Level Marketing / Articles / Sales and analytics
How to collect customer feedback and what to do with it
Customers are ready to tell you why they buy from you and why they leave — you just have to ask. Feedback is free market research: it gives you words for your ads, ideas for improving the product and public reviews. Here is when and how to ask, what NPS is and how to use the answers.
When to ask
- Right after a purchase or service — while the impression is fresh.
- After the product has been used — for example, 7–14 days later.
- After a complaint is resolved — to see how well the problem was handled.
- When a customer stops buying — knowing why they left is especially valuable.
Which channels to use
A short Telegram message or bot, a call from a manager, Google Forms, a QR code at the till and a face-to-face conversation with B2B clients. Pick the channel that suits your customers, and keep the survey to 2–3 minutes.
NPS: loyalty in one question
The question: "On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?"
| Score | Group |
|---|---|
| 9–10 | Promoters — they recommend you |
| 7–8 | Passives — satisfied but easy to lose |
| 0–6 | Detractors — unhappy and may spread negative word of mouth |
NPS = % promoters − % detractors. An example (illustrative numbers): out of 100 responses, 50 are promoters, 30 passives and 20 detractors → NPS = 50 − 20 = 30. The follow-up question matters more than the number: "Why did you give that score?"
A question list
- Why did you choose us?
- What held you back before buying?
- Who or what did you compare us with?
- What did you like most?
- What should we improve?
- Where did you hear about us?
- How would you describe us to a friend?
How to use the answers
| What the answers contain | Where to use it |
|---|---|
| The words customers use | Ad copy and headlines, your USP |
| Fears before buying | Your FAQ and sales script |
| Competitors they mention | Competitor analysis |
| Praise | Ask for a public review — see online reputation |
| Complaints | Fixes to the product and service |
| Sources | Splitting the budget between channels |
Rules
- Don't ask leading questions: not "Did you enjoy our service?" but "What would you say about our service?"
- Thank people for every answer.
- Tell customers what you changed — they'll be more willing to answer next time.
- Keep all answers in one spreadsheet or your CRM.
Conclusion
Collect feedback continuously, not once a year: it's the cheapest source of insight for your ads, sales and product. Videos from happy customers also make great ads — read our UGC content article. For how feedback connects to repeat sales, see the LTV article.
