Collecting feedback might seem like an easy job. Well… it is, but first, you need to know what you’re doing. There are several types of methods of collecting customer feedback, we’ve listed five the best ones so you have them in one place.

It all depends on what you’re trying to achieve. For example, targeted website surveys are the best for improving the website’s UX but not so much for collecting feedback from employees. At a first glance, it might be challenging to decide which method will be the most effective for your purpose, especially if you don’t have much experience with customer feedback.

But don’t worry, we’ve got you covered. Here’s a short video presenting all the types of surveys:

Below you’ll find a list of the most popular use-cases of customer feedback together with a method of collecting feedback that we recommend. Click on hyperlinks to learn more about a recommended technique and why it’s the most suitable for your goal.

What is your primary goal of collecting customer feedback?

Goal Recommended method of collecting feedback
Improve my website targeted website surveys or feedback widget
Research customer satisfaction Net Promoter Score® survey or targeted website survey
Improve my blog targeted website survey
Collect additional data from customers targeted website survey
Collect feedback from my employees questionnaires
Find out why new users don’t use my product in-message surveys
What products or features customers want targeted website surveys or in-message surveys
Get feedback on my pricing page targeted website surveys
Find out how people find my website targeted website surveys
Find out how customers assess support in-message surveys

1. Targeted website surveys

customer feedback methods

Thanks to advanced targeting options (% of scroll, urls, exit intent, time on site, cookies etc.), they appear exactly when and where you want them to, which makes them the most convenient way of collecting feedback on a website. You can choose from a plethora of available question types, such as radio boxes, check boxes, text fields, smiley faces etc. If you target them well and adjust questions to utilized targeting, you can expect response rates over 30% (even 50% is possible, customers typically achieve the highest response rates for post-purchase surveys).

Applicability: website redesign survey, customer development survey, post-purchase survey, sources of traffic survey.

Advantages: unobtrusive, user-friendly design; targeting options; diverse question types

Drawbacks: some people might dislike survey pop-ups; in order to collect the feedback, you need to draw people to your website first.

Hint: you can also use targeted website surveys to generate leads, like in this example.

Learn more about Survicate targeted website surveys.

2. Feedback widget

customer feedback methods

It’s a static button that floats on the side of your website. A user must initiate it by a click, to expand it. You can place several fields in them like comment, dropdown, email etc.

Applicability: reporting bugs and generating leads.

Advantages: activated by users; gives users a place for leaving feedback

Drawbacks: targeting is limited to the pages where it is implemented.

Learn more about Survicate feedback widget.

3. Net Promoter Score

collecting customer feedback

Net Promoter Score is a gold standard of researching customer satisfaction. It is also one of the most popular methods of collecting customer feedback. Fred F. Reichheld proved that the likelihood of recommending you translates directly into word of mouth marketing and returning purchases. Tracking and improving this score can help you boost repeat sales and acquire new customers via word of mouth. NPS framework consists of just 2 questions. First – ‘How likely are you to recommend our company/product to your friends or colleagues? Second – ‘What is the reason for your answer?’

Remember that there are no universal benchmarks you should aim to beat ­— your goal is to improve NPS over time with the ultimate goal of hitting 100, the maximum score. If you feel a strong need of comparing yourself against other companies, take a look at this report showing NPS scores by industry.

Applicability: researching customer satisfaction and looking for ways to improve it.

Advantages: simple, one-click design; quick follow-ups available;

Drawbacks: sometimes results might be skewed – really happy or annoyed customers are more likely to respond than those moderately satisfied or dissatisfied; you need a customer base of a certain size to make results reliable (but still, even when you have only a few customers, answers to the second question can give you valuable tips what to improve).

Hint: if you have many website visitors but few customers or leads, you can consider using targeted website surveys to research NPS among engaged and returning visitors.

Learn more about Survicate Net Promoter Score surveys.

4. In-message surveys

collecting customer feedback

This survey is a generated piece of HTML code that you can distribute via email or chat. When a person clicks on one of the answers, it is recorded and a new tab with the rest of the survey opens in the browser. You can place there follow-up questions or just a ‘thank you’ message. Usually, people are more likely to respond to such survey that to traditional questionnaires – they see the question right in their inbox so they expect the survey to be short and they know its scope.

When you distribute in-message surveys with marketing automation platforms like Intercom (integrated with Survicate), you can see answers in users’ profiles. This makes in-message surveys a popular method of collecting feedback for marketing automation tools users.

Applicability: customer support quality research, product development survey.

Advantages: requires minimum interaction form customers; can be sent in a conversation w/ clients;

Drawbacks: not all chats providers allow to add HTML to messages. One of those that allows: Intercom.

Learn more about Survicate in-message surveys.

5. Questionnaires

collecting customer feedback

This is what many people still associate with customer feedback surveys – long, multi-question traditional surveys. Questionnaires can be built with multiple questions and be distributed to customers via email, chat, social media or any other method – you just need to provide target group with a link to the survey.

Applicability: in-depth research of customer satisfaction, buyer persona research.

Advantages: allows detailed multi-question forms

Drawbacks: Long, multi-question forms are usually unattractive to users so often you need to incentivize them to participate, you need some expertise to craft subject lines and email copy that people will respond to.

Learn more about Survicate questionnaires.


Types of survey

These are the five best ways to collect customer feedback. Which one you choose depends on you. All of them are created in such way to fulfill specific needs and enrich information about your clients, product or employees. Determine the most suitable method for your goals to collect as much actionable feedback as possible. It is best to choose a survey tool that provides all of the types of surveys in one place, so you can play around and experiment with collecting feedback. That’s why Surivate offers several techniques of collecting feedback under one roof and can accommodate different use-cases. If you already use Survicate and are not sure which method is the best for you, just contact us via chat inside the application and we’ll help you out.