When Should You Ask for Customer Feedback?

Customer Feedback

When Should You Ask for Customer Feedback?

When Should You Ask for Customer Feedback and When Should You Not?

Customer feedback is crucial for knowing what your customers do and don’t like – and what you can do about it to improve your business.

But how do you know when is the right time to ask your customers to provide these insights?

If you’re not sure how and when to approach customers for feedback, read on for some of the most effective ways to ask for your customers’ input.

Disappointing results

Why is Customer Feedback Important?

How can you keep your customers happy if you don’t know how they really feel about your brand?

Customer feedback provides valuable and reliable insights your business can use to continuously improve your offerings and customer experience. Because while you may think you know your product best, you’re likely blinded by bias, making honest outside feedback a must.

There are many benefits of customer feedback, including:

  • It’s the best way to measure customer satisfaction
  • It helps you improve products and/or services
  • It shows your customers you value their opinions and involvement
  • It gives you different perspectives on what works and what doesn’t
  • It’s free data that can help you make informed business decisions.


If you regularly seek customer feedback, you’ll always know what’s working and what isn’t, so you can address any shortcomings and adjust your future strategy.


customer listening

How to Ask for Customer Feedback

So what’s the best way to ask your customers to share their opinions?

When is the right time to pop the question?

As a general rule of thumb, you’ll want to ask for feedback immediately or soon after a customer has completed a purchase or you’ve provided them with a service.

Don’t Over-Ask, and Respect the Time of Your Customers

Think twice before sending that 20-minute survey. If you’re asking your customers for feedback, keep it concise and to the point to increase your response rates.

While it may be tempting to send a long list of questions to your customers, research shows a 30-50% reduction in response rate for every question asked after the first 2 or 3 questions.

The same research shows one reminder sent 3-7 days after the initial survey can boost your response rate by up to 15%. But if you’re bombarding your customers with daily reminders, you can forget it.

Create a Continuous Feedback Loop

Ongoing feedback is a must for monitoring your business and products over an extended timeframe.

Create a continuous feedback loop to check in with your customers and find out how things have improved and what still needs attention.


How to Manage Customer Feedback

Using customer feedback to your advantage is easy when you’re managing it effectively. Upon receiving customer feedback, you might like to:

  • Thank your customers for their feedback
  • Identify areas for improvement
  • Consider the feedback in your product roadmap
  • Share feedback – good and bad – with employees for motivation
  • Identify potential brand advocates and encourage them to recommend you to others.


Customer feedback ultimately helps you improve your customer experience to increase brand loyalty and improve your bottom line. Learn more about putting your customer first with Customer Experience training from CX Training. Call our friendly team to find out more:  0404 266 174.