What is
Feedback Management?

Optimize your feedback management strategy with data driven solutions. Create campaigns, integrate data, analyze effectively and empower your teams for effective feedback management.

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increase in high
quality feedback


decrease in negative
feedback resolution time

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Feedback Management Definition

Feedback Management or Customer Feedback Management (CFM) is the process of centralizing, analyzing and using feedback, reviews and customer opinions to improve products, services and the company as a whole. The culture of feedback and the enhancement of the customer experience are key elements in the implementation of Feedback Management, which is a process of quality management and continuous improvement. Experts like who introduced the Net Promoter Score (NPS) as a key indicator of customer loyalty and satisfaction, were the first to highlight the value of strategic Feedback Systems.

AI can play a decisive part in the process of optimizing Feedback Management, giving you a competitive edge over other vendors in your market. Artificial Intelligence (AI) can automate the process of collecting, processing and analyzing customer data to detect trends, identify issues in real time and generate actionable recommendations for improvement.

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Different Types of Customer Feedback

corrective feedback

Corrective feedback
Corrective feedback clearly identifies a problem, issue or gap in a product, service or process. This type of feedback also suggests ways to correct or improve the situation.

positive feedback

Positive feedback
Positive feedback emphasizes satisfaction or approval of something. It focuses on the positive aspects of a product, service, experience, process, etc., enabling good practices to be repeated.

Negative feedback
Negative feedback, on the other hand, highlights negative aspects, frustrations, problems and drawbacks in the customer journey. Negative feedback is very important for understanding what needs to be improved.

How to Improve Feedback Management

Define Goals and Feedback Types

Identifying and articulating clear objectives is the first step in refining your feedback management process. Collaborate with your teams to ascertain the specific feedback that propels development and customer satisfaction forward. Whether it’s enhancing the Net Promoter Score (NPS), collecting precise product feedback, or understanding customer service interactions, the Feedier feedback management system is designed to pinpoint, interpret and categorize the data you need.

Harness the Right Tools and KPIs

Feedier BX comes with a sophisticated suite of tools designed to centralize, analyze and act on feedback. Import your feedback from review platforms, CSV files, or web scraping, or collect it through Feedier on various channels like surveys, emails, SMS, QR codes, etc.

Track your different Key Performance Indicators (KPI), such as CES (Customer Effort Score), CSAT (Customer Satisfaction Score) and NPS. It’s essential to focus on these Customer Experience KPIs, while correlating them with your operational KPIs to get precise insights for a better understanding of your customers’ needs.

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feedback collection on salesforce with feedier integration

Integrate and Act on Customer Feedback

With our advanced Feedback Management software, every piece of customer input is an opportunity for growth. Our integrated system Feedier Connect ensures that feedback is not only collected or imported but also enriched, unified, and analyzed with the help of AI, for maximum impact.

From customer data centralization through business tools like Salesforce, Hubspot, Cornerstone, etc. to in-depth analysis and data-driven actions, we provide an intuitive solution that elevates and refines your feedback management process. Thus, Customer Intelligence becomes your main competitive advantage.

Get Actionable Feedback
and AI-based Recommendations

Improving Feedback Management ensures that every piece of customer input leads to meaningful change. Feedier incorporates Voice of Customer (VoC) to glean deeper insights and leverages AI with Natural Language Processing (NLP) and text analysis for effective understanding and action on customer feedback. This approach enhances the ability to close the feedback loop effectively, ensuring that each customer voice contributes to continuous enhancement and innovation.

With our Language Model (LM) trained on your data, your teams can capitalize on accurate business recommendations and enable your company to transform better and faster.

customer intelligence

The Power of AI
in Feedback Management

  • Customize feedback management by applying filters based on specific criteria to improve satisfaction and reduce churn.

  • Personalize your dashboard with key performance indicators (KPIs) to optimize business strategies in real time using customer feedback.

  • Identify essential keywords in customer feedback and gauge customer sentiment through NLP sentiment analysis.

  • Gain valuable insights and actionable recommendations through industry-specific adaptive text analysis powered by Artificial Intelligence (AI).

Unlock the Potential of Feedback Management

Frequently Asked Questions

Feedback Management is the process of collecting and analyzing customer feedback with the aim of improving performance, processes, products or services. This process seeks continuous improvement and the detection of sources of customer frustration, in order to eliminate them from the customer journey.

Customer feedback is the feeling, opinion or comment of a happy or unhappy customer, shared with the company with which he or she has had an experience or interaction. In other words, customer feedback is specific information reported by customers about their experience with a company or brand, taking the form of reviews on platforms such as Google Reviews, comments on social networks, and direct discussions through messaging systems or even in person at different sales sites.

Depending on how the customer feels, some feedback may be clearer and more explicit than others. Some customers may be more direct, pointing out specific negative or positive aspects of their experience. When reviews are a little less explicit, technologies such as NLP (Natural Language Processing) can be used to process and interpret this textual data in order to extract a sentiment score, or to understand exactly what the customer’s feedback was.

All this data is highly useful for companies, enabling them to eliminate sticking points in the customer journey, and improve aspects of their product, service or business. All with the constant aim of improving the customer experience, optimizing customer satisfaction and business results.

There are 3 different types of feedback: positive feedback, negative feedback and corrective feedback.

What is positive feedback?

Positive feedback emphasizes a good experience or a point of satisfaction. More or less specific, this type of feedback highlights all the positive aspects of a product, a service, a brand, and any point of interaction a customer has with a company.

What is negative feedback?

Negative feedback identifies customer journey pain points. All negative aspects are therefore highlighted. Whether it’s a bad interaction with a salesperson in a store, a product failure or simple discontent after the purchase of a product, the aim is to identify specific areas of dissatisfaction in order to resolve them and thus, in fine, improve the customer experience.

What is corrective feedback?

Corrective feedback is the result of the accurate detection of a problem within the customer lifecycle. This corrective feedback is very important and useful for operational teams, because in addition to highlighting a problem, it provides suggestions for improvement to avoid repeating this type of negative experience.

There are different ways, best practices and channels to ask for customer feedback.

  1. Ask at the right time It’s very important in the customer journey to receive a survey at the right time. For example, during the purchase process, asking for customer feedback on the online payment process just after using it, is much more judicious than a survey sent a week after the transaction.
    The customer’s mind is clear and their opinion precise, providing you with qualitative, actionable intelligence on potential areas for improvement.
  2. Be clear, precise and concise Keep in mind that clients don’t have unlimited time to give their opinion. So it’s crucial to ask the right question, to be precise about what you’re asking, and to ask only the essential questions.
  3. Take advantage of all communication channels: There are a wide range of communication channels, such as messaging tools, online review websites, emails, etc. It’s essential to ask for feedback at the right time, but also on the right channel. Ask for feedback at the right time, but also on the right channel, i.e. where your customers are.
  4. Simplify the response process: Here at Feedier, we talk about micro-satisfaction surveys. Ask only the most essential questions, and try not to ask more than 6 to 10 questions, in order to maximize the response rate.
  5. Show customers the importance of their response: Clients need to feel useful and important in the feedback process. Keep them updated on corrective actions taken in response to their feedback.
  6. Show gratitude: Say thank you to your customers for taking the time to answer your satisfaction questionnaire. This can be a simple message, or a reward in the form of a coupon, for example.
There are 5 key qualities of good feedback:

  1. Clarity: Feedback should be as clear as possible, and communicated in simple terms.
  2. Constructivity: Giving negative feedback for the sole purpose of being negative would be pointless. Feedback should be constructive and highlight the reasons for the opinion.
  3. Specificity: There can be many aspects to focus on. That’s why it’s important to point out specific areas of satisfaction or dissatisfaction.
  4. Objectivity: Instead of relying on personal opinion or speculation, feedback should refer to facts or observable behavior.
  5. Respect: Whether negative, positive, neutral, confidential or not, feedback must be given with respect.
Feedback is one of the most valuable aspects of improving customer satisfaction. Here are the most important reasons why:

  • Measuring satisfaction: Getting feedback from customers enables you to measure satisfaction levels objectively, using KPIs.
  • Problem identification: Feedback plays an important role in identifying problems, as it helps to spot irritants in the customer journey. This in turn leads to their resolution.
  • Understanding needs: Listening to the Voice of the Customer (VOC) by seeking their feedback helps to understand their needs and expectations, as well as their motivations, so that we can better meet their needs.
  • Continuous improvement: Collecting feedback proactively and on a recurring basis is an important factor in the continuous improvement of a product, service or other aspect of a company.
  • Reinforcing customer relations: All this data, intelligence and improvement helps to improve overall satisfaction, and hence customer relations as a whole.
As with customer satisfaction, feedback plays a major role in the customer experience. They help identify customer needs, assess satisfaction, detect customer pain points, drive continuous improvement, strengthen loyalty and enable innovation.

EFM (Enterprise Feedback Management) is associated with software enabling teams, companies or organizations to collect, analyze, manage and respond to feedback from customers, employees, partners, subcontractors, etc. Through EFM, it is possible to collect feedback via different channels such as surveys, social networks, customer interactions, but also by importing existing feedback.

The aim of the Enterprise Feedback Management process is to use all the insights gained to improve a product, service or business strategy.

Customer Feedback Management (CFM) is a system or software that enables company teams to collect, analyze, manage and respond to customer feedback only. Unlike EFM, feedback from other stakeholders is not taken into account.
A CFM enables customer insights to be gathered across different channels and contact points. The aim of Customer Feedback Management systems is to understand customer satisfaction, loyalty, needs and preferences. This helps businesses to identify potential areas for improvement, enhance the overall customer experience, and build stronger relationships with customers.

The primary distinction among EFM and CFM lies in their scope and focus. EFM is broader and encompasses feedback from all stakeholders, together with clients, employees, and partners, integrating it right into a comprehensive approach for organizational improvement. It’s approximately being attentive to the entire ecosystem to make informed decisions.

On the opposite hand, CFM is extra focused and specially targets customer feedback. It concentrates on know-how and improving the customer experience (CX) by at once addressing client perceptions, issues, and recommendations.

While CFM can be taken into consideration a part of EFM, focusing totally on the customer aspect, EFM represents a greater holistic approach, thinking about more than one sources and sorts of feedback to manual standard business techniques. Both are vital for companies aiming to enhance based on responsive and informed feedback management, however they cater to distinctive aspects of feedback inside the organizational shape.

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