Understanding your SaaS customers via a customer feedback form is crucial, and there’s no alternative or hack otherwise. Customers are the foundation of your progress because they use the SaaS product you’ve built. Knowing how they perceive your product and its utility for their goals is paramount to pivoting in time or doubling down on key features.

What is a Customer Feedback Form?

Keeping it simple, a customer feedback form is a structured questionnaire that aims to collect insights from customers (or users) about their experience with your SaaS product. These insights could vary from a customer's overall satisfaction to the product’s user experience, a custom feature request, and bug reports.

Actively using customer feedback form as a tool provides data to align your product roadmap with respect to customer goals and move the business metrics in the long run.

Why is Customer Feedback Vital in SaaS?

When people think of SaaS, they think of Figma and similar "self-serve" tools. But more often than not, SaaS tools in their early to mid-adoption stages are far from perfect. Hence, customer feedback becomes all the more important. Here’s why:

• Increased Customer Satisfaction: By understanding your customers' issues and areas for improvement, you can address them to retain existing customers and turn them into champions.

• Reduced Churn: Satisfied customers are less likely to churn. Listening to their needs and taking action shows your commitment to their success. Plus, you can set up customer feedback form questions to learn about competitor tools the customer has tried or if they are facing pricing challenges. Doing so lets you predict the churn and either prevent it or prepare for the loss.

• Improved Product Development: A customer feedback form informs your product roadmap and development. You'll gain insights into which features are working well, which need improvement, what new features your customers need, and where the most bugs are coming up.

• Competitive Advantage: Knowing your customers better than competitors gives you an edge in your niche. You can differentiate your product by addressing specific customer needs that others are missing and being as customer-obsessed as you can.

• Enhanced Brand Reputation: Interacting with your customers via a customer feedback form, on-call demos, and user research interviews and showing your responsiveness to their feedback builds trust and creates a stronger brand image, which is helpful in the long run.

Types of a Customer Feedback Form

Having established the importance of customer feedback, let's examine the different types you can use to gather it.

Customer Satisfaction Survey (CSAT)

This is a go-to thing in SaaS, and you must have seen it pop up on various tools and apps. It is often a simple one-question survey that measures a customer’s immediate satisfaction with a specific interaction or feature.

Questions like "Were you able to edit the document fast with our in-app editor?” are enough for a quick customer satisfaction survey. Remember that this only works when the customer base is large enough to act on one answer insights from a hundred thousand users.

Net Promoter Score (NPS) Survey

The NPS survey is also often a single-question survey that measures customer loyalty. A typical question you may have also answered is, "On a scale of 0 to 10, how likely are you to recommend our product to a colleague?"

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The resulting score from the NPS survey becomes the NPS score and indicates how likely your customers are to become brand advocates. This becomes all the more important when you’re doing product-led growth like Slack did in its early days to spread from one person to another within an organization.

User Experience (UX) Survey

A UX survey dives deeper into your customers' specific interactions with your product. By asking questions about the product's ease of use, navigation, and overall feel, the UX survey reveals where to enhance the usability and intuitiveness of your SaaS product.

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Having the engineering and product design teams review the UX survey results would help them align their vision and roadmap with what users are actually experiencing.

Product Review Form

A product review form allows customers to give detailed feedback on individual features within your product. Asking about specific features and how they were or were not beneficial is how to get product reviews done right. You can also connect the feature's usage with tangible value to the customer. And get rid of some more trendy but less useful features, like AI co-pilot, in every third SaaS tool.

Bug Reporting Form

We talk about tech and SaaS, and we have to talk about bugs. They’re an unavoidable part of SaaS; a bug report form helps customers convey their issues. You can pick any bug report template or create your own using the WorkHack form builder, which is as intuitive as a form-building platform can be.

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Once you know which bugs cause the most damage to UX and occur most frequently, you can prioritize resolving them and prevent customer satisfaction from deteriorating.

Feature Request Form

SaaS is all about innovation and minimalism. A feature request form allows users to suggest new features or functionalities they want to see in your product. But it doesn’t always have to be about adding new features. Using a feature request form, you can also find which is the least used feature by a customer, and if the majority of hands point in that direction, maybe get rid of that feature.

SaaS Customer Feedback Form: A Quick Summary

Gathering customer feedback is not a one-time activity but a continuous exploration. By strategically using a customer feedback form and its various types, you create a range of insights that help with features, UX, product roadmap, and, most importantly - nurture customer relationships.

So, listen actively, respond quickly, and let customer feedback dictate what you do with your SaaS product. After all, it is for the customers to use for their success!