Kundefeedback

Kundefeedback refers to information provided by customers about their experiences with a company's products, services, or interactions. It includes statements of satisfaction or dissatisfaction, feature requests, usability issues, and suggestions for improvement. The term is used in German-speaking markets and in multilingual settings, but the underlying concept—systematically collecting and acting on customer input—applies globally.

Feedback is gathered through a variety of channels, including surveys (CSAT, NPS, CES), feedback forms, in-app prompts, interviews, focus groups, customer support conversations, product reviews, and social media listening. Both structured data (ratings, rankings) and unstructured data (open-ended comments) are valuable. Effective feedback programs combine multiple sources to create a complete view of the customer experience.

Organizations typically follow a feedback lifecycle: collect, analyze, prioritize, act, and close the loop. Data is categorized, trends are identified, and concrete actions are assigned to product, design, or service teams. Communicating back to customers about changes or why a request was not implemented helps build trust and increases participation in future feedback efforts.

Key challenges include ensuring representativeness, avoiding survey fatigue, protecting privacy, and complying with data protection regulations. Best practices emphasize clear objectives, transparent data use, anonymization where appropriate, integration with customer relationship management systems, and cross-functional ownership (product, UX, marketing, and support).

Common metrics used to quantify kundefeedback include Net Promoter Score, Customer Satisfaction Score, and Customer Effort Score, complemented by qualitative insights and behavioral data (usage, churn). Successful programs embed feedback into decision-making processes, track impact over time, and continuously refine collection methods to adapt to changing customer needs.