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Collecting customer feedback is essential to improving your product or service. But customers will rarely provide feedback if you don’t ask for it. So how do you overcome this hurdle? Here are 5 methods to gather honest customer feedback along with actionable tips and free-to-use survey templates!

HappyFox is a cloud based, all-in-one help desk and customer support software. HappyFox's ticketing system enables the quick resolution of customers' issues via an efficient customer support workflow. The platform provides a built-in knowledge base, community forum and end-user support portal. Read more about HappyFox. Feedback is also a useful design principle for designing user interfaces. Video feedback is the video equivalent of acoustic feedback. It involves a loop between a video camera input and a video output, e.g., a television screen or monitor. Aiming the camera at the display produces a complex video image based on the feedback.

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How to Get More Customer Feedback?

Firstly, to get more customer feedback, you need to be asking your audience the right questions at the right time.

Secondly, you need to create a seamless experience for your customers. If they have to put too much effort into providing feedback, most of them won’t even bother. According to our report, email-embedded surveys note the highest average completion rate of 74%.

Surveys are a great way to get accurate and honest customer feedback because they’re quick and easy to answer.


In fact, HubSpot has recently asked its customers: “How does your company actively listen to customers?”. Four out of the five most popular answers involved using surveys.

Also, you could be running surveys across various channels like website, email, mobile app, chat, and link. How does this help?

Most importantly, you’ll reach customers where they are most engaged. If you’re getting a lot of traffic to your website and would like to ask about website improvements, you should go with website surveys.

If, on the other hand, you’re looking for customer satisfaction ticket feedback, you should go with email or chat surveys instead.

Surveys enable you to collect meaningful customer feedback because you can target them precisely. For example, imagine a visitor is just about to leave your website. You’d like to know why. Easy! You could show them a subtle exit-intent survey that triggers only if someone wants to leave your page.

In short, different situations require different methods of collecting customer feedback. That’s why I put together a list of 5 methods to get customer feedback in 2021!

Keep reading or use the links in the next paragraph to jump to a specific section.

FURTHER READING:20 Customer Satisfaction Survey Questions to Ask for 2021

Methods to Get Customer Feedback Based on Business Goals

Business goalRecommendeded method of collecting customer feedback
Create better converting website and build better productsWebsite and web app surveys
Gather new content ideas and improve your blogWebsite and web app surveys
Ask for feedback on your pricing pageWebsite and web app surveys
Find out how people find your websiteWebsite and web app surveys
Discover new feature requests and prioritize product roadmapWebsite and web app surveys or Mobile app surveys
Get feedback on a new design and features releasesWebsite and web app surveys or Mobile app surveys
Let your users quickly share their ideas, bugs and concernsFeedback Button
Get feedback on your newsletterEmail and link surveys
Research your Product-Market FitEmail and link surveys
Measure CSAT (Customer Satisfaction Score)Email and link surveys or Website and web app surveys
Track CES (Customer Effort Score)Email and link surveys or Website and web app surveys
Measure NPS (Net Promoter Score)Email and link surveys or Website and web app surveys or Mobile app surveys
See why users cancel and improve your retentionEmail and link surveys or Website and web app surveys
Improve your mobile app’s usabilityMobile app surveys
Identify promoters and get more positive reviews of your mobile appMobile app surveys
Get customer feedback after closing a ticketChat surveys or Email and link surveys

1. Website and web app surveys

Website and web app surveys (also called in-app surveys) are a great way to get accurate customer feedback. Why? Because you can target them to appear only to the relevant visitors and users. The available targeting options include:

  • Where visitors and users are: display on all pages, display on specific pages, domains, subdomains, regex
  • When surveys appear: exit intent, visit duration, scroll progress, event-triggered, and more
  • Who visitors and users are: sampling, traffic source, location, logged in status, device, cookies, and more
  • Surveys frequency: automated recurring surveys, display once per visit, once per visitor
  • When surveys start and stop: scheduled start & stop date, manual start & stop, a target number of responses

This makes website and web surveys the most convenient way of collecting feedback on a website.

Survey examples: Exit-Intent survey, “How did you hear about us?” survey, Website Usability survey, Pricing Feedback survey.

👍 Pros:

  • target specific website visitors and web app users
  • install once, survey forever without developers’ assistance
  • create user-friendly design with customized colors, logos, fonts and custom CSS
  • subtle and easy to answer

👎 Cons:

  • limited respondent availability, you need to draw people to your website first
  • might be seen as disruptive
  • Hint: Think about which group of users you’d like to survey. And what’s the information you want to get from them. Then target your survey accordingly.

    Free-to-Use Exit Intent Survey Template

    Free plan available. 100 free survey responses included every month!

2. Feedback button

It’s an always-visible, static button that floats on the side of your website. As such, Feedback Button is the fastest way to get actionable user feedback. Without boring your users to tears with long surveys at that!

However, it only consists of two questions. So you can’t really use it for more detailed research. If you’re looking for a quick website or product feedback, though, Feedback Button is your best bet.

People love sharing feedback but hate wasting their time. Feedback Button helps you overcome this hurdle as it makes collecting feedback fast and fun.

Usage examples:

  • get users to share bugs, ideas and concerns
  • identify usability issues
  • measure and analyze customer sentiments over time

👍 Pros:

  • quick and easy to install and answer, multi-language options
  • shows your company welcomes customer feedback
  • your visitors don’t have to search to provide feedback – it’s always visible
  • you can add your logo and customize colors

👎 Cons:

  • consist of only two questions – Smiley Scale and Text Answer
  • targeting is limited to page targeting (where to show Feedback Button)

Hint: When you get customer feedback via Feedback Button, you can forward it to your mailbox or a Slack channel. You can also ask users for their email addresses to follow up with them afterward.

3. Email-embedded and link surveys

Email and link surveys are by far the most flexible way to gather customer feedback. And here’s why.

You can embed an email survey directly into the email’s body. This results in increased response rates as your audience can answer the survey straight from their mailbox:

Users usually expect email surveys to be short which is why you can get completion rates of up to 83%. If there’s more than one question in a survey, though, users will answer it in a new browser tab.

Alternatively, you can use link surveys. They’re great for sharing via social media, email, chat, or any other method. You just need to provide your respondents with a link to the survey, and that’s it!

In addition, email and link surveys work with 35 marketing tools including HubSpot, Intercom, Mailchimp, Drift, and more. This means that once you send surveys via these tools, you can identify who gave you each response.

How is it helpful to know who answered your survey? You can then respond to customer feedback and follow up with your customers.

But if you’d like your surveys to be anonymous, that’s also possible.

Also, you can choose from over 18 native integrations with CRM, marketing automation, collaboration, and customer support tools.

It’s worth integrating email and link surveys with the tools you’re already using. As a result, you can trigger custom workflows based on the customer feedback you’ll get.

Remember: customer feedback is only as useful as you make it. To truly capitalize on customer feedback, you need to take action after receiving it. For example, when you get a high CSAT or NPS score, it’s worth asking the user for a positive review, testimonial, or case study.

Survey examples:NPS (Net Promoter Score) survey, Customer Satisfaction (CSAT) survey, Customer Effort Score (CES) survey, Churn Survey, Product-Market Fit survey

👍 Pros:

  • send email and link surveys via any tool you’re using
  • users can answer email surveys straight from the email
  • use 16 survey question types and support the most common use cases
  • identify survey respondents and follow up with your customers

👎 Cons:

  • if your survey has too many questions, people might abandon it
  • you need to craft an email copy and subject lines to send an email survey

Hint: For up to 4-question surveys, use email-embedded surveys. For more than 4-question surveys, share the link instead.

That’s because when you embed a survey into an email, users expect it to be rather short. If the survey turns out to have multiple questions, some people will feel deceived and abort the survey.

Free-to-Use NPS Survey Template

Free plan available. 100 free survey responses included every month!

4. Mobile app surveys

So how do you boost your mobile app to 5 stars? Well, for one thing, you can collect user feedback directly inside your Android or iOS mobile app.

Mobile app surveys help improve your mobile app’s usability. For example, imagine you can get feedback on new designs and feature releases within your mobile app. Or discover new feature requests and prioritize product roadmap.

In fact, you don’t have to imagine. You can achieve all these goals with mobile app surveys!

Most importantly, you can target mobile app surveys to appear only to the users that matter. This lets you collect customer feedback that’s actually valuable.

Suppose you want to ask the users how they like your mobile app after a recent update. Of course, you won’t want to target those of your users who just installed your app. After all, they don’t know how the app worked before the update. So their opinion will be meaningless and it could skew your results.

That’s why you need to ask only the right users for feedback. And to help you with that, you can trigger mobile app surveys based on:

  • specific screens, events, users’ custom attributes or actions
  • show surveys only to a percentage of users meeting targeting rules (sampling)

Also, mobile app surveys don’t require leaving, relaunching, or updating the app. Talk about making it easy for users to provide feedback and offering a fatigue-free experience!

Survey examples:User experience survey, Software evaluation survey

👍 Pros:

  • target specific mobile app users
  • install with a developer once, survey forever without developers’ assistance
  • create a user-friendly design with customized colors
  • capture negative reviews before they appear in app stores

👎 Cons:

  • might be seen as disruptive

Hint: Use mobile app surveys when the context of using the mobile app at the time of surveying is important. For example, when asking “How helpful do you find this new button?”.

For more extended product feedback, use email and link surveys instead.

5. Chat surveys

There are a couple of ways to run chat surveys. If you’re an Intercom user, you can run surveys directly in the Intercom Messenger.

If, on the other hand, you’re using a different tool, you can share a link to the survey in the chat window.

Chat surveys are great for measuring customer satisfaction or researching your NPS (Net Promoter Score).

For example, here at Survicate we use chat surveys to encourage NPS feedback.

If the customer doesn’t reply, we tend to send them the same survey by email.

Moreover, chat surveys help you get real-time customer feedback while talking with your customers. They are also more engaging, personal, and fun for people to take than traditional questionnaires.

Survey examples:NPS (Net Promoter Score) survey, Customer Satisfaction (CSAT) survey, Customer Effort Score (CES) survey, Opinion Survey.

👍 Pros:

  • feel more personal and fun
  • get you real-time feedback

👎 Cons:

  • Not all chat providers allow adding HTML to messages. If they don’t, share a link to the survey instead.

How to Get Started Gathering Customer Feedback

To collect more customer feedback, follows these steps:

  1. Decide what is your goal in collecting customer feedback. For example, it can be improving your newsletter or measuring Net Promoter Score
  2. Choose the most suitable survey distribution method. For example, email and link surveys
  3. Create your survey from scratch or choose a survey template
  4. Launch your survey!

Survicate provides a lifetime-free plan which gives you:

  • 100 free survey responses each month
  • All survey distribution channels
  • Unlimited users
  • Unlimited surveys and questions in a survey
  • 15 survey question types including NPS, CSAT, and CES/li>
  • 14 native integrations including Intercom, HubSpot, and Slack

The biggest perk of using Survicate? You can accommodate all business goals and methods to collect customer feedback I mentioned in this blog post!

Start Collecting Customer Feedback. Free Plan Available.


With 5 survey distribution channels and free survey templates, it’s easy to get customer feedback. Every organization should add collecting customer feedback to their to-do list.

Whether you’re looking for improvements on your website, feature requests, or measuring customer satisfaction, surveys can help you gather accurate and honest feedback from your audience.

Here’s a summary of the 5 methods to get customer feedback mentioned in this blog post:

(Redirected from Customer Feedback Management services)

Customer feedback management (CFM) online services are web applications that allow businesses to manage user suggestions and complaints in a structured fashion. A 2011 study conducted by Aberdeen Group showed that companies using customer feedback management services and social media monitoring have a 15% better customer retention rate.[1]


Various online CFM services use different approaches. The aim of most methodologies is to measure customer satisfaction, with some models also measuring related constructs including customer loyalty and customer word-of-mouth (see Webreep model). The methodology behind each service has an important impact on the nature of the service itself, and is the main differentiator between them. The main feedback management methodologies are listed below.

Feedback analytics[edit]

Feedback analytics services use customer generated feedback data to measure customer experience and improve customer satisfaction. Feedback data is collected, then, using key performance indicators and feedback metrics, turned into actionable information for website improvement. Feedback analytics services provide website owners with the ability to create feedback forms that can be customized to fit the website and placed on all pages. This allows the website's users to submit feedback when they encounter a problem or have a feature request. A feedback button is visible at all times on each of the site's pages. Feedback analytics provide page- and website- level actionable data, and enable a website owner to read and manage feedback, as well as to get back to the users. The feedback is only made accessible to the website owner. This means that websites using feedback analytics are not exposed to the potential harm to their brand that feedback made public may cause. Feedback collection can be passive (using a feedback button), or active (using a feedback form set to appear in certain conditions), or both. The ability to choose the location of the button, as well as the frequency and conditions of the pop-up make feedback analytics a relatively non-intrusive approach from the point of view of the website user. Due to its measurable nature, feedback analytics data can be integrated with web analytics data, allowing website owners to understand what their users are doing on their site (using web analytics) and why they do it (using feedback analytics), in one single interface.

Customer feedback optimization[edit]

Also referred to as review forum optimization or RFO. Similar to SEO, CFO is the process of affecting the visibility of select web pages or results in the natural or un-paid results of various customer feedback management services or online review forums.[2] CFO stands for customer feedback optimization, thus the sites being optimized are those for the review, ranking, and giving feedback of goods and or services by customers. In recent years review forums or customer feedback management services have been growing rapidly in influence, with 83% of consumers saying online reviews influence their perception of a company.[3] In addition, a study states that, consumers were willing to pay between 20 percent and 99 percent more for an Excellent (5 star) rating than for a Good (4 star rating), depending on the product category.[4]Some commonly known review forums are Yelp (20 million visits in February 2013), Trip Advisor (10 million visits in February 2013), Travelocity (3.7 million visits in February 2013), and Angie's List (3.4 million visits in February 2013).[5]

Feature comparison[edit]

Below is a comparison of notable customer feedback management services.


  • Who voted: displays the users who voted on an item, but not each user's vote
  • Human friendly URLs: /product/Suggestion_name. Human-unfriendly URLs: /akira/dtd/6320-2416, /pages/general/suggestions/7841
  • Merge suggestions: more than deleting duplicate suggestions, merging adds votes from the merged suggestion into the main one
  • Aliasing a subdomain like to the subdomain of the online feedback service (e.g.
NameVotingWho votedCategoriesfriendly URLsMerge suggestionsModerationIntegrationsign-onFeedback privacyAlexa traffic rank[6]
Open Satisfaction[citation needed]+2 with total and 'best points' voting for specific repliesYesYesYesnot with Enterprise optionNoNoSalesforce, Zendesk, Pivotal; Parature, Aol, site widgets, open integrationYes with ConnectYes with any paid planYesno with private feedback option or login-required community2,066
IdeaScalethumbs up/down with breakdownYescustom-definedYesOpenOpenNoall plans onlye-mail updates, hangouts, messager[SIA disambiguation needed], RSS feeds (new topics, new comments),Nonew onlypaid plans only62,6802012-Feb
Usersnap[citation needed]+2 with emojiiNoYesNoNobranding and white label availableTemplate:YezNofeedback widget, chrome extension, firefox extension, Hipchat, Asana, Trello, JIRA, GitHub & moreAvailable enterprise planYesAvailable on requestProtected content available in the enterprise plan
Voice[citation needed]no, but only vote 'for' ideasno + ability to export user dataNoYesno[citation needed]Branding and white label availableYes - Currently in BetaNoe-mail updates, feedback widget, RSS feedpaid edition open:: OpenID, GoogleID, Yahoo, AOL, Facebook, MySpaceno, domain aliasingYes, there's a public API coming and an enterprise editionno - Invitation only, Single Sign-On or filtered by email domain5,100

See also[edit]

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  1. ^Omer, Minkara (2012-01-01). 'Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight'. Aberdeen Group. Archived from the original on 2012-02-14. Retrieved 2012-02-12. Companies using customer feedback management and social media monitoring have a 15% better customer retention rate. [1]
  2. ^http://reviewforumoptimization.comArchived 2016-03-03 at the Wayback Machine
  3. ^
  4. ^
  5. ^
  6. ^ - Data retrieved on February 12, 2012
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