January 16, 2020

How top companies collect feedback

Alexandra Persea @perseaalexandra

Top companies understand that collecting feedback is a crucial part of growth. Here is how they do it.


Jira understands that the best feedback is collected when the user has an impulse to provide it. ‌‌‌

‌They have a subtle Give feedback button in the top right corner of their page that triggers a pop-up form. The form asks for specific feedback regarding the current page that you are on and has a checkbox for agreeing to a followup.‌

‌This type of feedback collection ensures users that Jira cares about their feedback, are willing to listen and gives them an easy and open channel to do so. This makes Jira's customers feel more connected to the service and company.


Similarly, Airbnb has a subtle Give feedback link in their help section. The link takes you to a feedback form which has two questions: What are you using Airbnb for and What is your feedback about.

By asking users these two questions Airbnb does a great job of putting the customer feedback into context. They can form a customer persona (traveler vs host) and the product they are giving feedback on (web vs mobile app vs messaging).


Slack has a Help and feedback link in their menu. The link takes you to their help center which prompts you to send them a message or search their help center.

The first header on the page, the question How can we help? shows the user that Slack cares about them and does indeed want to help. The sub header Questions, bug reports, feedback and feature requests - we're here for it all ensures the user there is someone at the end of the line waiting for them.


Evernote goes one step ahead and uses a public board for feedback and feature requests.

The transparency that Evernote has, creates a sense of community and makes users attached to the company. Allowing your users to openly post, upvote and interact with each other makes them feel part of your decision making and roadmap. This is super powerful and builds customer loyalty, and makes them advocate for your product.

While there are risks with being so transparent, the benefits will most likely outweigh the negatives.


Similarly, Dropbox users a public board for suggestions and feature requests. The most upvoted ideas rise to the top so Dropbox can easily notice what their customers' biggest needs are.

They also assign statuses to their customers' suggestions so they are always in the loop with what's currently in development, what's coming and what has already been delivered. This shows commitment and accountability to the customers' suggestions.

The downside to their public forum is that you have to register a new account for the forum, even if you are already logged in Dropbox. This adds an extra step users have to take for suggesting a feature. Since the accounts are not synced, Dropbox doesn't have the context of the suggestion like Airbnb does (for example the customer persona behind the feature request and underlying patterns in their feedback).


Salesforce has a subtle Feedback button in the dashboard's header and uses a public board for collecting feature ideas. ‌‌‌

‌They go one step ahead and say that they let their customers shape their roadmap and introduce game-like language calling the selected ideas Winners and ranking them on board.‌

‌This makes it fun and exciting for their users not only to shape the service and products but also to see their suggestions win.

You can read the full article here: https://getacute.io/blog/how-top-companies-collect-feedback-and-what-he-can-learn-from-them/

Loading comments...