Customer Feedback in Sales

"Feedback is a gift. It's an opportunity to learn and grow" At Google, we believe in the power of feedback to drive improvement. Sometimes feedback can be tough to hear. But taking the time to unpack it, understand the perspective, and reflect on it is crucial. Why feedback matters: - It reveals blind spots we cannot see ourselves - It accelerates learning by shortcutting trial and error - It demonstrates that others are invested in your success - It creates alignment between perception and reality How to receive feedback effectively: 1. Approach with curiosity, not defensiveness When receiving feedback, your first reaction might be to justify or explain. Instead, listen deeply and ask clarifying questions: "Can you give me a specific example?" or "What would success look like to you?" 2. Separate intention from impact Remember that well-intentioned actions can still have unintended consequences. Focus on understanding the impact rather than defending your intentions. 3. Look for patterns across multiple sources Individual feedback may reflect personal preferences, but patterns across multiple sources often reveal genuine opportunities for growth. 4. Prioritize actionable insights Not all feedback requires action. Evaluate which points will have the greatest impact on your effectiveness and focus your energy there. 5. Follow up and close the loop Demonstrate your commitment by acknowledging the feedback, sharing your action plan, and following up on your progress. Creating a feedback-rich environment: - Model vulnerability by asking for feedback yourself - Recognize and celebrate when people implement feedback successfully - Make it routine through structured check-ins rather than waiting for formal reviews At Google, we've learned that organizations with robust feedback cultures innovate faster, adapt more quickly to market changes, and build more inclusive workplaces. Let's commit to seeing feedback not as criticism but as a valuable investment in our collective future. The discomfort is temporary, but the growth is lasting. #motivation #productivity #mindset

This mistake cost us valuable time at Scripe. 🫠 When we created our first landing page, we didn't validate our messaging at all. 𝗕𝗶𝗴 𝗺𝗶𝘀𝘁𝗮𝗸𝗲. It took too long to gather data on what resonated just by looking at numbers. -> Turns out, there's a better way. I realized this after talking with potential customers. By doing B2B sales calls I got instant responses. I could tweak our messaging in real time. This led us to always talk to our customers first before guessing. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝘆: 1) Understand Needs: Talking to customers gave me insights into their needs, preferences, and pain points. This helped us to tailor our messaging. 2) Identify Patterns: Analyzing feedback helped me understand their daily frameworks and patterns. Sharing these insights with Carmen and Christoph made our sales calls more effective. Now, whether we are working on a new marketing asset or sales pitch, we always talk to our customers first. 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁: more satisfied customers and improved conversion rates. What's your go-to strategy for understanding customer needs? #Startups #Marketing #CustomerFeedback

Getting the right feedback will transform your job as a PM. More scalability, better user engagement, and growth. But most PMs don’t know how to do it right. Here’s the Feedback Engine I’ve used to ship highly engaging products at unicorns & large organizations: — Right feedback can literally transform your product and company. At Apollo, we launched a contact enrichment feature. Feedback showed users loved its accuracy, but... They needed bulk processing. We shipped it and had a 40% increase in user engagement. Here’s how to get it right: — 𝗦𝘁𝗮𝗴𝗲 𝟭: 𝗖𝗼𝗹𝗹𝗲𝗰𝘁 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 Most PMs get this wrong. They collect feedback randomly with no system or strategy. But remember: your output is only as good as your input. And if your input is messy, it will only lead you astray. Here’s how to collect feedback strategically: → Diversify your sources: customer interviews, support tickets, sales calls, social media & community forums, etc. → Be systematic: track feedback across channels consistently. → Close the loop: confirm your understanding with users to avoid misinterpretation. — 𝗦𝘁𝗮𝗴𝗲 𝟮: 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 Analyzing feedback is like building the foundation of a skyscraper. If it’s shaky, your decisions will crumble. So don’t rush through it. Dive deep to identify patterns that will guide your actions in the right direction. Here’s how: Aggregate feedback → pull data from all sources into one place. Spot themes → look for recurring pain points, feature requests, or frustrations. Quantify impact → how often does an issue occur? Map risks → classify issues by severity and potential business impact. — 𝗦𝘁𝗮𝗴𝗲 𝟯: 𝗔𝗰𝘁 𝗼𝗻 𝗖𝗵𝗮𝗻𝗴𝗲𝘀 Now comes the exciting part: turning insights into action. Execution here can make or break everything. Do it right, and you’ll ship features users love. Mess it up, and you’ll waste time, effort, and resources. Here’s how to execute effectively: Prioritize ruthlessly → focus on high-impact, low-effort changes first. Assign ownership → make sure every action has a responsible owner. Set validation loops → build mechanisms to test and validate changes. Stay agile → be ready to pivot if feedback reveals new priorities. — 𝗦𝘁𝗮𝗴𝗲 𝟰: 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗜𝗺𝗽𝗮𝗰𝘁 What can’t be measured, can’t be improved. If your metrics don’t move, something went wrong. Either the feedback was flawed, or your solution didn’t land. Here’s how to measure: → Set KPIs for success, like user engagement, adoption rates, or risk reduction. → Track metrics post-launch to catch issues early. → Iterate quickly and keep on improving on feedback. — In a nutshell... It creates a cycle that drives growth and reduces risk: → Collect feedback strategically. → Analyze it deeply for actionable insights. → Act on it with precision. → Measure its impact and iterate. — P.S. How do you collect and implement feedback?

I stopped treating feedback like criticism and started treating it like free consulting. Because feedback isn’t about your worth. It’s about your blind spots. Most people waste feedback. They get defensive. They explain themselves. They ignore it. And then they wonder why nothing changes. ✅ How to treat feedback like free consulting (the real playbook): 1️⃣ Stop waiting for annual reviews. If you only hear feedback once a year, you’re already behind. Create your own feedback loop monthly, even weekly. 2️⃣ Ask sharper questions. Don’t ask “How am I doing?” Ask “What’s one thing I could do that would change the way you see me as a leader?” 3️⃣ Separate emotion from data. Feedback stings. That’s normal. But behind the sting is data. Extract it, use it, move forward. 4️⃣ Interrogate the source. Not all feedback is equal. Filter advice through one lens: Has this person achieved what I want to achieve? 5️⃣ Demand specifics. “Be more strategic” is useless. Push for examples. What did you say? What should you have said instead? Feedback without examples is noise. 6️⃣ Look for patterns, not one-offs. One person’s opinion is bias. Three people saying the same thing is truth. Patterns reveal where you need to act. 7️⃣ Stop explaining. The moment you start justifying, you close the door to honesty. Take it in, say thank you, move on. 8️⃣ Test it in real time. Don’t just collect notes. Try the new behaviour in your next meeting, pitch, or email. Feedback without testing is just theory. 9️⃣ Keep receipts. Document feedback and your response to it. When it’s time for promotion, you show the growth curve — not just claim it. 🔟 Flip the mirror. Give feedback as much as you take it. The best way to sharpen your own lens is to hold one up for someone else. We call it “feedback.” The unprepared call it “criticism.” The ambitious call it “an edge.” What’s the most valuable piece of feedback you ever received?

One of the best ways to create authentic relationships with your customers, get honest feedback on your product and surface game changing ideas is to create a Customer Advisory Board (CAB). Here are the lessons I’ve learned about how to create and run a successful CAB. Your personal involvement as CEO is critical. If you lead it yourself, customers will engage at a deeper level. They’ll be more honest, more vulnerable, and more likely to become evangelists for your company. No one else can unlock this dynamic the way a CEO can. Be clear on the persona. Is your CAB for buyers, users, or budget holders? At BetterCloud, our sweet spot was Directors of IT. Not the CIO, not the IT admin. Know exactly whose voice you want in the room and tailor everything to them. Skip the compensation, give them “status”. Don’t pay CAB members—it gets messy. Instead, make them feel like insiders. Give them a title, early access to roadmaps, VIP treatment at events, and public recognition. People want to feel valued and influential, not bought. Set a cadence you can maintain. I tried monthly meetings once. That was a mistake. Quarterly is the sweet spot. One in-person gathering per year—ideally tied to an industry event—goes a long way in deepening relationships. Structure matters. CABs aren’t just roundtables. They’re curated experiences. Keep meetings tight (90-120 minutes), show real products that are still in the development process (even rough wireframes or high level ideas), and create space for interaction. Done right, they become the ultimate feedback engine. Build real relationships. Your CAB shouldn’t just exist in meetings. Build one-on-one connections. Text, email, check in at events. Keep it small enough that people feel seen and valued. When they have a direct line to the CEO, they stay engaged—and they speak the truth. Done right, your CAB becomes more than just a feedback mechanism. It becomes a strategic asset. It can shape your roadmap, sharpen your positioning, and strengthen your customer relationships in ways no survey ever could. For a deeper dive and detailed tactics behind each of these, check out the full writeup on the Not Another CEO Substack.

Last week, a mentee came to me after her annual review. Her feedback was good — specific enough to sting a little. She walked out with every intention of acting on it. I asked her one question: "What's different on your calendar this week?" She paused. Nothing was different. That's where feedback dies — not in the reading of it, but in the week after, when life resumes and the document closes. Understanding feedback and acting on it are two completely different skills. Most people only practice one. Here's what I told her to do instead: 𝟭/ 𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗲 𝗲𝘃𝗲𝗿𝘆 𝗶𝗻𝘀𝗶𝗴𝗵𝘁 𝗶𝗻𝘁𝗼 𝗮 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 "Be more strategic" tells you nothing. This does: take the project you're leading and present how it accelerates a priority your organization cares about — before your next leadership meeting. Specific. Timely. Actionable. For every piece of feedback, ask: what does this look like in practice? 𝟮/ 𝗔𝗱𝗷𝘂𝘀𝘁 𝘆𝗼𝘂𝗿 𝗴𝗼𝗮𝗹𝘀 If it doesn't make it into your goals, it's not going to happen. Don't create a separate "development item" that lives outside your work — embed it into the goal itself or into how you'll achieve it. If the feedback is "delegate more and develop your team," don't just note it. Update your existing goal to: 𝘥𝘦𝘭𝘪𝘷𝘦𝘳 𝘗𝘳𝘰𝘫𝘦𝘤𝘵 𝘟 𝘣𝘺 𝘘3, 𝘸𝘪𝘵𝘩 𝘵𝘸𝘰 𝘵𝘦𝘢𝘮 𝘮𝘦𝘮𝘣𝘦𝘳𝘴 𝘪𝘯𝘥𝘦𝘱𝘦𝘯𝘥𝘦𝘯𝘵𝘭𝘺 𝘭𝘦𝘢𝘥𝘪𝘯𝘨 𝘬𝘦𝘺 𝘸𝘰𝘳𝘬𝘴𝘵𝘳𝘦𝘢𝘮𝘴. Same goal. The feedback is now inside it. 𝟯/ 𝗖𝗵𝗮𝗻𝗴𝗲 𝘄𝗵𝗮𝘁'𝘀 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗰𝗮𝗹𝗲𝗻𝗱𝗮𝗿 Your calendar is your priorities made visible. If the change you need to make doesn't appear there, it won't happen. If the feedback is "scale your impact by partnering across the organization," don't wait for opportunities to show up. Schedule 1:1s this week with leaders in adjacent teams to learn their priorities. What's on your calendar next Monday tells you more about your intentions than anything you wrote in your development plan. 𝟰/ 𝗧𝗲𝗹𝗹 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 Share what you're working on with a peer, a mentor, or your manager. Not for accountability theater — because saying it out loud makes it real. And it invites the micro-feedback you'll need along the way. 𝟱/ 𝗦𝗲𝘁 𝗮 𝟵𝟬-𝗱𝗮𝘆 𝗰𝗵𝗲𝗰𝗸-𝗶𝗻 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 Not "am I trying harder?" — what's actually different in what you do? If the answer is nothing, the feedback is already expiring. The annual review is a gift. Most people open it, admire it, and put it back in the box. If nothing changes in what you do, the outcome is likely to be the same. What’s one change you’ve actually put on your calendar this year? PS: If you know someone in the middle of their review cycle — send this their way. --- Follow me, tap the (🔔) Omar Halabieh for weekly Leadership and Career posts

"Can you believe they completely ignored our feedback?" The prospective client's voice was filled with frustration. "It feels like they've forgotten we exist." This was more than just a complaint— and I knew right then that something had to change. We often talk about customer centricity, but how often do we truly reflect on what it means? My career started in a call center, where the customer was everything. Every call and every interaction was a reminder that the customer wasn't just a part of the business—they were the reason for it. As I've grown in my career, this mindset of "client first" has stayed with me. But hearing this client's dissatisfaction made me pause and ask: Are we really putting the customer first in everything we do? In the rush of targets, processes, and metrics, it's easy to lose sight of the customer. But when we do, the consequences are real—disconnected relationships, unmet expectations, and ultimately, lost trust. So, how can we ensure that customer centricity isn't just a buzzword but a guiding principle in our work? Here's what you can consider: 👉🏻 Listen, Really Listen: Take the time to understand your customers' pain points. What are they unhappy about? What's missing in their current experience? Truly listening can reveal insights that lead to better solutions. 👉🏻 Be Proactive, Not Reactive: Waiting for a problem to escalate is not the way to go. Anticipate your customers' needs and address potential issues before they become real concerns. This proactive approach not only prevents issues but also shows that you're not just meeting expectations—you're exceeding them. 👉🏻 Personalize Your Approach: Customers appreciate when you remember the little things. Whether it's recalling past interactions or tailoring your service to their specific needs, personalization makes a huge difference in how valued they feel. 👉🏻 Collaborate, Don't Dictate: Work with your customers, not just for them. Involve them in the process, seek their input, and make them feel like true partners. This collaboration builds trust and fosters long-term relationships. 👉🏻 Reflect and Improve: After every interaction, take a moment to reflect. What went well? What could be improved? Continuous reflection ensures that you're always aligning your work with your customers' evolving needs. Have you ever had a moment where a customer's feedback made you stop and think? I'd love to hear your experiences and any tips you have for staying customer-centric. #CustomerCentricity #ClientFirst #CustomerExperience

Plot twist: Your top performer isn't even on payroll. While you're grinding through cold calls and perfecting pitch decks, your actual sales superstars are sitting in your customer base, and most companies completely ignore them. Think about it: Who's more convincing? ❌ You explaining why your product is amazing ✅ A customer explaining how it transformed their business Here's the playbook that's turning customers into commission-free closers: 🎯 Turn success into content: Skip the generic thank-you note. Get that win in front of eyeballs; case studies, LinkedIn posts, video testimonials. Success is contagious. 🎤 Hand them the microphone: A 2-minute customer video explaining their transformation beats your entire sales deck. Let them tell the story in their words. 🔄 Build the referral machine: Make customer intros part of every quarterly check-in. The best reps I know cut their sales cycles in half with warm introductions. 💬 Steal their language: Stop using marketing speak. Use the exact words your customers use to describe their problems and wins. That's what resonates with prospects. 🏆 Make them famous: Customer of the month. Slack shoutouts. Social media features. People love recognition, and others want to be next. The reality check: Your customers aren't just buying your product; they're betting their reputation on it. When they succeed, they become walking proof that you deliver. And in a world where everyone's selling, proof beats promises every time. Your customers already said yes once. Now make them want to repeat it for you. #sales #customersuccess

That’s the thing about feedback—you can’t just ask for it once and call it a day. I learned this the hard way. Early on, I’d send out surveys after product launches, thinking I was doing enough. But here’s what happened: responses trickled in, and the insights felt either outdated or too general by the time we acted on them. It hit me: feedback isn’t a one-time event—it’s an ongoing process, and that’s where feedback loops come into play. A feedback loop is a system where you consistently collect, analyze, and act on customer insights. It’s not just about gathering input but creating an ongoing dialogue that shapes your product, service, or messaging architecture in real-time. When done right, feedback loops build emotional resonance with your audience. They show customers you’re not just listening—you’re evolving based on what they need. How can you build effective feedback loops? → Embed feedback opportunities into the customer journey: Don’t wait until the end of a cycle to ask for input. Include feedback points within key moments—like after onboarding, post-purchase, or following customer support interactions. These micro-moments keep the loop alive and relevant. → Leverage multiple channels for input: People share feedback differently. Use a mix of surveys, live chat, community polls, and social media listening to capture diverse perspectives. This enriches your feedback loop with varied insights. → Automate small, actionable nudges: Implement automated follow-ups asking users to rate their experience or suggest improvements. This not only gathers real-time data but also fosters a culture of continuous improvement. But here’s the challenge—feedback loops can easily become overwhelming. When you’re swimming in data, it’s tough to decide what to act on, and there’s always the risk of analysis paralysis. Here’s how you manage it: → Define the building blocks of useful feedback: Prioritize feedback that aligns with your brand’s goals or messaging architecture. Not every suggestion needs action—focus on trends that impact customer experience or growth. → Close the loop publicly: When customers see their input being acted upon, they feel heard. Announce product improvements or service changes driven by customer feedback. It builds trust and strengthens emotional resonance. → Involve your team in the loop: Feedback isn’t just for customer support or marketing—it’s a company-wide asset. Use feedback loops to align cross-functional teams, ensuring insights flow seamlessly between product, marketing, and operations. When feedback becomes a living system, it shifts from being a reactive task to a proactive strategy. It’s not just about gathering opinions—it’s about creating a continuous conversation that shapes your brand in real-time. And as we’ve learned, that’s where real value lies—building something dynamic, adaptive, and truly connected to your audience. #storytelling #marketing #customermarketing

Here is a tip on how to consume feedback. Over the years, I’ve noticed that many professionals receive feedback as one complete package. They either accept all of it, or reject all of it. But feedback isn’t one thing. It is usually a mix of three different things. - Facts — things that can be observed or verified. - Opinions — someone’s interpretation of your behaviour. - And finally, assumptions — stories people create without enough evidence. The mistake is treating facts, opinions, and assumptions as though they carry the same weight. The next time you receive difficult feedback, separate the three: - Respond to the facts - Reflect on the opinions - Question the assumptions This one habit can completely change how you receive and use feedback.