Insight

7 Proven Ways to Collect and Use Customer Feedback

Customers will gladly provide you feedback to improve the customer experience. Here are seven ways to collect and use this.

November 08 2019

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Many companies are looking to become more customer-centric and customer feedback plays a significant role in this. Feedback is at the heart of improving products and services, even if it is negative. This is because people who have 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. 

There are many ways to gather customer feedback. A good process starts with finding ways that are most convenient for the customer, and that do not seem to take up too much time. 

Using that feedback afterward in further product development or customer service optimization, has shown to benefit companies as well as make their customers feel valued. 

There are many methods for collecting and using customer feedback which turns into valuable data. Here are some of the most effective ones:  

How to Collect Customer Feedback

1. Surveys 

Surveys are a classic way of requesting feedback 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

How to collect user feedback with email surveys

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

How to optimize customer surveys

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. 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. 

Clickable feedback buttons exampleThis 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? 

  1. 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. 
  2. Reply - Promptly acknowledge the feedback and, if possible, give a timeline for the follow-up. 
  3. 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 

5. Customer-Centric Product Development 

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. 

6. Create Customer Testimonials 

People trust people. This is 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. 

How shoppers use online reviews when making purchases

By using positive feedback in your customer testimonials you can add a layer of trust, encouraging prospective customers to get in touch or in marketing jargon: increasing the number of inbound leads.

7. Reward Customers Who Give 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 above 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. 

Final Thoughts 

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 eBookThe Ultimate Guide on Messaging.  

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