The world is shifting, and with it shifts the markets. We are at a period of transition. It is a moment that no amount of market research could have prepared us for. But perhaps that is the point. Brands, businesses, and marketers were forever preparing to deal with the unexpected. Perhaps at no point in history were we better equipped to deal with the economic consequences of a pandemic than we are now. Because, even as trends get revamped and tables continue to turn, marketers can be at the heart of change with the help of feedback apps that allow them to track customer experience.

The Shifting Shopper and the Importance of Customer Experience Feedback

The consumer is king, or so goes the motto of almost every brand, restaurant, retail, or hotel, around the world. Hence, it is ever important to know the needs and moods of the king. Customer feedback is the information, input, and issues shared by this community of kings.

It helps a business track the customer’s experiences with the company, services, or product. And this feedback can mean the difference between building a brand that takes the market by storm and one that struggles to stay afloat due to its own negligence.

But, this all-important fact has perhaps never rung truer than this very moment. Today, the key way of reacting to customer feedback is following the approach of “revamped, redo, remodel, and restart”. It is a movement that can spell either disaster and triumph depending on how businesses react to it. This is where customer experience feedback comes in.

A well-curated customer experience feedback process can offer a look into the heart of the changing customer, even as they figure out what they themselves want. It allows marketers to stop waiting for documents of market research and understand what is trending now.

How to Effectively Examine Customer Experience?

Evaluating Customer Satisfaction: Collecting customer feedback and analyzing their reviews can help you in assessing the current demands of the client community. Traditional knowledge of client behaviour will not be of much help in the current scenario as the consumer is as unfamiliar with the new rules as the marketers. What is important is tracking the customer’s behavior through your data. A study conducted by Emotional Logic, for example, found that the behavioral approach to this proved 44 % more effective in consumer retention and consequent satisfaction.

Upgrading Services and Products: When you gather customer feedback from the ones who are using your services or products, improvements can be made in real-time so that your restaurant, retail business, or hotel can continue to stay ahead of the changing rules of the game.

Enhancing Customer Retention: It has always been easier to retain an existing customer than to gather new ones. Familiarity, especially when the ground below our feet shifting this fast, is all important. Addressing a particular criticism and working on it with effective immediacy helps in the prevention of further customer agitation. With everything going virtual, the customer can track changes as fast as you can gather feedback, with speed and understanding are the operative words here.

Formulating Data-Driven Decisions: By collecting all qualitative and quantitative feedback using customer experience management software, apt data-driven decisions can be taken rapidly and efficiently. If you plan on changing the design of a physical space or the UI of a virtual one, consumer feedback can help you track the glitches before they turn into full-blown disasters.

How the Customer Feedback Process is Changing

The voice of the customer (VoC) is an integral part of any business growth. To ensure this, it is necessary to establish a customer feedback process. But, with markets turning virtual or experiential or vanishing entirely, the process of gathering customer experience feedback has gone through changes of its own.

A study conducted by Forrester found that how a client feels about a business can drive sales, advocacy, and brand loyalty by 1.5 times. This proves how important it is to understand how a consumer feels about one’s brand and how, if necessary, that can be revamped to improve retention.

Traditionally, the steps you would have been following to gather feedback would have looked somewhat like this:

  • Giving consumers clarity about your objectives
  • Assembling feedback through various methods, virtual and physical, before moving on with the analysis
  • Moving ahead with the feedback received

Except much as this has been rendered useless due to the utter impossibility of gathering information offline. The difficulty of certain methods has increased dependence on the other. Emails, social media, and online analytical reports are to serve the same purpose that physical methods once did. This makes creativity highly important.


Businesses and brands must strive to offer virtually an experience that sets them apart from their competitors. Creating moments that connect with the consumer is still all-important. But perhaps, the focus should be more on the familiar than taking them by surprise. Such methods, while taking into account genuine concerns and complaints of the customers gathered during the feedback process, can prove to be the saving grace at a time when nothing is for certain.