Informal customer feedback is input a business receives from customers through informal conversations between employees and customers as well as social conversations among customers. Informal feedback contrasts formal feedback garnered through customer survey programs and other specific research tools used to evaluate customer thoughts and feelings.
A popular way to gather informal customer feedback as of 2014 is to monitor customer interactions on social media. This process is known as social listening. Company leaders simply watch the way customers discuss their brands or products, and make note of the positive and negative commentary. Informal feedback may lead to changes or follow-up contact for more details.