Customer feedback is a powerful tool for business growth, and successful entrepreneurs know how to use it effectively. This article presents valuable insights from experienced founders on harnessing customer input to improve products and services. Learn how to transform criticism into opportunities, align your offerings with market needs, and build lasting customer relationships.
- Leverage Unexpected User Perspectives
- Embrace Honest Feedback with Humility
- Listen Early for Valuable Insights
- Transform Criticism into Collaborative Growth
- Harness Emotional Testimonials for Conversion
- Let Market Response Guide Product Development
- Learn from User Behavior Data
- Turn Customer Suggestions into Improvements
- Create Engaged Customer Advisory Circles
- Act on Feedback to Build Trust
- Use Feedback as a Strategic Compass
- Refine Services Based on Client Input
- Align Marketing with Customer Language
- Transform User Friction into Retention Gains
- Personalize Based on Customer Needs
- Drive Improvement Through Active Listening
- Treat Feedback as Product Development Tool
- Reframe Market View Through Customer Language
Leverage Unexpected User Perspectives
One lesson I learned early on is that the most insightful feedback often comes from customers who aren’t using your service as intended. These are the users who bring fresh perspectives and highlight unforeseen challenges. We began seeking out feedback from customers who seemed dissatisfied or confused, understanding their struggles without dismissing them as outliers. This approach allowed us to notice patterns and adapt our offerings to be more intuitive and accessible to a broader audience.
We created an open channel for these insights by inviting candid conversations during follow-up calls or emails, framed as opportunities to improve their experience. I recommend always asking what they expected versus what they experienced, then analyzing this feedback with an open mind. This process often reveals constraints or features overlooked in the original design or marketing strategy, leading us to make subtle yet impactful adjustments. Encourage a team culture that views constructive criticism not as setbacks, but as valuable information to refine and strengthen your business.
Sinoun Chea
CEO and Founder, ShiftWeb
Embrace Honest Feedback with Humility
One of the biggest lessons I learned early on is that in Alabama, folks aren’t afraid to tell you exactly how they feel about your business. And honestly, that kind of honesty was a gift. As a first-time entrepreneur, I knew I had a lot to learn, so I made it a point to take criticism seriously and with humility.
I paid close attention to what clients were saying, whether it came through conversations, reviews, or even casual comments. A lot of that feedback helped shape how we communicate, how we serve, and how we show up for people. But I also learned that not all criticism is helpful. Some of it is meant to build you up, and some of it is just meant to tear you down.
The key is knowing the difference. Take in what helps you grow, apply it, and let the rest roll off. My advice to other entrepreneurs is to stay open, stay teachable, and don’t take everything to heart. Feedback is valuable, but you get to decide what to do with it.
Hunter Garnett
Managing Partner and Founder, Garnett Patterson Injury Lawyers
Listen Early for Valuable Insights
One of the biggest lessons I learned early on was that customers will tell you everything you need to know if you actually listen. As a first-time entrepreneur, I thought we had to build something impressive before asking for feedback. However, the most valuable insights came when our product was still early and imperfect. That was when people were the most honest and helpful.
We gathered feedback by talking directly with customers. I’d message them in-app, send personal emails, and jump on short calls. Instead of using surveys or forms, we focused on real conversations. People shared what they were struggling with, how they were working around our limitations, and what they needed most.
We started tagging and organizing every piece of feedback so we could spot patterns quickly. When we built something based on that feedback, we always followed up with the person who suggested it. That helped build trust and turned users into long-term champions of what we were doing.
My advice is simple: Don’t wait. Ask for feedback early and often. Treat it like a core part of your product process, not an afterthought. And always look for the reasons behind what people are telling you. That’s where you’ll find the real direction for what to build next.
Jamie Frew
CEO, Carepatron
Transform Criticism into Collaborative Growth
As a first-time entrepreneur, I quickly learned that assumptions are expensive — but customer feedback is free gold. Early on, I poured weeks into building a feature I thought customers would love. It was sleek, intuitive, and… completely ignored. That’s when it clicked: if I wasn’t co-creating with my customers, I was building in a vacuum.
We shifted our mindset and our approach. Instead of waiting for feedback, we actively invited it — through short post-purchase surveys, one-question check-ins in email sequences, and even direct DMs on platforms where our customers naturally spent their time. And when we gathered it, we didn’t just skim for praise — we zoomed in on the friction points. Those “this was confusing” or “I wish it did X instead” insights became our roadmap for improvement.
One of our biggest breakthroughs came from a casual customer comment that pointed out a minor step in our onboarding process that felt redundant. We removed it, tested the new flow, and saw a 22% lift in completion rates. That wasn’t a lucky guess. That was a direct result of actually listening.
The best advice I can give any entrepreneur? Don’t fear criticism — fear the silence. If no one’s giving feedback, it doesn’t mean you’re perfect; it means they might not care enough to engage. Invite feedback early, respond visibly, and make sure your community knows their voice has power. Because when customers see their input shaping what you build, they stop being just users — they become invested collaborators.
John Mac
Serial Entrepreneur, UNIBATT
Harness Emotional Testimonials for Conversion
We used to assume that client testimonials should always focus on end results or ROI stories. However, when we asked leads what convinced them to book a call, many said, “I connected with how stressed that client sounded before.” That revelation surprised us. We revised our testimonial questions to emphasize emotional before-and-after snapshots.
Feedback reframed how we tell stories, not as sales tools, but as shared experiences. When we made this change, conversion rates increased across our About page and landing pages. My advice: ask how people felt, not just what they achieved. Emotion is the difference between informative and unforgettable.
Jason Hennessey
CEO, Hennessey Digital
Let Market Response Guide Product Development
Build fast, test faster, and let buyers be your feedback loop.
Early on, I met with local gym owners to hear what they liked in lifting belts and used that to shape the first prototype. Then I built a simple website with no stock and ran digital paid ads to see if anyone would even click. That told me what the CPC and CTRs were. Next, I offered a heavy discount on our first batch to prove people would actually buy. The real test wasn’t opinions; it was whether strangers would spend money.
My advice? Don’t get stuck chasing endless feedback. Launch something small, get it in front of buyers, and let the market sharpen your product.
Adam Boucher
Head of Marketing, Turtle Strength
Learn from User Behavior Data
Customer feedback is important in the design, brand, and SEO work that we do. We want to see what actually made people click. We want to look at where they dropped out and didn’t buy. Even if it’s not a review in customer feedback, we can learn from other data points along the way.
Jacinta Gandy
Brand and Website Designer, The Social Circle
Turn Customer Suggestions into Improvements
Early in our business, a customer reached out, suggesting we redesign our website for a better user experience, specifically to make contact information easier to find and add a hover feature. It was an unexpected but valuable piece of feedback. We made those changes, and it led to improved user engagement.
The lesson I learned is that customer feedback is crucial, not just for making immediate changes but for continuously learning how to serve your audience better. My advice to other entrepreneurs: always be open to feedback and use it as a guide to improve your product or service.
Gursharan Singh
Co-Founder, WebSpero Solutions
Create Engaged Customer Advisory Circles
Early in my journey, I discovered that the richest insights often come from turning customers into collaborators. When my first set of branded template packs on Creative Market stalled, I invited my earliest buyers into a private “Founders’ Circle” on Slack — just 10 people who had purchased within the first week. I asked them to share screenshots of how they were using the templates, what they wished existed, and which design elements felt unnecessary. Within days, one member’s mock-up of a simplified slide deck inspired an entirely new mini-bundle, which sold out in 48 hours. Feedback on color palettes led me to introduce two alternative theme packs, boosting overall sales by 35%.
My advice to entrepreneurs is to build low-friction, high-value feedback channels where your most engaged users feel heard and rewarded. Create a small advisory circle — whether it’s a Slack group, a monthly Zoom “coffee chat,” or even a private hashtag on Instagram — then surface concrete “asks”: share your screen, annotate a prototype, vote on feature priorities. Incentivize participation with first access, exclusive discounts, or co-branding opportunities. Finally, be audacious in implementing their suggestions quickly and publicly acknowledge contributors (“Jane’s workflow inspired this feature!”). When customers see their ideas in action, they become your fiercest advocates — and you gain a roadmap for product evolution that no paid focus group can match.
Kristin Marquet
Founder & Creative Director, Marquet Media
Act on Feedback to Build Trust
One of the biggest lessons I learned as a first-time entrepreneur was that customer feedback is not just helpful; it’s essential for clarity and growth. Early on, I assumed I knew what clients wanted, but it wasn’t until I started actively asking for their input that I saw real improvements in both service and communication.
I gathered feedback through quick follow-up emails, short surveys after project completion, and casual check-ins during the design process. One piece of feedback revealed that our proofing stage felt rushed, so we added an extra review step and more visual mockups. As a result, client satisfaction went up noticeably.
My advice is: don’t just collect feedback, act on it and let your customers know you did. It shows respect, builds trust, and makes your business better in the process.
Nick Vitucci
Head of Marketing, Declare Media
Use Feedback as a Strategic Compass
As a first-time founder, I initially believed that customer feedback was about getting things right. However, I later learned that it’s actually about revealing what matters most.
When we launched, we had all the right components — accreditation, platform, curriculum — but something wasn’t resonating. I then began reading every parent email, not just to gather complaints, but to search for clues. One mother wrote, “I just want to feel like someone sees my child.” That sentence changed everything.
We reimagined our onboarding process, added more reflective check-ins between parents and teachers, and focused on emotional bonding — not just academic achievement. The result? Our student retention rate increased by 40%, and parent satisfaction levels rose by over 30% across two terms.
My advice: stop using feedback as a repair tool. Start using it more as a compass. The value isn’t always in the data — it’s in the sentences people repeat when they care. Listen for patterns, not just problems.
Vasilii Kiselev
CEO & Co-Founder, Legacy Online School
Refine Services Based on Client Input
To be completely honest, the most significant lesson I learned as a first-time entrepreneur was that customer feedback is not about validation; it’s about direction. Initially, I developed a service offering that I believed solved the problem. It wasn’t until I conducted post-project interviews with clients that I realized they valued something entirely different: speed and clarity over complexity.
We began collecting structured feedback after every engagement using simple Google Forms with three questions: What helped the most? What confused you? What would you change? Patterns emerged quickly. We used that input to refine our onboarding process, rewrite service pages, and even rename packages to reflect the actual value clients described.
My advice? Don’t treat feedback as a checkbox; treat it as a product development tool. Listen between the lines, and if you hear the same thing twice, act on it by the third time. That loop between service and feedback is where your real growth resides.
Vaibhav Kishnani
Founder & CEO, Content-Whale
Align Marketing with Customer Language
One campaign failed because we didn’t verify how our message resonated with the audience beforehand. We assumed a pain-point approach would drive clicks, but it made people feel defensive instead. We conducted a five-question Typeform survey asking how prospects described their problem, rather than how we perceived it. The shift in language changed everything.
That campaign, once reworded using their voice, became our top-performing sequence for six months. My biggest takeaway was to use feedback to reframe how you view your market. You’re not writing for personas; you’re writing for real people with names. Always test language before scaling your reach.
Marc Bishop
Director, Wytlabs
Transform User Friction into Retention Gains
One lesson I learned early as a first-time entrepreneur is that customer feedback is less about validation and more about revelation. I used to look for feedback that confirmed my ideas — but the real value came when I stopped chasing compliments and started paying attention to friction. One time, we thought we had nailed a feature on an app, but users weren’t engaging. Instead of guessing, we used in-app surveys and session replays, and realized the onboarding flow was confusing. Fixing that alone increased retention by over 30%.
Now, we treat feedback as a living blueprint. We bake it into our development cycles — qualitative from interviews and beta testers, and quantitative through analytics and NPS tools. My advice? Don’t just collect feedback, organize it into themes, then act fast. Customers feel heard when they see change. And in return, they stick around — and advocate for you.
Daniel Haiem
CEO, App Makers LA
Personalize Based on Customer Needs
As a first-time entrepreneur, one of the most important lessons I learned about customer feedback was that it’s not just valuable — it’s essential for growth. Early in my career, I was so focused on delivering what I thought my clients needed that I overlooked the power of listening to their actual experiences and needs.
I started seeking feedback through surveys, one-on-one conversations, and even social media. I also encouraged them to share their thoughts through email, providing an open space for honest opinions. What I quickly realized was that feedback isn’t just about improving a product or service; it’s about creating a real connection with your audience. When clients feel heard and valued, they become more invested in your success and more likely to stay loyal.
Incorporating this feedback into my Holistic 360 Program led to several improvements, including customizing wellness plans more specifically to individual needs and making the program more accessible and manageable for busy entrepreneurs. One major change I made was refining the way I structured content to make it easier for clients to digest and implement, and adding more personalized touchpoints to ensure everyone felt supported.
My advice to other founders would be to embrace feedback from the very beginning. It may not always be easy to hear, but it’s the key to creating a product or service that is relevant to your audience. Be open to adjusting and iterating as you go. Not only does this enhance your offering, but it also strengthens your relationship with your customers and converts them into long-term advocates.
Tayelor Kennedy
Wellness Expert & Entrepreneur, Tayelor Kennedy
Drive Improvement Through Active Listening
One of the most valuable lessons I learned was that customer feedback is the ultimate driver of business improvement. Initially, I assumed our product quality would speak for itself, but it was the feedback from our clients that provided real insights into how we could better serve them.
We gathered feedback through post-installation surveys, customer service interactions, and even informal conversations during site visits. One key piece of feedback we received was that customers wanted more personalized energy savings reports to understand the long-term impact of our LED solutions. We took this feedback seriously and worked with our engineering team to develop a new reporting feature, which has now become a core part of our offering.
My advice to other entrepreneurs: Actively listen to your customers and treat their feedback as a gift. Even if it’s hard to hear, it’s the best way to identify areas for growth and differentiate your brand. Continuously improving based on customer feedback not only builds trust but also ensures that your products evolve to meet their changing needs.
Evan Stone
Vice President – Sales & Marketing, Relumination
Treat Feedback as Product Development Tool
As a first-time founder, I learned quickly that you don’t need 1,000 reviews; you need to pay attention to the first 10 people who are actually using your product. Early on at 2ULaundry, we talked to every single customer. We’d show up at pickup, ask questions, listen to complaints, and turn that into quick changes in how we operated.
At my current company, we’ve applied the same approach. We listen closely to what users struggle with on the site, what questions they ask, and where they drop off. That tells us what to simplify, where to improve messaging, and what to build next.
The key is to spot patterns, act on what’s useful, and keep improving. The faster you respond, the more trust you build.
Alex Smereczniak
Co-Founder & CEO, Franzy
Reframe Market View Through Customer Language
Anytime you receive customer feedback, you gain an opportunity to turn a customer into an advocate, even when the feedback is negative. One lesson I learned early on is to adopt a “listener’s mindset.” That means you need to internalize what your customer is saying without ego or defensiveness.
When a customer takes the time to share an insight, suggestion, or frustration, they are giving you a map to improve your offering. I make it a point to follow up when I implement changes based on their feedback. This simple act, closing the loop, proves that their voice mattered and often results in long-term loyalty.
Not all feedback will be grounded in reality or worth acting on, but that does not mean it should be ignored. Often, the signal is buried inside the sentiment. Your job is to separate the two and respond thoughtfully.
My advice to others is to view feedback as an extension of your product development process. Do not silo it or treat it as a one-off. Feedback is a continuous conversation. When you act on it and communicate back, you build trust and, in some cases, external positive PR.
James DeLapa
SEO & Web Strategy Expert, Bottom Line Insights
