Why Feedback Collection Deserves a Closer Look
This month we kicked off our new Masterclass series with a deep dive into one of the most powerful – but often overlooked - parts of every business strategy: How to collect better feedback.
If you joined us—thank you. If you missed it, don’t worry. You can watch the Masterclass on replay or download our guide to collecting feedback, which is packed with practical tips.
The session explored how feedback, when collected with intention and requested through the right channels, becomes a key strategic asset for any business.
From Feedback Fatigue to Strategic Gold
Helen Gage, our Director of Customer Success, opened the class with a simple truth:
“Feedback is everywhere—but not all of it is useful, and even less is used well.”
That set the tone for a session focused on clarity, strategy, and innovation.
Joined by Charlotte McDougall (Product Owner at Feefo) and Lorin Minxhozi from Not On The High Street, we explored how brands can move beyond generic feedback requests and start collecting insights that actually drive growth.
Charlotte reminded us that inboxes are busier than ever—over 144 emails a day, on average. Here are some startling stats that we covered:
So, if you’re relying purely on traditional email forms to collect feedback, it might be time to rethink your approach.
Not on the High Street’s Feedback Transformation
Faced with flat response rates, Lorin’s team trialled Feefo’s new In Mail product—a frictionless way to collect feedback directly within the email itself. They tested this in addition to our A/B Subject Line testing tool.
The results:
- Higher open rates
- More completed forms
- Nearly double the volume of reviews
“If you make it easier for customers to respond, you can get great results with relatively low effort,” Lorin explained.
- Explore In Mail
- Learn about A/B Subject Line testing
- See the full results from Not on the High Street’s collaboration with Feefo
WhatsApp: a game changer for Feedback Collection
Then came our big reveal: Feefo is launching feedback collection via WhatsApp.
Why WhatsApp? Because it’s already part of your customers’ daily lives. It’s personal, secure, and immediate. And in our testing, it’s delivered longer, more detailed reviews—especially from demographics we didn’t expect.
Charlotte shared:
“We saw a fantastic uplift in response rates—even from older audiences. WhatsApp isn’t just for Gen Z. It’s for everyone.”
With end-to-end encryption and seamless integration into Feefo’s platform, WhatsApp is more than just another channel. It’s a high-trust, high-engagement way to collect feedback that matters.
Want to see a demo of WhatsApp for feedback collection?
Speak with our team today to see WhatsApp in action
Key takeaways from our Feedback Masterclass:
- Feedback is a strategic asset: Done right, it fuels a virtuous cycle of engagement, advocacy, and improvement. But it must be intentional—every question should serve a clear business purpose.
- Omnichannel feedback collection is essential: Customers interact across multiple touchpoints. Collecting feedback via email, SMS, and emerging channels like WhatsApp ensures you capture insights from wherever your customers are.
- Less is more: Shorter forms with fewer, well-targeted questions consistently deliver higher response rates. Focus only on what you’ll use for display or analysis.
- Timing matters: The optimal moment to request feedback varies by sector and product type. Feefo’s data-driven approach helps pinpoint the best time to ask.
- Tailored strategies win: Whether you're a high-volume retailer, a service-led business, or selling high-value products, your feedback strategy should reflect your customer journey and business goals.
What’s Next?
This was just the beginning. Our Masterclass series will continue with sessions on:
- Displaying reviews to build trust and drive conversions
- Decoding customer sentiment
- Acting on insights to improve retention
- Using feedback to guide brand strategy
Each session comes with a downloadable guide, packed with practical tips and real-world examples.
Further Resources for Collecting Feedback
Final Thoughts
Customer feedback is powerful—but only when your collection strategy is tailored to your business model and goals. Whether you’re a high-volume retailer, a service-led brand, or selling high-value products, the right questions, asked at the right time, through the right channel, can unlock insights that drive real change.
“Every question you ask must serve a purpose.” – Helen Gage
We couldn’t agree more.
