5 Real Cases How Customer Feedback Influenced Business Performance


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Customer feedback is the essential unlimited source for development and inspiration for the whole company. As mentioned by Lincoln Murphy, “You can focus on adoption, retention, expansion, or advocacy; or you can focus on the customers’ desired outcome and get all of those things.”

In this article, I won’t tell you how important it is to act on customer feedback (although if you’re interested, check this article on how to collect customer feedback), but rather share with you the real cases how our companies big and small improved their business KPIs, strategies and culture once they understood the voice of the customer.

Customer Feedback In Marketing Automation

Do you have resources to communicate directly with your customers in a personally? Our customer didn’t either and that is why they help customers overcome common problems automatically.

As an example, the performance of one of their products was not up to their expectations. Thanks to customer experience management software they found the exact reason straight away and released a software update. Afterwards, they automatically sent a notification to update the software to every consumer that complained about performance and hadn’t updated the software.


Everyone’s happy and the sales of the new device went up.

Customer Feedback In Employee Training

One more company, that operates in the healthcare industry, wanted to inject the voice of customer into its daily operations. They implemented collection of customer feedback and filtered the feedback by doctor.

Later the company encouraged the best-performing doctors to share their practices and trained the worst-performing doctors. They organized trainings together and even invited some customers to the trainings. That all influenced not only the customer experience, but also branding and as a result the revenues.

Customer Feedback In Shaping Communication Styles

Another company collected the feedback from its customers and after reviewing what drove the feedback, noticed that they had been receiving very negative feedback about the customer service attitude and messaging style. They rewrote the templates that customer service team had been using using and provided extra coaching on better customer experience.

The problem was gone and the feedback about their customer service noticeably improved afterwords.

Customer Feedback In Adjusting Services

How can customer feedback help SaaS startups? One company divided customers into segments after collecting the feedback and they found that the customers, that had used CRM-integrations with the software, had been much more satisfied. They followed up that customer segment and made a critical decision: integrations, that had previously been an extra paid service, were to become free of charge. That increased the general customer satisfaction levels.

Customer Feedback In Determining Pricing

A company released a product and followed the feedback in real time. Soon after the release they noticed that although their customers liked the product, the feedback was very negative.

They drilled down to what drove the NPS score and it turned out that the customers complained a lot more about pricing of the new product than the actual functionality or design. So the company adjusted the prices and… the volumes of negative feedback even increased.

The reason was that the customers, who had bought the product earlier with the higher price, complained that the price fell and that they had paid more. However, after a while, pricing was no longer an issue and customers’ happiness level increased and stabilized.

BONUS CASE: Can You Use Customer Feedback In Building New Services?

The answer is that not only you can, but you should! Here’s what one of our customers did to achieve 3 times higher customer satisfaction and advocacy rates.

When developing new services, the company took all the learnings from impact drivers analysis into their innovation processes. Customer feedback up as inspiration and a proof of concept. Customer feedback was brought up at service design workshops as well as board meetings. With the keyword search, the company was able to see what the customers are saying about any relevant topic, e.g. functionality of the mobile app.

Because the new services were inspired by or based on customer feedback, the customer feedback was very positive.


“The term ‘customer experience’ won’t exist in the organization of the future. It will be so deeply entrenched in a company’s product, process, and culture that it will be synonymous with the brand and represent the only way to do business” – Ann Lewnes, SVP and CMO, Adobe”

Building a successful customer experience strategy could be deferential to your business. Customer feedback can and should play the main role in designing your business strategy and operations.

Stakes are higher than ever, as more than 50% consumers are likely to switch brands if a company doesn’t anticipate their needs. Brands that could satisfy their customers and deliver impactful customer experience will rise to the top. Will you be one of them?

Originally published on Lumoa Customer Experience blog.

Anna Pogrebniak
Anna writes about Customer Centricity and Actionability of Customer Experience Management. Her interviews feature the leading experts and practitioners of Customer Experience. Now Anna works as a Digital Marketer at Lumoa, a tool for actionable customer experience management.


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