Product Feedback Guide: Types, Methods & Automation Checklist

Chapter 1

Introduction

Great products are not developed in isolation. When you are dealing with software tools and apps, it becomes necessary that you develop products that satisfy your product users and fulfill their needs and expectations with your product. But how will you know what your customers and product users want? What makes them happy and what ruins their experience?

The way to get answers to the above questions is by collecting Product Feedback. Product Feedback helps you know what users feel about their experience with your product and how they think an ideal product would be. It ensures that the products you create are in syn with the users’ needs and expectations.

So we have put together a comprehensive guide that would help you know all about Product Feedback, its various types, ways to collect it, and how you can leverage Product Feedback to develop products that your customers love. We will cover different topics step-by-step and help you understand everything there is about Product Feedback and how it can help you create amazing products!

Let’s get started by understanding what Product Feedback is all about.

Measure Product Feedback & User Insights 💻

With Product Feedback Surveys, understand what users need and learn ways to delight your customers.

chapter 2

What is Product Feedback?

Product Feedback is any information regarding how your product users think and feel about your product and their overall experience with the product, what they need and expect from your product, and how well your product is able to fulfill those needs and expectations.

Product Feedback can be anything about the product. It can be a request, a complaint, a rating, a review, a comment, or anything that describes your product and the users’ experience with it. It can be as long as a testimonial and can be as short as a small comment or a like or dislike on social media.

Product feedback is critical whether your product is in the development stage or mature stage. It's just the feedback objectives that change with the stage of the product. It allows both your internal teams and end users to share their suggestions, complaints, and experiences with the product so that you can put a finger on what needs to be done to create a user-centric product.

Chapter 3

Product Feedback Types

Feedback is mainly of two types, viz., Solicited Feedback and Unsolicited Feedback. When you ask your customers for feedback or share surveys through different ways like SMS, emails, website popups, feedback buttons, or in any other way, it is known as solicited feedback.

On the other hand, when customers provide feedback themselves without using any solicited means, it is unsolicited feedback. Unsolicited feedback can be in the form of requests, complaints, issues raised, comments on social media, or even word of mouth in the market.

It is always better to collect Solicited Feedback rather than waiting for the customers to raise issues. And when we talk about solicited feedback, the most useful way that can fetch you maximum responses is to ask the right product survey questions by collecting in-product feedback, i.e., through feedback buttons and survey popups.

Let us explore various types of feedback based on what feedback is related to and the type of survey sent to collect that feedback.

1. Product Market Fit

Product Market Fit Feedback helps you know how well your product fits in the market and satisfy the needs of the product users. Through this feedback, you can assess the level of alignment between your product or service and the target market it serves.

Why use it?

A great product is the brainchild of an innovative idea, intense market research, customer feedback and iterations. Pulling off these very well would mean more revenue and low customer acquisition costs based on the word-of-mouth referral from customers for your business. Product Market Fit survey answers questions like

How much useful is your product to your customers?
Does it solve users’ issues?
How unique is your product in the market?
If your product suddenly goes unavailable in the market, would your customers' lives be affected, or would they easily switch to other alternatives?

When to Use it?

Product Market Fit Feedback validates your assumptions about your product's value proposition, target market, and positioning. By collecting data from customers, you can verify if your initial hypotheses align with their actual experiences.

Product Market Fit Feedback is extremely useful in developing minimum viable products (MVPs) that help to gain insights from early users based on their feedback.

Here's a quick Product Market Fit Survey Template that you can use to gauge your product's value proposition.

Questions to Consider for Product Market Fit Feedback Survey

How would you feel if you could no longer use this product?
How does our product/service compare to competitors in the market?
What specific features or functionalities of our product/service do you find most valuable?
How can we improve to make our product better fit your needs?

2. Product NPS

Product NPS Feedback helps you gauge customer loyalty and satisfaction in terms of how they feel about your product and whether they feel it is right to suggest other users choose the product or not. An NPS Feedback Survey asks the likeliness of the users to recommend your product to their friends and known ones on a 10-rating scale.

Why Use it?

Product NPS allows you to identify detractors and passives - both of which can impact the way your product is perceived in the market. By looking at their feedback and taking action, you can increase your user activation rates.

Additionally, the Product NPS score helps you identify users who would happily spread positive word-of-mouth referrals on the product review platform. It will help you increase the customer lifetime value and reduce acquisition costs gaining you organic users.

When to Use it?

Post-Purchase Evaluation: Use Product NPS after customers have had an opportunity to experience and use your product to capture their impressions and sentiments when your product is fresh in their minds.
Product Updates or Enhancements: Implement Product NPS surveys after introducing significant updates or enhancements to your product to assess the impact of changes on customer loyalty and satisfaction.
After an Event: Conduct Product NPS surveys after specific customer interactions, such as completing a project, attending a training session, or reaching a milestone, to gauge the overall satisfaction related to that particular event.

Here's a Product NPS Survey Template that you can use to gauge the loyalty of your users based on their experience.

Questions to Consider for a Product NPS Survey

On a scale of 0-10, how likely are you to recommend our product to a friend or colleague?
What is the primary reason for your score?
Is there anything we can do to improve your experience with our product?

Helpful Tips

Keep the Product NPS survey really short, preferably two questions- one a rating question and another follow-up question gauging the reason for the score to capture maximum response.
Do not overlook passives, as they may soon turn into detractors if their concerns are not addressed.
To maximize the effectiveness of your Product NPS survey, ensure you initiate it at the appropriate moment and analyze the result in comparison to industry NPS benchmarks.

3. Product CSAT

With Product CSAT Feedback, you can gauge the satisfaction of product users with respect to any aspect or feature of your product or with the overall experience of the users that they have with your product. In a Product CSAT survey, users are asked to rate their satisfaction on a five-rating scale.

Why Use it?

Product CSAT feedback can help measure customer satisfaction at a specific touchpoint, like knowing how a new feature is doing. You can improve your product and customer satisfaction by prioritizing and resolving issues that your customers are experiencing.

When to Use it?

Evaluate New Product Features or Updates: When introducing new features or updates to your product, a Product CSAT survey can help you assess customer satisfaction with these changes.
Onboarding Process: Use a CSAT survey during the onboarding phase to evaluate if customers have a smooth and satisfactory experience setting up and getting started with the product.
Customer Support Interactions: To measure the effectiveness of the customer support team in addressing the concerns about using the product.

Here's a Product CSAT Survey Template that you can use to gauge the satisfaction level of your users.

Questions to Add to a Product CSAT Survey

On a scale of 1-5, how satisfied are you with our product overall?
How satisfied are you with the specific features/functionality of our product?
Did our product meet your expectations?
How easy was it to use our product?

4. Product CES

Product Customer Effort Score (CES) is a metric that measures the users’ perceived efforts to get a job done or issues resolved. Keep in mind that the lesser effort customers put into using your product, the higher the likelihood of them liking it.

Why Use it?

By capturing Product CES feedback, you can optimize the product interaction process for customers, identify bottlenecks and reduce friction, ultimately improving overall customer satisfaction. CES product feedback is a great way to simplify the features of your product and enhance overall usability.

When to Use it?

Feature Adoption: Conduct a CES survey when customers are adopting new features or functionalities within your product. This helps gauge the ease of learning and utilizing these enhancements, allowing you to refine and improve them as needed.
Self-Service Interactions: Trigger a CES survey after customers have used self-service options, such as online resources, knowledge bases, or chatbots, to assess the effectiveness and ease of these tools in resolving customer queries or issues.
Customer Service: To gauge product users’ experiences with your customer service or support teams just after they have gone through a service call or issue resolution process.

Here's a Product CES Survey Template that you can leverage to understand the ease of use of your product for users.

Questions to Consider for a Product CES Survey

On a scale of 1-10, how easy was it to use our product?
How easy was it to navigate and find the features or functionalities you were looking for within our product?
How satisfied were you with the responsiveness and effectiveness of our customer support in resolving your queries or concerns related to the product?

Helpful Tips

Avoid framing your Product CES survey question using the ‘effort’ word. Instead of asking, 'How would you rate the effort it takes to use our (feature name) feature', ask 'How easy was it to use our (feature name) feature'.
Implement a rating scale that clearly reflects the level of effort, such as a numerical scale (1-10) or a descriptive scale (e.g., Very Easy to Very Difficult) for easy quantification and comparison of responses.

5. Product Strength and Weakness

Product Strength and Weakness feedback or product SWOT analysis help you to understand the standout areas and the ones that need more focus in your product. By regularly conducting product SWOT analysis, you can get ongoing insights into how your product is performing, helping you take required actions.

Why Use it?

Users have high expectations for a product that delivers exceptional value and maintains a high standard of quality. By conducting a product strength and weakness survey, you can identify and address any weaknesses and adjust your product development plans accordingly.

This feedback empowers you to effectively guide your marketing teams in highlighting your product's strengths and your product development teams in making improvements.

When to Use it?

Pre-Launch: Conducting a product SWOT survey before launching a new product can help identify potential strengths and weaknesses, providing valuable insights for final adjustments and improvements.
Post-Launch Evaluation: Shortly after the product has been launched, a survey can be used to gather feedback from early adopters and users, enabling you to assess its strengths and weaknesses based on their experiences.
Product Updates or Upgrades: When introducing updates, new features, or improvements to an existing product, a survey can help assess how well these changes are received and identify any areas that may require further refinement.
Competitive Analysis: Conducting a product SWOT survey can help compare your product's strengths and weaknesses against those of competitors. This information can guide your strategies for differentiation and addressing gaps in the market.

If you are looking forward to analyze your product's strength and weakness, here's a Product SWOT Analysis Survey Template that you can leverage to understand the ease of use of your product for users.

Questions to Consider for a Product Strength and Weakness Survey

What features or aspects of the product do you find most appealing or valuable
How would you rate the overall quality of the product on a scale of 1-10?
What areas do you think the product could improve upon?
What specific benefits or advantages does the product provide compared to similar offerings in the market?

Helpful Tips

The timing of the survey should align with the stage of your product's lifecycle or the specific goals you aim to achieve.
Carry out periodic product strength and weakness assessments to understand how your product performs over time to track trends and monitor changes.

6. Product Feature Feedback

Users may love some features of your product, but at the same time, some users may hate some particular features or feel unnecessary or useless. Product Feature Feedback lets you gauge user satisfaction with each feature of your product and know the underlying problems with your product features.

Why Use it?

To understand which features are valued by your users and which ones need enhancement, you need to carry out a product feature feedback survey. If your users are churning out due to some missing feature in the product, you can easily identify it and add it to your product.

Product feature feedback can also help in decision-making processes regarding the product roadmap. Based on the most requested feedback, you can prioritize feature development and allocate resources.

When to Use it?

Product Development: Use the feedback to guide product development efforts, prioritize feature enhancements, and allocate resources effectively.
Beta Testing: Collect feedback during beta testing to identify areas for improvement before the product is released to the wider audience.
Post-Launch Evaluation: Gather feedback after the product's launch to assess user satisfaction, identify any unforeseen issues, and prioritize future updates.

Here's a Product Feature Feedback Survey Template that you can leverage to get an idea of the most loved feature in your product and the ones that require attention.

Questions to Consider for a Product Feature Feeback Survey

Which product features do you use most frequently?
How well do the product features align with your needs and requirements?
Have you encountered any issues while using specific features? If yes, please provide details.
Are there any missing features or functionalities that you would like to see added to the product?

7. Feature Request and Prioritization

Product Feature Request is actually a request made by the customers to add a particular feature. This request in itself is a feedback that something is missing in your product. When most customers request a specific feature in your product, you should understand that you need to enhance your product's capabilities for its survival and growth.

Why Use it?

By getting product feature requests and analyzing them carefully, you can understand how many of your product users are requesting which feature. This will help you to make better product development plans and product decisions.

Based on your business goals and product user requests, you can prioritize feature requests and take action.

When to Use it?

Agile Development Iterations: During agile development cycles, feature and prioritization feedback can guide sprint planning and backlog refinement. It ensures that the most critical features are included in each iteration, maximizing the value delivered to users.
Ongoing Product Development: Throughout the product development lifecycle, gathering feature requests and prioritizing them helps inform the next stages of development.
Roadmap Planning: When planning the product roadmap for future releases, capturing responses from product feature and prioritization survey can help determine which features should be prioritized for implementation and align the product roadmap.
User Testing and Beta Programs: Leveraging feedback during user testing and beta programs allows users to provide feedback on specific features in real-world usage scenarios, helping to uncover issues, gather suggestions, and refine prioritization.

Here's a Product Feature Request Survey Template that you can use to gather feature requests from your users and prioritize based on their needs and your business goals.

Questions to Consider for a Product Feature Request and Prioritization Survey

Which feature request would you want us to build first? Rank in order of importance.
Why did you choose this order?
Please describe the scenarios where these requested features would be most valuable to you.

Helpful Tips

Before sharing the product feature request and prioritization survey, pilot-test it with a small group of users to identify any potential issues.
To collect product feature request feedback, you must choose a survey distribution medium where most of your users can find it easily, like in-app/product or website.

8. Bug Report

Through Bug Reports, customers can report a bug they encounter while using your product. These Bug Reports can be collected by adding a bug report form within your product so that you can gather valuable insights, streamline debugging efforts, and improve your final product.

Why Use it?

Seeking bug reports from your customers as well as your internal team can help a lot in enhancing the product. Collecting bug reports from both sources can ensure a more comprehensive identification of issues, capturing a wider range of user experiences and scenarios.

When to Use it?

Reporting Software Defects: If you discover a bug, glitch, or error in a software application, such as crashes, data corruption, functionality failures, or any unexpected behavior, using a bug report form can help you communicate the problem accurately to the development team.
Providing Detailed Information: A bug report form allows you to provide essential details about the issue, such as the steps to reproduce it, the expected outcome, the actual outcome, and any error messages received. This information helps the development team replicate the problem and investigate it thoroughly.
Reporting Usability or User Interface (UI) Issues: If you come across difficulties in using a software application due to poor design, confusing interface elements, or any usability-related problems, a bug report form can be used to communicate these issues to the design or user experience (UX) team.
Reporting Security Vulnerabilities: If you discover a security flaw or vulnerability in a software system, using a bug report form can be an appropriate way to report it to the right team.

Here's a Product Bug Report Survey Template that you can use to capture software-related issues from your users.

Questions to Consider for a Bug Report Survey

Please provide a detailed description of the bug and its observed behavior.
Are there any specific conditions or actions required to trigger the bug?
Does the bug cause a complete failure of the application or a critical feature?
Do you have any suggestions or ideas for resolving this bug or improving the affected feature?

9. Product Churn

Product Churn Feedback is collected from the customers who cancel their product subscriptions. This survey aims to understand the reasons behind churn by analyzing the feedback and guiding you regarding the improvements you need to make to your product to improve user experiences and prevent customer churn.

Why Use it?

Product Churn Survey allows instant capturing of feedback when implemented on a cancellation page which can help to take immediate action and prevent churn. It also sheds light on product flaws, limitations, or areas where your product falls short of customer expectations. By understanding these issues, you can make product improvements and enhance the overall quality of your product.

When to Use it?

Reduce Customer Churn Rate: If you observe a significant spike in customer churn, analyzing churn feedback can help you pinpoint the reasons behind it and take immediate action to rectify the issues.
Introduce a New Product Version: When releasing a major product update, collecting churn feedback from users who have migrated to the new version can provide insights into potential adoption hurdles, usability problems, or missing features.
Understand Competitive Market Landscape: If you are facing increased competition or losing customers to competitors, churn feedback can help you understand the reasons behind the attrition and guide you on staying competitive.
Prioritize Product Roadmap: By understanding which features or enhancements would have prevented churn or retained customers, you can make data-driven decisions on what to focus on next, ensuring that your product aligns better with customer needs and expectations.

Consider this Product Churn Survey Template to gauge the reason behind your users opting out of your product.

Helpful Tips

To share your Product Churn Survey, you can have a survey pop up the moment a user lands on the cancellation page. This allows you to instantly capture feedback right on the cancellation page, where the users are more likely to answer your questions.
You can also send it to the users who have already unsubscribed via email or SMS. Email and SMS surveys can also be automated for unsubscribers the moment they click on the ‘Cancel/Unsubscribe' button.

10. Demo Request

Demo Requests are made by potential product users who want to get a demo of your product and make a decision regarding subscribing to your product. It serves as a means for prospects to express their interest in seeing the product in action and provides you with the necessary details to schedule and conduct the demo effectively.

Why Use it?

A product demo request is used to identify qualified leads who are genuinely interested in your product and are more likely to convert into customers. By requesting specific information, such as their industry, job role, or requirements, you can assess their suitability as potential customers and customize the demo experience based on the features most relevant to their use case, increasing the chances of conversions.

When to Use it?

Efficient Demo Scheduling: By collecting availability information through the survey, you can streamline the process of scheduling product demos. This helps optimize your sales team's time and ensures a smooth and convenient experience for the prospects.
Launch a New Product: When introducing a new product or service, offering product demos can generate interest and provide prospects with a firsthand experience, helping manage the influx of demo requests efficiently.
Explanation of Complex or High-value Products: For products or services that require a more in-depth explanation or involve a higher investment, a product demo can be instrumental in showcasing the value and understanding the intricacies of the offering.
Targeted Marketing Campaigns: If you are running focused marketing campaigns to attract specific buyer personas or industry segments, using a product demo request survey can help gauge the interest levels and customize the demos accordingly.
Personalized Follow-ups: The data collected in the survey provides valuable context for follow-up communications and allows your sales team to personalize their outreach, referring to specific interests expressed in the survey and nurturing the prospects with relevant information.

Here's a Product Demo Request Survey Template that you can use to schedule a product demo for qualified leads.

Questions to Include in a Product Demo Request Survey

How did you hear about our product?
What specific challenges are you facing in your current workflow or process?
What are the key requirements or features you are looking for in a product?
Are there any specific questions or areas of the product you would like us to cover in the demo?

11. Marketing Attribution

Marketing Attribution Feedback is to know from where your customers got to know about your product. The purpose of collecting this feedback is to understand the effectiveness and impact of different marketing channels, campaigns, or touchpoints in driving desired customer actions or conversions.

Why Use it?

Marketing Attribution helps to make effective marketing decisions and focus on the right channels to attract more leads and increase your business. Through this, you can identify the channels that provide the highest return on investment (ROI) and optimize the budget on those channels.

When to Use it?

Multi-channel Marketing Campaigns: When running marketing campaigns across multiple channels (such as social media, email, search engine marketing, and content marketing), marketing attribution feedback fetches you the data to guide future campaign planning and budget allocation.
Cross-channel Marketing Analysis: If you are running marketing activities across various channels, such as online and offline channels, attribution feedback helps you assess the synergy and effectiveness of your cross-channel marketing efforts, which can guide your overall marketing strategy and resource allocation.
Understand Customer Journey: Marketing attribution feedback analyzes customer touchpoints and interactions to understand the customer journey. It optimizes the customer experience, identifies bottlenecks, and enables personalized marketing based on customer behavior.
A/B Testing and Optimization: If you are conducting A/B tests or experimenting with different marketing strategies, attribution feedback can help you evaluate the performance of each variant or approach.
Product Launches or Promotions: When launching new products or running promotional campaigns, marketing attribution feedback can provide insights into the impact of your marketing efforts on driving awareness, interest, and conversions that can help you refine your marketing strategies and optimize future launches or promotions.

Here's a Product Marketing Attribution Survey Template that you can use to identify the most popular channels that are attracting users' attention.

Questions to Include in a Marketing Attribution Feedback

How did you first hear about our product/service?
Which specific marketing campaigns or advertisements influenced your decision to engage with our product/service?
Did you visit our website directly or through a referral/link from another source? If the latter, please specify.
Did you interact with any of our content marketing materials (blogs, videos, whitepapers, etc.)? If yes, which ones?
Did you have any direct interactions with our sales team or customer support? If yes, how did that influence your decision?

Helpful Tips

Set up a reliable tracking system that accurately captures data across various marketing channels and touchpoints. For this, you can utilize software that not only creates the product marketing attribution survey but also allows tracking and analyzing data to attribute customer actions to specific marketing efforts in one place.
Define attribution windows that specify the timeframe within which a customer action is attributed to a marketing touchpoint. Consider factors like your product's sales cycle, average customer journey length, and industry benchmarks when determining the appropriate attribution windows.

12. Product Review Request

A Product Review Request is a review request to happy and satisfied users to share feedback on aggregator platforms. It collects product feedback and redirects the customers to the appropriate webpage of the platform where they can share their ratings and reviews of your product.

Why Use it?

Product Review Request feedback aims to improve the ratings and reviews on popular platforms and grow the visibility of your product in the marketplace. By seeking product reviews, you can offer social proof to your target customers and enhance the product’s credibility increasing the chances for conversions.

When to Use it?

Launching a New Product: When introducing a new product to the market, gathering product reviews helps build initial credibility and generate buzz. Reviews from early adopters can influence potential customers' purchasing decisions.
Post-purchase Follow-up: Sending a review request after customers have had a chance to use the product allows you to capture their fresh feedback and insights. This feedback helps you to identify any issues and serves as an opportunity to upsell or cross-sell related products.
Improving Visibility in Online Marketplaces: If your product is sold through online marketplaces, encouraging customers to leave reviews can significantly impact your visibility and sales. Positive reviews help improve your product's rankings and increase the likelihood of attracting new customers.
Reputation Management: Encouraging satisfied customers to share positive experiences counters the impact of negative reviews and showcases your product's true quality and value, thereby improving the overall perception of your product.

Consider this Product Review Request Survey Template to collect user feedback that can increase the visibility of your product.

Questions to Include in a Product Review Request Feedback

How would you rate your overall experience with our product?
What specific features or aspects of the product do you find most valuable?
On a scale of 1-10, how likely are you to recommend our product to others?
Were there any challenges or areas for improvement that you encountered while using the product?

13. Transactional Feedback

Transactional Product Feedback helps you to understand users’ interaction with your product at different touchpoints. A transactional product feedback survey enables capturing the most specific feedback, thereby helping your brand improve each interaction with the product or app based on user feedback.

Why Use it?

Transactional Product feedback helps to understand customer satisfaction levels based on their recent interaction. By collecting feedback immediately after a transaction, you gain timely and accurate insights into the customer's experience and take proactive action to improve customer experience.

When to Use it?

After an Online Purchase: Collecting feedback after online purchases helps evaluate the checkout process, shipping experience, payment methods, and overall satisfaction with the purchase.
Subscription Renewals or Upgrades: When customers renew or upgrade their subscriptions, transactional product feedback can provide insights into their decision-making process, satisfaction with the subscription benefits, and opportunities to enhance the subscription experience.
Customer Support Interactions: After a customer support interaction, collecting feedback allows you to assess the effectiveness of your support team, response time, problem resolution, and overall improvement in the support process.

Questions to Include in Transactional Product Feedback

How satisfied are you with your recent transaction/purchase experience?
Were there any difficulties or challenges you encountered during the transaction process?
On a scale of 1-5, how satisfied are you with the subscription renewal process?

14. Free Trial Feedback

Free trial product feedback refers to the feedback collected from customers who are using a free trial version of your product. It involves gathering insights, opinions, and experiences from users during their trial period to understand their satisfaction level with the product which, in turn, helps increase conversions, i.e., subscriptions.

Why Use it?

To evaluate the usability of your product and understand how users interact with the product during the trial period, you need to capture free trial feedback. User feedback obtained through free trial feedback can validate the value and effectiveness of specific features or functionalities, helping you refine your product roadmap.

When your customers discontinue using the product after a free trial ends, you can use free trial feedback to understand the reason for the same. This can give you a chance to retain users and resolve the repeating issues that may be driving potential customers away.

When to Use it?

Product Development Phase: If you're in the early stages of developing a product, offering a free trial with a feedback mechanism allows you to gather insights from potential users and iterate on your product based on their feedback before the official launch.
Feature Updates or Additions: When introducing new features or updates to an existing product, offering a free trial with feedback collection helps validate the value of the new features and gather feedback on their usability, effectiveness, and relevance to the target audience.
Competitor Analysis: If you're in a competitive market, offering a free trial with feedback collection can help you understand what sets your product apart or highlight areas where your stand out from your competitors.
Pricing and Value Proposition Evaluation: Users can provide feedback on whether they find the product's features, performance, and overall value proposition aligned with the pricing.

Here's a Free Trial Product Feedback Survey Template that you can leverage to understand user interaction when they try their hands on your product.

Questions to Include in a Free Trial Product Feedback

How would you rate your overall experience with our product during the free trial period?
Which specific features or functionalities did you find most valuable or beneficial during the trial?
What improvements or additions would you suggest to make the product even better?

15. Onboarding Feedback

Onboarding Feedback lets you know how well your customers were introduced to the product and how well the onboarding process is for them. It involves gathering insights, opinions, and experiences from users as they navigate through the initial stages of using a product, typically after signing up or during the early adoption phase.

Why Use it?

Product Onboarding feedback helps you discover the loopholes in the onboarding process and thus work to eliminate them to ensure a smooth onboarding experience for your product users to take them to the next level of their product journey.

Through this feedback, you can gain insights into whether users are able to understand your product's value proposition and key features and if they are able to leverage them effectively for a maximized product adoption.

When to Use it?

User Onboarding Optimization: Onboarding feedback is particularly useful when you want to optimize the onboarding process and ensure that users are successfully onboarded and engaged with your product from the start.
New Product Launches: When launching a new product, gathering onboarding feedback helps you understand how users are adapting to the product and identify areas where the onboarding process can be streamlined or clarified.
User Experience Updates: If you've made significant updates to the user experience, such as a redesigned interface or new features, collecting onboarding feedback allows you to assess how these changes are perceived and ensure that users can easily transition to the updated version.
User Churn Analysis: If you notice a significant number of users dropping off during the onboarding process or shortly after, onboarding feedback can help you identify the reasons behind the churn and take corrective measures to improve retention.

Consider this Product Onboarding Feedback Survey Template to create a smooth onboarding experience for your users.

Questions to Include in a Product Onboarding Feedback

How would you rate your overall experience with the product onboarding process?
Did you find the onboarding process easy to understand and follow?
Which specific steps or elements of the onboarding process were particularly helpful or valuable to you?
What improvements or additions would you suggest to enhance the onboarding experience?

16. Subscription Feedback

A Product Subscription Feedback refers to the process of collecting and analyzing feedback from users or customers who are subscribed to a product or service on an ongoing basis. This feedback is specifically focused on the subscription experience and the product itself.

Why Use it?

Product Subscription feedback is super critical for understanding your subscribers’ experiences with the product. It enables you to understand how your product is perceived and whether or not it meets the expectations of the users. This can help your brand capitalize on experiences that sell and eliminate challenges that may eventually lead to customer churn.

When to Use it?

Feature Prioritization: Seek feedback from subscribers to identify which features or enhancements would add the most value to their subscription to prioritize the development efforts.
Subscription Renewal Periods: Request feedback from subscribers during renewal periods to understand their likelihood of renewing, factors influencing their decision, and any concerns or suggestions they may have.
Pricing Evaluation: Subscription feedback can be valuable when evaluating pricing structures. Gather input on the perceived value of the subscription in relation to its cost, and use the feedback to fine-tune pricing strategies.

Questions to Consider in a Product Subscription Feedback

Do you feel that the benefits and features provided by the subscription are worth the price you pay?
Are there any features you feel are missing or need improvement?
How would you rate the ease of use and overall user experience of our product/service?
Do you plan to renew your subscription when it expires? If not, what are the primary reasons for not renewing?

Helpful Tip

You can send your customers a subscription feedback survey 5 to 10 days after the user subscribes to your app or product. The key is to give users enough time to actually experience the product and share genuine feedback.

17. Subscription Cancellation Feedback

Subscription Cancellation feedback is collected when the customers decide to discontinue using your product. The idea is to understand why users tend to unsubscribe and what can be improved to retain them.

Why Use it?

By gathering feedback from customers who have chosen to cancel their subscription, you can gain insights into the specific issues that led to their decision. By working on the recurring issues, you can make your product more appealing and competitive.

When to Use it?

Post-Cancellation: When your customers opt to cancel product subscription, you can collect product subscription cancellation feedback to delve deeper into the reasons for cancellation and gather more detailed feedback for actionable improvements.
Automated Feedback Requests: Implementing automated email campaigns that trigger feedback requests shortly after a customer cancels their subscription can encourage customers to share their thoughts and experiences.
Competitive Analysis: By comparing cancellation feedback from customers who switch to competitors' products or services, you can gain insights into the strengths and weaknesses of your offerings in relation to your competition. This information can guide product development and positioning strategies to better meet customer preferences.

If you want to understand the reason why your users are unsubscription from your product, you can leverage this Subscription Cancellation Survey Template.

Questions to Add in a Product Subscription Cancellation Feedback

What was the primary reason for canceling your subscription?
On a scale of 1-10, how satisfied were you with our product/service during your subscription?
Is there anything we could have done differently to prevent your cancellation or improve your experience?

Helpful Tips

If you are sharing your Product Subscription Cancellation survey via email, there is always a chance of your email or SMS survey request going unnoticed. So it is better to use In-Product Surveys for this purpose and collect this feedback when your users cancel the subscription.
You can also leverage both in-product surveys and sms or email surveys simultaneously to increase the chances of getting your survey responses.

18. Feature Satisfaction Feedback

Often the overall product feedback from customers may not highlight the underlying problems or challenges leading to customer churn. But with specific feedback on the product features, you can identify what’s working for the customers and what’s not. For example, Facebook collects its users’ feedback on different features of the product via a product feedback form to ensure that there aren’t any roadblocks while users are trying to enjoy the app.

This not only helps Facebook capture the most specific feedback but also makes way for innovation based on end-user preferences. Feature satisfaction feedback is critical if you’re looking to stay relevant in the pool of quickly-evolving products.

Ways to Collect Feature Satisfaction Feedback

You can collect feature satisfaction feedback via two types of surveys:

CSAT Survey

A CSAT survey is used to measure customer satisfaction and calculate the CSAT score, a global metric for customer experience. CSAT surveys can be shared via email and can also be embedded directly in the app or website so users can share their feedback while using the product.

Why Use it?

A CSAT survey prompts the user to share their experience on a seven-rating scale and can be configured to collect feature-specific feedback, for example, feedback on

The performance of new features or launches
The new concepts or ideas for innovation
Pricing and packages
Suggestions for product improvement
The overall satisfaction with the product and its functionalities

Questions to Include in a CSAT Survey

On a scale of 1-7, how satisfied are you with our product/service?
How would you rate the quality of our product/service?
How easy was it to use our product/service?
Did we effectively address and resolve any issues or concerns you had?
Do you have any suggestions or areas where we can improve our product/service?

CES Survey

A CES survey is used to measure customers’ effort in using your product or mobile app. This often includes in-app support via live chat or a knowledge base. The Customer Effort Score helps determine how brands can make their product or app easier to use and provide perfect user experiences.

Why Use it?

With the help of CSAT, CES, and open-ended survey questions, you can ask your users to evaluate product features in terms of:

Ease of Use: A simple CSAT question can prompt users to rate the ease of use on a 5-star scale or 1-7 rating scale.

Innovation & Suggestions: You can add open-ended product feedback survey questions to your survey to get suggestions that can help you with innovation and new product features.

Value for Money: You can use a simple rating scale to measure feedback on value for money

Similarly, you can capture feature-specific feedback based on the unique functioning and objectives of your product features.

Questions to Include in a CES Survey

How easy was it to learn and use our product?
Did you find the product's navigation and interface intuitive and user-friendly?
How easy was it to find solutions to any issues or challenges you encountered while using our product?

19. Market Research Feedback

Market Research can be done both before the product is launched as well as after the product is launched. When you're trying to understand if your product or app is the right market fit, you can capture feedback on aspects like your target audiences' needs, value for money, innovation, the first reaction to the product, and the probability of your audience recommending the product to others.

Why Use it?

Market Research Feedback helps you to understand your target audience including their pain points, needs, motivations, and purchase decision making process. When you are about to launch a new product, its success will depend on if it is solving any real issue or filling any gap in the market.

To understand market trends, competitors, and brand perception, you need to carry out market research.

When to Use it?

New Product Launch: Before launching a new product or service, conducting market research and gathering feedback can help assess the market demand, pricing sensitivity, and potential barriers to adoption.
Market Expansion: When considering entering new markets or expanding geographically, market research feedback can provide insights into local consumer behavior, preferences, and cultural factors that influence buying decisions.
Rebranding or Repositioning: When planning a rebranding effort or repositioning strategy, market research feedback assists in understanding how the target market perceives the brand and guides decision-making for effective messaging and positioning strategies.
Competitive Analysis: To gather insights on competitors, including their strengths, weaknesses, and customer perceptions, market research helps identify opportunities for differentiation and areas where competitors may be falling short.

Here's what your Market Research Product Survey Template before the production stage may look like.

Questions to Consider in a Market Research Feedback

Which specific features of our product do you find most valuable?
What factors influenced your decision to purchase our product?
How does our product compare to the competition in terms of quality, features, and value?
How likely are you to repurchase our product in the future?

20. Lead Generation and Attribution

Lead generation and attribution feedback surveys are tremendously helpful in marketing your product to qualified leads. For example, if you add a lead generation survey questions to your website, you can get details like the customer’s name, email address, contact number, company name, and even details like when they might need your product. Now, when visitors share their personal information via a feedback form, it is considered a qualified lead so you can directly remarket your product.

Why Use it?

The primary purpose of lead generation and attribution feedback is to measure the effectiveness of marketing efforts and optimize strategies to generate high-quality leads and improve conversion rates.

It also helps to understand the ROI of marketing efforts and measure the effectiveness of different channels and make informed decisions about resource allocation.

When to Use it?

New Product Launch: When launching a new product, tracking lead generation and attribution feedback helps evaluate the success of different marketing strategies and channels in generating initial interest and driving conversions.
Multi-channel Campaigns: When running multi-channel marketing campaigns, lead generation and attribution feedback allow you to determine which channels or touchpoints contribute the most to lead generation and conversion.
Ad Spend Optimization: It can also be used to analyze the ROI of advertising spend across different platforms or campaigns thereby helping to identify the most cost-effective channels and make data-driven decisions about ad budget allocation.
Sales Funnel Optimization: Lead generation and attribution feedback provides insights into how leads progress through the sales funnel and which touchpoints are most influential in converting them into customers helping to optimize the sales funnel and improve conversion rates.

If you're looking to get started right away, you can use this detailed Lead Capture Form Template that not only captures personal information like name, company name, contact number, email address, etc., but also improves lead quality with information on their budget, timeline, requirement, etc.

Questions to Ask in a Lead Generation and Attribution Feedback

How did you first hear about our product/service? (Online search, social media, referral, email marketing, advertising, event, other)
What were the primary factors that influenced your decision to engage with our brand and convert?
Which communication channel do you prefer for receiving updates and information about our product/service?
Did the marketing content (emails, blog posts, social media posts, etc.) provide valuable information and address your needs?

21. Product Usability Feedback

Product usability feedback is users’ feedback on the various aspects of your product, like navigation, ease of use, the overall user experience, etc. Usability feedback is sought in the early stages of your product development or launch and involves understanding from the experiences of end users if the product is in line with the expectations or market standards.

You can also capture usability feedback from your team members to get internal product feedback to get a deeper understanding of the product and improve it further before the final launch.

Why Use it?

The primary purpose of Product Usability Feedback is to understand how users interact with a product and identify any usability issues or pain points that may hinder their experience. By understanding users’ perspectives on usability, you can make informed design decisions and implement improvements to enhance the overall user experience.

When to Use it?

Design Iteration: Product usability feedback is crucial during the design iteration phase to ensure that the product meets users' expectations, is intuitive, and addresses their needs effectively.
New Product Launch: Collecting usability feedback during a product's early stages helps identify usability issues and gather insights for improvements before a widespread launch.
Product Updates and Enhancements: When introducing updates or new features to an existing product, product usability feedback helps gauge the impact on user experience and identify any areas for improvement.

Here’s a System Usability Survey Template that you can try out to understand how usability feedback works. You can always customize this template as per your product or app.

Check out our article on website usability survey questions for ideas and inspiration to create an all-encompassing product usability survey.

Questions to Ask in a Product Usability Feedback

Did the product respond quickly and efficiently to your interactions?
Were there any specific areas or features that required a significant learning curve?
Did you encounter any difficulties or obstacles while trying to complete tasks?
Is there anything specific that would enhance your overall usability experience?

22. New Trial User Feedback

New Trial User Feedback is collected from users who are trying out a product for the first time during a trial period. By adding a new trial user feedback survey directly within the product interface, you can make it super easy for new users to offer their insights. Their fresh perspective makes it easy for you to understand how intuitive and user-friendly your product is.

Why Use it?

Unlike free trial users, new trial users are those who haven’t spent much time with your product; therefore, their feedback can come in handy to refine the onboarding process, usability, and overall performance of the product to increase conversion rates and customer satisfaction.

When to Use it?

Free Trial Period: If your product offers a free trial period, collecting feedback from trial users during this period helps to understand their experience and make adjustments to increase conversion rates.
Onboarding Optimization: When introducing updates or changes to the onboarding process, collecting feedback from new trial users helps evaluate the effectiveness of the changes and identify areas for further improvement.
User Engagement: If trial users are not actively engaging with the product during the trial period, collecting feedback can provide insights into the reasons for disengagement and guide efforts to increase user engagement and retention.
Comparative Analysis: Gathering feedback from new trial users about their experience with competing products can help you understand how they compare in terms of onboarding, features, and user experience. This information can inform strategies for differentiation and market positioning.

If you want to fetch feedback from new trial users, here's a New Trial User Survey Template that can help you gauge user satisfaction.

Questions to Include in a New Trial User Feedback Survey

How would you rate the product's usability during the trial period?
Did you encounter any difficulties or frustrations while using the product?
How likely are you to continue using the product after the trial period based on your first impressions?
What factors would influence your decision to continue using the product or make a purchase?

23. Idea Submission Form

An idea submission form can be leveraged to collect ideas or suggestions from individuals or customers about a product idea or to enhance the existing one. The form can be integrated easily within your product or app or anywhere where you find maximum user engagement. Users can provide details about their ideas, such as the concept, implementation, potential benefits, and any supporting materials in an idea submission form that you can review, analyze and act upon based on feedback.

Why Use it?

The primary purpose of an idea submission form is to engage stakeholders, whether they are employees, customers, or users, in the ideation process. By seeking ideas from them, you can tap into the collective intelligence of the stakeholders and uncover novel concepts that can drive product improvements or new offerings.

When to Use it?

Marketing and Campaigns: Through the Idea Submission Form, you can invite ideas for marketing campaigns, brand positioning, or creative content for your product. It enables to leverage the creativity and insights of the community in crafting impactful marketing strategies.
New Product Development: When planning to introduce a new product to the market, using an Idea Submission Form can help gather ideas and suggestions from users, customers, or internal stakeholders. It allows you to collect innovative concepts, feature requests, or design recommendations to inform the development of the new product.
Feature Enhancements: If you already have an existing product, an Idea Submission Form can be used to gather ideas for feature enhancements, additional functionalities, improvements to existing features, or customization options.
User Experience Improvement: Users can share their feedback on usability issues, pain points, or areas where the product can be made more intuitive, efficient, or enjoyable to use.
Product Roadmap Planning: Utilize ideas and suggestions from various stakeholders to shape the product roadmap and prioritize features or enhancements based on the input received.

Consider this Idea Submission Form Template to collect ideas from key stakeholders, users, and teams to create an innovative product.

Questions to Include in a Product Idea Submission Form

Tell us about your idea or suggestion.
Please upload any attachments to accompany your idea or suggestion.
Describe the specific audience or customer segment you believe would benefit from this product the most.

24. Beta Testing Survey Feedback

To gather early product feedback, whether your product is ready to launch, and if it meets user expectations, a beta testing survey feedback can be extremely useful. Beta testing involves releasing a pre-launch version of a product to a select group of users for testing and gathering feedback before the official release. The feedback survey is administered to the beta testers to gather their opinions, experiences, and suggestions regarding the product.

Why Use it?

Any bug or glitch encountered while using the product can be reported through the feedback, and you can get it fixed before presenting your product to a larger audience. It is essential always to collect beta testing feedback for feature validation and prioritization and get a general idea about the user interface, navigation, and overall user experience of the product.

When to Use it?

Pre-Launch Testing: Conducting a beta testing survey before the official product launch allows you to gather feedback, validate the product, and make necessary improvements based on user insights.
Major Updates or Version Releases: When introducing significant updates or new versions of a product, conducting a beta testing survey helps gather feedback on the changes and assess user reactions before the wider release.
Testing Across Different User Segments: Beta testing surveys can be used to gather feedback from diverse user segments, ensuring the product meets the needs and expectations of different target audiences.
Testing New Features or Functionality: If a specific feature or functionality is being introduced, beta testing surveys can help assess its effectiveness, gather suggestions for improvement, and ensure it aligns with user requirements.

Here's a Beta Testing Survey Feedback Template that can help you gauge early product feedback and how it can be perceived by your users.

Questions to Add to a Beta Testing Feedback Survey

On a scale of 1 to 10, how satisfied are you with the beta version of the product?
Did you encounter any bugs, glitches, or technical issues while using the product?
Based on your experience with the beta version, what are your recommendations for improving the product?

25. Integration Satisfaction Survey Feedback

An Integration Satisfaction Survey is designed to assess the satisfaction levels and experiences of users who have integrated your product into their existing systems or workflows. It focuses on gathering feedback about the integration process, the effectiveness of the integration, and the overall satisfaction with the integrated solution.

Why Use it?

By understanding the experiences and preferences of users who have undergone an integration, you can make more informed decisions when integrating your products with other systems, platforms, or third-party solutions in the future. You can also gain valuable insights for product development and roadmap planning.

When to Use it?

Post-Integration Evaluation: After completing an integration project, you can use the product integration satisfaction survey to gather feedback from users on their experience with the integrated product.
New Feature or Version Release: When introducing a new feature or version that involves integration with other systems or platforms, you can conduct a product integration satisfaction survey to assess the effectiveness of the new feature or version and identify any issues or areas for enhancement.
User Onboarding and Training: When onboarding new users or providing training on the integrated product, you can conduct a survey to gather feedback on the onboarding process and training materials to use the integrated product.
Integration Performance and Reliability Assessment: The integration satisfaction survey can also be used to gather feedback on factors such as data synchronization, response time, system uptime, and error handling to identify areas for optimization and ensure a smooth integration experience.

Here's an Integration Satisfaction Survey Template that can help you gauge the satisfaction level of users who have incorporated your product into their existing system.

Questions to Include in an Integration Satisfaction Survey

Did the integration meet your expectations in terms of functionality and performance?
How would you rate the ease of integrating the product with other systems or platforms?
Did you encounter any compatibility issues with other systems or platforms while using the integrated product?

26. Product Feedback Form

By leveraging a product feedback form, you can collect feedback and opinions from users about your product and drive improvements. In a product feedback form, users share their experiences, satisfaction levels, suggestions for improvement, or any issues encountered while using the product. This allows you to drive feature enhancements, resolve bugs, and enhance the overall experience of the product for your users.

Why Use it?

Through Product Feedback form, you can seek feature requests and prioritize its development. If users report usability issues, you can invest in improving the user interface and providing more intuitive workflows. Regularly collecting and analyzing product feedback helps you to make informed decisions, enhance the product, and, most importantly, ensure customer satisfaction.

When to Use it?

Post-Purchase Evaluation: After a user has made a purchase and had a chance to use the product, a Product Feedback Form can be used to gather their feedback. This helps understand their satisfaction levels, identify and resolve any issues or concerns.
Product Updates or New Releases: When introducing updates or new versions of a product, a Product Feedback Form can be used to gather feedback from users who have experienced the changes. This helps assess the impact of the updates, identify any issues or bugs, and gather insights for further improvements.
Beta Testing and Early Access Programs: If you have a beta testing or early access program for your product, a Product Feedback Form can be used to collect feedback from participants. This helps identify any usability issues, gather suggestions for improvement, and refine the product before its official launch.
Customer Support Interactions: Whenever customers engage with your customer support team regarding the product, a Product Feedback Form can be sent afterward to gather feedback on their support experience.
Customer Churn or Cancellation: When customers decide to cancel their subscription or stop using your product, a Product Feedback Form can be used to understand their reasons for churn. By working on the reasons, you can potentially win back customers by addressing their concerns.

Consider this Product Feedback Form to seek user insights on your product and enhance the overall product experience.

Questions to Add in a Product Feedback Form

How would you rate the ease of use and user-friendliness of the product?
On a scale of 1 to 10, how likely are you to recommend the product to others?
How was your overall experience of using the product?
How would you rate the performance and reliability of the product?

27. App Store Feedback Request Survey

An App Store Feedback Request Survey is a feedback form that is triggered or prompted to users after they have downloaded or used a mobile application from an app store, such as the Apple App Store or Google Play Store. This survey is designed to gather feedback, opinions, and ratings from users about their experience with the app.

Why Use it?

To know how satisfied are your customers with your app’s usability and navigation, or are they looking for some specific feature in your app, you can understand all this through the app store feedback request survey.

By seeking app store feedback requests from users, you can enhance your ranking and visibility in the app store. Positive feedback from users and high ratings can contribute to better app store rankings, increasing the app's visibility and attracting more potential users.

When to Use it?

App Launch: When you initially launch your mobile app on the app stores, you can use a feedback request survey to gather user feedback to understand the initial user experience, identify any bugs or issues, and make necessary improvements.
App Updates: After releasing updates for your app, you can utilize a feedback request survey to gather feedback from users who have updated their app version. By doing so, you can assess the impact of the updates, identify any new issues, and gather suggestions for further enhancements.
Feature Requests: A feedback request survey can be used to collect feature requests from users to understand the most desired features, prioritize development efforts, and align your app with user needs and expectations.
User Engagement and Retention: When you notice a decline in user engagement or an increase in app uninstalls, you can use a feedback request survey to understand the reasons behind it.
App Performance: If users are experiencing performance-related issues such as crashes, slow loading times, or compatibility issues, a feedback request survey can be used to collect feedback on these issues. This helps you identify and address performance-related concerns promptly.

Questions to Include in an App Store Feedback Request Survey

On a scale of 1-10, how would you rate your overall experience with the app?
How easy was it for you to navigate and use the app?
Did you experience any issues with app performance, such as crashes or slow loading times? If yes, please provide details.

28. Product Experience Survey

A Product Experience Survey is a survey designed to gather feedback and insights from users about their overall experience with a specific product. It aims to assess various aspects of the user journey, including product satisfaction, usability, features, support, and overall value.

Why Use it?

Through the product experience survey, you can understand not just the performance of your product but the overall experience it gives to your users. It gives a 360-degree view of the user's interaction with the product, from the moment they start using it to their ongoing experience and satisfaction.

Your product experience is directly linked to customer experience; therefore, a product experience survey can be an amazing tool to enhance customer relationships and drive positive word of mouth and referrals.

When to Use it?

Post-Purchase Evaluation: After customers have made a purchase and had the opportunity to use the product, you can use a Product Experience Survey to gather feedback on their satisfaction levels.
Product Updates or New Releases: When introducing updates or new versions of a product, a Product Experience Survey can help collect feedback from users who have experienced the changes. This enables you to understand the impact of the updates and work on issues reported.
User Onboarding and Adoption: If your product has a complex onboarding process, a Product Experience Survey can be used to gather feedback on users' onboarding experiences to understand any difficulties or confusion encountered during the initial stages.
Product Upgrades or Renewals: When users are considering upgrading their subscription or renewing their product usage, a Product Experience Survey can help gather feedback on their current experience allowing you to address any concerns, highlight value propositions, and optimize the renewal or upgrade process.
Support and Customer Service: A Product Experience Survey can be sent after users have interacted with your support or customer service team. This allows you to collect feedback on their experience, assess the effectiveness of your support efforts, and identify areas for improvement.

If you want to capture product experience of your users, you can check out this Product Experience Survey Template.

Questions to Include in a Product Experience Survey

How would you rate the product's performance in terms of speed, stability, and responsiveness?
Are there any missing features that you would like to see?
How was your experience during the initial setup and onboarding process?
Do you have any suggestions or recommendations for improving the product?

29. User Profile Survey

A user profiling survey gathers information about users' demographics, preferences, behaviors, and interests. The purpose of a user profiling survey is to tailor your products or services to meet your users' needs based on their preferences.

Why Use it?

By understanding their users' characteristics and preferences, you can make informed decisions about product development, content creation, customer segmentation, and customer relationship management.

For example, an online clothing retailer may use a user profiling survey to gather information about customers' clothing preferences, sizes, preferred styles, and budget range. With this data, the retailer can create personalized recommendations, offer targeted promotions, and curate a product inventory that aligns with their customers' preferences.

When to Use it?

Targeted Marketing Campaigns: By understanding the demographics and preferences of your user base through a User Profile Survey, you can tailor your marketing campaigns to specific segments to create more personalized and targeted messaging, increasing the effectiveness of your marketing efforts.
Product Development: By understanding your user’s demographics and characteristics, you can design features and experiences that align with their expectations, resulting in a more user-centric product.
User Segmentation: By collecting user profile data, you can segment your user base into distinct groups based on common characteristics. This segmentation allows you to tailor your communication, marketing, and product offerings to each segment's unique preferences and needs.
Personalization and Customization: By knowing your users' preferences, you can provide personalized recommendations, content, and experiences, enhancing user satisfaction and engagement.

Consider this User Profile Survey Template that can help to collect maximum relevant user information so that you can tailor your product as per their need.

Questions to Include in a User Profile Survey

Which country or region are you located in?
Which industry do you work in?
What devices do you primarily use to access the internet?
How do you typically discover new products or services?
How do you prefer to receive communication from us (e.g., email, SMS, social media)?

chapter 4

Top Methods to Capture Product Feedback

There are various methods of collecting feedback. Let's learn some of the most effective methods of collecting Product Feedback.

In-app or In-product Survey
Popup Survey
Popover Survey
Feedback Button
Slide-up Survey
Bottom-bar Survey
Email Survey
SMS Survey

1. In-app or In-product Survey

In-app or in-product surveys is embedded directly within a mobile app or software product. Rather than redirecting users to external survey links or relying on email or SMS surveys, in-app user feedback or in-product surveys allow users to provide feedback and answer survey questions within the app or product itself.

You can also add a feedback survey to different pages or touchpoints in your product or app. For example, in a hotel app like Stay, users can rate a particular aspect of their stay booked through the app via an in-app feedback survey. Now, let’s say a guest orders room service. Once the service is completed, the app automatically notifies the guest to share feedback on the service quality.

Why Choose In-app or In-product surveys?

Instant Feedback Collection: In-app or in-product surveys can be taken instantly while users are using your product or app, eliminating the need for them to open emails or visit external survey links. This convenience increases the participation rate and encourages more users to provide feedback.
Targeted Placement: You have the flexibility to add feedback surveys to different pages or touchpoints within your product or app. This allows you to capture feedback at relevant moments, ensuring that the feedback is specific and timely.
Improved User Experience: By integrating feedback surveys directly into your product or app, you provide a seamless and frictionless user experience. Users don't have to navigate away from your product to provide feedback, enhancing their satisfaction and engagement.

When to Use In-product or In-app survey?

Collecting Feature-specific Product Feedback: In-app or in-product surveys allow you to gather feedback on specific features or functionalities of your product. This helps you understand user preferences and identify areas for improvement.
Crowdsourcing Ideas for Product Innovation: By leveraging in-app or in-product surveys, you can engage users in generating ideas for product enhancements or new features. This can provide valuable insights for your product roadmap.
Capturing Event or Action-specific Feedback: In-app or in-product surveys enable you to capture feedback related to specific events or actions within your product or app. For example, you can prompt users to rate their experience after completing a transaction or using a particular service.

2. Popup Survey

Popup surveys are a specific type of in-app or in-product survey that appear as a small window or overlay, typically triggered based on user behavior or specific events within an app or website. By using popup survey questions, you can effectively collect product feedback due to their immediate visibility and ability to capture user afettention.

It typically interrupts the user's browsing or app experience, temporarily covering the content until the survey is completed or dismissed. What this does is increase user engagement with your product and give you a higher feedback response rate.

Why Choose Popup Survey?

Enhanced Visibility: Popup surveys grab users' attention by appearing prominently on the screen, making it more likely for users to notice and engage with them.
Increased Response Rates: The interruptive nature of popup surveys can lead to higher response rates as users are prompted to provide feedback in the moment.
Real-time Feedback: Popup surveys allow for the collection of timely feedback, capturing user sentiments and opinions while they are actively engaged with the product or app.
Targeted Feedback Collection: Popup surveys can be triggered based on specific user actions or behaviors, allowing you to gather feedback on particular features, interactions, or experiences.
Immediate Action: With popup surveys, you can prompt users to take immediate actions, such as rating a recent experience or leaving comments about a specific feature, enabling prompt issue resolution or improvement.

When to Use Popup Survey?

New Feature Releases: Popup surveys can be used to gather feedback on recently launched features, helping you gauge user satisfaction, identify issues, and make necessary adjustments.
User Onboarding: During the onboarding process, popup surveys can help collect feedback on the user experience, usability, and clarity of instructions, ensuring a smooth user journey from the start.
Exit Intent: When users are about to leave an app or website, popup surveys can be triggered to capture their reasons for leaving or gather any final feedback, providing valuable insights for retention strategies.
Conversion Optimization: Popup surveys can be used to understand barriers to conversion or to gather feedback on specific stages of the conversion process, enabling you to optimize and improve conversion rates.

When Not to Choose Popup Surveys?

If you do not want to be obtrusive and interrupt user experience, skip popup surveys and opt for something like popover or feedback button that is relatively less obtrusive. Popup surveys can be perceived as intrusive or spammy, especially if they appear too frequently or at inconvenient moments.

3. Popover Survey

Popover surveys are a subtle and non-intrusive method of gathering product feedback from users. They appear as small overlays on a webpage within a product or app, allowing users to continue their interactions while providing feedback.

For example, when your users are scrolling an e-commerce website, you can display the popover survey after they have added an item to their cart, asking them to rate their shopping experience. The survey doesn't block the entire screen, allowing users to continue browsing the website while providing feedback.

Why Choose Popover Survey?

Non-intrusive User Experience: Popover surveys offer a less disruptive user experience compared to pop-up surveys that cover the entire screen. By allowing users to continue browsing or interacting with the product or app, popover surveys minimize interruption and enhance the overall user experience.
Strategic Touchpoint Targeting: Popover surveys can be strategically triggered at specific touchpoints in the user journey or when certain user actions are taken. By targeting relevant moments, such as after adding an item to the cart in an e-commerce website example, popover surveys capture feedback that is closely tied to specific interactions or experiences. This allows you to gather targeted insights and understand user sentiments at critical points in the user journey.
Contextual Feedback Collection: By appearing within the product or app interface, popover surveys enable users to provide feedback in real-time, directly related to their current experience. This contextual feedback can provide valuable insights into the user's thoughts, preferences, and concerns, allowing you to make data-driven decisions and improve the product or app accordingly.
Seamless integration: Popover surveys can be seamlessly integrated into the webpage or app interface, ensuring a cohesive and consistent user experience. Their unobtrusive nature makes them suitable for gathering feedback without compromising the overall design and functionality of the product or app.

When to Use Popover Surveys?

Product Feature Evaluation: After users have interacted with a specific feature or functionality of your product, a popover survey can be triggered to gather feedback on their experience. For example, if you have launched a new search feature on your e-commerce app, a popover survey can ask users to rate its effectiveness, ease of use, and provide suggestions for enhancement.
Post-Purchase Experience: Following a purchase on an e-commerce platform, a popover survey can be displayed to collect feedback on the overall shopping experience. The popover format allows users to provide feedback without disrupting their post-purchase activities, ensuring a smooth transition from purchase to survey completion.
Targeted User Segments: Employ popover surveys to gather feedback from specific user segments, such as new users, power users, or users with specific account attributes. This helps gather insights tailored to different user groups and their respective experiences.

When Not to Choose Popup Surveys?

If you want more extensive or detailed feedback, popover surveys may not provide sufficient space to capture the necessary information as they just cover small space in the screen. You can opt for a survey software which allows you to adjust the size of your survey which to overcome this challenge.

4. Feedback Button

A feedback button is a convenient and user-friendly mechanism that allows users to provide feedback directly within a product, on a website, or app. The feedback button acts as a direct channel for users to communicate their feedback without disrupting their browsing or interaction flow.

Why Choose Feedback Button?

Convenience and User-friendliness: A feedback button provides a convenient and user-friendly mechanism for users to share their feedback without interrupting their browsing or interaction flow. Placing the feedback button in an easily accessible location ensures that users can quickly find and access the feedback form whenever they want to provide product feedback.
Continous Visibility: Unlike popover or popup surveys that appear momentarily and may be easily dismissed, the feedback button remains visible and accessible throughout the user's interaction with the product or app. It serves as a constant reminder for users to provide feedback whenever they feel inclined to do so, increasing the chances of engagement and feedback submission.
Persistent yet Non-intrusive Feedback Option: The feedback button serves as a persistent feedback option, enabling users to provide feedback at any point during their usage of the product or app. Since they sit idly on the screen without interrupting user experience, users can choose on their own when they want to provide product feedback.

When to Use Feedback Button?

Feature Requests: A feedback button can allow users to suggest new features or enhancements for a product. This feedback can inform product development roadmaps and help prioritize feature implementation.
User Experience (UX) Evaluation: The feedback button serves as a valuable tool for collecting user insights on the overall product experience, including usability, intuitiveness, and concerns. This feedback empowers you to identify areas for improvement and optimize the user experience.
Product Updates and Iterations: You can collect feedback on regular product updates or iterations through feedback button. Users can share their thoughts on the changes, offer suggestions for further improvements, and highlight any issues they encounter.

When Not to Choose Feedback Button?

While the feedback button remains a persistent and non-intrusive option for users to provide product feedback, it may not be the best option for obtaining immediate feedback, especially when launching a new feature.

In such cases, a well-timed popup or popover survey can capture users' thoughts while the experience is still fresh in their minds, ensuring you receive the feedback you need.

5. Slide-up Survey

Slide-up surveys appear as a sliding panel from the bottom or side of the screen, allowing users to continue engaging with the webpage, product, or app while the survey is visible. Consider this as the best option when you don't want to disrupt your user's experience with your product while also wanting to grab their attention.

Why Choose Slide-up Survey?

Non Disruptive yet Attention Grabbing: Since slide-up surveys smoothly appears from the bottom, they strike a balance between grabbing users' attention without being intrusive or impacting user experience. This increases the chances of getting valuable feedback from users.
Increased Engagement: Slide-up surveys can boost user engagement with the feedback process. The interactive nature of the slide-up panel and the ability to continue interacting with the product can encourage users to provide feedback willingly and actively.
Strategic Placement: Similar to popover or popup surveys, slide-up surveys can be strategically placed at specific touchpoints within the user journey. For example, you can trigger a slide-up survey after users have completed a specific action or task, such as making a purchase, signing up, or reaching a milestone. This targeted placement ensures that the feedback collected is timely and contextual.

When to Use Slide-up Surveys?

E-commerce Checkout Process: During the checkout process of an e-commerce website, a slide-up survey can be strategically implemented after the user has completed their purchase. It allows you to gather feedback on their overall shopping experience, satisfaction with the process, or specific feedback on the checkout flow.
Post Content Consumption: When users have spent a certain amount of time reading your article or blog, you can take the feedback survey on the content quality, relevance of the article, or suggestions for similar topics, enhancing the overall user experience without interrupting their reading flow.
Mobile App User Engagement: In mobile applications, slide-up surveys can be deployed to engage users and gather feedback on specific interactions or features. For example, after users have completed a level in a game app, achieved a milestone in a fitness app, or completed a task in a productivity app, a slide-up survey can prompt users to provide feedback on their experience, challenges faced, or suggestions for further improvement.

When Not to Choose Slide-up Surveys?

In cases where the product or app requires immediate attention or quick decision-making, such as time-sensitive transactions or critical tasks, slide-up surveys may be considered intrusive or disruptive. For example, say a trading platform, where users need to make split-second decisions to buy or sell stocks. Introducing a slide-up survey during such time-sensitive interactions may hinder their focus and negatively impact their trading experience.

6. Bottom-bar Survey

A bottom-bar survey is displayed as a fixed or floating bar at the bottom of a webpage or mobile app interface. It typically remains visible as users navigate through the application, providing a persistent and unobtrusive way to gather feedback. The design of the bottom bar can vary, ranging from a small button or icon that expands into a survey when clicked, to a larger bar that displays a few questions or prompts directly.

Why Choose Bottom-bar Survey?

Persistent Visibility: The fixed position of a bottom bar survey ensures its continuous visibility as users scroll or navigate through the page or app. This visibility increases the likelihood of user engagement and participation in the survey.
Non-Intrusive: Bottom bar surveys are designed to be less obtrusive compared to full-screen surveys or pop-ups. They occupy a small portion of the screen and do not disrupt the user's browsing or app experience.
Constant Reminder: The persistent presence of a bottom bar survey serves as a gentle reminder to users to provide feedback or answer the survey question. It eliminates the need for a disruptive interruption or a one-time appearance, increasing the chances of capturing user responses.

When to Use Bottom-bar Surveys?

User Experience (UX) Evaluation: Bottom-bar surveys can be used to evaluate the overall user experience of your product. By collecting feedback from users while they are actively engaging with your application, you can gain insights into their specific concerns and refine your user interface.
Feature Prioritization: When you're considering adding new features or functionalities to your product, bottom-bar surveys can help you gauge user interest and prioritize development efforts.
Bug Reporting and Issue Tracking: Bottom-bar surveys provide an easy and convenient way for users to report bugs, glitches, or technical issues they encounter while using your product. By collecting feedback in real-time, you can quickly identify and address software bugs, ensuring a smooth user experience.
Onboarding and User Training: If you have a complex product that requires user onboarding or training, bottom-bar surveys can be valuable for collecting feedback on the effectiveness of your onboarding process. You can ask users about their experience, comprehension, and ease of use during the initial stages of using your product, allowing you to identify potential bottlenecks or areas where additional guidance or support may be required.

When Not to Choose Bottom-bar Surveys?

If your product experiences low user engagement or if users rarely interact with the application, bottom-bar surveys may not yield sufficient feedback. In such situations, it may be necessary to explore other feedback collection methods, such as email surveys or sms surveys to reach a broader user base and gather more comprehensive insights.

7. Email Survey

With email surveys, you can send out both short and detailed questionnaires. Whether you’re looking to measure the overall loyalty of users to the brand or collect feature-specific feedback, email surveys can be used in different ways to ensure both.

You can use the two most important types of email surveys:

Email Embedded Survey: An email-embedded survey allows adding the first question of your survey directly to the email body. This way the recipient knows what the survey is all about and is more likely to respond since the first question can be answered right in the email body. To fill out the rest of the survey, the users would be redirected to a browser page.

In this case, even if the user chooses not to answer all the questions, you can still manage to gauge the overall satisfaction with primary product CSAT, NPS, or CES questions in the email body.

Email Signature Survey: An email signature survey is embedded in the signature of the email and is primarily used to collect customer service feedback. This allows sending customers a survey with every interaction, which enables the support agents to have customers rate each interaction, answer, or resolution.

You can also check out our article to read in detail about In-signature vs. Email Embedded Surveys.

Why Choose Email Survey?

Wide Reach: Email is a widely used communication channel, and most people have an email address. By using email surveys, you can reach a large audience, including your existing customers, potential customers, and even a targeted segment of your user base.
Personalization and Multimedia Option : Email surveys allow for personalization, enabling you to address recipients by their names and tailor the survey content based on their preferences or previous interactions. It also supports adding visually appealing elements like images or videos that could be relevant to the survey.
Convenience and Flexibility: Unlike previous methods discussed to display feedback survey, email surveys offer convenience to respondents as they can access the survey from their preferred device, whether it's a desktop computer, laptop, tablet, or smartphone and in their own suitable time. This flexibility enhances response rates and improves the overall user experience.
Follow-up Opportunities: With email surveys, you have the advantage of easily following up with respondents. You can send automated thank-you emails, request clarification on specific responses, or invite participants for further discussions or user testing. This allows for deeper engagement and helps foster a stronger connection between your business and your customers.

When to Use Email Surveys?

Post-Purchase Follow-Up: After a user has made a purchase, sending an email survey can be an effective way to gather comprehensive feedback on their overall experience, satisfaction with the product, and suggestions for improvement.
Long-Term Product Usage: For users who have been using your product or service for an extended period, email surveys can be suitable for collecting feedback on their ongoing experience, satisfaction, and any areas where they feel improvements can be made.
Customer Loyalty and NPS Surveys: Email surveys are commonly used to measure customer loyalty and satisfaction using metrics like Net Promoter Score (NPS). By sending periodic email surveys to your user base, you can gauge overall sentiment, identify promoters and detractors, and gain various other insights.
User Segmentation and Targeted Surveys: Email surveys allow for precise targeting of specific user segments. For example, if you want feedback from users who have purchased a particular product or belong to a specific demographic, email surveys can be customized and sent to those specific groups, allowing for more tailored and relevant feedback.

8. SMS Survey

Collecting product feedback through SMS involves using text messaging as a channel to gather feedback from customers regarding a particular product or service. It typically entails sending an SMS survey request to customers, which includes a survey link. Upon clicking the link, customers are redirected to a survey page where they can provide their feedback.

Why Choose SMS surveys?

Higher Open Rate and Prompt Delivery: SMS surveys have a significantly higher open rate compared to email. Studies show that 97 out of 100 text messages are opened within 15 minutes of being delivered. This prompt delivery and high engagement increase the likelihood of users participating in the survey, resulting in a higher response rate.
Avoidance of Spam Folder and Email Overload: Email surveys often face challenges related to deliverability, as they can land in the spam folder or get lost among numerous other emails. SMS surveys bypass these issues by appearing directly on recipients' mobile devices, ensuring visibility and accessibility. This overcomes the risk of surveys being overlooked or ignored.
Convenience and Accessibility: SMS surveys offer convenience to users as they can quickly respond to the survey without the need for additional software or logins. The simplicity of SMS makes it accessible to a wide range of users, including those who may not have access to smartphones or reliable internet connections.

When to Use SMS Surveys?

Measure Primary CX Metrics: SMS surveys are particularly effective for capturing feedback related to primary customer experience (CX) metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES). These metrics provide a broad overview of customer sentiment and satisfaction levels.
Abandoned Cart Feedback: If users abandon their shopping cart without completing the purchase, you can send an SMS survey to understand the reasons behind their decision. By collecting in-app product feedback through SMS, you can capture valuable insights on potential issues or barriers that led to cart abandonment, allowing you to make necessary improvements and increase conversion rates.
Product Usage Feedback: For customers who have been actively using your product or service, SMS surveys can be utilized to gather feedback on their experience with specific features, ease of use, and any challenges they may have encountered.

Chapter 5

Other Methods to Collect Product Feedback

Apart from the methods to share surveys with your product users, let’s explore some other methods to collect useful Product Feedback data.

1. Website Survey

When you’re looking to collect product feedback, the focus should be on making feedback-sharing as easy for users as possible. And when we talk about product feedback, it doesn’t only mean feedback on the product features and usability; you may need to understand:

What path do users take to land on the product download or subscription page
If the potential users are able to download the product or buy a subscription easily
If users clearly understood the pricing and packages, etc.

You can collect feedback on all these aspects directly on your website even before people start using your product.

Website surveys can be shared on your websites in various forms like exit intent surveys, survey popups, slideouts, and feedback buttons on your web pages as we discussed previously.

Exit Intent Surveys appear on the screen when the users are leaving the website. Survey Popups appear on your web pages at a certain point, like after the user has scrolled 50% of the webpage. Whereas you can embed survey links and feedback buttons anywhere on the website where you feel is the right touchpoint and it catches users’ eyes. You can also share Microsurveys on your website to get instant feedback from your users.

2. Offline Survey

Offline surveys are a great way of collecting feedback without having an active internet connection at the moment. You can use Android and iOS devices like iPhones, iPads, Android tablets, and smartphones for this purpose

You can also set these devices as independent kiosks at your location. With Zonka Feedback, response data to offline surveys gets saved in the device for weeks without the internet and gets automatically synced as soon as your device gets an active internet connection. In this way, you can collect feedback anytime, anywhere from your customers without needing to have an active internet connection at the moment.

3. Using Live Chat

Live Chat is a great way to provide open opportunities for your product users to connect with you and share what they have in mind about your product. Businesses provide the Live Chat option to their customers to make requests, raise queries and concerns, and seek support.

For example, if a product user reaches out to your support team via chat, the support agent can send a survey at the end of the chat to seek feedback on the resolution provided. You can also pin a product feedback survey in the live chat window so that users can instantly share feedback in terms of the product features and share their challenges.

In these live chats, people often also share feedback about your product in form of feature request or complaints. You can use the data captured in live chats with the users to extract valuable Product Feedback information from them and make use of it in making product decisions and product development plans.

4. Helpdesk Survey

If you use helpdesk software as a one-stop point of contact for your product or mobile app users, you can survey them directly in the tool.

In Zonka Feedback, if a user is facing difficulty in integrating the tool with certain business software, they raise a ticket using helpdesk software through the support link shared with them at the time of onboarding. Right after raising the ticket, they would see a ‘thank you’ message. And on the ‘thank you’ screen, they would also see the helpdesk product feedback survey where they can rate their experience of reaching out to us.

This is important since customer service and support accessibility contributes to the overall success of the product or app.

5. Social Media Handles

Social Media is a prominent medium nowadays where customers share their negative and positive experiences, and other people make buying decisions based on reviews on social media. So it is always recommended to be present on social media to be within reach of your customers while following an omnichannel approach.

Apart from reviews and ratings on aggregator platforms, customers share their product experiences on social media platforms like Facebook and Twitter. It is thus important that you create your own social media handles on such platforms. Also, ensure that you respond to every feedback in the form of comments and mentions on these platforms as soon as possible. Researches suggest that not responding to social media reviews can result in an increase in churn rate by 15%.

So make sure you are available and active for your product users on social media to collect and respond to their feedback.

Chapter 6

Collecting Product Feedback

At every stage of the product, your feedback objectives, feedback methods, and survey questions change dramatically. But before we understand each product stage and relevant product feedback types in detail, let's look at the two primary product categories.

1. SaaS Product

If you’re selling a SaaS product, your audience is other businesses. So, you would need to collect feedback on aspects like product features, customer loyalty to the product, product adaptation, etc. Basically, the focus should be on improving the product to ensure excellent experiences, increase customer loyalty, and expand the user base.

2. B2C Platforms

When you’re looking to sell a product or mobile app designed for customers, your focus should be on transactional feedback in addition to feedback on product usability. Moreover, you can also use in-app feedback tools to gauge users’ loyalty to the brand as a whole.

For example, if your brand has an eCommerce app, you can collect feedback from customers after every purchase, exchange, return, etc.

You can also collect feedback on aspects like ease of use, availability of products, pricing, etc.

Measure Product Feedback & User Insights 💻

With Product Feedback Surveys, understand what users need and learn ways to delight your customers.

Chapter 7

Feedback Strategies for Product Development Stages

Depending on what stage of product development you are at, you can use different product feedback surveys. Let’s understand each stage and its feedback requirements in detail.

Before Launch (Alpha Testing Stage)

Before the launch, the focus should be on eliminating all the possible challenges with the product that the user may come across by conducting product research survey. Here are the different use cases of product feedback surveys at this stage of product development:

1. Market Research: Market research surveys are exactly what you need to understand the market requirements and buying potential of your customers. With predictive analytics in terms of demand, market fit, competitiveness, etc., you can make important strategic changes before the product is rolled out.

To collect market research feedback you can use our readymade survey, Sean Ellis's Product Market Fit Survey, a questionnaire devised by Entrepreneur Sean Ellis himself to understand if your product or app is the right market fit.

2. Feature Research: It’s always better to align the features with user requirements and usability expectations as early as possible. This way, you can minimize the number of iterations and give your users a near-perfect product right from the start.

So, for effective feature research, you can sample your target audiences as well as internal team members to understand how the product may be received once it’s launched. Both external and internal product feedback help you take a better development approach and create a product that your users would be excited to use.

3. Pricing Research: One of the most important factors, when you’re looking to sell your product or mobile app, is the value for money. Therefore, you can survey your target audience to capture app or SaaS product feedback in terms of:

Satisfaction with the pricing strategy
Product pricing compared to your competitors
Ideal price for the product according to the users

4. Concept Testing: Feedback on the concept of the product helps in understanding whether the product is designed keeping in mind the outcomes expected. So, your product feedback questions at the development stage must include one or more questions on whether the product is correctly conceptualized to help users achieve their end goals.

Early Stage

Though you cannot use your SaaS survey software as an alternative to A/B testing usually done in the early stages of product release, you can definitely use it to get additional insights directly from your actual users.

Here’s what product feedback at an early stage can help you discover:

1. AHA Moments: Feedback at an early stage helps in understanding the users better in terms of behaviour, moments of friction, patterns of usability, etc. All this helps in understanding how your product or mobile app is being received, which further enables making changes early on.

For example, we discovered that most Promoters of our survey software brand had been using readymade survey templates. We capitalized on this information and enhanced the free template library to expand our customer base.

2. Early Product Adaptation: Product feedback surveys at an early stage after launch help in understanding if the users can adapt to the product. You can use the usability survey template in this case.

Product Maturity Stage

The maturity stage of a product is all about making consistent efforts to align the product with users’ changing requirements and staying in demand. You can use product feedback surveys at the maturity stage to retain customers by measuring their feedback in terms of

1. Product Loyalty: Product feedback at the maturity stage helps you understand the general sentiment or loyalty to the brand as a whole using the Net Promoter Score surveys. You can send out NPS surveys at fixed intervals during the customer lifecycle and also use them to gauge loyalty based on certain aspects, for example, the customer service standards of the brand.

You can also measure where you stand in the market by using our competitive NPS survey template, which consists of questions to help brands understand their major competitors, their service quality compared to yours, and other factors that encourage users to recommend a competitor brand to others. This information further helps in taking measures that directly increase customer loyalty.

2. Detailed Feature Feedback: You can use product surveys at the maturity stage to get feedback in terms of specific features or transactions. For example, in hotel management software, you can collect feedback on different features like Channel Manager, Booking Engine, Property Management System, etc., individually as they are used.

3. Product Roadmaps: Annual and half-yearly product feedback surveys help in understanding the overall satisfaction of users with the product. In this case, you can use the Customer Satisfaction Score CX metric to measure the overall satisfaction of users with the product or app and identify challenges that may be hindering product growth.

chapter 8

Product Feedback Strategy

So you have planned strategically to collect Product Feedback at different stages of Product Development. However, it is also good to create an effective strategy to make the best use of Product Feedback to improve your product and provide your users with amazing experiences. Here is how you should go forward with this:

1. Collecting Product Feedback

Creating a good Product Feedback Strategy starts with collecting feedback itself. While you survey your audience at various stages of Product Development as discussed above, it is necessary that you use the right channels to share your surveys with the users and collect valuable Product Feedback.

You can do A/B testing for deciding on which channels you should use among the various available alternatives.
You should be omnipresent for your product users to make it easy to share feedback in case they want to proactively share feedback regarding your product.
Use an effective Product Feedback tool for the purpose that lets you not only collect feedback but also assists you in the further journey of taking action on feedback.

2. Creating and Working on Feedback Loop

When you have gathered valuable Product Feedback data, now the time is to act on the feedback. The best way is to create a feedback loop and follow the proper process of closing the feedback loop.

In a feedback loop, you use user feedback as input, and work on it by taking appropriate actions on feedback to close the feedback loop and thus improve user experience.

Respond to every feedback you receive. Thank the users with positive feedback for praising your product, and reward the loyal customers among them with small discounts and exciting offers.
Thank the customers with neutral feedback for sharing their reviews, and ask for suggestions from them about what changes you can make in your product to better satisfy their needs and expectations.
Apologize the users with negative feedback or bad rating and ask them where things went wrong. Take appropriate action to resolve their issues and satisfy them in order to prevent churn.
Take instant action on feedback rather than letting feedback stand in your service for a long. Opt for a Product Feedback Tool that gives you real-time notifications and alerts about every feedback or feedback that fits into the criteria set by you.

3. Analyzing Product Feedback

The next step is to do an in-depth analysis of the feedback data you receive so that you can make effective product development and improvement decisions.

Use effective CX metrics like NPS, CSAT, and CES to have a qualitative measure of the feedback your receive so that you can divide your happy or unhappy respondents into various segments like Promoters, Passives, and Detractors.
Analyze what the majority of your customers like or dislike in your product. This would help you identify the strengths and weaknesses of your product and take action to eliminate the weaknesses and empower the strengths.
Identify common issues that most of your product users face so that you and your product development teams can work to avoid such issues in future.
Visualize the data in the form of powerful reports like Survey Insights Report, Trends Report, Text Analysis Report, and more to have a better understanding of your users’ needs and expectations, and thus take better product decisions to satisfy them.

4. Leverage Product Feedback Data to Improve Products

Finally, when you have collected, responded to, and analyzed the valuable feedback data, now the time is to leverage it to develop products that your customers will love using. After a deep analysis, you have identified the issues that most customers face and what different segments of your users need and expect from your product.

You have also gathered suggestions from your product users, so utilize them in this step. Organize meetings with your product development teams and do share the feedback data you have received so they get a better understanding of what they need to provide to the customers. Work with them to improve your product. Add features, improve functioning, remove bugs, and do whatever is required to make your product better and enhance user satisfaction.

In this way, you can make the best utilization of your Product Feedback to develop products that most customers love and thus grow your business.

Chapter 9

Product Feedback Automation Checklist

Irrespective of the type of SaaS product or mobile app you are looking to sell, the success formula always boils down to this: Achieve more with less effort and time.
This is where the role of automation comes into play. Product feedback automation allows you to:

Ensure consistent feedback collection
Streamline task management
Close the feedback loop
Reduce customer churn

Zonka Feedback is designed keeping in mind the automation needs in terms of surveying users as well as closing the negative and positive feedback loop.

Here are some must-have automation features offered by Zonka Feedback that you must look for in your product feedback tool:

1. User Segmentation

Your product feedback software should allow making data analysis effortless. It must go beyond just feedback collection and cater to efficient feedback management. This ensures that you’re not just sitting on the feedback but using it methodically to further different business functions.

At the top of the feedback automation checklist, we have:

Auto Tagging: All the responses are tagged automatically, so you can understand customer feedback at a glance and be able to segment contacts based on responses without any manual work.
Active Contact List: You can view the active contact list and create correctly targeted campaigns. For example, with access to a dedicated list of Promoters, you can efficiently run your referral marketing campaign.

2. Website Intercept

An intercept survey is the most perfect way to capture in-the-moment feedback. It is shown to your mobile app or product users with specific interactions they have with it. For example, you can use an intercept survey to capture action-specific feedback like post-purchase feedback, sign-up feedback, post-event feedback, etc.

Here are the website or product intercept feedback survey features that you need to look for in your product feedback tool:

Popup Survey: Product or website popup surveys trigger automatically when a product user performs a pre-specified action. For example, if you have introduced a new app or software feature, you can have a popup survey trigger as soon as the user finishes using that feature. Similarly, you can collect feedback with intercept surveys in events like a purchase, order placement, etc.

The users can share their feedback right within the popup window since popup surveys are usually short; they may consist of one or two questions – one with an emoji scale, star-rating scale, Likert scale, etc., and the other an open-ended question so users can share descriptive feedback.

Selective Targeting: Your product feedback software should be able to fetch you user data that is actually relevant and useful. For example, an online grocery app looking to offer a monthly subscription of select items’ delivery can target specifically the users that frequently order those items. It can insert a poll survey with the question “Would you be interested in a monthly subscription of ‘XYZ’ items?” within a popup survey and show it to frequent buyers the next time they add the pre-specified items to their cart.

You can create your target survey audience based on:

Attributes like demographics, age, current plan, position, language, etc.
The device, for example, mobile, tablet, Android, iOS, etc.
Response tags, for example, dissatisfied users according to a previous survey
Specific page visits or feature usage
Source (target users only if they come from a pre-specified source)

Targeting N% of Users for A/B Testing: Your product feedback tool should allow randomly sampling users to conduct A/B testing. For example, if you’re looking to revamp your brand identity, you can survey a certain percentage of people, including internal team members as well as end users. You can collect product design feedback with questions like ‘Which logo better represents [brand name]’?

Measure Product Feedback & User Insights 💻

With Product Feedback Surveys, understand what users need and learn ways to delight your customers.

3. Multichannel Feedback Triggers

Product feedback shouldn’t only be limited to running surveys within the product environment. Feedback automation should allow consistently surveying users across multiple channels so you can have a 360-degree view of customer insights.

To ensure this, here are the primary features we offer to generate multichannel responses as per user preference:

Feedback Widget: A product or website feedback widget is a piece of code added to your product that allows collecting feedback on specific pages and specific events. The feedback widget must include:

Popover Survey: To collect event or action-specific feedback
Feedback Button/Side Tab Survey: To collect continuous (24x7) or unsolicited feedback on or more pages
Embedded Surveys: Dedicated page surveys or polls embedded into the product or mobile app page; for example, thumbs up/thumbs down survey at the end of an article

Automated Email Surveys: Product feedback tools should ideally allow automating email surveys based on triggers, such as a customer service call, ticket resolution, subscription milestone, etc. Moreover, automated email in-signature surveys are also a must-have to collect feedback on every response to customer queries.

Automated SMS Surveys: Your product feedback tool must have an automated SMS survey feature so surveys via SMS can be triggered on certain actions, for example, query resolution or ticket closure.

Integrations: Your customer feedback tools must allow integration with communication channels so you can collect feedback in real-time feedback while the users are still on the app. Moreover, business tool integration renders several other benefits that you can better understand with these another set of must-have features:

Live Chat Feedback - Live chat surveys allow collecting user feedback in the chat window. You can either pin a feedback survey to the chat window or trigger automatic surveys as soon as a chat ends. You can measure and calculate Customer Effort Score as well as agent performance.
In-Meeting & Post-Meeting Feedback - Your survey tool should integrate with business communication software so you can also measure internal feedback in chat channels or meetings. For example, if you use Slack for internal communication, you can trigger surveys during and after meetings with Zonka Feedback integration. Let’s say all team members are required to vote during a meeting to come to a conclusion, you can add a survey to the meeting that all the participants can take directly in the Slack window.

4. Workflows

Before you decide on a product feedback tool, you must check if it enables efficiently closing the feedback loop while making the whole feedback management process more streamlined.

Here are the top workflow automation features that you absolutely need if you’re a feedback-driven company.

Response-Based Actions: As the name suggests, you can respond to customer feedback based on what their responses are. And user feedback is mainly segmented into these two categories:

Feature-Based Feedback - This is one of the interesting product feedback examples. Let’s say a user reports a bug in your product. The feedback from this user would automatically be shared with the developer or the team responsible. Similarly, if an e-commerce app receives feedback on the availability of certain products, the inventory personnel would be looped in. This ensures that users are offered quick resolutions and that the feedback loop is closed immediately so the customers don’t churn.
Positive & Negative Feedback - A pre-specified action is performed automatically based on positive or negative feedback. For example, if some users give your product a 5-star rating, an automated survey would be triggered thanking them for their great feedback. Similarly, a negative rating from the customer would be followed by an apology email or a follow-up call from the support agent who can resolve the dissatisfied customer’s complaints.

Escalations for High-Value Clients: To ensure priority-based resolution, your product feedback survey tool must allow escalating feedback from high-value users or clients. This is an important survey feature that is critical for effective relationship management with your network of users.

Notification to Relevant Teams: User feedback, especially in the case of a product, can benefit several departments. Therefore, your product feedback tool should allow closing the feedback loop quickly by looping in the relevant teams or members right from the very beginning. This ensures that complaints or open tickets are not passed on from department to department but are instead assigned directly to personnel who can provide the correct resolutions.

For example, during Beta testing, if the user shares feedback on the product design or feature, the product manager must be notified so the feedback can be acted upon. Similarly, if the feedback is production-related, the customer retention or customer success team should be looped in.

5. Survey Throttling

One of the most important rules of surveying customers is to not overwhelm them with survey requests. Therefore, when you’re looking to collect product feedback, avoid sending too many survey requests to stop users from unsubscribing to your emails; you may even increase the response rate with this strategy.

But you shouldn’t have to worry about this because your product feedback tool should be able to take care of it.

Survey throttling in survey software ensures that the same user isn’t sent surveys more than once in the time period set by you. You can schedule the surveys to be sent quarterly, yearly, or on specific dates or events.

Tip: For transactions or interactions within the app or product like chat with a support agent, purchase, subscription renewal, etc., you can use quick in-app surveys, to get fresh in-the-moment feedback. And for overall feedback on the brand or to gauge the loyalty of customers, you can send CSAT and NPS surveys at fixed intervals during the customer lifecycle.

6. Integrations

This has to be one of the most important prerequisites of investing in product feedback software. Integrations are your best friend whether you want to create a comprehensive feedback system, automate tasks, centralize feedback data, or improve customer service experience.

So, make sure that your survey tool seamlessly integrates with your business tools like CRMs, communication tools, marketing tools, etc. We have talked about survey tool integration with some examples below.

A. CRMs

The purpose of integrating your product feedback tool with your CRM is to centralize feedback data in one place so that it is more accessible and actionable. Not only does this make the product manager’s life easier, but it ties together the entire system so user feedback can render company-wise enhancement while also ensuring an enhanced product.

Let’s understand how product feedback works in integration with the most popular CRMs.

Salesforce: Salesforce integration with a survey tool requires you to set up feedback mapping so that all the survey scores and responses are synced back to the CRM. You can identify a good product feedback tool by how easily you can set this up and get started. And it doesn’t end at feedback syncing; you can optimize feedback management so user data is worth its weight in gold!

Here’s what you can do with Salesforce surveys and centralized customer data in Salesforce:

Create workflows so repetitive tasks are automatically taken care of while you focus on improving customer experiences
Segment contacts based on response and set trigger-based actions so you can survey the right customers at the right time
Create automatic tasks based on incoming responses and set up alerts or real-time notifications for team members
View actionable reports with in-depth analysis, trends, and data comparison, all through a single dashboard
Send automatic follow-up or response emails to close the product feedback loop with users
Set up automatic actions like creating a new contact

All of this helps create a user data inventory that can help you build personalized experiences. For example, with a preference survey, your app or product users can share what they are using your SaaS tool for. You can then use this information to create audience sets and specific marketing campaigns to run relevant ads and send the right recommendations.

HubSpot: Just like Salesforce integration, you can also sync back and manage user data in HubSpot with product feedback integration. You can choose which responses need to be synced and when the data sync must trigger. HubSpot integration gives you complete control of data without the stress of handling each field and file manually which can suck the life out of the whole feedback strategy.

You should also be able to create new contacts automatically, edit mappings whenever you want, and give data access to other team members.

Pipedrive: If your focus is sales and you use Pipedrive, you can measure user feedback at every touchpoint of the sales cycle with survey software integration. A reliable product feedback tool should allow you to send personalized surveys and automated follow-ups once you edit or change customer data in Pipedrive. For example, if you close or renew a user’s subscription, a feedback survey should automatically be sent to them to measure their recent experience. Similarly, you can set a survey to be sent to all the new contacts as soon as they are added to Pipedrive.

Some of the other fantastic things that you can do with the integration of survey software with Pipedrive include:

Syncing all or selected responses back to Pipedrive based on pre-defined triggers
Creating new deals in Pipedrive automatically based on survey responses
Scheduling surveys strategically to prevent survey throttling
Sending surveys based on deal status

ActiveCampaign: A survey tool with ActiveCampaign CRM can do wonderful things as we discussed above. Not only can you centralize feedback data, but you can define actions to put feedback to great use. You can automatically create new contacts, sync user responses with those contacts, automate ActiveCampaign emails and follow-up surveys, and a lot more.

B. Helpdesks

Product feedback tools’ integration with helpdesks is highly important in this checklist because customer service excellence is something that can make and even break your brand. Look at it this way. A user shares feedback about how your app keeps freezing and the product feedback tool automatically creates a ticket based on this response so the issue is worked upon instead of being added to the pile of complaints.

Survey software integration with your helpdesk software streamlines all customer feedback and complaints so you can efficiently use data and take customer service experiences a notch higher.

Here are some super important helpdesk tools that your feedback tool should integrate with:

Zendesk: Helpdesk software like Zendesk must be easily integrated with your survey tool if you place a high value on customer service and experience. With this integration, you can add or embed surveys directly into your Zendesk emails for customers. For example, if you’re responding to a customer query, you can add a survey in your email signature so the users can rate the response they received. Or, if you wish to measure customer satisfaction in Zendesk, you can set feedback surveys to be sent at fixed intervals or events like the closure of a longstanding issue.

In addition, you can do other things like:

Automatically trigger a product feedback survey request after a ticket is closed
Automatically sync survey responses or scores back to Zendesk
Create tickets automatically based on survey responses or feedback score

Intercom: Most businesses use Intercom today for customer communication in the product or in the mobile app, which makes Intercom integration a must-have in popular and reliable product feedback tools.

With this integration, you can pin a survey to the chat window, automatically trigger a survey in the chat as soon as it ends, and also collect individual agent scores to measure internal performance. Chatbots and live chat surveys are primarily used for measuring CES in Intercom since it provides quick insight into the effort users had to make in getting an issue resolved.

Moreover, your agents can see survey responses in the inbox so the next time they are talking to a customer, they know what their previous experiences have been like and offer resolutions accordingly and quickly.

Freshdesk: By connecting your Freshdesk and survey tool accounts, you can automate email and SMS surveys to your app or product users when a ticket is closed – just like what you can do with other helpdesk software. You can also set triggers to correctly time the surveys, for example, you can set how long after a ticket is closed that you want to send a feedback form.

In addition to triggering surveys automatically, your product feedback tool should also create new tickets based on the incoming responses. For example, if it is a Detractor a ticket will be created automatically.

HelpScout: If you primarily use email for customer communication, you can integrate your HelpScout software with your product feedback tool. This way, you can send your survey in your customer emails and also embed them into your email signature so customers can share feedback right within the email body.
This can get you a higher response rate and super useful responses coming from fresh service experiences.

C. Marketing

We have talked a little about the use of a product feedback tool in marketing above. Let’s talk about its role in detail here.

Let’s say you have an eCommerce app where you run surveys to understand customers’ preferences, for example, sportswear, kids' wear, etc. Now all this feedback, when synced back to your marketing tool, creates a huge data inventory about your customers with insights that can help you create the most targeted marketing campaigns.

You can create unique user personas to send newsletters and marketing emails that hit the sweet spot and increase conversions.

Two of the primarily used marketing tools that your feedback software must be integrated with include:

Mailchimp: The survey tool and Mailchimp integration enables you to:

Automate adding respondents as contacts to the contact or audience lists
Create audiences based on responses using filters and conditions

If the response of a user matches the conditions you have set, it will automatically start adding to Mailchimp. This means you can cut out the manual work and focus on improving marketing efforts where human intervention is required.

AirTable: If you’re using a super-flexible database like AirTable to connect your information and create workflows, integration with a survey tool makes your job even easier. You can send user survey feedback and responses automatically to tables and consolidate all of them in a single view. This way you can have everything in your AirTable account which can prevent a whole lot of back and forth.

You can also:

Send new Survey Responses to multiple bases
Map questions in the survey to specific table fields

D. Collaboration Tools

For internal communication and collaboration, integration with a survey tool is super important for product or SaaS-based companies. Let’s understand with the examples of top collaboration tools:

Slack: With feedback tool integration, you can send surveys to your team members while in a meeting so that they can take the survey within the Slack window. Additionally, whenever you receive responses to your surveys, you can forward them to others on Slack so the relevant personnel can take action.

Moreover, this is also great for internal product feedback. Let’s say you add a new feature to your photo editing app. You can ask the internal members to try out the feature and then collect their detailed feedback with Slack surveys.

Webex: You can make your meetings interesting and much more engaging with Webex surveys with simple integration. For example, if you’re rebranding and want feedback from the team on the logo design options, you can quickly trigger an in-meeting poll survey and the participants can quickly share their preferences.

Similarly, you can conduct quizzes, collect ideas, etc. And the best part is that you can analyze all the feedback in real-time.

Zoom: Just like in Webex, you can collect feedback in meetings from customers and internal team members alike. For example, a SaaS product user in a product setup meeting with the customer support professional can share feedback via a survey that would be triggered automatically after the meeting.

Google Sheets: Google sheets are popular irrespective of the size of the company. And imagine how amazing it would be to save hours of feedback entry in your sheets. With a simple integration with a survey tool, you can make feedback management hassle-free.
You can also filter, sort, and analyze survey feedback before collaborating with your team.

E. Automation Software

Automation tools like Zapier, Make, Integrately, etc., when integrated with a product feedback tool, can make feedback management a breeze. All the data would be automatically synced so your tools like Intercom, Zendesk, Freshdesk, etc. can perform the correct action.

If you use Zapier, you can practically hook any of your business tools with a product management tool that supports Zapier integration.
If you happen to use Integrately, you can integrate the survey tool with a single click, provided the tool supports Integrately.
Make sure your product tool supports Make (Integromat) if you use this platform for integrations.

Integration of your product tool with these software ensures that all the data syncs back to other apps or services that you may be using.

Conclusion

When you’re selecting product feedback software, the goal is to ensure that the feedback data supports and empowers all business functions. With the right tool, you can understand why your product users behave the way they do.

By defining requirements like:

Business functions where feedback can facilitate improvement
Integration needs as per other software you’re using
Multichannel feedback needs
Your product stage, etc.

The above article will not only help as a checklist for selecting the right product feedback tool but would also help you understand your requirements better, especially if you’re just starting to survey your users.

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The Ultimate Guide to Product Feedback - How to Create Amazing Products with Feedback?

Table of Contents

Chapter 1

Introduction

Measure Product Feedback & User Insights 💻

chapter 2

What is Product Feedback?

Chapter 3

Product Feedback Types

1. Product Market Fit

Why use it?

When to Use it?

Questions to Consider for Product Market Fit Feedback Survey

2. Product NPS

Why Use it?

When to Use it?

Questions to Consider for a Product NPS Survey

Helpful Tips

3. Product CSAT

Why Use it?

When to Use it?

Questions to Add to a Product CSAT Survey

4. Product CES

Why Use it?

When to Use it?

Questions to Consider for a Product CES Survey

Helpful Tips

5. Product Strength and Weakness

Why Use it?

When to Use it?

Questions to Consider for a Product Strength and Weakness Survey

Helpful Tips

6. Product Feature Feedback

Why Use it?

When to Use it?

Questions to Consider for a Product Feature Feeback Survey

7. Feature Request and Prioritization

Why Use it?

When to Use it?

Questions to Consider for a Product Feature Request and Prioritization Survey

Helpful Tips

8. Bug Report

Why Use it?

When to Use it?

Questions to Consider for a Bug Report Survey

9. Product Churn

Why Use it?

When to Use it?

Helpful Tips

10. Demo Request

Why Use it?

When to Use it?

Questions to Include in a Product Demo Request Survey

11. Marketing Attribution

Why Use it?

When to Use it?

Questions to Include in a Marketing Attribution Feedback

Helpful Tips

12. Product Review Request

Why Use it?

When to Use it?

Questions to Include in a Product Review Request Feedback

13. Transactional Feedback

Why Use it?

When to Use it?

Questions to Include in Transactional Product Feedback

14. Free Trial Feedback

Why Use it?

When to Use it?

Questions to Include in a Free Trial Product Feedback

15. Onboarding Feedback

Why Use it?

When to Use it?

Questions to Include in a Product Onboarding Feedback

16. Subscription Feedback

Why Use it?

When to Use it?