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In any business, feedback is a vital part of a business plan and helps us to improve product quality so that our products can be refined into a better, more helpful offering.

Building in critical evaluation and encouraging a feedback loop in our business processes is key. The better able you are to take critical evaluation and turn it into optimizations of your service or product, the happier and more satisfied your customers will be.

Here are some of our favorite ways to improve product quality with input from customers and clients:

Improve Product Quality with Feedback from Customers

After you have created a product, think about creative ways that you can involve your customers. This makes space for improving your product quality as you hear what your customers’ buying experience was like and their experience with your products. 

Using feedback, you can make tiny tweaks to your products to ensure that future customers will get the best experience from you and that your product continues to be validated throughout its lifespan.


As your growing business scales you will not be able to do this as often, but especially in the early days, while you’re building a rapport with your customers, some one-to-one feedback can be really crucial in working out what does and doesn’t work for them.

Consider looking at things like the buying experience; how did they find it, the design, layout, and content of your product or service.

Find out how easy it was for them to understand and how they are using your product. This is also a really great way to gain testimonials while you are evolving and to improve product quality by working on your product range.

Use Email

Include a series of follow-up emails to your customers after they have purchased something from you. Create an email marketing strategy that is centered on gauging their experience and responses to buying from you. 

Use Surveys

You could include a link to a survey in something like LeadQuizzes, or Typeform, in order to gain some quick feedback from your audience. (As a note though, ensure that your survey is short, sweet, and fun to do, so it is not something that they would want to avoid).

Offer Bonuses

Consider offering a bonus or an upgrade in return for answers, as this will often yield some great data and will make your customers more inclined to take part.

Schedule Invite-Only Video Streams

You could also email a handful of your clients personally and invite them to jump on a live video stream with you, in order to gain some real-time customer feedback to improve product quality. Or, you could invite them to email you back personally with their experiences of the product, so that they have a more personal experience with you.

Two people with their sneakered feet up accompanies an article about how to improve product quality by asking for customer feedback
Use Community Feedback to Improve Product Quality

Selz has an amazing community of entrepreneurs with small-but-fierce businesses and a similar goal: to sell online. If you’re not already a part of the Selz community, you can try a free 14-day trial today. Why not reach out to people whose work you admire and invite them to collaborate with you on a mutual critique?

Exchange Your Product for Feedback

You can also offer a free version of your product. Invite collaborators or customers to give critical feedback on your product and the experience of it, and do the same for them in return.

Use Feedback as Fuel for New Content

You can use the feedback from your clients and community to improve product quality to fuel your ideas for content creation too. After all, you will be finding out answers about why your customers came to you in the first place, and you can use this as a starting point for more content.

A picture of colorful eyeshadows shows the concept of inspiring and learning from your community to improve product quality on the Selz blog, Selz is the ecommerce platform for growing businesses

Improving product quality does so much more than simply making a product that you’re selling better. It also opens up channels to engage with your clients and your audience, it allows you to hear from the real people who are buying from you, their wants, needs, their likes and dislikes, and it also helps to inspire you for their future needs.

Not only that, but you are building up a great reputation for customer service by reaching out for feedback and showing that you care about what you sell.

Read more: Content Moderation: What To Consider for User Generated Content

About the author

Jo Gifford

A widely read contributor to Huffington Post, Selz, Regus, Prowess, YFS Magazine and many more interwebz rabbit holes, Jo is a respected UK voice on life as a pocket-sized enterprise owner.

Jo’s background – a seasoned blogger, copywriter, podcaster, and graphic designer with an MA and research interest in creative thinking for small business – makes for an eclectic and colourful killer content approach.

One comment

  1. Tom

    Hey Jo,

    Really great post, every point was super useful! Some of this I’ve already implemented and its great to have some reassurance that I’m on the right path, but most of it is still to be done and I’m really excited to get going with it! 🙌🏻

    Thanks so much for a great post 😊

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