In the quest to elevate a company’s reputation through customer feedback, we’ve gathered insights from CEOs, Founders, and Marketing Managers. From implementing feedback-driven rebranding to enhancing e-commerce services with online surveys, explore the diverse strategies of nineteen professionals on harnessing customer insights for organizational improvement.
- Implement Feedback-Driven Rebranding
- Act on Customer Navigation Concerns
- Leverage Client Reviews on Rating Platforms
- Retain Clients with Tailored Engagement Surveys
- Showcase Testimonials on Service Pages
- Rebuild Trust with Transparency Improvements
- Introduce Collaborative Access Coach Feature
- Enhance Campaigns with Customer Insights
- Boost Client Experience with NPS Surveys
- Incorporate Feedback for Product Development
- Enhance Podcast Diversity from Listener Feedback
- Tailor Brand Features from Email Surveys
- Improve Business Functions with Survey Data
- Personalize Services with Industry Training
- Utilize Feedback for Employee Recognition
- Boost Sales with Influencer’s Organic Praise
- Develop Unique AI Avatars from Suggestions
- Simplify Teleconsult Scheduling from Feedback
- Enhance E-Commerce Services with Online Surveys
Implement Feedback-Driven Rebranding
Customer surveys and direct feedback shared with our customer representatives have been the main feedback collection tools that we’ve implemented at TrackingMore. Using these two channels has enabled us to understand our customers’ sentiments about our tracking platform and the services it offers.
From analyzing this feedback, we found that many of our customers were not satisfied with the user interface of our platform. Additionally, many wanted an option to track their air cargo and get ship-from-China consulting services in one place. We took this feedback, organized our resources, and embarked on a rebranding mission that saw us upgrade our website’s theme and improve the tracking dashboard customers accessed.
We also introduced ship-from-China services and airway bill tracking. After these changes, we sent emails to our customers informing them of the changes, and the feedback we got was positive. Many were pleased with the all-in-one tracking platform that TrackingMore had now become and also expressed satisfaction with the new user interface.
Clooney Wang
CEO, TrackingMore
Act on Customer Navigation Concerns
Listening to what customers have to say has been a game-changer for boosting your company’s reputation. To do that, you want to make sure you have easy ways people can get in touch—whether it’s a tweet or an email, a phone call, or a chat feature on your website. Sending out surveys is also a great way to get feedback—why wait for them to contact you? This lets them know you really care about what they think.
You also want to analyze the feedback using specialized tools and, of course, act on it. Take all those insights and show customers that their voice matters. For example, customers may have trouble navigating a website and finding their way around the platform. The best way to implement change is to fix up that website! Make it more user-friendly, test it, and tweak it. This shows customers that you value them.
Thomas Amos
CEO, Sidekicker
Leverage Client Reviews on Rating Platforms
At Skydog, we are dedicated to receiving and implementing continuous feedback from the clients we work with. Our ethos is to become, essentially, a part of our client’s internal team and to work closely with our stakeholders through every implementation. This includes a lot of collecting feedback.
Recently, however, we have also begun reaching out to current and former clients to leave reviews of our services on G2, a CRM rating platform. This allows us to intimately see the impact our work has had on individuals at our client companies as well as how each project has affected their workflow.
Corey Schwitz
CEO & Founder, Skydog Ops
Retain Clients with Tailored Engagement Surveys
Gathering and utilizing customer feedback should always be a highly prioritized part of a company’s commercial strategy. Finding new clients is great, but retaining and growing existing accounts is what really solidifies your reputation in the market and ensures a steady pipeline of work.
I recommend starting by looking at the typical customer journey for your products or services and finding key touchpoints along that journey to make sure you can identify issues before they become bigger problems. If you aren’t sure where to start, a basic customer engagement survey run at regular intervals is an excellent first step. Include some benchmarkable questions like Net Promoter Score (NPS), Customer Effort Score (CES), and Customer Satisfaction Score (CSAT) so that you can compare yourself to others in your industry, but also add in some extra questions tailored to your specific customer and use case.
Sometimes there are issues going on with your clients that you aren’t aware of because contacts don’t know how to escalate or who to raise complaints to. They can be more likely to raise problems around specific personnel issues if they’re answering an anonymous survey than if you are speaking in a more formal setting. I’ve seen examples of this in some of the larger organizations I’ve worked with, and they were then able to enact changes in staffing that they would not have otherwise known were even an issue. Sometimes that’s all it can take to keep or lose an account, to have a loyal customer or a vocal detractor.
Shannon Listopad
Owner and Founder, November Consulting
Showcase Testimonials on Service Pages
The most common way that we utilize customer feedback, for both ourselves and our clients, is to feature their comments within a dedicated, relevant testimonial section of the website.
Ideally, this would be multi-faceted. Initially, we store all customer feedback within a specific “Testimonials” section of the site, with comments from a wide range of customers and clients highlighting the high standard of service provided by the client. For certain clients, this can manifest itself in ‘case studies’ wherein we deep-dive into the work produced for a specific client, highlighting how we have tailored our work to suit their needs, and the benefits brought to their way of work as a result.
Additionally, we enjoy linking customer testimonials to the relevant “service” section of the website, as this functions as a reinforced message of the skills provided, as well as potentially alerting users of the site to unique ways that our skill set can be deployed.
Jordan Dennison
Marketing Executive, Growth Labs
Rebuild Trust with Transparency Improvements
As the founder and owner of a (quite successful, if I may add) marketing agency, I can attest that customer feedback has always meant a lot to me—it’s pretty much the only thing that can actually enhance any company’s reputation.
One example was feedback we proactively solicited from a struggling CPG brand around 18 months into a partnership that had previously received glowing reports and performance reviews internally. Shockingly, through anonymous surveys and 1:1 interviews, lingering pain points surfaced around campaign consistency, transparency shortcomings, and compromised trust in our objectivity due to separate conflicting vendor priorities.
In response, we implemented multi-pronged improvements—increased collaboration cadences and open-book reporting to rebuild perceptions of integrity and alignment. We also cemented an internal separation between our teams supporting competitors’ categories. Finally, expanding senior leadership involvement ensured C-level stewardship and commitment clarity.
The entire experience fundamentally upgraded not just that client relationship into our strongest today but also instilled cultural changes improving agency-wide communication, project governance, and customer success prioritization for the long haul.
Leslie Gilmour
Founder, BeFound SEO
Introduce Collaborative Access Coach Feature
Let me give you an example—the feedback our IAM platform received from multiple clients struggling with balancing least-privilege access controls with employee productivity and collaboration friction. Though our conditional access policies and entitlement reviews were robust, overly restrictive models triggered work impediments that eroded adoption and compliance over time.
In response, my product team conceived a completely new user experience called “Access Coach,” focused on collaborative remediation of privilege risk alerts driven by employees directly in their workflows. Rather than dictate orders or delay access changes through tedious tickets, it provides guided guardrails for workers themselves to adjust excessive permissions via chatbot with automatic approvals.
The result of this is a vastly accelerated risk reduction through empowered workforce participation, while earning immense loyalty for putting user experience on equal footing with security.
Yvonne Meredith
Marketing Manager, MJ Flood Security
Enhance Campaigns with Customer Insights
As the leader of a visual branding firm, continuously gathering transparent customer feedback has been crucial for cementing our reputation for accountability and innovation. Instead of assumptions or vanity metrics guiding creative directions, letting direct user truths plot the course proved pretty much invaluable.
The example I’ll give you is the feedback we proactively solicited from a struggling CPG brand about a year ago into a partnership that had previously received glowing rapport and performance reviews internally. Shockingly, through anonymous surveys and 1:1 interviews, lingering pain points surfaced around campaign consistency, transparency shortcomings, and compromised trust in our objectivity due to separate conflicting vendor priorities.
In response, we implemented multi-pronged improvements—increased collaboration cadences and open-book reporting to rebuild perceptions of integrity and alignment. We also cemented an internal separation between our teams supporting competitors’ categories. Finally, expanding senior leadership involvement ensured C-level stewardship and commitment clarity.
Stephen Hudson
Managing Director, Printroom
Boost Client Experience with NPS Surveys
In regards to gathering and acting on customer feedback, we’ve found that annual Net Promoter Score surveys have provided actionable insights to help improve the client experience and enhance brand reputation.
At my agency, Anvil, which I ran for 22 years, it helped identify any issues or concerns early in the relationship, before they could become deal-breakers. For example, I discovered one client was unhappy with her new account manager after receiving a low Net Promoter score.
I was able to share her insights with the account lead, and on the next NPS survey, her rating went from a 5/10 to a 9/10, and we kept the client, who would have otherwise left us for another vendor. We took those insights to the other account team members and were able to increase our scores across the board.
Kent Lewis
Founder, pdxMindShare
Incorporate Feedback for Product Development
For Mojeek, customer feedback is one of the main ways that we improve our product. We gather feedback through social listening on various social media channels, actively monitoring mentions of our brand and responding promptly to both positive and negative comments; running our own forum to give privacy-conscious customers a place where they don’t have to use Big Tech networks; and having an open support inbox that users are pointed to from our website.
This allows us to stay on top of user sentiment about Mojeek and make data-driven decisions that improve our products and services. Where appropriate, we feed user feedback back into our social media output in order to give a greater degree of social proof about our product; customers are also frequently surprised that they get a reply back from our email inbox, with competitors like Google not being the kind of company to do this kind of customer service work.
Feedback has offered us many different ideas for developing and improving our offering, and today our cookieless functionality, which came directly from user feedback, is a much-used tool. Users flagged to us that many privacy-conscious individuals clear cookies after browsing sessions, meaning that settings set only as cookies would disappear after they’d closed their browser window.
Since incorporating this, we’ve received many messages from users who appreciate the extra layer of security and control it provides. By actively listening to customer feedback and incorporating their suggestions into our product roadmap, we’ve not only enhanced our reputation as a privacy-conscious organization but also built trust with our customers. This has led to increased loyalty, retention, and ultimately, business growth.
Joshua Long
Head of Comms, Mojeek Limited
Enhance Podcast Diversity from Listener Feedback
Being the Marketing Manager at Breaking Battlegrounds Podcast Show, I know how important it is to listen to customers as they shape the image of our company. I will walk you through our method and give you a real example of how customer feedback has caused positive changes in our establishment.
A. Active Channels for Feedback
We have put in place various ways of collecting customer reviews, such as surveys after every episode, polls on social media platforms, and direct emails. This shows that we are dedicated to meeting the needs of our audience by asking for their opinions and suggestions.
B. Listening and Analyzing
No feedback goes unnoticed here; we go through each one of them critically. We always take note of recurring issues to identify what we do best and where we need improvement too. Such in-depth scrutiny underpins all our decision-making processes.
C. Being Open About Everything While Communicating
Our policy is open to the public; therefore, whenever any alterations are made based on consumer comments, we reveal why those choices were arrived at publicly as well. This helps build trust among people because they can see that their concerns do matter to us, hence proving that indeed somebody is listening at this other end too.
Example: Improving the Experience of the Listener
We were informed that our listeners wanted more varied guest perspectives on our show after having received a few comments lately. We, therefore, reconstructed how we select guests to include a wider variety of voices and opinions. As a result, our audience became more engaged with us, and this greatly enhanced our reputation as an inclusive and diverse platform.
To sum it up, Breaking Battlegrounds Podcast Show knows that their corporate identity is reliant upon satisfying its customers’ needs; thus, it works hard towards getting more of its clients involved to improve on what it offers while also establishing itself as a reliable source for informative material that can be trusted.
Breaking Battlegrounds
Marketing Manager, Breaking Battlegrounds
Tailor Brand Features from Email Surveys
I like to gather customer feedback through email marketing surveys. This allows me to tailor the feedback request to the biggest questions I have for the customers. This feedback is invaluable.
I ran an email survey for an e-commerce brand to discover what the most important brand features are. It turned out that the answer was not what I had expected. I then used this data throughout the website, email marketing, and ad copy, and this change increased returning customers by 240%.
Gabriel Bertolo
Creative Director, Radiant Elephant
Improve Business Functions with Survey Data
Using customer feedback is essential for businesses looking to improve their offerings. This encompasses everything from customer interactions, online user experience, product offerings, and more. The best and easiest way to gather customer feedback on these topics is through customer surveys.
Customer surveys, especially when conducted by a third-party, are great tools for gathering important feedback from shoppers. This feedback can then be used to improve all sorts of business functions. Most importantly, this data can be tracked over time with continuous surveys to stay on top of customer trends and patterns.
Lark Allen
Content Marketing Specialist, Drive Research
Personalize Services with Industry Training
We usually have weekly meetings with our clients to note any concerns or changes they would like to implement in their strategies.
An example of how customer feedback prompted positive change for us was when the CEO of a company, whose executives’ brands we were handling, mentioned that he liked our work but felt it would be even better if we understood their industry and the common jargon they used. This was a wake-up call for us. We realized that to provide personalized services, we needed to understand our clients’ industries as well as they do, if not better.
We invested in industry-specific training for our team members. We started subscribing to industry-specific publications, researching, and attending relevant events. Over time, we developed a strong understanding of various industries.
The results were phenomenal. Our ability to speak our clients’ language and understand their unique challenges led to us onboarding more of their executives and a significant improvement in our reputation in their market, since they referred us to their friends.
Elsie Achieng
Director of Paid Media, Reactionpower
Utilize Feedback for Employee Recognition
This process can be done formally or informally. Informally—putting a link to customer review options in signature blocks, pinning it to the top of social media pages, etc.—this will bear some fruit, but minimal. Formally, you can run email campaigns asking customers for feedback via a simple survey link one to two times a year or once a quarter. My favorite—you can send customer satisfaction surveys in an automated fashion 30, 60, or 90 days post-purchase or onboarding and have the client manager or a customer service representative follow up with a personalized email telling them why the survey data is important and how the company will utilize this data.
In the past, as a COO, I have utilized this feedback to highlight praise of an employee and nominate them for internal and external awards. I’ve also used this feedback to loop in the employee’s direct supervisor as a coaching opportunity. I never missed a chance to reply to the client or customer, thanking them for their time and either letting them know we are addressing the issue or telling them how grateful we are for the employee and the great work they do and how we celebrated them. Number one tip: If you collect feedback, use it!
Kerri Roberts
Founder & CEO, Salt & Light Advisors
Boost Sales with Influencer’s Organic Praise
In my experience across B2B and B2C, customer testimonials are gold! We gather feedback through surveys after purchases or interactions, and through social media monitoring. Positive feedback becomes website testimonials that build trust with potential customers.
Here’s a powerful example: An influencer visiting our gas station raved about our new tea! They simply purchased one, loved the quality, and mentioned it online without any paid advertising. This unexpected, positive feedback from a satisfied customer, fueled by a great product, led to a significant sales increase. It highlights the power of customer experience and organic word-of-mouth promotion.
We constantly look for ways to improve and build a strong reputation by listening to our customers and responding to their feedback.
Oksana Sydorchuk
Marketing Manager
Develop Unique AI Avatars from Suggestions
At Elai.io, we’re all about shaking things up with AI! Customer feedback is our secret sauce for keeping our AI avatar creation ahead of the curve. We use surveys, social media listening, and even in-app chat to gather what our avatar chefs (that’s you!) love and, well, what needs a little more spice. For instance, one amazing suggestion led us to develop a wider range of facial feature options, making sure your AI avatar is as unique and flavorful as you are!
Khrystyna Polotninako
Head of Growth, Generative AI Expert, Elai
Simplify Teleconsult Scheduling from Feedback
We conduct surveys frequently and monitor social-media channels. For instance, in response to some concerns about the complexity of our teleconsult scheduling, we made our online booking system simpler.
The effect on patient satisfaction scores and online ratings was tremendous. With this patient focus, the problem has been solved, and the company’s reputation as a customer-centered organization has been strengthened in such a way that the customer feedback has turned into an important point for growth.
Sarah Bonza
Founder, Bonza Health
Enhance E-Commerce Services with Online Surveys
In my organization, we understand that customers are at the core of every successful business, and this is why we use customer feedback as a tool in measuring customer satisfaction. As e-commerce service providers, my organization gathers feedback from our customers through online surveys. Then we use this feedback in ensuring that our services are adequately tailored to meet the needs and expectations of our customers, and by doing so, boost customer satisfaction.
In my experience as a digital marketer, I have learned that customers are one of the most untapped sources of innovative ideas that businesses can largely benefit from, and leveraging customer feedback is one way that my organization has been able to enhance our reputation and also strengthen our relationship with our customers. By prioritizing customer feedback, we have been able to build trust and positively influence customers’ perception of our brand and the services that we offer.
Edmafe Eclavea
Marketing Manager, Couponsnake
