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New study reveals Email is the most used channel for gathering customer feedback

When buying new products online, sometimes you need to communicate with the brand or company you bought the item from. There could be many reasons and the company gathers feedback from customers to make improvements or help them. So, what methods of communication do companies prioritize when gathering customer feedback?

Well, GetFeedback conducted a survey where 2,200 industry professionals were asked about which channel they use for communicating with their customers. The study revealed that most companies used email for communicating with their customers and gathering their feedback.

Data reveals that companies rely 60% on emails, 47% on the company’s website, 46% on customer calls, and 43% on in-person communication to gather feedback.


Most brands give great importance to user feedback to make improvements and direct where their resources should go. The data shows that 83% of the companies that participated in the survey gave great importance to customer feedback. Moreover, taking customer experience into account has greatly benefited these companies with 69% of the respondents reporting a high return on investment for joining the customer experience gathering programs.

During COVID-19, emails were ranking at 49%, websites at 42%, customer calls at 38%, chat at 38%, in-app conversations at 32%, and in-person communication at 32%.

Moreover, email is also the highest-ranking feedback channel that other companies should prioritize for gathering user feedback with a lead of 33%. Collecting users from websites comes in second place with 32%, with in-app coming in third place at 30%.

Among the total customer experience, employees asked 14% have an average earning of $100k+ that have benefited from CX feedback. On the other hand, 21% have been earning $40k-$59k annually.

The ones that are satisfied with their earnings are likely to say that their CX subscription has benefited their earnings. On the other hand, 44% of dissatisfied individuals didn’t have any CX subscriptions and 27% didn’t have advanced subscriptions.

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