Using customer feedback to improve your digital product

Customer feedback about your website or web app, is highly valuable and insightful, helping you make improvements based on your customer’s needs.

When you think about collecting customer feedback, it’s easy to get overwhelmed by the sheer volume of possibilities. With so many customers and so many ways to connect with their feedback, it’s hard to know where to start.

One thing is clear though, taking a proactive approach to collecting customer feedback ensures you never stray too far from the needs of your community, even as those needs evolve.

Designing and developing your website, web application or eCommerce website no doubt requires tons of in depth thought, hard work and money to get it off the ground.

As time passes, your platform starts gaining traction. More and more users start using it and it finally starts serving its purpose. Not only for you, as the owner of the platform, but also for the end user, your bread and butter.

When you initially conceptualised what your platform would consist of and how it would work, you did this with your customer’s needs in mind and for the platform to solve a certain problem.

Fast forward into the future and either your platform is doing really well or it’s chugging along or it’s really not doing well at all. No matter what the scenario is of how your platform is performing, being complacent about your platform is dangerous and can lead to your competitors to launch better, faster and more innovative solutions, causing a drop off of revenue and customers, ultimately threatening your business.

Customer feedback as a driving force of innovation

This is where smart companies and leaders take initiative and drive the platform forward by using customer feedback.

Customer feedback is valuable information shared by your customers with you in relation to how they perceive and use your platform. This can include things that irritate them, features that can be improved upon or even requests for new features and functionality.

How to get customer feedback can be done in a variety of ways, for example: surveys on your website, popup questionnaires, setting up calls with your most valued customers, feedback forms and third party tools. You can also incentivise people to provide feedback, as long as their feedback is truthful and sincere.

Another option is using heat mapping tools like or to view how users interact with your website, see where you might be losing them or certain user flows that aren’t working as smoothly as they should.

Here’s why feedback is super important

Getting loads of feedback and then aggregating this data in a way that can be used to make business decisions is key to understanding what your customers actually want.

The feedback tells you what’s working, what’s not working and what needs to be improved. If a certain customer asks for a new feature, the chances are that other customers may want or need a similar feature, which can be validated in the feedback that is provided.

Feedback allows you to understand where users may struggle to use certain parts of your platform, meaning improvement is needed.

Improving your digital product through feedback

When evolving your platform you don’t want to waste time (and money) building new features without validating that they are necessary and that they will be used. It is not uncommon that clients have new features built into their platform but once launched they are not used very much. Obviously some features may be highly innovative and therefore getting validation may expose this unique idea or feature, in which case you may want to avoid validation but knowing that there is a risk that it might not be adopted as intended.

Now that you’ve got the customer feedback and arranged it in such a way that makes sense, you can start to prioritise the improvements and development of new features needed on your platform.

This feedback is essentially allowing your customers to build your product for you. These new pieces of functionality and brand new features will most likely solve their problems, meet their expectations and fulfill their needs. With the result being that your product is evolving all the time and introducing elements that will actually be used and be valuable as you’ve already got the insights and buy in from your customers.

By releasing features that your customers have asked for you also strengthen the relationship that you have with your customers. This starts to develop a community as this shows customers that you value their input and take them seriously. Remember to always respond to feedback even if some of it might not be appropriate to incorporate into your product.

Let’s wrap this up

Getting customer feedback can be a daunting and time consuming task that does require lots of planning, strategy and thought but is definitely well worth the effort and resources needed.

By analysing the feedback you are able to really understand what your customers want and need. Adding to your platform will keep your existing customers happy but also attract new customers and allow you to outperform your competitors.

Taking care of your customers means that they will take care of you! This investment will more often than not drive customer loyalty, resulting in increased customer retention and add more money to your bottom line.

Smart companies are innovative, customer centric and understand that performing customer feedback ultimately makes them a stronger company with a better platform. There’s no better time than now, start your customer feedback process to make your product better today!

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.