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Starts From 25,000 monthly sessions
From $149
  • Everything In Basic Plan
  • Dynamic Heatmaps
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  • Dev Tools
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  • 90 Days Data Retention


Starts From 100,000 monthly sessions
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How Customer Feedback Loops Drive Your Website Success

Website owners are usually unaware of how customer feedback can unlock their website potential and drive success.


Without understanding what customers want and need, it’s impossible to improve the overall customer experience on your website. However, collecting and analyzing this valuable information can be challenging without the right tools.


With FullSession, collecting and analyzing customer feedback is easy – simply create website feedback forms and watch as customer insights flow in. You can watch session recordings and replays and analyze interactive heatmaps to understand the context behind all user comments.


With our conversion funnel tracking, you can get customer feedback at each critical step and prevent funnel drop to increase the conversion rate.


Our product analytics tools help uncover website issues and close customer feedback loops faster. All you need to do is start your free trial and conduct a customer experience analysis.


Join us today as we explore the benefits of closing customer feedback loops and how you can use FullSession to increase customer satisfaction. Or Jump to the good part & Get a demo 


What is a customer feedback loop?

Image source: Convas


Maximizing the user experience on your website starts with gathering customer feedback.

Customer feedback loops are essential for collecting, analyzing, and using customer feedback to make informed decisions, drive innovation, and measure customer satisfaction with your product.


You can gather customer feedback and gain a comprehensive understanding of customer opinions, preferences, and experiences through various means, such as:


  • Website feedback forms
  • Customer satisfaction surveys
  • Customer interviews
  • Online review platforms
  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)


Whether it’s capturing customer complaints or positive feedback, the insights you gather will help you build customer loyalty and improve the overall customer experience on your site.

The importance of customer feedback loop

Image source: YesInsights


With a solid customer feedback strategy, you can understand how your products and services are perceived in the market, allowing you to improve and stay competitive.


By responding to customer feedback promptly and appropriately, you can demonstrate your commitment to excellent customer service and create loyal customers for life.


Let’s discuss how different sectors in your company can benefit from customer feedback loops.

Gathering feedback for the product team

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The product team can use customer feedback to improve the overall customer experience while using the website. Here are some other ways customer feedback can benefit product teams.

Understanding customer journey

By gathering customer feedback, product teams can learn about customer journeys, challenges, and pain points. This information helps them understand the customer perspective and improve the product accordingly.

Segmentation strategy

Feedback from customers can reveal unique customer requirements and preferences. The product team can use this information to create a segmentation strategy, tailoring their offerings to meet the demands of specific customer groups.

Quality Assurance

Collecting customer feedback helps the product team identify areas where the product falls short. With this information, they can take action to improve the quality and increase customer satisfaction.

Innovation opportunities

Customer feedback can also highlight new opportunities for product innovation. The product team can use customer feedback to identify untapped needs and develop new features and solutions to meet these requirements.

Gathering feedback for the customer service team

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The customer service team ensures that customers have a positive experience when interacting with your company. Using customer feedback loops, they can improve customer service in several ways.

Identifying customer pain points

Customer feedback can help the customer service team identify the challenges and pain points customers experience when interacting with your business. You can use this information to increase product adoption and conduct a customer churn analysis.


Improving response time

Customer feedback can also help the customer service team understand how quickly they respond to customer inquiries and where they can improve. Your team can reduce response times and improve customer satisfaction with this insight.

Improving customer retention

By collecting and analyzing customer feedback, the customer service team can identify why customers are leaving, share their findings and take steps to improve customer retention.

Gathering feedback for the sales team

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The sales team is responsible for driving revenue and growing the business. Using customer feedback loops, they can improve their sales strategies in several ways.

Identifying new opportunities

By staying attuned to the ever-changing needs of their customers, sales teams can remain agile and proactive in their approach to selling, ensuring they are always at the forefront of new market trends and emerging opportunities. Customer feedback loops help sales teams stay ahead of the curve and drive growth and long-term success.

Creating more effective sales strategies

Sales teams can gain valuable insights to inform sales strategy, identify areas for progress, and develop targeted solutions that meet each customer’s specific demands. They can make data-driven decisions and ultimately achieve better results.

Getting insights into competitive positioning

Sales teams can understand what sets your company apart from your competitors and what to do to improve your reputation in the market.


Sales teams can assess all strengths and weaknesses against competitors and make data-driven decisions about how to differentiate your business in the eyes of your target audience.


They can track changes in the competitive landscape and respond proactively to emerging threats or opportunities.

The key elements of customer feedback loops

Image source: UseResponse

The customer feedback loop process is a structured approach to collecting and analyzing customer feedback. The critical elements of the customer feedback loop process include the following:


  1. Feedback collection: It involves gathering customer feedback. You can do this through various customer feedback tools, such as website forms, online surveys, in-app surveys, customer service interactions, or social media. IIt’s essential to clearly understand what information you’re looking to gather to design a collection process tailored to your needs.
  2. Feedback analysis: The next step is to analyze the data. It involves identifying trends, grouping feedback into categories, and looking for patterns. It will help you understand what customers say about your website and identify areas where you can improve.
  3. Prioritization: After the analysis, you need to prioritize the most critical issues and determine which areas you want to address first. It may involve looking at the severity of the problem, how many customers are affected, and the potential impact on your website.
  4. Action: It may involve changing the UX and UI of your website, improving your customer service, or launching a new marketing campaign. It’s essential to track the results of actions you take and measure their impact on customer satisfaction.
  5. Monitoring: The final step is to monitor your website performance and customer happiness over time. It may involve collecting feedback regularly, tracking metrics such as website traffic and conversion rates, or setting up alerts to notify you of changes in customer satisfaction.


By following these steps, you can create a continuous feedback loop that allows you to stay attuned to the requirements and wants of your customers, expand your business and improve the online customer experience.


How to close customer feedback loops with FullSession


FullSession is a behavior analytics platform that helps you monitor user actions.


With its user-friendly interface and accessible customer feedback tool, FullSession is excellent for non-technical users looking to improve their website experience.


Get a demo or sign up for free to start optimizing your website today!


Let’s explain how FullSession helps you gather feedback and increase the number of happy customers.

Create a website feedback form

FullSession website feedback form is a feature that allows you to gather customer feedback on your website.


With this tool, you can create a customized feedback form with a personalized name and description, set the form’s appearance and language, choose from various reaction styles, and align the form design with your branding by selecting accent and alternate colors.


Additionally, you can define messages for each step of the form, choose the device you want to collect feedback from, and gather feedback on specific pages or all pages with a tracking code installed.

You can review your feedback form and all settings before activating it. You can also forward all feedback to your inbox for assessment.

Collect customer feedback


Increase user engagement and encourage users to participate in the form fill out by making it easy to access the form and promoting it prominently on your website. Remember to conduct a form analysis to understand if customers encounter any issues.


You can notify users about the feedback form through various marketing channels, such as email newsletters, social media, or display ads.


By creating awareness and highlighting the importance of their opinion, you can encourage users to provide input about their experience.


Ensure that your feedback form is quick and easy for users to fill out. Keeping the questions short and to the point makes users more likely to complete the form.








Assess customer feedback results

With FullSession, you’ll get an overview of your results in one centralized location. You can see how many responses you have, the user ID, URL, customer sentiment, comment, the browser they used and the date of the feedback.

You can filter all responses by a specific period, sentiment or page they visited and left their comment.

Watch session recordings to understand each customer feedback

You can watch session recordings and replays connected with individual user feedback. You can see the response, user, and session details for each session recording.


Session recording tools help you gain actionable insights into any potential issues or problems that may have arisen during the user’s visit.


You can also assess website heatmap tools such as click maps, scroll maps and cursor maps to analyze user actions further and see what happened during their session.


This feature is particularly significant for your customer success team, as it provides valuable insights into user behavior and helps them solve customer challenges faster.

Evaluate the customer feedback report

FullSession provides a customer feedback report you can use to understand customer sentiment and trends.


You can see your overall score based on all user responses, the score for each emotion, assess your average results in a specific period and select a particular page you are interested in to understand what web elements you need to fix to increase customer satisfaction.

Take action and follow up

Act on the feedback received by following up with customers to ensure you have addressed their concerns correctly and that they are satisfied with your effort.


It helps to foster positive relationships with customers and demonstrates a commitment to providing excellent customer service.

Close the loop and increase customer satisfaction

Closing the customer feedback loop helps you enhance customer experience and show you value and act upon their input. It builds trust and strengthens customer relationships, increasing customer loyalty and a positive brand reputation.

Key takeaway on customer feedback loops

FullSession is essential for website owners who want to collect and act on customer feedback. With its user-friendly interface and robust features, it takes the guesswork out of understanding user actions.


Whether you’re looking to measure user sentiment, track events that lead to conversions, or map feedback with session recordings, FullSession has you covered.


With the ability to target feedback based on devices or specific pages, and a no-code builder that makes creating feedback forms fun, FullSession is the ideal solution for cross-functional teams.


Start closing customer feedback loops today and see the benefits yourself.


Get a demo or start a free trial now.

FAQs about customer feedback loops

Image source: Pexels

What are feedback loops in business?

Feedback loops refer to a process where a company collects customer information about their experience and uses that information to improve the business.

Which is a good example of a feedback loop at work?

An example of a feedback loop is an online retailer collecting customer reviews about product quality and then using that feedback to improve their product offerings.


The retailer can ask for more reviews and continue to improve their products based on the feedback they receive.

What are examples of feedback loops?

Feedback loops can occur in various areas within a business, including product design and development, customer service, and sales.


A company may collect customer feedback to improve the website design and functionality, customer service experience or response times and overall customer satisfaction.