There are many ways to collect customer feedback. But an effective process starts with finding an approach that’s fast and convenient for your customers. Let’s take a look.
Why you need to collect customer feedback early
Customer feedback plays a crucial role in the journey to becoming a genuinely customer-centric business. It’s key to improving products and services, and negative feedback is particularly useful in this regard. But it’s key to capture poor experiences early on, because people who’ve had a bad experience tend to be vocal about it.
Dissatisfied customers typically share their experience with 8 to 10 people. And unresolved feedback can snowball further.
Using that feedback afterward in further product development, or customer service optimization, benefits companies AND makes customers feel respected and valued.
There are many ways to collect customer feedback and translate that feedback into valuable data and actionable insights. Here are some of the most effective approaches:
Effective ways to collect customer feedback
1. Customer feedback surveys
Surveys are a classic way of requesting feedback in a way that isn’t intrusive for the customer. A well-written survey can be easily translated into workable data and can deliver deep insight into the customer experience.
The easiest way to collect valid surveys is to use customers’ preferred channels of communication. Simple and customizable surveys can be created on chat apps for quick and trackable distribution.
Surveys shouldn’t necessarily be sent directly to customers over email, even though it might seem like the easiest way. This is not because of a lack of technological advancement but due to the fragmentation of different email platforms and their capabilities. However, call to actions and reminders are frequently used instead, like in this email example from Lyft:
Keep things simple and don’t overwhelm customers. Short surveys tend to have higher completion rates. According to SurveyMonkey, if a survey has ten questions or less, the completion rate is 89%. However, the completion rate drops to 79% if there are 40 questions or more.
Having shorter surveys increases the potential number of completed and valid responses. In terms of data, it will be easier to stay focused and get clear insight.
Therefore, shorter surveys, a few times a year, distributed on preferred communication platforms are better in the long run when it comes to data and customer experience.
2. Customer feedback polls
Public polls allow customers to see what other people think, which encourages them to voice their opinion. These are easy to complete, since they are essentially multiple-choice questions. There’s no typing required, only clicks – and this makes it easy for customers to give feedback.
Polls can be personalized to encourage engagement. Reach out to customers on a first-name basis and ask them questions based on how they use your app or your site for quick feedback.
3. Clickable feedback buttons
This single-click feedback tool comes in handy for quick feedback. These buttons can be placed at various points around your site or at the end of a customer service chat.
This example from TomTom uses emoticons, so customers can pick the level of satisfaction they feel using grades that they can relate to, which in turn reduces the time they need to complete it.
4. Behavior-based feedback
Behavior-based feedback is a great way to make fast adjustments based on direct feedback.
Don’t wait for too long after an interaction or event to ask for feedback. The urgency of this feedback is not only due to the quality of feedback but also the era we live in. A positive or negative experience can be live on Twitter in less than a minute. So, what can be done?
- Prepare: be ready to accept feedback and have the appropriate channels in place to receive it before an event or when you are implementing or updating customer service systems.
- Reply: promptly acknowledge the feedback and, if possible, give a timeline for the follow-up.
- Follow-up: following up with results or actions taken after negative or positive feedback shows customers that your company actively listens and acts on feedback.
How to use customer feedback
1. Use customer feedback to improve your products
After processing your customers’ feedback you will have concrete data that can be used to improve the functionality of your product.
For example, if the consensus among respondents is that your app is difficult to use, or if there are bottlenecks in their user journey that your quality testing has missed, then updates can be created accordingly.
Improvements don’t always have to be a reaction to negative feedback. Customers could love a certain feature or service that only your app or company provides – either way, you can use this data to focus your efforts.
2. Use customer testimonials on product pages
People trust people. That’s why 58% of people look at online reviews at least weekly, while 93% agree that these reviews impact their purchasing decisions, according to research from Podium.
By using positive (and less positive) feedback in your customer testimonials, you can add a layer of trust, helping customers set expectations and make informed purchases.
3. Reward customers who provide feedback
If you use customer feedback to map your product development, then let customers know about it. Many will be happy to know their voices are heard. But why not go further and offer discounts or loyalty points to those who took the time to give feedback after it was used? This has the potential to create a loyal community of customers and users eager to provide you with good customer data.
Iterate more effective ways to collect customer feedback
Collecting customer feedback, both negative and positive, is an integral part of the business process. Both are valuable and can play an important role in pushing the development of your products or brand to stay ahead.
For more ideas on how to communicate with customers more effectively across all the channels they use, download our free eBook: The Ultimate Guide on Messaging.