Customer feedback is one of the most underused growth tools in marketing. But as Alchemer’s CRO, Brandon Hodges, and CMO, Bo Bandy, shared during their recent webinar, Ask Alchemer Anything: Turning Customer Feedback into a Revenue Engine for Marketers, feedback isn’t just about fixing problems—it’s about finding opportunities.
When marketers truly listen, feedback becomes a revenue engine that drives stronger campaigns, higher retention, and better customer experiences.
The feedback advantage
According to Forrester Research, customer-obsessed organizations report 41% faster revenue growth, 49% faster profit growth, and 51% higher customer retention than their competitors. Yet many teams still treat feedback as a reporting task instead of a growth strategy.
As Brandon explained, collecting feedback is only the first step—real value comes when you act on it. Bo built on that point, emphasizing that customer insights often reveal the next big opportunity, sometimes tucked away in a single survey comment.
Three ways marketers are turning feedback into growth
1. Build loyalty that pays off.
Feedback should always be part of your loyalty program strategy. After all, your most loyal customers are also your most valuable source of insight. Take one brand example—they used Alchemer to regularly survey members about rewards, communication preferences, and overall satisfaction. They redesigned their loyalty program after discovering that customers valued redeemable points and dedicated support over newsletters or early access. The change led to higher repeat purchases and a 3.5x increase in customer lifetime value.
2. Use NPS as a strategic signal—not just a score.
At Alchemer, the marketing team uses NPS data to find potential advocates and identify customers at risk of churn. Surprisingly, neutral customers—those scoring 7 or 8—often hold the greatest opportunity to move into promoter territory and drive new revenue.
3. Optimize your digital experience with real-time insights.
When customers share feedback in the moment, they’re giving you a roadmap to a better experience. Acting on that input can turn frustration into loyalty—and even fuel measurable business growth. National Commercial Bank Jamaica (NCB) raised its mobile app rating from two stars to four by collecting in-app feedback and acting on it quickly. That improvement led to a measurable rise in deposits and product adoption—proof that listening can directly impact the bottom line.
From insight to action
Great feedback programs don’t stop at collection. They connect insights to action across the organization—through real-time alerts, automated workflows, and shared visibility in tools like Slack.
As Bo shared, “Tracking a score is easy. Acting on feedback—that’s what changes your business.”
Learn more about Alchemer Connect—a powerful way to bring customer feedback directly into the tools your teams use every day.
Why it matters—and what to take away
Whether you’re testing new campaigns, refining your digital experience, or finding your next brand story, feedback keeps your strategy grounded in what customers actually want.
Marketers who listen don’t just build better campaigns—they build stronger businesses.
Here’s what separates the best from the rest:
- Feedback is a growth lever, not a report. The most successful marketers use customer insights to shape campaigns, products, and experiences.
- Small insights spark big wins. A single comment can inspire a strategy shift that drives measurable revenue impact.
- NPS and CSAT are more than metrics. They’re predictive tools for loyalty, advocacy, and expansion opportunities.
- Digital feedback drives conversion. A one-star rating increase can mean double-digit growth in downloads, purchases, and engagement.
- Listening builds loyalty. The best marketers use feedback to deliver value at every stage of the customer journey.
Want to hear how top marketers are using feedback to drive loyalty, advocacy, and revenue? Watch the full Ask Alchemer Anything webinar.
Go deeper: The ultimate guide to turning feedback into revenue
Ready to turn your customer insights into your next competitive advantage?
Download The Ultimate Guide to Turning Customer Feedback into Revenue to learn how to connect your feedback strategy directly to business outcomes.