"CSAT mobile customer feedback survey\" width=\"316\" height=\"628\" \/><br \/>\n<br \/>\n<em>Example of a CSAT in-app survey<\/em><br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50257\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132953\/NPS-mobile-template.png\" alt=\"NPS mobile customer feedback survey\" width=\"307\" height=\"628\" \/><br \/>\n<br \/>\n<em>Example of an NPS in-app survey<\/em><\/p>\n\n\t\t\t\t<section class=\"clientapp blog-cta blog-cta-between blog-cta-border\"> \n\t\t\t\t\t<div class=\"row cta-header-row\">\n\t\t\t\t\t\t<div class=\"col-sm-10 col-sm-offset-1\">\n\t\t\t\t\t\t\t<h3 class=\"text-center\">Try any of these Feedback Form Templates<\/h3>\n\t\t\t\t\t\t\t<p class=\"text-center\">Online feedback forms are dynamic tools used to capture customer feedback on websites and apps. But what are the best Feedback Form Templates for your website?<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t<div class=\"blog-cta-btn-wrap text-center cta-light\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/mopinion.com\/the-best-feedback-form-templates-for-your-website\/\" target=\"_blank\" id=\"blog-cta-custom-btn\" class=\"btn btn-request blog-cta-btn blog-btn-sub btn-primary btn-10\">Learn more here<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t\t\t\n<h2 id=\"analyse-customer-feedback\">2. How to analyse customer feedback<\/h2>\n<p>The next step in the customer feedback management process is <a href=\"https:\/\/mopinion.com\/10-tips-to-improve-effective-customer-feedback-analysis-and-drive-online-sales\/\" target=\"_blank\" rel=\"noopener\">customer feedback analysis<\/a>. <\/p>\n<p>Therefore it is important to leverage a feedback tool that offers comprehensive customer feedback analytics. Analysing customer feedback is important for bringing feedback data together and identifying key trends and bottlenecks. <\/p>\n<p>Sure, you can export all of your data to another tool and analyse it there, but that is often time-consuming and cannot be done in real-time.<\/p>\n<p>However, getting started with the analysis process can be a bit tricky and somewhat overwhelming for some organisations. <\/p>\n<p>Where do you start? How should you set up your dashboard for the best results? Which chart-building techniques will help you derive the most relevant insights from your data?<\/p>\n<p><strong><em>Customer feedback analysis examples<\/em><\/strong><br \/>\nThe good news is: there are endless charts you can use to digest all of your feedback data. We\u2019ve listed a few below (which you can find more extensive information on in the article listed above.<\/p>\n<p><em>Identify trends over time<\/em><br \/>\n<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50259\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132953\/NPS-rating-overtime-e1651476596780.png\" alt=\"NPS customer feedback chart overtime\" width=\"650\" height=\"343\" \/><br \/>\n<br \/>\n<em>Cross-analyse different channels or even countries<\/em><\/p>\n<p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50260\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132925\/CSAT_allchannels-e1651476642280.png\" alt=\"Cross analyse multiple digital channels\" width=\"650\" height=\"335\" \/><br \/>\n<\/p>\n<h2 id=\"closed-loop-customer-feedback\">3. How to close the loop with customer feedback<\/h2>\n<p>Having gathered and analysed your customer feedback data, the last and final step is to close the loop and bring all of your efforts to a profitable conclusion. <\/p>\n<p>Closed loop feedback is essentially how you can ensure your customers and prospects ultimately buy from you and remain happy, loyal customers.<\/p>\n\n\t\t\t\t<section class=\"clientapp blog-cta blog-cta-between\"> \n\t\t\t\t\t<div class=\"row cta-header-row\">\n\t\t\t\t\t\t<div class=\"col-sm-6 xs-pt-30\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2023\/11\/15110237\/feedbackloop.png\" alt=\"\" \/>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"col-sm-6\">\n\t\t\t\t\t\t\t<h4 class=\"bold\">How to Close the Customer Feedback Loop<\/h4>\n\t\t\t\t\t\t\t<p>Ensure your customers and prospects ultimately remain happy, loyal customers.<\/p>\n\t\t\t\t\t\t\t<div class=\"blog-cta-btn-wrap text-center cta-light\">\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/mopinion.com\/10-tips-to-improve-effective-customer-feedback-analysis-and-drive-online-sales\/\" target=\"_blank\" class=\"btn btn-request blog-cta-btn blog-btn-sub btn-primary btn-10\">Read all about it<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t\t\t\n<p>First, you\u2019ll need to stay on top of your feedback internally. There are several tools within customer feedback software that enable you to do so, including tagging, assigning feedback items to colleagues and even setting up alerts so that feedback is processed quickly. <\/p>\n<p>These tools help you distribute and manage feedback across multiple departments.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50261\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2022\/05\/27132924\/imageedit_5_2441607221.png\" alt=\"Closing the customer feedback loop\" width=\"680\" height=\"373\" \/><\/p>\n<p>Then you&#8217;ll need to revert back to your customers. Try <a href=\"https:\/\/inmoment.com\/blog\/how-to-prioritize-the-feedback-that-actually-impacts-revenue\/\" target=\"_blank\" rel=\"noopener\">prioritising feedback<\/a> by implementing timescales. When it comes to online channels, customers generally want a resolution as quickly as possible, so it is advisable to bear this in mind internally.<\/p>\n<p>Track the progress of your actions and revert back to the customer to let them know their feedback is being processed and the team is working on a resolution.<\/p>\n<p>And then, of course, when the issue has been resolved, be sure to notify the customer (or group of customers) depending on how widespread the issue is.<\/p>\n<h2 id=\"customer-feedback-examples\">Great customer feedback examples from real brands<\/h2>\n<h3>Allianz<\/h3>\n<p>In this user case we will look at how the organisation <a href=\"https:\/\/www.allianz.nl\/zakelijk.html\" target=\"_blank\" rel=\"noopener\">Allianz<\/a> leverages customer feedback.<\/p>\n<hr>\n<p><em>Note: This is an excerpt from our <a href=\"https:\/\/mopinion.com\/customer-stories\/\" target=\"_blank\" rel=\"noopener\">Customer Stories<\/a> page. Click the link to read the full <a href=\"https:\/\/mopinion.com\/allianz-uses-customer-feedback-for-conversion-optimisation\/\" target=\"_blank\" rel=\"noopener\">Allianz customer story<\/a>. <\/em><\/p>\n<hr>\n<p><\/p>\n<p>Allianz is part of Allianz Group which is one of the largest, multinational financial services companies in the world. At Allianz one of the main principles is that everything must be customer-centric. <\/p>\n<p>This means that Allianz looks at how its customers experience the website early on in the customer journey. Which areas require extra effort? What can be improved upon in order to optimise the customer journey?<\/p>\n<p>Allianz collects customer feedback primarily to discover obstacles within the customer journey. Stefan (Conversion Specialist at Allianz) talks about a challenge Allianz experienced prior to feedback:<\/p>\n<blockquote><p>There was a tangle of CMSs, tools and (sub) domains and it was therefore impossible to quickly identify when a website was not functioning optimally. Luckily, customer feedback is able to quickly bring this to your attention.<\/p>\n<p>If something does not work, visitors often let us know via the feedback button that is located on every page and a member of the team will receive a notification and start optimising.<\/p><\/blockquote>\n<p>Allianz uses both passive and active feedback on the website. Their passive forms enable visitors to let the team at Allianz know what they think of the website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-51630 shadow\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2023\/12\/07102419\/Allianz-website-feedback-form.jpg\" alt=\"Allianz uses customer feedback\" width=\"650\" height=\"537\" \/><\/p>\n<p>To prevent drop-offs in conversion, Allianz also collects active feedback via an exit survey. An exit survey is a short questionnaire that asks visitors to share why they are leaving the site or page. <\/p>\n<p>Often this feedback form appears just before someone \u2018threatens\u2019 to leave the page and moves the mouse towards the exit, or if someone is on a page for a certain amount of time.<\/p>\n<p><strong>So what kinds of findings did they have?<\/strong><br \/>\nWith one of the insurance policies, Allianz saw that conversion via mobile was low. Many users clicked on the receipt, but were unable to continue. There was no clickable cross or button, so users got stuck and ended up leaving.<\/p>\n<p>As a result of customer feedback, Allianz was able to resolve this issue and <strong>conversions increased from 0.48% to 3.50%<\/strong>; an achievement which translated into <strong>more than \u20ac900,000 in additional premium turnover<\/strong>.<\/p>\n<h3>Calvin Klein<\/h3>\n<p>In this user case, we will look at how the organisation Calvin Klein leverages customer feedback.<\/p>\n<hr>\n<p>Note: Click the link to read the full <a href=\"https:\/\/mopinion.com\/how-calvin-klein-makes-data-driven-decisions-with-mopinion\/\" target=\"_blank\" rel=\"noopener\">Calvin Klein customer story<\/a>.<\/p>\n<hr>\n<p><\/p>\n<p><a href=\"https:\/\/www.calvinklein.co.uk\/\" target=\"_blank\" rel=\"noopener\">Calvin Klein<\/a> is one of the most recognised fashion houses of today. From a digital perspective, Calvin Klein places a lot of value on data-driven decision-making. They do this by not only monitoring quantitative behavioural data, but also by gathering qualitative insights obtained through listening to their customers.<\/p>\n<p>Davy Schuyt, CRO Manager at Calvin Klein:<\/p>\n<blockquote><p>People move about the website very differently based on their goals and personal backgrounds, making it increasingly important to be able to ask the right question at the right time. Mopinion allows us to target on a granular level, allowing us to dive deeper into certain topics.<\/p><\/blockquote>\n<p>Calvin Klein has multiple surveys running at all times.<\/p>\n<p><em>\u201cWe permanently feature a default feedback button across the website, as well as a permanent survey on the Payment page checking for payment problems (after a set of rules has been met) as well as a survey on the Confirmation page, asking our visitors to recall their shopping experience.\u201d<\/em><\/p>\n<p>According to Davy,<em> \u201cthe shorter a survey, the more chance someone fills it in. The longer the survey, the more information we get. Generally, we keep the questions to a max of 3, but we always include a field for open input.<\/p>\n<p>It\u2019s important that we can categorise the answers, but more important that people don\u2019t feel like they have to change their opinion to fit a predetermined answer. <\/p>\n<p>As per the activation, we go through our qualitative data sources to ascertain at what point a visitor is most likely to run into an issue that we are trying to solve. That can be on a certain page landing, but also after a certain time, or a certain action taken. That is when we will launch the survey.\u201d<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-44041\" src=\"https:\/\/media.mopinion.com\/wp-content\/uploads\/2021\/05\/27153040\/Calvin-klein-feedback-survey.png\" alt=\"Calvin Klein feedback survey\" width=\"650\" height=\"400\" \/><\/p>\n<p>Calvin Klein is very systematic and precise when it comes to analysing their feedback data.<\/p>\n<p><em>\u201cEvery two months we analyse the Confirmation Page, Payment Page and General Feedback surveys. We compare this with previous months to see if persistent errors are diminishing and which new ones are arising. We tend to analyse one-off surveys as soon as possible and use those to fuel our testing roadmap and future campaign implementations.\u201d<\/em><\/p>\n<p>All of these are then shared company-wide, since a lot of the learnings are applicable across the board.<\/p>\n<h2>Nourish your online experience with customer feedback!<\/h2>\n<p>As with many improvement programs, it is critical that you carry out your customer feedback management program from start to finish and do so continuously. This means continuously collecting feedback on all the relevant digital channels, evaluating this feedback in your charts and dashboards and circling back to your customers.<\/p>\n<p>Keep in mind, however, that not all customer feedback tools enable you to easily analyse and take action on your feedback within their software. So make sure you have selected a software that brings your feedback full circle, like Mopinion.<\/p>\n<p>Mopinion is the #1 feedback software for website, mobile app and email feedback. It has an easy-to-use interface, with which users can build, design and configure feedback forms however they like. Mopinion users can also target specific groups of visitors with feedback forms and gain insights into why they are struggling to convert. <\/p>\n<p>Once collected, feedback items can be visualised in customisable dashboards and charts for advanced analyses. Additionally, digital teams can share and take action on these feedback items in a timely manner with the help of smart alerts.<\/p>\n<section class=\"clientapp blog-cta blog-cta-between blog-cta-border\"> \n\t\t\t\t\t<div class=\"row cta-header-row\">\n\t\t\t\t\t\t<div class=\"col-sm-10 col-sm-offset-1\">\n\t\t\t\t\t\t\t<h3 class=\"text-center\">Ready to see Mopinion in action?<\/h3>\n\t\t\t\t\t\t\t<p class=\"text-center\">Want to learn more about Mopinion\u2019s all-in-1 user feedback platform? Don\u2019t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro\u2019s will guide you through the software and answer any questions you may have.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t<div class=\"blog-cta-btn-wrap cta-light text-center\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/mopinion.com\/demo\/?track=blog-post\" id=\"blog-embedded-cta-demo\" class=\"btn btn-request blog-cta-btn blog-btn-sub btn-primary btn-10\">REQUEST A DEMO<\/a>\n\t\t\t\t\t\t\t<a href=\"https:\/\/app.mopinion.com\/account\/sign-up?track=blog-post\" id=\"blog-embedded-cta-trial\" class=\"btn btn-request  btn-outline-primary  blog-cta-btn\">TRY MOPINION NOW<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Are your customers getting value out of the online experience you\u2019re offering? Are they satisfied with your products and services? And just how loyal are they to your brand exactly? These are the questions customer feedback will help you get the answers to. In return, a better understanding of your customers\u2019 needs helps ensure that [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":50247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1883],"tags":[82,73],"class_list":["post-50235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-feedback","tag-customer-feedback","tag-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Customer Feedback? - Mopinion<\/title>\n<meta name=\"description\" content=\"Ready to get started with customer feedback? 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