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  • 6 Essential Omnichannel Feedback Channels for Success

    6 Essential Omnichannel Feedback Channels for Success


    This post references our latest e-guide, “Customer Feedback is Everywhere: The Ultimate Guide to Omnichannel Feedback Collection”. You can read the full (and free) e-guide, here! 

    Customer feedback is the backbone of growth, helping organizations refine their products, enhance customer experiences, and strengthen customer relationships. By moving beyond a single feedback channel and embracing omnichannel, organizations gather the insights necessary to make data-driven decisions across every department  

    Here are six core customer feedback channels that organizations should think about when developing their omnichannel feedback strategy. 

    1. Traditional online surveys: a structured approach to feedback 

    Survey sent via email or SMS remain a cornerstone of feedback collection. Businesses segment their audience and send personalized surveys to ensure relevant and actionable insights. These surveys delve deep into customer satisfaction, preferences, and concerns. Follow-up emails encourage participation while thank-you messages reinforce the value of customer input, fostering engagement and trust. 

    2. Mobile apps: capturing feedback in real-time 

    Mobile apps are not just platforms for service; they also serve as direct channels for feedback collection. In-app surveys and feedback prompts seamlessly integrate into the user experience. They encourage users to share their thoughts in real time. In-app feedback channels help organizations capture immediate customer reactions to features, usability, and overall satisfaction. 

    3. Websites: interactive feedback at key touchpoints 

    Surveys, prompts, and message centers embedded on websites are key touchpoints for engaging with customers and collecting feedback. These feedback tools help organizations address aspects such as the shopping experience, product satisfaction, and user experience. Using feedback tools like pop-up surveys or forms during or after key website experiences provides valuable insights. These insights help organizations improve their website experience and resolve potential pain points. 

    4. Chatbots and message centers: real-time engagement and insight 

    Chatbots and message centers facilitate real-time interactions between customers and organizations. These tools not only help customers get immediate assistance but also provide valuable opportunities for collecting feedback. By analyzing chat transcripts and feedback prompts within these interactions, organizations gain insights into common customer questions, satisfaction levels, and areas for improvement. 

    Social media platforms like Facebook, X, Instagram, and B2B review sites offer rich sources of unsolicited feedback. Customers frequently share their experiences and opinions organically, providing rich insights into brand perception. Social listening and  feedback analysis tools help organizations monitor mentions, hashtags, and sentiments across these platforms. This allows them to respond promptly and engage with customers effectively. 

    6. App store reviews: see ratings and feedback over time 

    App store reviews are crucial for understanding user satisfaction with mobile apps. Customers share their experiences through ratings and written feedback, which highlights an app’s strengths and weaknesses. Organizations monitor app store feedback  to identify recurring issues, recognize positive experiences, and engage with users by responding to reviews, demonstrating that their input is valued. 

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    With all-in-one feedback platforms enabling collection across multiple channels, omnichannel feedback is now more critical, accessible, and impactful than ever. 

    Want to continue learning about omnichannel feedback? Download our new e-guide, “Customer Feedback is Everywhere: The Ultimate Guide to Omnichannel Feedback Collection”. 

    In this guide we:  

    • Explore the concept of omnichannel feedback and discover how to effectively collect and analyze customer feedback across various channels. 
    • Dive into the challenges and opportunities presented by a changing feedback landscape.  
    • Identify what strong omnichannel feedback programs look like and discuss the benefits these programs provide to organizations. 



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  • Why an omnichannel approach to customer feedback is critical for tech companies

    Why an omnichannel approach to customer feedback is critical for tech companies


    For tech companies, customer feedback is an always-on faucet—flowing through surveys, reviews, in-product interactions, and website engagement. The problem? This feedback is often scattered across different channels, making it hard to piece together a cohesive picture of what customers really think and feel. 

    The key to overcoming these challenges? An omnichannel feedback strategy that consolidates all customer touchpoints into one comprehensive view, allowing teams to make informed, data-driven decisions that truly reflect customer needs and sentiments. 

    Here are three reasons why an omnichannel approach is the right one for software and technology companies: 

    This post references our latest e-guide, “The Software Industry’s Guide to Collecting Customer Feedback”. You can read the full (and free) e-guide, here! 

    1. See a complete view of the customer journey 

    In the software and tech industry, customers don’t interact with your company in a straight line. They might begin with an online search, move to reading app reviews, engage with your product through an in-app feature, and finalize their decision through a support chat or social media conversation.  

    Omnichannel feedback allows tech companies to capture insights from every interaction, creating a 360-degree view of the customer journey. In fact, 73% of customers use multiple channels throughout their entire purchasing journey, and that’s something software companies can’t afford to ignore. 

    A robust understanding of customer experience enables tech companies to identify friction points, understand user preferences, and deliver highly personalized experiences at every stage of their customer journey.  

    2. Resolve customer issues faster 

    Omnichannel feedback isn’t just about gathering insights; it’s about responding to them quickly. Rather than waiting for formal complaints to come in, tech companies can use real-time feedback from social media, app reviews, NPS responses, and other sources to spot issues as they arise. This allows them to identify pain points in the user experience before they escalate into bigger problems. 

    By addressing issues proactively, software companies can prevent negative customer experiences from damaging their reputation, ensuring customer satisfaction stays high. Fast issue resolution also strengthens your brand’s image as a responsive, customer-centric company. 

    3. Find insights that empower CX improvements  

    Today’s customers expect to feel heard, no matter where or how they choose to interact with your brand. Whether they’re submitting feedback via a support chat, posting about their experience on social media, or engaging with your app, it’s essential to collect feedback from all those touchpoints to gain a broader, more nuanced view of their needs. 

    For example, a software company that receives consistent in-app feedback about a specific feature, such as navigation issues within their mobile app, can act swiftly to improve it. Let’s say users report difficulty accessing certain functions like settings or support. By collecting detailed feedback through surveys or targeted prompts, as well as examining usage data, product teams can directly address these issues in the next update. 

    Acting on feedback in a timely manner shows customers that their opinions are valued and leads to increased trust, loyalty, and retention. Over time, this proactive approach translates to better customer experiences and a higher lifetime value. 

    Continue reading  

    Don’t let limited insights hold you back. Unlock the full potential of customer feedback! Download our new e-guide, “The Software Industry’s Guide to Collecting Customer Feedback”.  

    In this guide we: 

    • Dive into the challenges of managing feedback across multiple channels and how an omnichannel approach brings everything together. 
    • Showcase real-world examples of how tech companies are leveraging customer feedback to drive product innovation, boost retention, and optimize digital experiences. 
    • Highlight key features to look for in a customer feedback platform, including integration capabilities, ease of use, and real-time insights. 



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