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RateNow, GuideDifferences Between Digital Feedback Channels: Which One to Choose Based on Your Objective?
SMS, RCS, WhatsApp, Email, Web/App, and QR: How to Choose the Right Survey Channel for Each Stage of the Customer Journey
Feedback collection is one of the key pillars of Customer Experience (CX), but not all channels deliver the same results or serve the same objectives. Choosing the right channel directly impacts response rates, data quality, and a company’s ability to take action. In this article, we analyze the differences between the main digital feedback channels and explain when to use each one based on your business goals.
Diana Bardales, 2026 
8 min 
Today, companies have multiple digital channels available to collect feedback, but not all of them work the same way or deliver the same value in every situation. Choosing the right channel at the right time can make the difference between obtaining actionable insights or missing an opportunity for improvement.
SMS Surveys: Immediate Feedback and Universal Reach
SMS surveys are one of the most widely used channels to measure customer satisfaction thanks to their universal reach and instant delivery. They work on any mobile phone and do not require an internet connection or additional apps.
Advantages of SMS surveys
- Universal channel compatible with any device
- High open and response rates
- Suitable for all types of surveys, both long and short
- Scalable for mass sending
- Low age bias: any user with a mobile phone can receive an SMS
- Enables the collection of structured, high-quality feedback
When to use SMS surveys
- After customer service interactions
- Ticket or issue resolution
- Medical and administrative services
- Hotels, transportation, and essential services
SMS is especially effective when the priority is to reach all customers with minimal friction.
Certified SMS (RCS) Surveys: More Trust and Better Performance
Certified SMS (RCS – Rich Communication Services) is the evolution of traditional SMS. It uses the same channel but adds verified corporate identity, improving message perception and user trust.
Differences between SMS and RCS
- Real company name as sender
- Visible corporate logo
- Security certificates
- Greater user trust
Benefits of RCS
- Greater protection against fraud and phishing, increasing reliability
- Higher response rates (+5–10%)
- Stronger brand experience
RCS is ideal for organizations already using SMS that want to improve results without losing coverage.
WhatsApp Surveys: The Channel with the Highest Response Rate
WhatsApp surveys leverage the most widely used messaging app among users. As a familiar, conversational environment, friction is minimal and response rates are significantly higher than with other channels.
Advantages of WhatsApp as a feedback channel
- Familiar and conversational channel
- Very high response rates (up to 45–55%)
- Verified and secure messages Ideal for transactional feedback
Common use cases
- Post-purchase experience
- In-person visits
- Phone or chat support
- Voice of the Customer (VoC) programs
WhatsApp is especially effective when fast, emotional, and actionable feedback is needed.
Email Surveys: Depth and Flexibility
Email remains one of the most widely used channels for satisfaction surveys, especially when longer questionnaires or a more formal tone are required.
Users receive an email with a link that directs them to a mobile-optimized web survey.
Advantages of email surveys
- Low cost per send
- Ideal for periodic and transactional surveys
- Allows full brand visual identity Good quality feedback
When to use email surveys
- Periodic NPS surveys (monthly or quarterly)
- Training and administrative services
- Post-service evaluations
- B2B audiences
Email stands out when scale, recurrence, and depth are required, especially in B2B environments.
Web and App Embedded Surveys: Real-Time Feedback
Surveys embedded in Web and App environments allow feedback to be collected at the exact moment the user interacts with a digital process, without leaving the environment.
Advantages of in-Web / in-App surveys
- High response rates
- Feedback captured at the exact moment of the experience
- Ideal for measuring UX and digital processes
- Direct impact on conversion and CRO
- Non-intrusive
Most common uses
- Checkout and cart abandonment
- Key pages (product, pricing, onboarding)
- Mobile applications
- Real-time friction detection
This channel is key to optimizing digital experiences based on real data.
QR Code Surveys: Feedback in Physical Environments
QR code surveys allow immediate feedback collection in physical spaces. Users scan the code with their mobile phone and access the survey directly—no apps or registration required.
Advantages of QR feedback
- Very low cost
- Easy deployment across multiple locations
- Non-intrusive
- Ideal for in-person environments
Common use cases
- Stores and restaurants
- Hotels and clinics
- Events and trade shows
- Packaging, tickets, and signage
QR codes are ideal when there is no direct digital contact and many interaction points. Although participation rates are lower, their low cost enables very broad coverage.
Which Feedback Channel Should You Choose?
There is no single ideal channel. The most effective strategies combine multiple digital survey channels, adapted to:
- The touchpoint
- The stage of the customer journey
- The measurement objective
With RateNow, it is possible to manage all these channels from a single platform, compare their performance, and turn feedback into actionable decisions.
Request a free demo and discover how RateNow helps you listen better to your customers.
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