How to use customer feedback to improve your brand reputation

Does your brand listen to its customers? 

The best way to improve your business is by learning from your customers and the only way to do that is with quality feedback. In fact, the only way you can truly improve your business is by making adjustments to what you’re already doing right and actively improving what you're doing wrong. 

The feedback you receive from your customers should be used as a tool to grow and evolve. To do this effectively, you need to understand how, when, and where to collect feedback and how to incorporate it into your business strategy. It is also important to understand what types of feedback you should be looking for in order to maintain consistency and integrity throughout the process.

Listening to customer feedback can lead to the following benefits:

  • Improve products and services
  • Improve the customer experience
  • Establish brand value
  • Encourage customer loyalty 
  • Strengthen your online reputation 
  • Increase sales 

To make it easy for you, we’ve shared our 5 best ways to use customer feedback to accelerate your business growth and improve your brand reputation.


  • Spread positive word-of-mouth advertising
  • Fix issues and change the perception of your customers 
  • Develop new products or services
  • Collaborate across departments
  • Close the feedback loop 

Spread positive word-of-mouth advertising

According to Nielsen, 92% of people are influenced by word-of-mouth media and trust recommendations from friends and family. To get more positive word-of-mouth, increase your interaction with your customers. How? 

This can be achieved through relationship and transactional NPS Surveys.

  • Relationship NPS Surveys assess your customers based on their overall relationship with your business.
  • Transactional NPS surveys enable you to understand your customers’ opinions about the business based on specific events like post-purchase, post-order, post-payment, post-shopping, or post-ticket has been solved. 

The practice of taking customer feedback regularly not only improves customer engagement but also helps you to establish a long-lasting relationship by listening to them and addressing their issues quickly. This eventually makes your customers loyal to your brand and encourages them to spread positive recommendations for your brand.

Fix issues and change the perception of your customers 

Not everyone is going to be happy with your products or services 100% of the time.

Here is a negative review from a customer: 

Negative review

In this review, Amazon has addressed the issue delicately. The way Amazon responded to this unhappy customer enables them to fix the issues and change their perceptions.

Collecting customer feedback is of no use until you take action on it. If your customer gives you a negative score or feedback, then follow up with them. Show them that you are concerned about the inconvenience they’ve faced with you. Ask them to elaborate on their issues through open-ended survey questions.

This further helps you to:

  • Quickly identify recurring and non-recurring issues
  • Segregate the issues
  • Assign relevant issues to the right teams
  • Track the resolution of issues within your team

Based on their responses, offer them an actionable solution that quickly fixes their issues and changes their perceptions of your brand.

Besides, this shows gratitude to your customers for sparing their valuable time in giving feedback about your business. This gesture connects you with your customers on an emotional level.

Develop new products or services

We are often so caught up with fixing negative reviews that we forget about the benefits of reading and responding to positive reviews. But there are many benefits to reading positive reviews:

  • They give you suggestions
  • Ideas to add new features
  • Ways to improve an existing feature

This in turn provides you with a new and fresh way to come up with new products or services. 

That’s why it is good to take transactional NPS feedback after someone interacts with your business or purchases something from your site. You can also ask follow-up NPS questions to understand the reason for the score and ask for suggestions directly.

Responses to follow-up questions help you:

  • Identify the strengths and weaknesses of your existing products and services 
  • Determine measures to improve the level of products or services

Collaborate across departments

Customer feedback is not only a concern for your marketing team but your whole company. Customer feedback is not only associated with the product development department it is also associated with your customer service department. To ensure overall customer satisfaction teams within the company must work collaboratively at every stage, this includes:

  • Product development
  • Marketing
  • Customer service 

And if you are a startup, then along with the product or brand, you need to assess the quality of your customer service. For this, you can use NPS Surveys to gauge the satisfaction level of your customers after interacting with your team.

You can also send CES Surveys to your customers to gauge the level of effort they’ve put with you or your customer support team to get their queries solved. The responses of the CES Survey provide you with actionable insights about the first contact resolution (FCR) rate, first response time, and problem resolution time.

Thus, cross-department collaboration ensures that different departments work together to improve your customer service and business reputation. 

Close the feedback loop 

Collecting customer feedback is useless unless it is converted into a customer-driven approach. If you want to accelerate your business growth, then start working on the responses you get from customer feedback. You can distribute the survey response to your team and ask them to analyze the nature of common issues. 

Once the team identifies the nature of the issue, ask them to segregate based on recurring and personal issues:

  • Recurring issues - Commonly known as general issues that happen with multiple customers. These issues can be solved at the business level.
  • Personal issues - Issues that are specifically happening with individuals based on their personal opinion and experience. These issues are solved on a personal basis.  

Now since you’ve identified the issues, you can contact your unhappy customers personally to address and (hopefully) resolve their problems. You can also lure your unhappy customers with support materials like some premium features free of cost or an extension of the free trial. This helps you to improve your brand image.  

Final thoughts

It’s no secret that customer feedback is key to a successful online reputation. This is because your customers are the best judges to evaluate your work and give honest feedback. This plays an important role in bringing your business to new levels. Customer feedback gives you constructive criticism full of suggestions and innovative ideas. 

Next time you get a chance to interact with your customers, listen to them carefully and reflect on all their ideas and criticisms. This will help you to develop concrete solutions to make your business more competitive and profitable while improving your online reputation.

Customer feedback FAQs

How can customer feedback improve my business? 

Listening to customer feedback can lead to the following benefits: Improve products and services. Improve the customer experience. Establish brand value. Encourage customer loyalty. Strengthen your online reputation. Increase sales.

What are NPS surveys?

There are two main types of NPS surveys. Relationship NPS Surveys assess your customers based on their overall relationship with your business. Transactional NPS surveys enable you to understand your customers’ opinions about the business based on specific events.

What are the benefits of reading positive reviews? 

There are many benefits to reading positive reviews. They give you suggestions. They generate ideas to add new features. They provide ways to improve an existing feature.

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