Getting the Most Value out of Your Customers’ Data: Managing Your Feedback Inbox

Getting the Most Value out of Your Customers’ Data: Managing Your Feedback Inbox
4 min read

If your organization is eager to take a more customer-centric approach, collecting customer feedback is the best place to start. Your customers can tell you exactly what they want out of your platforms and services. Yet, their feedback only helps if you follow it up with the right actions. That takes organization and teamwork.

Case management tools let you organize your feedback inbox and collaborate efficiently with your team. They make it easier than ever to track feedback items and assign them to the right members of your team, bringing your feedback management to a whole new level.

So, when the feedback starts rolling in, don’t panic! Just follow the hands-on advice below to get organized and start getting more out of your customers’ input.

Structuring and Analyzing Feedback

Feedback can come from any point along the customer journey – from a bad experience during the payment process to a tip on improving your layout. Here are the case management tools that help you get the most out of these insights:


Use labels to neatly organize feedback as it comes in. There are multiple ways to make labels work to your advantage. One option is to use a conditional form. This way, customers select a subject for their feedback item, which will automatically be labelled based on the subject.

You also have the option to manually create labels for a single item. Meanwhile, automated labels help you structure feedback based on keywords. Say you receive loads of feedback about your site’s search function being too limited. To keep track of this topic, set your inbox to automatically label any new feedback you receive containing the keyword “search.”

Want to know more about this? This article tells you all about using labels.

Getting  the Most Value out of Your Customers’ Data: Managing Your Feedback Inbox

Saved Filter

A saved filter helps you keep track of important items in your feedback inbox. Based on the item’s URL, specific labels or a device type, for example, you can filter the feedback items you want to follow. You will receive email notifications (as often as you like) when relevant feedback items arrive.

Priority Levels

Use priority ratings to mark how urgent each feedback item is, on a scale of “critical” to “low.” Prioritizing lets you act faster by separating business-critical issues from “nice to have” topics or less urgent feedback. The filter options let you sort by priority, so you can focus on the most urgent topics first.


Setting a status for each item helps you keep sight of where things stand. Mark items as “In progress” or “Resolved,” for example, so you can immediately see whether any further action is needed.

Customer Service

You may receive customer service requests via the feedback form. If you prefer to filter out these messages while also making it easier for customers to get help, you can provide a customer service contact option right in the feedback form. Check out this article to learn more.

Spreading the Feedback

Once you’re organized and analyzed the feedback, it’s essential that you get it to the right people within your organization.

Getting  the Most Value out of Your Customers’ Data: Managing Your Feedback Inbox

Imagine you receive feedback that an image on your site is blurry because of its low resolution. This is feedback your marketing team needs to know about, so they can upload a better picture. Or, imagine your customers are telling you that the price of a certain item on your site is much higher than at other e-tailers. Your ecommerce team needs to know this, so they can keep prices as competitive as possible.

Create a workflow for individual feedback items by assigning them to dedicated team members. Thanks to automatic email notifications, the items you’re tracking will stay on your radar and you’ll see any new tasks appear in real time.

Feedback Matters

Customer feedback is a goldmine for improving the customer journey. But you only get real value out of it when you take the right actions. Now you’re ready to get the most out of your collected data by structuring and analyzing feedback items with the case management tools discussed above.

If you have any questions or want to learn more about the best feedback management solutions, reach out to our friendly support team or request a demo to see what Usabilla can do for you.

Usabilla: Request a demo

Usabilla blog
Sharing our insights and expertise on all things customer experience and data management.