Customer feedback processing

Customers email you feedback all the time — feature requests, bug reports, complaints, the occasional thank-you. The problem is it usually lands in someone's personal inbox, gets read, maybe forwarded to a colleague, and then... forgotten. Nobody's keeping track. Nobody can tell you "what did customers ask for most this quarter?"

You don't need a fancy feedback platform to fix this. You just need the emails to land somewhere structured.

How it works

Set up an address like feedback@yourdomain.com in EmailConnect. When a customer sends feedback, it arrives as a webhook. Your automation stores it, tags it, and makes sure the right people see it.

Customer emails feedback@yourdomain.com
  → EmailConnect delivers webhook
    → Your automation stores the feedback
    → Tags it (feature request, bug, complaint, praise)
    → Notifies the relevant team

Now every piece of feedback is captured, searchable, and visible to your product team — not buried in someone's inbox.

Why this beats a shared inbox

The typical approach is a shared Gmail label or a feedback@ alias that forwards to a few people. This works until it doesn't:

  • Things get lost. Someone reads the email on their phone, means to follow up, and forgets.
  • No overview. You can't easily answer "how many people asked for feature X?" without manually searching through emails.
  • No routing. A bug report and a feature request both land in the same pile and get the same (lack of) treatment.

With a webhook-based flow, every email becomes a record you can query, filter, and aggregate.

What you can do with the data

Store it in a table or database: Each feedback email becomes a row with sender, date, subject, body, and any tags your automation assigns. Over time, you build a searchable knowledge base of what customers are telling you.

Simple tagging: You don't need AI to categorize most feedback. Check the subject and body for keywords: "bug" or "broken" → bug report. "Would be nice" or "feature" → feature request. "Cancel" or "frustrated" → escalate. A few rules cover the majority.

Route to the right people: Bug reports go to engineering. Feature requests go to product. Complaints go to customer success. Nobody has to manually forward anything.

Track volume over time: When you can query "how many emails mentioned [feature X] this month?", you have real data for prioritization instead of gut feeling.

A realistic example

Say you're a SaaS with 500 customers. You set up feedback@yourcompany.com and add it to your product's UI and email signatures. Over a month, 40 emails come in:

  • 15 feature requests (you notice 6 are about the same thing — now you know what to build next)
  • 10 bug reports (3 are about the same bug — now you know it's not an edge case)
  • 8 general questions (redirected to support)
  • 7 positive messages (forwarded to the team for morale)

None of that insight exists if those 40 emails are scattered across three people's inboxes.

Getting started

  1. Create a feedback address in EmailConnect
  2. Build a simple flow: receive webhook → store in a database or spreadsheet → tag by type → notify the team
  3. Promote the address — add it to your product, your email signatures, your docs
  4. Review monthly — look at what's coming in, spot patterns, use it for planning

Start simple. Even dumping every feedback email into a single spreadsheet with a date and sender is infinitely better than having it live in inboxes.

Customer feedback is one of those things every company says they value but few actually capture systematically. A webhook and a simple automation get you 80% of the way there.