Having a place to receive the feedback in-app is a great start, but you need to make a proactive effort to show how important the feedback is to you. Let customers know that you are listening and want their feedback. Most customers aren't used to being asked for feedback and need encouragement. Simply having a "Give Feedback" button in the menu, or a well-timed prompt asking for feedback can show a customer that you care. This gives you the feedback needed to improve your app and create a product closer to the customer's needs.

Encouraging feedback is about starting a conversation with a customer. Every conversation is a chance to learn how you can improve your app and develop a relationship with a customer. Developing relationships with your customers brings you closer to making them fans of your app for life.