Pros & Cons of 3 Different Customer Feedback Management Methods

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To be a successful company you have to understand the importance of user feedback. The problem arises with how to collect and manage this feedback to improve your products and services. Customer feedback can come from a ever increasing number of channels and in a variety of formats. In this post we will give an in depth view, listing the Pros and Cons of 3 feedback management methods: Email Surveys, Intercepts and Feedback tabs.

Email Surveys

Email Surveys are the most popular and widely recognized feedback management method.  Oftentimes, email is still the primary source of communication between two business parties. This method is best described as being proactive through external surveys.

The best time to use this method of customer feedback is when your company wants to blast thousands of customers and are willing to accept a low response rate. Additionally, this is the best method of capturing feedback from customers who have stopped using the product. As mentioned above, email surveys typically have 1-2% response rates, are tedious, and are seen as a chore by customers.


 Email Surveys


  1. Easy to implement; requires no changes to a website

  2. Best for contacting inactive customers


  1. Low response rates

  2. Tedious experience for customers



Intercepts are a set of questions given to customers while they are actively engaged within the product or platform. This helps businesses gain a better understanding their customer experience, brand and recognition. This method of user feedback can be carried out quickly and provide results for immediate review. Intercept survey’s biggest problem relates to sampling, which means it may not represent the whole picture. In some cases, this is the most effective type of customer feedback.



  1. Bite size questions for low friction experience

  2. Targeted around questions or issues the product team cares about

  3. High accuracy and context because survey happens at the point of interaction


  1. Must implement a JavaScript tag on target website

  2. Non-uniform sampling

  3. May affect user experience


Feedback tabs

Feedback Tabs represent a passive channels for capturing user feedback. This method is regarded as the least intrusive way of gathering customer input, but this is a double edge sword because feedback tabs have a high chance of being ignored. Consider using feedback tabs if you have millions of users and prefer not to use intercepts.



  1. Minimally intrusive feedback collector


  1. Easily ignored – users have “tab blindness”

  2. Often get feedback from the most vocal ranters and ravers, missing the overwhelming majority of true customer opinion

  3. Information gathered here may be noisy and unfocused on issues the product team is facing this quarter

There is a fine balance between intercepting users to get feedback and interrupting them from their purpose. What you need is a robust set of rules that precisely govern the “who, when, where and how” of triggering questions in the web experience. Only then can you actively engage customers at various interaction points within your site without ruining your UX.

If you like this post, you have to check out our previous post on the 3 Reasons Why Customer Feedback Is More Powerful than Event Metrics

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