closing the feedback loop

7 Steps to a Solid Customer Feedback Loop

Requesting client input is by far one of the most effective tools in any SaaS company’s toolbox for enhancing and optimizing the customer experience. After all, because they live the customer connection every day, your customers are your finest sounding board. It’s easy to become ‘too close to your project plans, issues, and implementation items as CSMs and customer success leaders, and lose sight of the wider customer success picture. Taking a step back, soliciting consumer feedback, and then acting on that feedback is an excellent method to re-center and re-focus on what matters most. Let’s delve into what are the steps to building a robust customer feedback loop.

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What is the significance of customer feedback?

While CSMs appear to go above and above for consumers, they also help customer success teams and SaaS companies in general. They are on the cutting edge of product usage, testing, and ensuring that solutions deliver value. They’ve worked in every area of a company and can tell you firsthand how the customer handoff process works. How can you tell if something is incorrect or off in your operations as an organization unless your consumers bring it up to you? This is why it’s critical to get customer feedback.

Additional Resource: Learn how to listen better to customers

But how can you create a feedback cycle that is driven by Customer Success? To make it easier for you to get started, we’ve divided it into seven steps.

Let’s have a look at what we’ve got.

Step 1: Determine the most effective method for collecting and organizing client feedback

While you can receive client feedback through a variety of channels, methods, and teams, putting all of that information together can be challenging if it isn’t stored in one central location. Use your customer community or a tool to collect feedback and feature requests from your customers. It’s critical to pick a tool or procedure that can readily integrate with existing Customer Success and Product operations. You might, for example, check to see if it integrates with other software you use like CustomerSuccessBox, Salesforce, or Slack.

Step 2: Develop a consistent format for communicating consumer feedback to Product Management

Determine exactly what information you require from clients in order to completely comprehend their input, as well as what business goals it will help you achieve. In order to qualify the feedback, you must also describe what information you require. This will assist you in determining the significance of various sorts of feedback and communicating this to the Product team. 

Step 3: Decide on the best method for analyzing and prioritizing input

Choose a single centralized feedback center where both the Customer Success and the Product team can get a complete picture of the customer’s voice. While Customer Success often has a better understanding of the customer’s wants, the Product team has the upper hand in terms of product capabilities. Level the playing field by ensuring that the actual consumer dialogue or feedback takes place in an open and accessible atmosphere for both sides. Other customers are welcome to join, and both teams can assist in qualifying feedback and requests before they are discussed internally.

See the importance of both negative and positive feedback

Drive Customer Success throughout the Customer Journey!

Step 4: Manage expectations and keep everyone informed.

Managing expectations is the most crucial component of collecting feedback. Any and all product suggestions and feedback should be appreciated. Not every idea can be realized, either because it is too complicated, too specific, or because it does not suit the product vision. It may take some time to explore and implement ideas that can be implemented. Explain to your consumers what the Product team is working on, how they prioritized customer feedback, and what they can expect.

Step 5: Incorporate customer feedback into the product strategy and put it into action.

It’s time to get to work after you have analyzed the comments and prioritized the demands. But don’t overlook the source of the feedback! Invite consumers to engage in Beta groups, particularly those who provided feedback, to assist your product team in ensuring that new features and upgrades are delivered to their complete satisfaction. 

Step 6: Close the loop by informing customers about product improvements.

It’s time to end the feedback loop once you’ve effectively delivered product feedback and ideas. Based on their input, let your customers know what’s new, improved, or altered. Always credit the initial concept or piece of feedback that prompted the change, as well as the consumer that came up with it.

Learn how to show the product value to the customers

Step 7: Quantitatively and qualitatively assess the success of new releases.

After the release, send a customer satisfaction survey to all consumers who were part of the process. Ask your customer advisory board about the new features, upgrades, and other product updates that have just been launched. Last but not least, look at product uptake and usage data to quantify the impact of the update.


Your CSMs are the public face of your business. They’ll have access to some of your company’s most important and valuable data. They will have insights that go well beyond whatever data points the product team is evaluating from dealing with consumers via email, phone, in your customer community, and QBRs. Your CSMs are the first step in the feedback loop.

However, in order to keep the feedback loop open, Customer Success must collaborate to create a workflow that allows them to efficiently assess, prioritize, and execute feedback so that they can close the loop – together.

Jahan Patel is a content marketer at CustomerSuccessBox. He loves languages and loves writing about growth & businesses. On his off time, you can find him sitting in a cozy cafe reading a book.