How to Get Customer Feedback for Your SaaS Product


Getting customer feedback for SaaS is like opening a window into your customers' minds. It gives you important information to understand what they like and don't like about your product. With customer feedback, you can make your product better and build features that customers really want. In this guide, we'll talk about easy ways to get feedback for SaaS products. We'll also share tips and tools to help you do it well.

Types of Customer Feedback

  • Customer Data: Information about who uses your product, how they use it, and what they do can help you understand feedback better.

  • Customer Satisfaction Feedback: Surveys or questionnaires that ask how happy users are with your product. This is done using a customer satisfaction survey tool.

  • Customer Experience Feedback: Details about specific interactions, what users find frustrating, and moments they really like. This gathers insights through user satisfaction surveys.

  • Customer Loyalty Feedback: Surveys like the Net Promoter Score (NPS) that measure how likely users are to recommend your product and how loyal they are.

  • Product-Market Fit Insights: Understanding how well your product meets the needs of the market.

  • Preference Feedback: Learning about what users prefer, what features they want, and how they want to customize the product.

  • Sales and Customer Support Feedback: Information gathered from sales calls, support tickets, and interactions with customers.

Best Practices for Effective Feedback Collection

  • Set Clear Goals: Define objectives and assign responsibilities to specific teams.

  • Segment Users: Send surveys to relevant user segments to yield actionable insights.

  • Collect Quantitative and Qualitative Data: Combine numerical trends with qualitative explanations of user behaviors.

  • Craft Concise Survey Questions: Ensure clarity and relevance in survey questions aligned with your goals.

  • Prioritize Feedback: Use techniques like the Cost of Delay to manage and prioritize feedback effectively.

  • Close the Feedback Loop: Acknowledge user feedback promptly and take visible action to demonstrate its impact.

Proven Ways to Collect Customer Feedback


Feedback from customers is like a treasure chest full of insights about our product. It helps us know what users need, what's bothering them, and how we can make their experience better. In this part, we'll look into different ways to gather feedback for your SaaS platform and make the most out of it.

  1. Surveys and Questions

    • In-App Surveys: Ask users questions right within your platform to know how they feel and what they need.
    • Email Surveys: Sending out surveys through emails can get you more detailed feedback. Tools like Hotjar can help you create and understand these surveys.
  2. Talking to Users

    • By having chats or group talks with users, you can learn a lot about what they think. Ask them about how they use your platform, what's hard for them, and what they wish for.
    • Open-ended questions work best as they let users share their thoughts freely.
  3. Forms and Boxes for Feedback

    • Putting feedback forms on your website or within your app can let users share their ideas, complaints, or any problems they face.
    • Tools like Hotjar can also help you track how users move around in your platform and gather feedback that way.
  4. Listening on Social Media

    • Keeping an eye on social media can tell you what people are saying about your platform. You can join in the conversation, help users out, and learn from their feedback.
    • Tools that analyze feelings in social media posts can give you a general idea of how users are feeling.
  5. Using Support Channels

    • After helping users with issues, ask them how you did. This can help you understand if you're doing a good job supporting them.
    • Making feedback a part of your support process can keep you improving.
  6. Watching User Actions

    • Looking at how users behave within your platform can tell you a lot. You can see where they're having trouble, what features they use the most, and what needs fixing.
    • Tools like Hotjar can help you track user sessions and understand how they're using your platform.
  7. Talking with Sales and Marketing

    • Your sales and marketing teams talk to users all the time. They can give you valuable insights from their conversations with users.
    • By listening to what users are saying during sales calls or demos, you can gather useful feedback.

Leading Software Tools for Customer Feedback

  1. Saylo (Recommended): Makes feedback collection easy with interactive widgets.
  2. Userpilot: Collect and analyze in-app feedback, backed by product usage data.
  3. Feedier: Set up timely feedback requests based on user behavior.
  4. Refiner: Create targeted surveys and track NPS.
  5. Survicate: Gather insights through surveys and feedback widgets.

Check out the top 15 best user feedback tools of 2024

How to Handle Negative Feedback Like a Pro

Handling negative feedback effectively is really important for growth and improvement. Here are some strategies to help you deal with negative feedback like a pro:

  1. Don't Rush to React: When you receive negative feedback, resist the urge to respond immediately. Take a step back, process the information, and avoid reacting impulsively. It's important to give yourself time to absorb the feedback, especially when emotions are high.

  2. Get More Data: Seek additional context by asking follow-up questions to better understand the specifics of the feedback. Sometimes negative feedback may lack details, so gathering more information helps you see the bigger picture and understand the situation more clearly.

  3. Find Patterns: Look for trends in the feedback. Is this a one-time incident, or does it reflect an ongoing issue? Identifying patterns helps address root causes rather than just treating symptoms, leading to more effective improvements.

  4. Don't Be Alone: Share the feedback with trusted colleagues or mentors and discuss it openly. Isolating yourself with negative feedback can lead to self-doubt, but seeking support and perspective can provide valuable insights and reassurance.

  5. Remember That Change Is Just One Option: Negative feedback doesn’t always mean you need to change everything. Consider alternative actions such as adjusting your communication approach, clarifying expectations, or staying the course if your current strategy aligns with your goals.

Why Is Customer Feedback Important for SaaS Companies?

Let's explore why customer feedback matters for SaaS businesses. Here are some important reasons why SaaS companies use feedback tools like Saylo and customer feedback platforms to get input from their users:

  1. Drive Customer Success: Understanding what users need and the challenges they face helps SaaS companies assist them better. Customer feedback directly contributes to customers achieving their goals and being successful with the product.

  2. Improve Customer Satisfaction: Happy customers are more likely to stick with the product and recommend it to others. Feedback helps identify areas where improvements can be made, making customers even happier.

  3. Boost Customer Loyalty: When users see that their suggestions are taken seriously and acted upon, they start trusting the product more and become loyal customers. This creates a strong feedback loop that keeps customers engaged and loyal over time.

  4. Make Informed Product Decisions: Using data from customer feedback allows SaaS companies to make smart decisions about how to improve their product. This includes adding new features, fixing bugs, and planning for the future of the product.

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