Best Practices
May 16, 2025
TLDR
Customer feedback holds untapped potential to boost revenue by revealing what customers truly want and need. By prioritizing actionable insights, addressing negative reviews, and showcasing positive ones, businesses can improve customer experience and retention. Categorizing and acting on feedback also helps stay ahead of competitors and drive meaningful growth.
You know how businesses always say, “We appreciate your feedback”? Well, a lot of the time, this feedback isn’t used to its full potential… and the answer to your problems might lie there.
This is because customers don’t tend to hold back when expressing their opinions. Especially nowadays, when everyone expects nothing less than a personalized shopping experience.
That said, your customers tell you exactly what they need – you just have to listen. In fact, 89% of customers check how companies respond to reviews, which shows just how important it is to engage with customer feedback. Failing to do so can cost you revenue loss and increase churn rates.
But to understand more about how customer feedback can drive revenue, let’s dig deeper!
Why customer feedback is important
Customer feedback is more than just a way for your customers to blow off some steam and to forgive and forget. They share their opinion, be it positive or negative, for you to understand what’s working and what needs to change. They’re helping you do better.
You’re under the microscope from the moment your customers start leaving feedback. If they’ve accused you of not valuing their privacy, they’d expect you to take steps toward better privacy and consent management instead of just saying “We’re working on it.” If they’ve praised your website interface, they won’t expect you to work on something that already works but will appreciate it if you spend that time focusing on areas that need improvement instead.
That said, customer feedback is important because:
It helps you understand what’s working as it should and what you need to improve.
It gives you potential ideas on how to expand your business.
It shows your customers that you listen and don’t take their opinions for granted.
Combine these, and you’ve found a way to improve your customer experience, refine your products or services, and ultimately, increase your revenue. Here’s how to make that happen.
How to use customer feedback to increase revenue
Opportunities to increase your revenue might not be so obvious sometimes. However, if you look deep enough, they’re everywhere. A good place to start would be with your customers.
Why? Because customers are the ones affecting your revenue.
They add to it with every purchase they make on your website. Put simply, if you have no customers, you’ll make no sales, and without sales, there’s no revenue. This is why you need to work on attracting new customers and retaining old ones. That is, you need to give your customers what they need.
And how do we know what they want?
That’s right. Through feedback. Whether satisfied or not, most of your customers will take the time to give you feedback regarding what they liked and what they think needs to be improved.
Here’s how you can use it to boost your revenue:
Learn to prioritize feedback
Now, let’s get one thing straight. You don’t need to stare at your phone in order to read and take action on every customer feedback immediately. You can learn to prioritize it instead.
For example, if a customer wrote, “This website is terrible. Stay away.” it isn’t something you should take to heart. Mainly because it doesn’t provide any details as to why they think this in the first place. On the other hand, a customer's feedback explaining that they had difficulties navigating your website (too much time for the check-out page to load, not user-friendly, etc.) is something you should pay attention to, as it impacts the user experience and potential sales.
Put simply, relying on customer feedback for your future business changes and upgrades doesn’t mean counting how many positive and negative comments customers have left. It means prioritizing their opinions based on the impact they could have on your revenue.
Address negative feedback instead of running away from it
Negative feedback isn’t something you should be afraid of. You can’t escape the negative comments, nor stop customers from commenting, but you can use them to your advantage.
How?
Responding to negative feedback: Instead of being offended by these comments and playing it cool, try to respond to the negative comments. Tell them that you’re extremely sorry about their bad experience and reassure them that you’re doing everything in your power to fix this. Otherwise, you can damage your business reputation or lose your customers’ trust, which can result in fewer sales, impacting your revenue directly.
Boast your customer support: Unsatisfied customers are more likely to contact your customer support. By using reliable inbound call centre solutions, you’ll be able to quickly respond to their inquiries, strengthening their loyalty all the more.
Learn from negative feedback: Negative feedback isn’t just swearing, as many might think. It’s a way for you to understand what your customers lack the most when interacting with your business in order to take action and work on improving it.
Anne Hathaway once said, “But you have to remember in life that there’s a positive to every negative and a negative to every positive”. This is also what it’s like in business. That is, negative feedback, as harsh as it might be sometimes, it’s an opportunity to increase revenue.
Think of positive feedback as a marketing opportunity
Now, positive feedback is an indicator that you’re doing something right. And while positive feedback is a success by itself, why not use it to potentially attract new customers?
When looking into a brand, consumers often tend to go through customer reviews to find out more about their experience with the brand. But instead of waiting for them to search and find those reviews, you can show them right away. With the help of URL to video AI software, you can turn the review URL into a short video and post it on your social media account.
You can highlight these reviews wherever you like. For example, you can include them on your homepage as a testimonials section, in email campaigns, or case studies. By showcasing these real experiences, you’ll manage to build trust faster, which can lead to more conversions, higher customer retention, and finally, increased revenue. Do you see how it’s all connected?
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Categorize feedback
Different customers have different expectations. This is why you’ll find categorizing feedback extremely beneficial, as you’ll be able to understand patterns that show up the most.
For example, you can categorize it based on the following points:
Are customers satisfied with the quality of your products?
What do customers think about your website? Is it easy to use?
What kind of experience did customers have with your customer support?
And so on, and so on. By categorizing customer feedback into specific areas that need improvement, starting from those that tend to show up the most, you’ll be able to focus on the changes that truly matter and improve customer experience, and with it, boost your revenue.
Use customer feedback to stay ahead of your competitors
Yes, one of the ways to stay ahead of your competitors is to listen to your customers. This is because, in their feedback, customers tell you exactly what they need you to improve.
So, instead of spending time investigating and thinking about what new product can be revenue-rewarding, you might try finding the answer in customer feedback. This way, you’ll be able to think of a product that’s not on the market and is something that customers truly need.
Turning customer feedback into revenue growth
Who would’ve said that opportunities to increase your revenue can be hidden in customer feedback? But when you think about it, it makes sense. Customers are the driving force of revenue, after all. There are no sales without customers. And no revenue without sales.
Many businesses might think that customer feedback, especially negative comments, is just rambling or complaints. But, in reality, customer feedback is a source of valuable information.
If you’re in doubt about why your revenue is not increasing over time, then make sure to take a look at customer feedback. You’ll learn all about what works and what needs improvement.
Makedonka Micajkova, Guest
About the Author
Makedonka Micajkova is a freelance content writer and translator, always bringing creativity and originality to the table. Being multilingual with professional proficiency in English, German, and Spanish, it’s needless to say that languages are her biggest passion in life. She’s also a skilled communicator as a result of her three years of experience as a sales representative. You can find her on LinkedIn.