11 Best Customer Feedback Examples from SaaS Companies

Customer feedback examples by Kate Bernal

Customer feedback is essential for any business, but it is especially important for companies that offer software-as-a-service (SaaS).

Collecting customer feedback lets you learn what features and improvements your customers want and need.

As a manager or business owner, this information can help you improve your product and increase customer satisfaction.

I’m Kate, and in this article, we will look at the 11 best customer feedback examples from SaaS companies.

We will discuss how these companies captured customer feedback so that you can apply their tactics to your business.

What Is Customer Feedback?

Customer feedback refers to customers’ comments and opinions about their experience with a company’s products or services.

Customers can share positive or negative feedback, and companies should understand that both types of feedback are valuable.

Companies need to take customer feedback seriously and use it to improve their products or services. 

When customers feel heard and valued, they are more likely to continue doing business with the company.

Conversely, suppose customer feedback is ignored or dismissed. In that case, it can damage the customer-company relationship and lead to a loss of business.

Therefore, customer feedback is an essential tool that companies should use to provide great customer service and product offerings.

Why Is Customer Feedback Important?

Customer feedback is one of the most important sources of information for businesses because it can:

  • Provide insights into customer satisfaction levels.

  • Identify pain points in the customer journey.

  • Help businesses make improvements.

  • Increase customer satisfaction and loyalty.

  • Increase sales and profitability.

It is vital to ensure that customer feedback is collected regularly to track trends and make improvements where necessary.

Another key point that companies should keep in mind is how to manage customer feedback. I wrote an article that describes the 9 proven steps for managing customer feedback effectively.

Additionally, customer feedback should be analyzed in detail to extract actionable insights.

What Are The Main Types Of Customer Feedback?

There are many different ways to collect feedback from customers. Still, they can broadly be divided into customer satisfaction surveys and user feedback.

Customer Satisfaction Surveys

They’re typically short, multiple-choice questionnaires that collect general data about customer satisfaction levels.

They are often sent out to large groups of customers. The results can identify areas where the company needs to improve or measure customer loyalty.

User Feedback

It is usually collected through one-on-one interviews or small focus groups.

This type of feedback is more detailed and personal. It can be used to collect specific information about a customer’s experience with a product or service.

Ultimately, both types of feedback are essential for understanding how customers feel about a business and its products or services.

By collecting customer feedback regularly, businesses can identify problems early on and make changes to improve the customer experience.

Best Customer Feedback Examples

Some of the best customer feedback examples come from SaaS companies constantly striving to improve their service.

I want to share customer feedback examples from my perspective as a customer of some of the best SaaS companies I’ve interacted with.

Customer Feedback Examples: My Experience As A Customer

I hope these 11 best customer feedback examples will encourage you to implement a feedback process that helps you collect feedback effectively.

1. Slack

Let’s start with Slack. Slack uses customer feedback to improve its help center articles by asking customers whether they found a support article helpful and why through a feedback form.

Slack Feedback Help Article By Kate Bernal
Slack asks for feedback on their help articles.

This will help Slack provide excellent customer service and valuable insights into how to improve the support articles.

If Slack improves the support articles, customers can self-serve and won’t need to contact the customer service department saving Slack time and money.

2. Monday

The project management software Monday collects user feedback by asking customers to fill out feedback forms to share their experience with the many options available in the dashboard.

Monday Feedback by Kate Bernal
Monday asks for Board Experience Feedback.

The survey results are used to continuously improve the product and customer experience.

3. Google

Google requests feedback from its customers to improve its search algorithm.

The company uses a form at the bottom of the search results page, where customers can rate their experience and provide feedback. This helps Google understand how satisfied customers are with the search results and whether they found what they were looking for.

Google Search Engine Results' Customer Feedback Example
Google Search Engine Results’ Customer Feedback Example
Google Search Engine Results' Customer Feedback Form Example
Google Search Engine Results’ Customer Feedback Example

It also helps Google improve its search algorithm so that customers can find what they’re looking for more quickly in the future.

4. Netflix

The way Netflix collects feedback is one of the most compelling examples from this list.

Have you ever binge-watched a Netflix show and then wondered how they knew to recommend similar content that you would enjoy?

Netflix offers personalized recommendations using data they collect using a recommendation system.

Netflix Customer Feedback Example
Netflix Customer Feedback Example

This recommendation system considers various factors:

  • How you rate a title (as shown in the picture above).

  • How long you watch it.

  • When you watch it.

  • Details about the titles.

  • What titles other people with similar tastes have rated positively or negatively, etc.

5. YouTube

YouTube’s algorithm aims to suggest other videos for you to view. They can accomplish this by comparing your viewing habits with those similar to yours and utilizing that data to recommend other content.

But clicking on a YouTube video isn’t enough for YouTube to start commending your videos based on a video you clicked on. Other factors YouTube uses include watching time, sharing, liking, disliking a video, and survey answers.

YouTube Customer Feedback Example
YouTube recommended me more Elon Musk videos.

What are YouTube survey responses?

YouTube survey responses are used to improve the quality of content on YouTube.

The surveys are voluntary and usually about why you decided to watch a particular video or how likely you would watch another one like it.

Survey answers are used to help YouTube better understand what their viewers want to see, so they can make more videos that their viewers will enjoy and, therefore, increase customer satisfaction.

6. Loom

Loom collects customer feedback in two main ways to improve its video recording software:

Product Roadmap

The example below shows Loom’s Product Roadmap and three statuses: coming soon, under consideration, and launched. Customers can upvote features requested by others to move them up the priority list.

Loom's Roadmap Customer Feedback Example
Loom’s Roadmap Customer Feedback Example

Customers also have the option to submit new ideas or features and indicate how important the feature is to them.

Loom allows customers to submit an idea or feature
Loom allows customers to submit new ideas or features.

Feedback form

Loom also has a feedback form available for customers to submit a request.

Loom's Feedback Form
Loom’s Feedback Form

7. Typeform

Typeform is a customer feedback tool that I reviewed previously.

It integrates with multiple well-known apps, but if you cannot find the app you’d like to connect to Typeform, you can request it.

How? If you navigate the Apps & Integrations section, you’ll find a button to request an integration. This is a very easy way to get help from customers to improve your product.

Typeform Customer Feedback Example
Typeform Customer Feedback Example
Typeform Customer Feedback Form Example
Typeform Customer Feedback Form Example

8. WPX.net

WPX.net is an affordable and fast-managed WordPress hosting service company.

They request customer feedback in every interaction with the customer service department by making a customer satisfaction survey available in the live chat once the session ends.

WPX Customer Service Deparment Feedback Request Example
WPX.net Customer Service Deparment Feedback Request Example

Collecting customer feedback and making an effort to understand customers have allowed them to increase customer satisfaction and made them famous for their superb customer service.

9. Ahrefs

Ahrefs is a well-known SEO software company. Businesses use Ahrefs to improve their search engine optimization strategy, track their progress, and explore their competitors’ backlink profiles and search traffic.

They gather customer product feedback by allowing customers to suggest a feature and vote for features already requested by others.

AHREFs Customer Feedback Example

This feedback is valuable because it helps Ahrefs improve its product and make it more useful for its customers.

10. Wise

Wise is a money transfer service that allows you to send and receive money internationally at lower prices.

It encourages customers to submit website feedback specifically about their Wise dashboard experience to ensure customers are comfortable navigating it and find it helpful.

Wise Customer Feedback Example
Wise Customer Feedback Example
Wise Feedback Form example
Wise Feeback Form Example

This is a great proactive move from Wise. Imagine Wise didn’t request feedback.

Suppose customers don’t understand how to navigate Wise’s newly implemented dashboard or website. In that case, they’ll get frustrated, won’t use the service, and won’t refer Wise to their friends and family.

11. HubSpot

HubSpot allows its customers to search for feature requests they’re interested in or to submit their own through the HubSpot Community.

If you want to search for feature requests, you can filter by status or category and sort by the top and new ideas.

On the other hand, if you want to submit an idea or feature request, click on “create idea.”

HubSpot Feature Request
HubSpot allows customers to submit feature requests.

These are just a few examples of how SaaS companies use customer feedback to improve their services.

By listening to their customers and making changes based on their suggestions, these companies can provide a better experience for all their users.

Now that you have seen the 11 best customer feedback examples, you can start collecting feedback from customers and managing it effectively.

Frequently Asked Questions

What Are The Tools To Collect Customer Feedback?

A customer feedback tool is a system that businesses use to collect customer feedback. This feedback can be used to improve customer satisfaction, resolve issues, and make product improvements.

Customer feedback tools come in many forms, including surveys, polls, and questionnaires.

Businesses can use these tools to gather feedback at different points in their customers’ journey, such as before, during, and after purchasing.

The most crucial aspect of utilizing a customer feedback tool is ensuring that the collected information is thoroughly analyzed and used to improve the company’s products and services.

What Is The Best Way To Collect Customer Feedback?

There are a few different ways that businesses can get input from their customers.

One popular method is to conduct surveys. They can be performed in person or online, giving customers a chance to provide detailed feedback about their experience.

Another way to gather feedback is to ask customers for their input, which can be done informally, through conversation, or, more formally, through a suggestion box.

Finally, businesses can also gather valuable customer feedback by observing customer behavior, which can involve:

  • Analyzing website traffic patterns.

  • Conducting usability tests.

  • Studying customer reviews, etc.

Ultimately, the best way to collect feedback will vary depending on your business and customer base.

However, all businesses should ensure that they have a process for collecting valuable feedback. Otherwise, they risk missing out on an essential source of information.

So, if you are a manager or business owner and need some help collecting feedback from clients, take a look at this guide where I walk you through the 9 proven steps for managing customer feedback.


As a business owner or manager, you always want to know what your customers think of your product or service.

After all, customer feedback can be essential for making improvements that lead to increased customer satisfaction.

However, collecting feedback from clients can be a challenge. You need to find a way to get people to take the time to provide their input.

And once you have the feedback, you need to figure out how to implement it in a way that benefits your business.

I hope you found these customer feedback examples beneficial and that you feel ready to start implementing some of these ideas in your own company.

However, if you still need extra help, feel free to contact me. I’d happily chat with you about your company’s specific situation and share my 15+ years of experience.

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