Are you wondering what your customers feel about your products and services?
The success of your business is dependent on customer feedback. Without it, you are flying blind and guessing at what your customers want and need. That’s why it’s essential to use different methods of customer feedback.
The four of the most important methods to collect customer feedback I will discuss are:
In this post, I’ll discuss their pros and cons. Furthermore, you also need to know how to effectively implement these methods for your business. Thus, I will also share some tips and tricks on doing that.
So, without further ado, let’s begin.
According to Harvard Business School professor Clay Christensen, over 30,000 new products are introduced each year, and only 5% succeed.
“Innovation has no value until it creates something a customer wants.”
It is clear that without knowing what customers think and feel, it is very difficult to create a successful product or service.
Thus, customer feedback is essential to the success of any business.
It’s easy to get overwhelmed with the several ways to get customer feedback. That is why I have listed the four most important methods below.
By the end of this section, you’ll know everything about:
Now that you know why is customer feedback important, let’s begin with feedback surveys.
They help you understand customer sentiment, what they like and don’t like about your product, and how likely they are to recommend you to others.
Furthermore, feedback surveys help you identify customer pain points so you can address them and improve the customer experience.
You can and should tailor them to your specific needs.
You could create customer feedback surveys that tell you how happy your customers are with your product or service (CSAT).
Or you could create a Net Promoter Score (NPS). This customer survey helps you know how likely your customers are to recommend you.
You could also create a Customer Effort Score (CES) survey to know how easy it is for your customers to interact with your company.
There are many other types of surveys you can use for collecting feedback, but these are three of the most common.
Another vital method to gather customer feedback is email contact forms.
E-mail is a widely used channel for most companies. As a result, each contact can be used as an opportunity to get customer feedback.
Imagine having a dedicated e-mail address (e.g., email@example.com) where customers can send their feedback.
You would then be able to segment this feedback and route it to the right people.
You can use e-mail contact forms for a variety of purposes, such as:
Your website represents the digital home of your company. It is also one of the best places for gathering customer feedback.
Because you can reach a large number of people with your website, and if you have a good website, the chances are that people will take the time to fill out a customer feedback form.
A pop-up widget: This type of widget appears when a user visits your website.
An inline widget: This type of widget is embedded in your website’s design.
Pop-up widgets are more intrusive than inline widgets. However, they’re also more effective in getting people to fill out the form.
On the other hand, inline widgets are less intrusive but can be easily missed by website visitors.
Regardless of the type of widget you use, they allow you to target specific pages on your website.
For example, you can show a widget only to users who visit your pricing page. That way, you can collect customer feedback about your pricing from people who are actually interested in it.
Furthermore, you can introduce triggers to show the widget at the right time. For example, you can set a trigger to show the widget when a user is about to leave your website.
That way, you can gather feedback from people who are not happy with your website.
Finally, we come to our last method to collect customer feedback: live chat.
Live chat helps get real-time feedback and analyze customer satisfaction. Furthermore, it’s also efficient at providing customer support.
Apart from improving customer loyalty, live chat and chatbots are also a great way to upsell and cross-sell your products.
Let’s suppose a customer is having trouble using one of your products; you can offer them an upgrade or a related product that will help them solve their problem.
The following table offers a good summary of the pros and cons of the four methods:
|Customer Feedback Method
|You can reach a large group of customers
|Surveys can be time-consuming
|E-mail contact forms
|It’s a personal way to collect feedback
|You need to have high traffic on your website
|Website and in-app feedback widgets
|It’s easy to set up and easy to change
|It can be easily missed by website visitors
|It’s real-time and offers the opportunity for fast resolution time.
Knowing is half the battle. Now it’s time to implement the feedback methods we discussed in your business.
But how do you do that?
And if you don’t implement customer feedback methods in your business, you’ll never know what your customers think of you.
So let’s go over some things to look out for when implementing the four methods I previously discussed.
There are various approaches when implementing feedback surveys in your business.
You can use tools like Trustmary to create a tailored customer survey and send them out to your clientele via various channels, such as e-mail, SMS, or your website.
This method can be very effective if done correctly. However, there are some vital pointers you need to keep in mind when using this method.
Surveys should be short. If they are too long, customers will not take the time to fill them out.
The table above shows that the longer the survey, the less time respondents spend on each question. So what shall you do? Make the survey as short as possible.
The ideal survey should take between five to ten minutes to complete.
You can do this by keeping the number of questions to a minimum. Furthermore, you should only ask questions that are absolutely necessary.
Make sure to ask the right questions. The questions should be relevant to your business and what you want to know from your customers.
Now there are various types of questions you can ask in a survey to collect customer feedback. They include:
The trick is to ask the right mix of questions. For example, you might want to start with a demographic question to segment your respondents.
You can then follow up with a close-ended question to get a general idea of how they feel. After that, you can ask an open-ended question to get more detailed feedback.
Finally, you can end with a multiple-choice question to get specific suggestions.
You must realize that going through and answering questions on a survey takes away valuable time from your customers.
Thus, you need to give them a good reason to do so. The best way to do this is by offering an incentive.
The most commonly used incentive is a discount or coupon. For example, you can offer a 20% discount on the next purchase.
Another popular incentive is a chance to win a prize. That could be something like a free product or a gift card.
The next method I will discuss is e-mail contact forms.
This is a very straightforward method to collect customer feedback. It’s as simple as creating a form and adding it to your website or blog.
Here is a template you can use to create your form:
Once you have created the form, you need to add it to your website. One of the best places to do this is in the footer of your site. This way, it will be visible on every page.
You can also add it to your contact page or create a separate landing page for it. That approach gives it a more prominent position on your website and can help increase conversions.
The final step is to incorporate a submit button into the form. This will allow customers to send you their messages.
It’ll help to remember that the whole point of gathering feedback using this method is to make it easy for customers to reach you.
Therefore, you should consider adding an auto-responder to the form.
An auto-responder is an automated message sent to the customer after they submit the form.
It can be something as modest as thanking them for their message and telling them you will get back to them shortly.
To achieve the maximum possible number of responses from a client, follow these three things.
Customers that feel their opinions matter are more likely to offer feedback.
How do you do that? By letting customers know that their feedback will be used to improve their experience.
Moreover, you can also thank them in advance for taking the time to provide feedback.
Adding a line like, “We appreciate your feedback and use it to make our service better for you,” will show that you value customer input.
The most important thing you need to include in your e-mail is a call-to-action (CTA).
Without a CTA, customers will likely not bother taking the time to fill out the form. Thus, make sure you include a CTA that is clear and concise.
For example, you can say, “Click here to take our survey.”
Another way to increase the response rate is by personalizing the message.
You can do this by addressing the customer by name or using other personal details. Remember, e-mail is a one-to-one interaction.
Thus, you should take advantage of that and make the customer feel like you’re talking to them directly. That will help you get customer feedback which provides valuable insights.
If you want to get customer feedback from potential customers as they browse your website, you need to add a feedback widget.
A feedback widget is a small piece of code that you can add to your website. It allows you to collect customer feedback from visitors without interrupting their experience.
You can either create your own feedback widget or use a third-party service.
When implementing a widget, there are a few considerations you need to keep in mind.
First, you need to finalize where to place the widget on your website.
It’s generally best to place it in the lower right-hand corner of the screen. This way, it will be visible but not intrusive.
Decide what feedback you want to collect.
Do you want to know what visitors think of your website? Or do you want to know if they’re having any problems?
By having a clear idea of what you want to ask, you’ll be able to use the limited space more effectively.
Furthermore, also think about the design of the widget.
You want it to be noticeable but not too obtrusive. And you want it to match the overall design of your website.
When you’ve considered all of those factors, you’re ready to implement a feedback widget on your website.
Remember, collecting valuable feedback at the right time can make a big difference for your business.
If you’re not sure what kind of feedback to collect, start with a general question. You can always ask more specific questions later.
Collecting customer feedback helps you understand what your clientele wants, but sometimes they need help right away.
For those cases, live chat can be a valuable tool. However, if you don’t pay attention to some key factors, it can also be a hindrance.
When deciding whether or not to add live chat to your website, here are a few things to keep in mind.
First, make sure you have the workforce to support it. It will quickly become a burden if you don’t have enough people to man the chat.
To counter that, you can try and automate the process. However, in doing so, you also run the risk of providing a poor experience.
It’s crucial to strike a balance between automation and personalization. You need to make sure that the people you do have are properly trained.
They need to be able to handle customer service issues as well as technical support while avoiding technical support scams. Furthermore, they also need to be able to upsell and cross-sell.
Second, you need to ensure that the live chat software you’re using integrates with your CRM.
With Trustmary you can expect seamless integration with most CRM systems like Pipedrive and Hubspot.
The integration allows you to keep track of all the conversations and make sure that nothing falls through the cracks.
Third, you need to set up proper protocols and procedures. This includes having a plan for when and how to escalate issues. That will help them stay on the same page.
Furthermore, they need to know how to handle different types of customer service issues and manage customer expectations.
Moreover, you need to make sure that the live chat software you’re using has proper security measures in place.
That is especially important if you’re collecting sensitive information like credit card numbers.
To summarize the implementation of the four methods, we can say that:
There are countless examples where the company set up its systems, collected customer feedback, and then let it sit there without taking any action.
That’s not how you’ll get the most out of customer feedback.
Your support team should be doing this on a daily basis. They should be looking for any patterns or areas where they can improve.
Continuously monitoring allows you to make small tweaks when you receive negative feedback. Furthermore, it allows you to replicate the things that are working well.
Collecting customer feedback has become essential for businesses that value their clientele. The four methods of collecting customer feedback that we’ve discussed are all beneficial in their own way.
To use them efficiently, it’s important to understand their pros and cons. Furthermore, you need to know when and how to implement them.
But, most importantly, you need to monitor the feedback you’re receiving continuously. Only then you’ll be able to make the right decisions and improve your business.
So go out there and start collecting some feedback!
From Customer Feedback to Customer Driven Growth
How can I improve my customer feedback?
To improve customer satisfaction and feedback, you need to continuously monitor it.
Continuous monitoring allows you to:
What are some of the best methods for collecting customer feedback?
There are various ways of collecting feedback. The method will depend on the kind of feedback you want.
How do I create engaging feedback forms?
Engaging feedback forms can help you connect with unhappy customers and understand their needs.
Some things you can do to create engaging feedback forms include: