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Product feedback lets you understand what customers want and need so you can create products they love.

Asking for feedback helps you measure customer satisfaction, identify areas for improvement, and prioritize features on your product roadmap

In this article, we discuss how successful companies design their processes and share some best product feedback examples for SaaS businesses.

The nature of your product determines the optimal way of collecting feedback. Check out these creative ideas that can inspire you to collect feedback and boost the most important metrics.

Table of contents

What is product feedback?

Product feedback is any insights on the topic of a product, including

  • how satisfied a customer is and why
  • what potential bugs customers struggle with
  • the types of features customers would like to see next
  • how customers feel about the pricing
  • and more

Product feedback can take many forms, from a simple micro survey with a smiley scale to a full-on testimonial about a customer’s experience.

This type of user feedback should be at the center of your product development strategy. It comes from people who actually use the product for the purposes it was intended for. 

If you fail to collect product feedback from your customers, you won’t be able to accurately identify their needs or offer effective solutions. And these things are the biggest drivers of customer loyalty, retention, and satisfaction.

Real-life product feedback examples

The way you collect product feedback depends on the nature of your product. In no particular order, let’s have a look at these interesting use cases for gathering customer feedback related to your product.


Google’s search engine is about finding the most appropriate results for a query and listing them in order of relevance. The user then clicks on a result and leaves Google’s platform.

So, if you think about it, what Google offers as its product (surpassing other search engines like Bing and Yahoo by miles) is its search algorithm. Google claims the goal of the algorithm is to “end search”. This means a user should not have to click on more than one result to find their desired answer. 

They judge how well the product performs by what results are clicked on, what the bounce rate is like, and whether the user stops their search. So even just by clicking a result on the search page, you are giving the search mogul information about your experience.

Google perfects this data collection by asking for solicited feedback as well. 

Google feedback form

You may have come across their microsurveys that ask how helpful, useful, or relevant the information you found was.

The search engine uses these two sources of information to identify what the algorithm does well and what could possibly be improved.


YouTube’s algorithm is not as vital a part of its service as Google's. Users stay within the platform when they watch videos. In this case, it is the experience of content consumption that YouTube wants to perfect, not merely the YouTube search feature.

YouTube uses metrics like watch time, audience retention, and video view to perfect its algorithm. But it also makes use of super fast microsurveys in the form of “thumbs up” and “thumbs down” to learn about viewers’ experiences.

YouTube Like and Dislike buttons

This helps them adjust suggestions to users as the content they give a “thumbs up” is likely the type of content they want to see more. In fact, users were having so many negative experiences until recently that they began “dislike bombing” videos.

This influenced the platform to remove the negative vote count and (allegedly) adjust the algorithm to push content that is “liked” rather than just consumed.


Uber is a mobility service provider. Drivers can register their private cars and users can book rides via an app.

The app collects two-way feedback in real-time. Both users and drivers are rated. This way Uber can collect information about the satisfaction of both groups. 

Customers can rate their satisfaction on a 5-point rating scale and provide additional comments, whether it be positive or negative feedback. Drivers accrue a score, and once it falls beneath a certain limit, they can be deactivated for poor service.

On the other hand, drivers can report whether a user is problematic, giving the company security and insights into how the product can be improved.

Source: Reddit

This is very helpful, as their actual product is not the app, it is the service provided by third-party drivers. By hearing both sides, Uber can use the insights to ensure all users and drivers have the best experience.


Amazon is an online shopping platform where users can buy and sell products. It mainly collects customer feedback from those who purchase a product.

After a completed purchase, buyers have 90 days to leave product and seller reviews, feedback, and ratings. Customers can comment on the response speed, level of communication, resolution, and product quality.

This system is automated to regulate the purchasing experience. Sellers who receive low-quality ratings don’t get a boost in search and are likely to be disregarded by potential buyers. There is also a filter to sort results by seller rating.

This is advantageous to Amazon, as they don’t have direct influence over the quality of service or products from the people who list them. However, when a customer is dissatisfied, they may judge the shopping platform for the poor experience.


Survicate helps collect customer feedback across the entire journey, and we also take advantage of it internally. By collecting product feedback, we can reach user insights faster and in a sustainable, continuous manner. So, how do we do it?

We use a combination of our own website surveys, which show up as a pop-up on the site, and in-product surveys. Both can be easily set up within our editor with no coding required.

Survicate's website pop-up survey

Additionally, we also use the Feedback Button—for example, on our documentation page ⤵️

Feedback Button example

The Feedback Button is a perfect solution to capture unsolicited product feedback on website or product features.

These methods work great for any SaaS business or company operating online.

Survicate in-product survey

We use advanced targeting for our in-product surveys, which allows us to identify target customers and collect product feedback effectively.

Survicate's in-product survey

We also use the capabilities of our Slack integration to get real-time notifications about the customer experience. It's really easy to connect, and this way, we never miss any user feedback. Bonus—we noticed that as we share feedback company-wide, it globally helps us to focus on customer needs.


Workwise gathers and uses product feedback to refine their software offerings, ensuring that they meet and exceed user expectations while driving their product strategy forward.

Workwise is focused on improving the customer experience. The company collects feedback to understand how users interact with its products and what aspects can be made more user-friendly.

By gathering valuable insights, Workwise can prioritize its product development process. It uses feedback to identify the most requested features and areas that require immediate attention.

Before implementing a new feature or making significant changes, Workwise uses feedback to validate the ideas. This approach ensures that the development efforts align with user expectations and market demand., a leading weather service provider also collects product feedback with Survicate.

The platform gathers this information to understand its users' specific needs and preferences. This information is crucial for developing features that resonate with their audience and enhance user satisfaction. recognizes that continuous product improvement is vital to stay ahead in a competitive market. User feedback helps them identify areas of their service that may need enhancement or innovation.

It also uses product feedback to make informed decisions about product development while A/B testing. The insights gathered from users help prioritize features and improvements that will have the most significant impact.

How do you start collecting product feedback?

To gather product feedback, you have to ask for it. Many methods are available for distributing such feedback forms, including email and link surveys, website surveys, in-product surveys, and mobile app surveys.

Set up a survey with a great feedback tool and keep it simple whenever possible. With Survicate, you have the freedom to create your survey in any way you like. You can use our Templates library to choose the best one, create it yourself, or leave it to our AI survey creator, who will design a survey based on your needs.

So, if you’re looking for a quick and easy solution, sign up for a free trial and avoid survey fatigue.

Best product feedback surveys (with templates)

Product feedback surveys can help you gather insightful customer data at any point in your product journey, from development to post-release. 

Customers who give you first-hand insights are the best source of information on how your product is doing, what direction you should take, and how likely you are to succeed.

The following survey types will give you a comprehensive understanding of the intricacies of your market success.

Onboarding experience survey

Honest feedback concerning a customer’s onboarding experience helps you determine whether your design flow is optimal enough to keep customers.

Customers who have not yet purchased a subscription plan tend to have higher expectations than paying users. For the best conversion rates, the onboarding experience must be user-friendly, intuitive, and informative.

Even the most skilled product managers won’t be able to test this step in the customer journey accurately. They have too much knowledge about your tool or service. That’s why gathering deeper insights is key here.

Product experience survey

A product experience survey lets you learn what users enjoy about your product and how often they use it.

These customer surveys help discover what users value most about a product. These insights are great for marketers to use in ad and reach-out campaigns. Our template also includes an NPS question for a bird’s eye view of your customer satisfaction.

Product-market fit survey

As the name suggests, a product-market fit survey examines how well your product satisfies strong market demand. Positive feedback to this survey means you identified your market, and your product fulfills customer needs.

It’s always hard to determine benchmarks, but according to Sean Ellis, who developed the metric, you should aim for 40% of positive responses.

Qualitative feedback to this survey will help optimize your product, boost growth, and ensure profit continuity.

User experience survey

A user experience survey will tell you why customers behave the way they do and how they feel about interacting with you. While there are more targeted surveys that measure customer service, this type of solicited feedback can also provide insights into the topic.

This feedback survey will give you information on what customers might expect from your product, customer support, and UX.

Pricing clarity feedback survey

Running a pricing clarity feedback survey can help you set the optimal price for your product. One that will be a compromise between the maximum profit and the most your users are willing to pay for extended features.

Use this survey to gauge how your users feel about your pricing compared to your competition. This feedback form is usually most useful for new companies that have yet to lower their prices.

However, you can also use this survey after introducing new features to determine whether your users value your product more than when they started using it.

B2B customer satisfaction survey

Customer satisfaction is just as important for B2B as it is for B2C. Learn how your customers feel about your customer service, the reliability of your product, the value for money you offer, how user-friendly your website is, and the security you ensure for your users.

Data collected from a B2B satisfaction survey can help you prevent customer churn, boost loyalty, and work towards long-lasting business relationships. 

Product testing survey

Online services and products need to be constantly developing. This means you are likely working on new features. 

A product testing survey is a great tool to measure how well you designed a new feature. Run this survey before launch to learn about bugs and struggles your paying customers might face.

Get your product roadmap right and secure yourself a smooth product launch.

Customer satisfaction surveys

Customer Satisfaction (CSAT), Customer Effort Score (CES), and Net Promoter Score (NPS) surveys can also get a product manager valuable data. They help identify issues and improve customer satisfaction in general.

A CSAT survey concentrates on general satisfaction with your brand.

An NPS survey is a great indicator of customer retention.

A CES survey helps identify key struggles users face with your customer service, product, and website.

Closing the product feedback loop

Collecting feedback is the first step towards improving your product, boosting conversion rates, and making sure your customers stay with you. Once you get that precious data, you want to use it to your best advantage to avoid wasting your budget, time, and opportunities.

An effective product feedback loop relies on working on the insights your customers provide. Good product feedback tools have inbuilt capabilities that help analyze customer feedback data and use it to improve your product and services.

Survey results can help you spot trends, patterns, and relevant business information. Let’s have a look at how easy it is to analyze customer feedback with Survicate.

First, you get a general rundown of the number of responses, the date of the last responses, completion rate, and total views.

Survicate survey results

Single-answer selection questions are presented with percentages of how your customers responded.

Sample survey results to a single-choice question

You’ll be able to look through all open-ended question answers one by one. By using one of our integrations, you can identify respondents with tags and attributes.

Sample survey results to an open-ended question

We employ AI to do the tedious work for you, so there will be no frustrating after-hours with endless spreadsheets of data. The AI Topics feature automatically groups customer feedback to open-ended questions, finding the common denominator.

AI Topics feature

Boost your product feedback strategy with Survicate

Analyzing product feedback regularly is vital to improving your company's success. 

To get a sense of customer satisfaction and gain valuable insights from open-ended feedback, you'll need machine learning applications like Survicate to analyze your findings and gain valuable product insight.

Sign up free to launch your first survey and start receiving immediate responses. Our platform is user-friendly, requires no coding skills, and provides sophisticated analysis insights to help you turn gathered data into a marketing and product strategy. Visit our pricing.