3.2 - Describe different methods of collecting formal and informal feedback from customers

Informal feedback is information a company gets about its product and services through conversations. This can be done by simply chatting to customers about their experience or following online chats about the company through social media.

It might also include reviewing comments made on the company website.


Formal feedback involves a more direct approach to gaining feedback. The most popular method is customer surveys. But first we must decide exactly what we want to know and ensure the customer some way that it will be taken seriously. Most people don’t fill in surveys for 2 reasons.


1. The time it takes


2. Nothing will change


Another way to formally gather feedback is to hold customer interviews. These are set structured questions that are asked face-to-face with the customers. These can be a bit time consuming but do give us richer detail about the customer experience, wants and needs.