How to Collect Customer Feedback on Video

Surveys and star ratings tell you how many customers are happy. Video feedback tells you why. When a customer explains something in their own voice, you hear what a form never captures: the hesitation, the feature they could not find, the moment it clicked. And when the feedback is good, you may have a testimonial too.

Feedback and testimonials are not the same

Feedback is for you. It can be critical, it stays private, and its job is to help you improve. A testimonial is for your marketing. It is shared publicly, with the customer’s permission. The same conversation can produce both, but keep them apart in your head and in your process:

• Ask for feedback openly, and never only from customers you expect to be happy.
• Never publish feedback without asking first, even if it is glowing.
• Never hide or punish critical answers. They are the most useful ones.

When to ask for video feedback

• After onboarding, while the first impression is fresh: what was confusing, what was easy.
• After a project or milestone, for service businesses: how it went, what you could do better.
• A couple of weeks after delivery, for products: how it is working in real life.
• When someone cancels or does not renew, kindly and with no pressure. A voice note option helps here, because few people want to be on camera to say goodbye.

Questions that get useful answers

1. What were you hoping this would help you do?
2. What has worked well so far?
3. What was frustrating, confusing or slower than you expected?
4. If you could change one thing, what would it be?

Ask two or three, not ten. Make them open, so nobody can answer yes or no, and avoid leading wording like “how much did you love…”. Our testimonial questions follow the same rules.

Make it easy to answer

• A link that opens straight to recording. No app to install and no account to create. Most people will answer on a phone.
• Video, audio or text. Many people give honest feedback more easily as a voice note or a few typed lines than on camera.
• Say how long it takes and that they can re-record before sending.
• Tell them what happens to it. Say plainly that feedback is private and that you will ask before sharing anything publicly.

What to do with what you hear

Transcripts make video feedback searchable, so you can find every mention of a feature or a problem in seconds. Tag answers by theme, share the clips with your team (hearing a real customer is more persuasive than a summary), and close the loop by telling customers what you changed because of them.

When someone says something you would love to share, ask them: “Would you be happy for us to use this on our website?” If they agree, record that consent and treat it as a testimonial from then on.

Collecting video feedback with Akteora

Akteora is built for testimonials, but its collect links work for feedback too. Write your own questions, choose which formats to accept, and send the link. Every answer arrives transcribed in a private inbox, searchable and taggable. Nothing is public unless you approve it and turn on publishing, and customers agree to your consent wording before they send.

For large scale surveys and NPS scores, a survey tool is a better fit. For hearing a handful of customers explain things in their own words, a link is enough. Try it free, or read how collect links work.