How to find feedback loops to learn what your customers *really* think about your business

Allison from Juniper
2 min readSep 21, 2022

Your customers can teach you everything you need to know about the shortcomings of your business.

How? Through feedback loops.

Feedback loops are anything that helps you understand what your clients, customers, and community members are really thinking.

Many people assume surveys are the best way to collect feedback. While they may be helpful sometimes, there are more organic ways (where people are more honest) to get actionable feedback.

Where to find feedback loops for your company:

  • If you have an online community, dedicate at least a few hours each week to reading people’s posts.
  • If you have a customer service function (like chat/email support), read what people are struggling with at least once a week.
  • Search forums, review sites, Facebook groups, Reddit, etc. for mentions of your company.

Whatever system you implement, make sure that once you find what’s working, you work it into your flow each week so that you have a feedback loop that never ends, even when you get busy with other tasks.

Your competition can only teach you so much, but your customers can teach you everything.

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