Customer Feedback Management Process: The 5-Effective Steps

Customer Feedback Management Process

When the majority of organizations think about the feedback management process, they generally begin and end up with feedback collection. But the reality is that feedback collection is only the first step of the broader feedback management process.  

Collecting feedback (using the customer feedback app) is important, but if you don't have the right process for what happens after it's collected, it's impossible for you to prepare valuable customer feedback that will benefit your business, your products, and your relationship with your customers.  

Although there are several ways of separating the feedback management process into distinct steps, we have observed that mulling over everything from the perspective of 5 successive efforts is especially important - beginning from the collection and finishing with communication.  

All things considered, the feedback process ought to begin and end at a similar spot - the relationship with the user or client that provides the information.  

Below we have given a short outline of the 5 critical stages of the feedback management process, introduced successively in the order in which they ordinarily happen. 

Some steps represent a conversation between your team and the customer. Others represent the internal work that your team needs to do. Together they complete the feedback score.  

Although how you navigate each of these steps will be specific to your business, level of maturity, industry, product, and customer demographics, all good feedback control steps will -Focus on the efforts made through the five steps. 

Feedback Collection

The first step in feedback management is to collect feedback using customer feedback software, and it goes beyond support tickets and survey responses. Every single touch points your organization has with its employees – whether they are paying customers or not – represents a critical input into your feedback collection process. 

Analysis from sales processes stored in CRM, support tickets, NPS reviews, CSAT scores supporting support, learning from QBR, app store reviews, feedback on product ratings, bug reports, feature requests, praise, results of implementing strategies for a vote...  

Everyone in the feedback loop works together to ensure you have a complete and accurate view of your customers' needs. Aggregation – even when done across multiple inputs and channels – represents the first and simplest step of the feedback control process. 

Feedback Organization

Once customer feedback is collected, the management portion of the feedback management process starts.  It starts with organizing and classifying that feedback. There are two vital steps that need to be taken here: first, you must get back all the feedback irrespective of its type or source into one central location. 

Secondly, you need to appropriately classify that feedback. Because, if your customer feedback stays trapped in the dozens of disconnected teams and tools that first captured it, then it will be impossible to accurately measure the impact of that feedback, individually.  

If you don't create an extensible, easy-to-understand ontology to organize your feedback, you'll have to run the gamut in the process of managing each individual piece of feedback.   

The main motive of any good feedback organization process is to permit your group to precisely quantify the effect of client needs, straightforwardly track the progress toward tending to those necessities, and successfully communicate back to clients when their requirements are tended to in the most scalable way possible.  

Without performing this critical step properly, other feedback control techniques are not possible at scale. 

Feedback Measurement

After organizing your customer feedback, now is the time to measure their impact to see what is really worth addressing. By measurement, we mean associating an actual numerical value (or a multiple) with the needs of the customer in question.  

There's a major distinction between saying, "This CSM let me know that a client said they really need this feature" and being able to cite anecdotal data that says, "This need affects a lot of customers who, in total, are worth the money. our work." 

The purpose of the feedback measurement system is to allow you to make an apples-to-apples comparison. Instead of each group arguing for the input of different customers, a positive feedback system provides all groups with the same reliable evidence. 

The metrics that work best for your organization will vary depending on your business level, business model, product, number of employees, etc., but things like ubiquity, urgency of need, and real impact on all businesses are very important. 

Feedback Prioritization  

After assessing the impact of your customers' needs, it's time for your team to make a clear decision on what should be prioritized and when.  

Feedback prioritization is a process in which the team evaluates the impact of the various needs of customers against their efforts and as a result of the current business plan and decides what kind of value is transferred from the need.  

Often, organizations will use efforts such as critical input against the measured impact of customer needs to determine whether an item should be prioritized. For example, RICE is a well-known method for creating a systematic score based on effort and impact, although there are many systems. 

While each step in the feedback loop is important, teams tend to move from collection to prioritization. For instance, has your group at any point taken a customer-reported bug or product improvement request and created a Jira issue directly? Of course, you might have; we all have.  

But by moving from collection right to prioritization, your team makes Jira more of a place to welcome ideas than a place to work. Without structure and measurement, feedback control systems do not work. Without proper planning, it's impossible to measure more than an illusion. Without direct measurement, prioritization is not based on a rational evaluation of the evidence. 


The feedback management process ought to eventually end where it got started – with your users. Having said that, there are essentially two kinds of communication that are remembered for this last feedback management stage: communication with your inner groups, and communication with your outside clients, particularly the individuals who initially presented the necessities which have since been tended to. 

Disregarding the way that communication is for the most part characterized just like the last step of the feedback loop, actually, communication ought to happen reliably all through the whole feedback process and is itself an expected second for additional feedback collection (using a customer feedback tool).     

Closing the loop with the team and external users is essential to ensure the success of your feedback process; it is also one of the best ways a business can retain customers for life. 


Customer feedback is a valuable resource. By properly managing your customer feedback and incorporating it into your product, your product will be more valuable to your customers.  

Treat them as continuous partners in the evolution of your products and services, and you will see a growing number of investors investing in the long term in your business. 

Similar Articles

The Importance of Customer Experience Inside the Subscription Economy

In today's fast-paced digital world, the subscription economy is flourishing. With its promise of predictable revenue and deeper consumer relationships, companies across various sectors are increasingly adopting this commercial enterprise model. 

How to Choose the Right ATS for Your Recruitment Needs

Are you tired of drowning in a sea of resumes, losing track of top candidates, and spending hours on tedious administrative tasks? It might be time to consider upgrading your recruitment game with an Applicant Tracking System (ATS)

Warehouse Shelves

Learn efficient strategies for organizing warehouse shelves. Explore tips, techniques, and best practices to optimize storage space and workflow.

Power Of Data

Learn the potential of data with IIM Calcutta's Business Analytics Program. Gain insights into comprehensive strategies and advanced analytics techniques.

Streamlining communication within organizations

Discover essential strategies for enhancing communication within organizations and teams. Unlock productivity and collaboration with expert tips!

Business Video Surveillance

Ensuring security and driving operational efficiency are paramount in the business environment. Business video surveillance has emerged as a game-changing solution, elevating beyond traditional monitoring to become a powerful ally.

DevOps Philosophy and Business

These days, it is difficult to find a person who has never heard of such an activity as a startup. Despite the fact that everyone has heard this term, not everyone can clearly explain its meaning. Can any project that any company or person plans to implement be considered a startup? 

Essential Safety Guidelines: 6 Must-Know Tips for Construction Workers

Working in construction comes with its unique set of hazards, making safety a top priority for all workers. Whether you're on a bustling construction site or working on a smaller project, adhering to safety guidelines is crucial for preventing accidents and injuries. Here are six must-know tips for construction workers to ensure a safe and secure work environment.

Office clean

The cornerstone of a vibrant and productive office environment begins with its cleanliness. A well-maintained space not only uplifts the spirits of those working in it but also plays a crucial role in promoting health and efficiency. In this context, the expertise of Professional Office Cleaners becomes invaluable.