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Businesses that collect customer feedback are more likely to create positive experiences and address issues. Analyzing feedback can show deeper insights into customer sentiment.

For exceptional customer experiences, organizations must understand what customers want and need.

Equally important, organizations should ensure customers feel like they listen to them and aim to make them feel special with personalized service. Collecting customer feedback can help brands improve their customer experience strategies and lead to better personalization.

What is customer feedback?

Customer feedback comprises the ideas, opinions and suggestions that customers have about an organization and its products or services. Feedback can be reactive — meaning it follows a service or support interaction — or proactive, meaning it was not driven around an interaction. It can also be positive, negative or neutral, depending on a customer’s experience with the brand.

Why is customer feedback important?

Customer feedback is invaluable, as it provides insights that organizations can use to improve their business, including in customer-facing interactions, the agent experience, product development and so on. It also helps brands better understand customers, so they can more easily create personalized experiences.

Types of customer feedback

Customer feedback can be qualitative or quantitative. Those break down as follows:

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