5 Real Cases Where Customer Feedback Influenced Business KPIs

We have been talking a lot about how important it is to take actions on customer feedback. Customer feedback is an essential unlimited source for development and inspiration for the whole company. As mentioned by Lincoln Murphy, “You can focus on adoption, retention, expansion, or advocacy; or you can focus on the customers’ desired outcome and get all of those things.”

In this article, I won’t tell you how important it is to act on customer feedback (although if you’re interested, check this article on how to collect customer feedback). Instead I’ll share with you real instances where our customers improved their business KPIs, strategies and culture once they understood the voice of the customer.

Customer feedback in marketing automation

Do you have the resources to communicate directly with your customers on an individual basis? Our customer didn’t either, and that is why they use automation to help their customers overcome common problems.

To give you an example, the performance of one of their products was not meeting target expectations. Thanks to our service they were able to quickly figure out exactly why, and they released an urgent software update. Afterwards if a customer complained about performance, and our customer saw that they hadn’t completed the software update, they were able to send an automated notification telling them to complete this step so they could fix the problem.


Everyone’s happy and the sales of the new device went up.

Customer feedback in employee training

Another Lumoa customer, who operates in the healthcare industry, wanted to inject the Voice of Customer into its daily operations. They implemented a collection of customer feedback and filtered the feedback on an individual doctor basis.

Later the company encouraged the best-performing doctors to share their best practices and help the worst-performing doctors. They organized training together and even invited some customers. These measures influenced not only the customer experience, but also brand reputation, and as a result the revenues.

Customer feedback in shaping communication styles

Another customer collected feedback from its customers and after reviewing the drivers of customer experience, noticed that they had been receiving very negative feedback about the customer service attitude and messaging style. They took this on board and rewrote the email and letter templates that the customer service team used and provided coaching on creating a better customer experience.

The problem was successfully addressed and the feedback about their customer service noticeably improved afterward.

Customer feedback in adjusting services

How can customer feedback help SaaS startups? One company divided customers into segments after collecting feedback, and they found that customers who used CRM-integrations with their software were much more satisfied. They used this insight to help them make a critical decision: integrations, which had previously been an extra paid service, were to become free of charge. That increased the overall customer experience and satisfaction levels.

Customer feedback in determining pricing

A company released a product and followed the feedback in real time. Soon after the release, they noticed that although their customers liked the product, the feedback was pretty negative.

They drilled down into what drove the NPS score and it turned out that the customers complained a lot more about the pricing of the new product than the actual functionality or design. So the company adjusted the prices and… the volumes of negative feedback increased even more!

The reason for this was that the customers who had bought the product earlier with the higher price, complained when the price fell as they believed they had been overcharged. These issues were resolved by offering discounts, pricing was no longer an issue and customers’ happiness level increased and stabilized.

BONUS CASE: Can you use customer feedback in building new services?

The answer is- you not only can, but you should! Here’s what one of our customers did to achieve 3 times higher customer satisfaction and advocacy rates:

When developing new services, this company took all their learnings from analysis of their innovation processes, which allowed them to view the impact drivers of customer experience. Customer feedback was used as inspiration and a proof of concept. It was brought up at service design workshops as well as board meetings. With the keyword search feature on the Lumoa dashboard, the company was able to see what the customers were saying about any relevant topic, e.g. functionality of the mobile app.

Because the new services were inspired by or based on customer feedback, the resulting customer feedback was super positive.


“The term ‘customer experience’ won’t exist in the organization of the future. It will be so deeply entrenched in a company’s product, process, and culture that it will be synonymous with the brand and represent the only way to do business” – Ann Lewnes, SVP and CMO, Adobe” 

Building a successful customer experience strategy is essential to the success and competitiveness of your business. Customer feedback can and should play the main role in designing your business strategy and operations.

The stakes are higher than ever, as more than 50% of consumers are likely to switch brands if a company doesn’t anticipate their needs. Brands that satisfy their customers and deliver an impactful customer experience will rise to the top. Will you be one of them?