Best Methods To Gather Authentic Customer Feedback That You Should Practice
Successfully utilizing customer feedback is a must for any business looking to navigate the treacherous waters of today’s business world. Feedback can help guide your decision-making and point out subtle tweaks that may benefit your product. It’s also essential for measuring customer satisfaction among your current customers.
Getting a handle on how customers view your product, support and brand is invaluable, so today we’re going to look at the best ways you can gather insights from the current and prospective customers who visit your site.
Before you begin collecting feedback from customers, you need to make sure you have clearly defined why you are seeking feedback.
Also Read: Increase Customer Loyalty Online With SUS
Outlining the process as well as desired outcomes is essential for gathering customer feedback the smart way; otherwise, you may be blindly asking for feedback that will only muddy your understanding of your customers.
There is no question that email is one of the most valuable ways to gather candid customer feedback.
However, there are a few ways you can improve the way customers reach out to you via email to maximize this channel’s effectiveness … and all of these changes will create a better experience for customers, as well!
The three main elements you should focus on for soliciting feedback via email are:
1. Assuring customers of a speedy response
2. Creating an organized customer feedback system
3. Sending candid follow-up emails
Surveys are important to get the right customer feedback. Crafting a useful customer survey is no easy task. There are so many potential questions you could be asking customers, but you have to be careful in your approach.
For short surveys, you can use tools like Qualaroo to ask a simple question or conduct a brief poll, with the goal of generating responses from customers who are active on your website.
The most popular platform for conducting traditional, full-length surveys is Survey Monkey, which can be customized to host any question type. Remember that if you want to create a customer survey that works – as in, one that customers will actually complete – you need to make sure your survey follows these proven guidelines:
1. Ask only questions that fulfill your end goal
2. Construct smart, open-ended questions
3. Ask one question at a time
4. Make rating scales consistent
5. Avoid leading and loaded questions
Usability testing requires more upfront planning, but far and away delivers more insights than any of the methods listed here. It uncovers things customers sometimes don’t even know they are thinking about or struggling with, and usually provides you with a clear path to make the experience better.
User testing is common for websites and web-based products, but the fundamentals are applicable in any business. Let’s say you run a gym. Give someone a free month to go to the gym 5 days a week and keep a diary about their experience. Seeing the business through a different lens uncovers little things that can make a huge difference.
Can direct outreach really be beneficial in getting customer feedback?
Absolutely – especially when you conduct it the right way. Truly understanding your customers is often as easy as talking to them directly.This direct outreach can also help fill in the gaps that less personal forms of feedback tend to create.
Focus on user attitudes. Explore how users think about a problem. Asking them what a button color should be will get you nowhere, but understanding their impressions (“This feature is too complicated”) will allow you to alter features to address the problem. Ask users to recall specific instances in which they faced a particularly difficult usage case or when something worked particularly well.
Since you can get face-to-face online with programs like Skype and even share screens during an online meeting with tools like Join.me, don’t let distance stop you from having one-on-one interviews with customers.
Listening through social media can prove particularly useful for gathering candid customer feedback. I refer to this method as “social listening” because direct comments or mentions on social networks aren’t the only way for your business to get responses.
For instance, a short poll on a highly popular social network makes plenty of sense; it’s too short to include as a separate survey, and asking this question on-site would distract from far more important goals.
You know from my take on brand loyalty that I feel engagement on social media can be overhyped. But in this instance social platforms can be utilized successfully to get customers involved with your page.