Many companies think that asking for feedback is something you do passively at the bottom of your newsletter, or in a survey every 3 months, or when people quit your service.

Why not ask for feedback at the points where people are most likely to have strong opinions or abandon your service?

Let’s take a very simple example. Dirty bathrooms are a great way to scare away customers from a brick-and-mortar business. But most businesses wait until someone complains, or until the end of the day to discover the problem. At this point, they may have lost many future customers who said “gross, I’m never coming back here again” but never bothered to complain.

While I was in Scotland I visited the Ocean Terminal Mall in Edinburgh (you really must go and check out the Britannia, by the way). As I exited the restroom, I saw this on the wall:

customer feedback device in the bathroom

I certainly wasn’t willing to find a mall employee to tell them the status of their restroom, but a simple button press on a device? Sure thing!

Instead of losing future customers or having to constantly check on the state of the bathroom, the staff could simply check this nifty device to get a quick update and then address any issues.

Where in your product are there the strong chances of customers becoming unhappy? Are your graphs hard for inexperienced people to read? Does the API you use break sometimes? Think about how you can implement feedback widgets, live chat, or simply provide your email during those sequences. It could easily help you retain many customers who never would have filled out the survey you sent three months later.