5 Principles of Getting Good Quality Customer Feedback


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5 Principles Of Customer Feedback
Source: Wizu

Getting customer feedback is vital across most industries but actually getting that feedback from your customers is not always easy.

Customers who have had a negative experience tend to be more inclined to voice their opinion but what about the unhappy customers who don’t leave feedback? They become lost customers and you don’t even get to find out why. This means you can’t learn from that experience to ensure you don’t lose future customers.

Then there are all the happy customers! The ones that have had a perfectly satisfactory experience but can’t be bothered with the effort of leaving you feedback. This can be very frustrating.

So what can be done to improve your chances of getting good quality customer feedback?

1. Personalize Surveys

Give your feedback request a personalized feel by including context or customer specific information. If the feedback request acknowledges their specific details they are more likely to open and respond than a generic link to complete a survey. It makes the whole process feel more human and makes the respondent feel their voice matters.

2. Be Clear & Concise

Don’t ask more questions than you need too and try to ensure the questions you do ask make sense and are relevant to the customer. The longer the survey the more chance you have of the customer dropping out so. It might be possible for you to ask certain questions first and then give the customer an option to stop or to provide deeper insight. This would help reduce your drop out rate.

3. Always Be There

As well as having triggers to capture feedback at key points in the customer journey, why not provide a dedicated feedback form on your site. This means you have an outlet at any point for your customer to provide feedback in a structured and measured way. You could also utilise this to get feedback from respondents who may not be customers yet. For example, you could prompt site visitors to leave feedback when they abandon a cart.

4. Create Actions

Create actions from customer feedback where appropriate and report back to respondents when the action has been completed. If customers feel you are acknowledging their feedback and actually taking action from it, they are more likely to leave better feedback in the future. It will also help your company ensure you are correcting any issues customers are facing.

5. Incentivize

Many companies offer incentives in return for feedback, such as being entered in a prize draw. There is no denying that in certain circumstances a nice dangling carrot can attract more attention. However, it is important to look at the quality of your feedback over the quantity. Just getting an increased number of feedback responses from customers who are not really thinking about their responses will not help you improve your customer experience. If you do go down this path, try to avoid it sounding like a bribe and make sure to state this applies to positive and negative feedback. The real incentive here is that you will listen and improve your service.

Martin Powton
I have over 13 years' experience in digital marketing and am interested in all areas of marketing, customer experience and employee wellbeing.


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