How large companies value and apply customer feedback and how you can too!

by | May 13, 2019 | Business Strategy

How large companies value and apply customer feedback and how you can too!

Continuing on from last weeks blog I want to discuss in finer detail the power of customer feedback and how it’s able to drive your business and make you stand out. I often get told by business owners that there’s just not the time to ask each customer for their feedback on the products and services that they offer. But if companies with thousands of customers across the globe can manage it then we can all make a little time. A little controversial, I know! But there are quick and easy ways to manage feedback. But let’s take 3 examples from companies we’ve hopefully all heard of.


Steve Jobs once said “And one of the things I’ve always found is that , you’ve got to start with the customer experience and work backwards to the technology.”

Even though there’s many rumours about his style of work ethics, I don’t think I need to remind anyone of what he managed to achieve with Apple. Apple growth was achieved by placing customer feedback at the heart of their strategy asking, “what incredible benefits can we give to the customer,” not let’s see what the engineers can do. It continues today with how they engage and ask for feedback, primarily through their Net Promoter Score (NPS) System.

Apple NPS asks its customer a simple question, “How likely are you to recommend this business to a friend or colleague”

customer feedback and NPS

Image source: Atlassian

As explained via the responses are broken down into 2 key areas, promoters scoring between 7 – 10, and detractors scoring between 0 -6. If you have more promoters creating a positive score then everything is going well. But if you have more detractors giving a negative score then it’s highlighting a need to dig deeper and investigate an issue that could harm the business.

A simple but highly effective method in understanding the opinions of your customers.


Back in 2008 Starbucks launched My Starbucks Idea, a forward thinking idea that changed the way Starbucks interacted with its loyal customers. My Starbucks Idea puts its customers first allowing each person to have an idea or opinion into how the company and its products should develop in the future. Customer feedback was flipped around and Starbucks feedback on the questions its customers gave them.


In your business, you might be receiving excellent feedback but still struggling to understand how to move forwards, the Starbucks approach changes this. Place the ideas in the hands of our customers. Not only use customer feedback to stand out but create a style of gaining feedback that makes you stand apart.



Customers buy because they believe in the opinions of others, and it can be quite easy to tell the difference between real and organic testimonials compared to those that are bought from online review sites, so never try and fool the system. Hyatt know this and have built their entire brand around customer feedback using two main channels to collect all feedback, a targeted website feedback form and social media. In fact they are so confident of their products and feedback that they actively push for twitter and Instagram users to post pictures and give feedback via it’s hashtags #WorldOfHyatt and #WorldOfunderstanding. Hyatt have gone that extra step and allowed their customers to become the sales team using open, honest and creditable testimonials.


Customer feedback should never be underestimated. It’s a powerful tool that allows you to put your customers at the heart of your business. They will tell you what the market wants, they will tell you when they want it, and if you’ve created the perfect system, like Hyatt, they will even sell it for you.

Next steps!

To gain more information on customer feedback head over to my website and join my blog. You will receive a FREE download that will give you key help and guidance on gaining customer feedback and knowing what questions to ask.

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