Most SaaS companies collect customer feedback. But the data shows that simply "collecting" isn't enough.
In our survey of over 150 B2B SaaS leaders, 85% of companies record customer calls. Yet only 11% say they deeply understand customer needs.
Why? Because feedback often gets stuck in silos. Sales hears one story. CS hears another. Product builds based on guesses. Without systematic feedback sharing and analysis, these insights never turn into action.
The Missing Link: Cross-Functional Feedback Loops
Our research shows that companies who consistently outperform competitors have one thing in common: they don't just collect feedback; they operationalize it across the business.
Those with mature feedback systems report:
66.7% improvement in customer satisfaction Up to 3.8% higher Net Revenue Retention 83% higher upsell success rates
AI with customer context helps companies close this gap. Instead of scattered anecdotes, organizations gain a unified view of customer needs that can drive revenue strategy across teams.
It's Not Just About Listening. It's About Acting
The gap isn't in hearing customers. It's in connecting the dots across teams and using feedback to drive decisions.
Mature organizations treat feedback as a company-wide asset, not just a CS responsibility.
The fastest-growing SaaS companies don't just "listen," they act faster than the competition, using customer intelligence AI for churn prediction, upsell identification, and better alignment across sales, CS, and product.
Customer feedback is the raw material. But it's how you operationalize it that determines whether you protect and grow NRR.
Check the full report at https://www.backengine.com/feedback
