7 Things to do with Customer Feedback

Customer feedback is one of the most useful resources a business can have. The hardest part is getting the feedback in the first place, but once you have it, there are plenty of things you can do with it to say thanks, learn, and improve.  

Here are seven practical and creative ways to turn customer feedback into something meaningful. 

1. Turn feedback into social media content  

Positive customer feedback makes powerful social proof. Share reviews, testimonials, or short quotes as social posts to show real people enjoying your products or services.  

This helps potential customers see genuine experiences rather than polished marketing claims. Plus, it can break up your usual content and add variety across your social platforms.  

2. Add a feedback widget for your website 

A feedback widget on your website makes customer opinions visible at the exact moment people are deciding whether to buy or enquire. This could be a rotating review section, a featured testimonial, or a simple quote banner pulled from recent feedback.  

Keeping it updated shows that your business is active and responsive, not relying on outdated praise from years ago.  

You can either add pieces of feedback to your website manually, or install a widget that automatically pulls reviews from other places (basic versions can be found for free).  

3. Give shout outs to the people who shared feedback 

When customers take the time to leave feedback, acknowledge them publicly where appropriate.  

A shout out on social media or in a newsletter shows appreciation and encourages others to share their thoughts too. Tagging customers who are happy to be mentioned can help to strengthen relationships and build a sense of community around your brand.  

It also shows that when someone takes the time to leave a review, you’re going to take the time to appreciate them.  

4. Frame it and put it on the wall 

Displaying customer feedback in your physical space can put action to your gratitude, and help show future customers how much you value them.  

This can work especially well for service-based businesses, where trust plays a big role in the decision to buy. Seeing real words from real customers works to reinforce confidence and credibility. 

5. Use feedback to improve staff training 

Customer feedback often highlights patterns in service, both good and bad. If you’re receiving similar feedback again and again, you can use it to help your team improve.  

Positive feedback can be used to highlight what’s working and what to keep prioritizing in your training. Plus, it’s a great way to boost morale and reinforce your team culture.  

Constructive feedback can be used as a learning tool rather than criticism when handled thoughtfully. 

6. Shape future products or services  

Feedback can reveal gaps and opportunities for improvement that might not be obvious internally.  

So when you use feedback to refine existing offerings or inspire new ones, you’re actively moving your products and services to better align with what your audience wants or needs. Letting customers know their feedback helped shape a decision can also encourage ongoing engagement. 

7. Respond to feedback every time 

Replying to reviews and comments demonstrates that your business listens and cares. 

Thank customers for positive feedback and address concerns with transparency and professionalism. Always remember that future potential customers will see your comments and may make purchasing decisions based on how you responded to negative feedback. Even if you can’t ‘win over’ the negative reviewer, you may be able to earn the respect of future audiences. 

Try not to fall into the trap of arguing with a reviewer – aim to instead take ongoing conversations offline.  

Levelling up your marketing game  

Used well, customer feedback is more than just a nice review of your products or services. It can become an integral part of your marketing strategy; one that pulls in genuine customer experience to share with others.  

If you’d like more advice or feedback on your marketing, or any other part of your business strategy, remember that you can access our free, no-strings-attached business advice at any time. Simply make a booking here to set up your first chat with one of our expert advisors!