Making An Impact In The Feedback Economy


Rachel Bodony

April 27, 2020 | 4 min read

This article was written by our partner Usabilla, as part of our series highlighting direct insights from our large ecosystem of partners.

The current brand landscape revolves around customers. Customers have high expectations that their interactions with brands are personalized, easy, and even delightful. According to a Microsoft report, 54% of customers have higher expectations for customer service today compared to one year ago. This percentage jumps to 66% for consumers aged from 18 to 34 years old.

The digital revolution opened the gate for customers, empowering them to leave their feedback anywhere, any time. With rising expectations, businesses were driven to include feedback in both daily and long-term decisions.

The combination of these two forces shaped what we call the Feedback Economy, an economy driven by feedback: opinions, comments and reviews. Customers in 2020 expect their interactions with brands to listen to their input and change accordingly. 

The CX Professional’s Dilemma in The Feedback Economy 

Collecting feedback is just the first part of creating exceptional customer experiences. What are you doing to take action on your customers’ feedback? How do you know where on the customer journey to focus your efforts? Taking action (at scale) on feedback and iterating on your experience are complex processes that require organization, analytics, and constant change.

Contentsquare and Usabilla 

Customer journey insights are finally becoming operational at scale. Combining data from Contentsquare and Usabilla helps CX professionals to quantify and discover reasons why customers are dropping off and where they’re experiencing friction along their journey with your brand. 

Usabilla is a voice of the customer (VoC) solution, allowing you to collect, analyze and act on feedback across all of your digital channels. With advanced analytics and easy to implement feedback channels and surveys, Usabilla equips CX professionals with the feedback they need and the ability to scale CX projects across their organizations for maximum impact. 

Contentsquare creates cutting edge solutions that help you understand your digital audience so you can better connect with them every step of the way. With their suite of solutions, they empower entire digital teams to measure the impact of their UX actions.

The powerful partnership between Usabilla and Contentsquare allows CX professionals to leverage customer data across the entire customer journey to make a meaningful impact on the customer experience. Once armed with this customer data, CX professionals know exactly where to make improvements and how.

Optimizing the Customer Experience: Get the Full Picture 

With Usabilla and Contentsquare, you can refer to a Usabilla feedback item and then compare with behavior analysis in Contentsquare. A unique ID will be attached to every feedback item which you can then use in Contentsquare to find the specific feedback. 

The combination of feedback with the ability to review user behavior allows you to see exactly what caused friction in the customer’s journey. Customers are telling you when they are happy or frustrated, but their feedback can be hard to understand. Review the steps leading up to feedback to reveal visitor struggles and accelerate action on customer needs and concerns.

This integration offers two methods. One method includes sending Usabilla data to Contentsquare and the other method also includes sending the Contentsquare ID to Usabilla. This allows you to analyze user behavior in Contentsquare for specific feedback. The integration is enabled by placing a script on your web pages that will take care of the data acquisition for you.

Leading-edge Customer Journey Mapping 

In order to improve the customer journey, you have to first understand which steps your customers are taking to accomplish their various tasks. This is much easier said than done, as CX professionals tend to be blind to unknown unknowns. Without customer feedback, how can you identify where there’s friction at the journey and how exactly to fix it? 

With Contentsquare and Usabilla, you can collect key info on the most critical steps of the customer journey. 

Contentsquare helps you to understand user behavior across the customer journey so that you know exactly where to run Usabilla survey campaigns to capture feedback. Knowing exactly where to ask questions specifies your customer data to the right areas, allowing you to track, analyze and act on any feedback in real-time. 

Within ContentSquare you can create custom segments in relation to Usabilla. Some segmentation examples would be:

  • Anybody that triggers the Feedback Button
  • Anybody that saw a Usabilla Campaign
  • Visitors that give a specific mood, rating or NPS score

You can apply any of the segments you create to a Contentsquare journey analysis module. Track where users are leaving Usabilla feedback to learn more about critical areas in the customer journey. Similarly,  track high-friction or high-importance moments in the customer journey by capturing feedback at that moment. 

Filtering options allow you to segment positive feedback and negative feedback. The qualitative insight matched with the quantitative data you receive through Usabilla feedback gives you the key to unlock patterns and dissolve issues in the customer journey. Track key metrics across the customer journey to ensure you’re moving the needle with your CX efforts. 

According to Temkin Group, a moderate improvement in CX would impact the revenue of a typical $1 billion company an average of $775 million over three years. There is a huge opportunity for brands to improve their bottom line, but it starts with breaking down the customer journey and making changes that actually impact the customer. 

Contentsquare’s AI-powered digital experience insights make it fast and seamless for everyone on your team to visualize web and app behaviors so you can improve engagement, conversion, and revenue. While optimizing your customer’s journey, it’s complicated to create a full overview of what is happening and why. By utilizing Usabilla and Contentsquare you are able to visualize the what and the why of your website that will uncover your customer’s friction points.


We all know that customers have high expectations and that it is imperative to capture customer feedback and act on it. But it’s not always clear how to act, let alone how to grow and scale those projects. 

The partnership between Usabilla and Contentsquare offers expert solutions that allow you to actually make a difference in the customer experience. Gartner have also predicted that by 2019 more than 50% of organizations will redirect their investments to customer experience innovations. It’s more important now than ever to deliver customer experiences that delight, and you’re going to need resources to make it happen as brands continue to compete on the experience they deliver.