Feedback is one of the most valuable resources for a brand's growth. Just as customer satisfaction provides insights, dissatisfaction can be an even more powerful guide — as long as you have the ears to hear it and the tools to analyze it.

So, how do your customers reach out when they experience a problem?

Based on our recent survey, here are the top 5 feedback channels customers prefer, along with strategic tips for each.

1. Website & In-App Forms – 38%

The most commonly used feedback channel is the brand's own digital platforms. Contact forms on websites, in-app support sections, and feedback buttons provide customers with a quick and direct way to reach out.

Why it's preferred:

• Easy access

• Full control over data and the support process

• Professional and corporate feel

Tips for brands:
Keep forms simple and user-friendly. Offer automated response confirmations, clear directions, and ensure you have a strong support system in place to manage incoming messages efficiently.

2. Social Media – 25%

Many customers don’t hesitate to voice their issues publicly. Platforms like Twitter, Instagram, and Facebook create both pressure and opportunity for brands.

Why it's preferred:

• High visibility of complaints

• Quick response expected through tagging or direct messages

• Hope for faster resolution due to public attention

Tips for brands:
Use social listening tools and respond swiftly. Turn negative experiences into opportunities for brand building.

3. Email – 19%

Email remains a go-to channel for more serious or complex issues, especially when documents or detailed explanations are needed.

Why it's preferred:

• Easy to send attachments like receipts or invoices

• More formal and archivable communication

• Better suited for explaining complex problems

Tips for brands:
Set up auto-responders, and integrate email with your CRM to ensure transparency and continuity in communication.

4. Live Chat / WhatsApp – 12%

Customers seeking instant support often turn to live chat windows or platforms like WhatsApp. Quick assistance during the purchasing process significantly improves conversion rates.

Why it's preferred:

• Real-time interaction

• Immediate help during buying decisions

• 24/7 support via chatbots

Tips for brands:
Support your live agents with AI chatbots to handle FAQs and routine queries. In this channel, speed is everything.

5. Phone Support – 6%

Although it may seem outdated, phone support still matters — especially for customers who haven't had their issues resolved through other channels.

Why it's preferred:

• Direct conversation with a human

• More effective for complex or sensitive problems

• Personal touch in communication

Tips for brands:
Invest in a strong call center infrastructure and train your staff well. A confident and empathetic voice builds customer loyalty.

Be Ready on Every Channel!

The communication channel a customer chooses often depends on their age, device, time of day, or the nature of the issue. That’s why omnichannel support is essential.

Delivering consistent, fast, and effective support across all platforms doesn’t just reduce complaints — it strengthens brand loyalty. Brands that truly listen to feedback and act on it will always stay ahead in today’s competitive landscape.

Remember: Customer complaints are not just problems — they are opportunities for growth.