Customer feedback is one of the most discussed yet misunderstood assets in SaaS companies. Everyone agrees it matters.
But when we asked 150+ SaaS leaders who owns it, the answer was often unclear.
23.5% of companies admitted they have no clear owner for customer feedback. In many others, it floats between CS, Product, Sales, or scattered task forces.
This lack of ownership isn't harmless. It is a structural bottleneck.
When ownership is blurred, signals stay siloed, actions stall, and decisions drift away from customer reality.
Our research makes the impact clear.
Companies where Customer Success or a dedicated Voice of Customer team leads the process consistently outperform those without ownership.
It is not simply about collecting feedback — it is about assigning responsibility for turning it into action.
Companies that systematize ownership:
- Create alignment across teams faster
- Detect churn risks earlier
- Connect customer feedback directly to product and go-to-market decisions
Those who don't? They keep running into the same problems: slow execution, missed upsells, and reactive churn management.
Owning customer feedback isn't about running more surveys.
It is about ensuring the customer voice reaches decision-makers without getting lost mid-way.
The highest-performing SaaS companies don't just collect feedback. They make someone accountable for acting on it.
