Can you think of industries that are in mighty need of some high-quality customer feedback?
I can think of a few. Every business needs feedback. From a simple beauty retailer to massive enterprises that run a chain of businesses. Some need it more than most. Call Center Philippine, the United States, the UK, Australia etc are in dire need of awesome customer feedback. Whether companies outsource their customer service or not.
As a site owner and business owner, you want to make constant improvements in your website to ensure that you’re continuously catering to your target audience’s needs. And consistently monitoring your site helps you get insights into what your customers like or don’t like.
But while analytical tools are great, sometimes it’s not enough. You need real-time feedback that your target audience can provide.
Yes, we mean customer feedback — straight answers from your actual customers about their experience on your website.
A Brief Reason Why You Need Quality Customer Feedback
As long as you’re a site owner who provides products or services, whether large or small, you need customer feedback.
Displaying customer reviews are one of the most persuasive ways to improve marketing and establish your brand as a trustworthy product or service provider.
And every business owner knows how challenging it is to actually generate quality customer feedback.
Have you ever heard of the saying, “For every customer who bothers to complain, 20 other customers remain silent”?
Unless the experience was really awful, the majority of customers who’ve had negative experiences won’t bother to share feedback about experiences that fell short of their expectations. However, they decide to never do business with you again. That is a steep price to pay for the lack of feedback.
And with social media fever in full swing and growing hotter each year, it’s not unusual to see negative feedback going viral.
The end result?
Your brand’s hurt reputation.
Also, an absence of quality feedback translates to lost customer loyalty.
Customers like to know that you care about their experiences. If you continuously demonstrate that you value their feedback, they’ll stay more engaged with you.
To address that concern, companies are finding ways to encourage customer feedback and seek creative ways to display it too — all for a better customer experience.
How to Get Quality Customer Feedback
Collecting and acting upon customer feedback is critical to improving overall user experience. Reviews from your customers guide and inform your decisions, and influences how you construct your customer roadmap.
For this reason, we’re going to look at the best ways to gather insights from current customers and prospective ones.
We’ll start with one of the most common forms of customer feedback: creating a survey. It looks easy, but the reality of creating a customer feedback survey that would address your needs is that it’s challenging. There are dozens of potential questions to ask. But above all, you need to be careful about your approach.
Luckily, the internet has made customer feedback survey creation easier. Tools like Qualaroo, Typeform, Survey Monkey, GetFeedback, etc. are good for creating short or long surveys.
And to create a customer feedback survey that customers will really complete, you need to make sure your survey would:
- Only ask one question at a time.
- Create open-ended and smart questions.
- Ask questions that fulfill your end goals.
- Steer clear of loaded and leading questions.
- Make rating scales consistent.
#2 Personal emails to customers
You’d be surprised at how effective direct email outreaches can be sometimes. By simply asking for one, you can get candid responses from a customer. Furthermore, because emails aren’t public like social media, this presents an opportunity to start some very interesting conversations with customers.
For instance, when your customers sign up via email in order to access information on the site, you can send out an auto-responder email that asks one question. Inquire about what feature they would want to see the most, what they’re struggling with, or simply ask them their reasons for signing up.
However, you must make sure that you can reply to these emails. Otherwise, you’ll set up false expectations, and your customers won’t be willing to email you again.
Email is perhaps one of the most effective ways to get customer feedback. To solicit feedback via email, consider these three main elements closely:
- An organized customer feedback system.
- Personalized follow-up emails.
- Speedy responses to every customer feedback and/or inquiry.
#3 Customer feedback in the comments
Let’s take a page out of KISSmetrics’ book, and look at their genius way of acquiring customer feedback. They’ve implemented feedback boxes at the bottom of particular pages.
According to KISSmetrics’ product manager, Jason Evanish tells us that live chats and pop-ups sometimes interrupt the consistent flow of a customer’s journey in the site. And then live chats require a person to be present at all times.
Instead, they found that by strategically including feedback boxes at the end of specific pages, you get to have candid responses that don’t need constant monitoring or interrupt a user’s experience as they browse the page.
#4 Social media listening
Listening closely on social media is very useful for gathering real-time feedback from your customers. Aside from the polling tools that a lot of social networks already have, you can also track direct comments or mentions.
The great part is that you don’t have a shortage of tools to use when you’re doing social listening. There are tools that even help you monitor your competitors’ social media presence. Also, social media listening is a great opportunity to improve on user experience and quickly answer issues that arise.
Everyone knows how detrimental negative experiences are, and how negative comments easily spread on social media. Time plays an important role when it comes to taking care of complaints over the internet.
For this, you’re going to need dedicated tools to monitor and respond to feedback quickly. And a lot of companies make use of a combination of in-house and third-party staff to get the job done. That, plus tools like Mention, HootSuite, and Klout.
#5 Feedback through on-site activity
You’d be surprised at how much your users could be telling you by the things they do in your website. There are times when the best feedback can be gathered through how your customers are interacting with your product, and not being asked about how they like it or how they’re using it.
The obvious answer to get this kind of feedback is to turn to analytics or a heatmap.
#6 Getting feedback through a live chat session
If you’re having proactive live chat sessions, it’s productive to seek feedback just as a session is about to end. The questions you ask can include basic questions concerning your customers’ recent chat experience — if it was helpful, or if it solved their problems.
With this, you can effectively rate the efficiency of your chat-support personnel. In addition, if you receive negative real-time feedback, you can take prompt action to win the customer’s trust and fix the situation.
The Takeaway: Customer Feedback Matters
Collecting feedback from customers is important to your business’ processes and success, and especially to the kind of user experience you give to your customers. Whether it’s positive or negative feedback, both are important.