From marketing to HR: How customer insight can help you improve your business

Your feedback contains a wealth of customer insight, which if used properly, can help you to craft the kind of customer experience that will grow your business and make sure that you build solid, lasting customer relationships. Once you have the right tools under your belt to unlock that insight, it will become a valuable resource that can be used by every department within your business to learn, improve and make informed decisions for the future.


Marketers who put customer knowledge at the centre of marketing decisions improve their marketing ROI by 15-20% (McKinsey


With so much competition out there, you can’t rely on casting your net wide and waiting for a bite.

Customer feedback touches every area of your business, and the insight gathered by every single department can help to guide your marketing efforts, so that every decision, and the spend associated with it, is based on real knowledge. By harvesting this insight from across your business, you can make some really smart decisions that you know will be well received.

Create marketing campaigns that hit the mark


Making assumptions about your customer behaviour and what they like and don’t like about your brand is an easy trap to fall into. Without a true understanding of what customers like about your brand, products or service, there’s a good chance your campaigns will fail to resonate, and your marketing efforts will go to waste. Your feedback contains the insight you need to get an accurate view of your USPs as well as any common issues or challenges. This knowledge will allow you to create messaging and campaigns that will directly address your customers’ interests and drive the growth of your business. The really great part is that you don’t have to spend hours reading every review to access it!

Feefo’s Performance Profiling automatically sifts through all your customer feedback to quickly identify what you’re getting right, and what needs some work. The tool groups feedback trends and topics together, so you can easily see what your customers are talking about, and how they’re generally feeling about each one. Say you work for a clothing retailer, for example. Performance Profiling may zero in on things such as ‘price’, ‘colour’ or ‘customer service’, and place these topics on a graph with a sentiment score next to each, displaying whether customers are being positive, neutral or negative about these parts of your business. 

The topics that fall into the ‘Advertise’ part of your graph are the ones you should be promoting in your marketing campaigns, whilst those that are sitting in the ‘focus’ area are the issues that need to be passed onto the relevant departments to be fixed.

Create the content your customers want

Nothing good ever came from writing generalised content or going off a hunch. Collecting customer feedback allows you to understand who your customers are, what problems they’re facing, and what they need from you. Once you tap into this knowledge your marketing team can produce helpful and engaging content which ticks all of their boxes.

Use your feedback to create the most relevant content you possibly can, whatever that means for your business. It could be creating an FAQ page to reduce support enquiries; something that will drive engagement on social or adding an explainer video at a crucial point to help drive conversion.

Customer service

Your customer service teams are often the first to feel the strain, especially in busier periods. By taking your customer feedback and turning it into actionable insight, you can actively relieve some of that pressure, whilst arming them with the ammunition they need to tackle even the trickiest of customer interactions.

Prepare yourselves with the answers your customers are looking for


Your Customer Service team is probably one of the busiest in your organisation, and their time is valuable. By reducing the number of general enquiries coming into the team, you can free up time and resources to deal with not just more customers, but some of the more complicated issues that pop up unexpectedly and are likely to have a greater impact. By looking at feedback, from frequent enquiries through to complaints, you can identify your customers’ most common issues and frustrations, allowing you to get ahead of the curve by placing the answers to those issues in the right places – whether that be on an FAQ page, in your product descriptions, or at the checkout.

Analysing your customer feedback may sound like a big task to tackle, but there are tools which can help. Feefo’s Performance Profiling uses AI tech to automatically sift through your feedback and pull out any reoccurring themes, quickly identifying your customers’ biggest issues, so you can spend your time and efforts putting the right information in place instead.

Performance Profiling will even flag any new potential issues for you, so you can monitor the situation and keep the customer service team updated with anything out of the ordinary – eliminating any difficult conversations that may have previously left your team stumped on a call.

“Feefo’s AI-powered Performance Profiling tool has enabled us to improve our delivery process and initiated some fascinating conversations between us and our customers, resulting in Iceland being able to better respond, listen and take action on feedback.”

Rachel Lewis, Customer Response Co-Ordinator at Iceland


Read the full Iceland case study here!

Performance Profiling will draw your attention to trending themes, whatever they may be, but you can also choose to track and monitor the topics that are of interest to you. With Insight Tags, you can easily keep an eye on key themes and known issues by tagging them to be tracked throughout your feedback. You can set up as many themes as you like, for example, you could use tags such as ‘delivery’, ‘payment failed’ or ‘website crashed’, allowing you to quickly see problems arise, or whether the action you have taken to resolve a known issue has been successful.

Alternative Airlines used Insight Tags to learn more about their customers.

“Being able to analyse the data patterns and track trends using Insight Tags gives us very tangible insight into our customer’s minds and has been invaluable and highly informative for the business.”

Sophie Georgalakis, Partnerships and Marketing Communications Executive at Alternative Airlines


Find out who your advocates are


Customer loyalty has never felt quite so important, and your customer service team are usually at the helm when it comes to preventing your customers from jumping ship. Knowing who your biggest advocates are can do wonders for retention and nurturing those precious relationships can mean that you end up with happy lifelong customers. Used by businesses around the world to measure customer satisfaction, NPS has earnt its place in the hall of fame when it comes to customer insight. NPS can help your customer service team know how to take their next steps – whether that be reaching out to an unhappy customer to resolve their problem or showing appreciation to a loyal advocate to make sure that relationship continues to bloom.

Reduce churn

The measures we’ve touched on already will all have a positive impact on your churn, but there will always be some that slip through the net. We will always stress the importance of gathering customer feedback throughout your entire journey, and that includes the very end. In fact, the time your customers decide to go elsewhere could be the most critical time of all to reach out, and where you can gain some of the most valuable insight. Unhappy customers are likely to voice their opinions, and their feedback can open up a host of opportunities for improvement.

Often called a ‘churn survey’, sending customers a survey question simply asking ‘What made you cancel?’ gives you the chance to harvest lots of actionable feedback to get to the bottom of why your customers decide to part ways. Better still, the question is open-ended, so your customers have the freedom to raise whatever issues they like – including those that you may not have considered before.


The insight you uncover from within your customer feedback can be used to completely transform your customers’ digital experience with you, from the ads they see to the products that are shown to them on your homepage.

Get a better idea of what to highlight online


From knowing which products to place on your product category pages to which features you should shout about in your ad copy, customer feedback can help you pinpoint which are your hero products, and what USPs make you stand out from the hoards of competition online. Better still, tools such as Performance Profiling mean that you don’t have to go through every review to see what your customers are loving about your business – all the hard work is done for you!

Identify issues

No matter how much testing your digital team does, unforeseen issues and glitches will always crop up. Your customers will be the first to notice if things aren’t working though, and they won’t be afraid to point it out. See your users as an extra pair of eyes to help you identify potential issues. Tagging your customer feedback to look out for functionality issues will help you pinpoint any undetected problems that negatively affecting your customer experience.

Improve your user experience (UX)

Most shoppers begin their journey with a simple Google search. The user experience you deliver from that moment on can make all the difference between winning and losing them as a customer. From that first click of your search ad to the treacherous checkout page, there are a lot of potential stumbling blocks, many of which you won’t be able to see yourself. Your digital team may think they have designed the perfect UX, but it doesn’t hurt to ask your customers how they really feel. The simplest way to do this? Place customer effort surveys at various points along the way to gauge just how easy your website or app is to use. If certain parts of the UX are proving trickier than others, then dig a little deeper to find out why and how you can fix it.

Whilst web analytic tools are all well and good for pinpointing where your digital experience is failing you, it’s all useless information without knowing the ‘whys’ – and that’s a level of detail that only your customers can help you out with. Take basket abandonment, for example. By reaching out to your customers with a simple question as they click the dreaded ‘X’ button at checkout, you can ask them exactly why they’re leaving. Perhaps they’re having technical issues with payment? Maybe they’re not getting the trust signals they need. Every bit of insight you gather at this stage will help not just your conversion, but the entire customer experience.

Not all of your insight tools have to be hidden away behind the scenes. There are some customer-facing tools too, which use insight from customer feedback to help aid conversion. Feefo’s Smart Themes automatically groups popular themes from your feedback on your site, and allows you to seamlessly integrate review snippets throughout the online journey. Your customers can quickly and easily find the feedback that’s most relevant to them, and with all the answers they need right there, there’s less reason for hesitation and more chance of converting.

The Perfume Shop saw a 13% increase in overall conversion rate after adding Smart Themes to their site.

“We have been so impressed by the success of Smart Themes. The Perfume Shop invest a lot of resources into creating the best customer experience possible and are constantly looking for ways to make the purchasing experience more personal. By giving our customers the opportunity to read only the reviews that are relevant to them, we make it easy for them to access other customers’ feedback and make their buying decision.”

Laura Croucher, Head of Digital at The Perfume Shop


If any team in your company really needs to get inside the minds of your customers, it’s sales. Competition in every industry is at an all-time high and pushy sales techniques no longer resonate. Having an understanding of common objectives and the challenges facing potential customers can be the key to proving your value and winning new business.

Get the edge you need to stand out


Imagine knowing exactly what obstacles you’re likely to hit on a call with a prospect before you’ve even picked up the phone. By gathering insight feedback, you can learn more about the challenges your target markets are facing and the things that give you the edge over the competition.

By using a tool like Feefo Surveys you can reach out to your existing customers to learn more about your USPs and their motivation for choosing you. Surveys aren’t just for your current customers, however. Why not conduct a survey on social or via email to find out exactly what your prospects need from you? What are their current spending habits? What challenges are they currently facing? What are they trying to achieve? This level of insight can help your sales team to get new customers through the door by informing conversations and supporting collateral.

Track the performance of your sales team

Feefo allows you to ‘tag’ your data, from products to branch locations so you can track any related references in your feedback. You can even use it to monitor the progress and performance of your sales team by tagging the individual members. This can help to highlight how customers feel about their approach – whether they’re perceived as being friendly and informative, or perhaps too pushy. You can also use Campaign Manager Tool to reach out for feedback after the initial sales call to get a clear picture of the experience you’re providing while it’s fresh in the mind of the prospect. This is also a great way to find which approaches convert and which don’t.

Discover what’s deterring your prospects

Whatever business you’re in, we doubt that every lead that your sales team get their hands on becomes a sale. Rather than letting these prospects and their valuable opinions slip through the net, find out why they chose to go elsewhere. Surveys can be sent to anyone – not just customers – which means you can improve your sales technique and inform any lost/lapsed outreach campaigns in the future.


Gathering feedback from your employees should be a priority. Improving day-to-day life for your employees won’t just have a positive impact on your staff – your customers will benefit too.

Look after your staff’s wellbeing


Businesses have a responsibility to acknowledge the importance of their staff’s mental health. Sending out anonymous surveys is a great way of monitoring how your staff are feeling, so you can address any concerns quickly, and keep your staff feeling safe, happy, and listened to. Not only will this keep morale amongst your staff high, your customers will also notice the effects.

Give your employees a voice

Your staff know your business and your customers better than anyone and it would be foolish not to reach out to them for insight. Collecting feedback from your employees can reveal all sorts of internal issues that can otherwise be kept under wraps until it’s too late. Perhaps they don’t have the equipment they need to set up their in-store displays properly, or they feel that the business is understaffed.

They will also be able to tell you the biggest areas of frustration for customers– whether that’s a product that your business doesn’t offer, a particular company procedure, or the layout of your stores.

Identify opportunities for training

Using surveys to collect employee feedback gives your staff the opportunity to let you know, anonymously where the gaps in their knowledge lie. Not only will this give your staff a new-found confidence in their jobs, but your customers will reap the rewards.


This is just a handful of examples of how customer feedback can generate insight across your business, but it doesn’t stop there. Feedback should flow through every department, influencing each team in equal measure - whether it’s guiding your choice of ad copy, developing your next product, planning a sales email campaign or building your new product page. The most important part? Sharing your insight between every single department with one end goal in mind.

To find out more about how customer feedback can give you all the insight you’ll ever need, get in touch with a member of our team!




Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Tagged under: digital marketing HubNews Insight