Types of customer feedback

Customer feedback comes in various forms, each providing unique insights into satisfaction and potential churn risks. The main types are:

• Quantitative feedback: Offers measurable data for trend analysis, including survey ratings, usage statistics, and numerical scores like Net Promoter Score (NPS). It's excellent for tracking changes over time and identifying broad patterns in customer behavior.
• Qualitative feedback: Provides deeper context and specific details about customer experiences. This includes open-ended survey responses, interview comments, and support interactions. It helps businesses understand the 'why' behind customer behavior and uncover specific pain points or areas of delight.
• Behavioral data: Gathered through user analytics, it reveals how customers actually interact with a product. This includes click patterns, user journeys, and engagement metrics. It's particularly valuable as it shows what customers do, not just what they say they do.

Combining these types creates a comprehensive picture of customer sentiment and behavior. For instance, while quantitative data might show a drop in feature usage, qualitative feedback could reveal why, and behavioral data could confirm the extent of the issue across the user base.^[1]