Top 10 effective ways of integrating customer feedback in surveys


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Integrating customer feedback in the products or services is sine-qua-non for customer satisfaction. We seldom see the product roadmaps driven by the program managers & product owners that lack accurate feedback. Many research papers indicate a steady decline in the number of people willing to participate in the surveys in recent years. Indeed, insufficient customer feedback invites bias and distorts the predictions, budgets, and analysis.

In this article, we focus on the effective ways of integrating accurate feedback.

You don’t need to wait till you launch your product to get customer feedback. Perhaps, there should be a broad definition of customer here. Customers could be your competitor’s customers too. The best way to capture the customer’s voice is perhaps finding out what the customers are complaining about. This can be achieved merely by following your competitor closely on channels such as social networks, forums, etc.

In fact, during the roadmap, integrating ideas from the customer is critical to successful product development. For example, Microsoft’s website accommodates customers’ ideas in their CRM & ERP products.

Many tools allow you to get feedback quickly, thanks to several SaaS tools at our disposal. Perhaps, you might have used tools like SurveyMonkey or Microsoft Dynamics Customer Voice.

There is a fair amount of research already done on the customer’s psychology. Designing surveys is both art and science. Here are the top 10 recommendations.

    1. Don’t force your customers to give feedback. We all have filled surveys for the sake of compliance. Remember, nothing is better than something here.
    2. Keep the survey short and measurable. You can use effective question types such as the Likert scale for effective capture of customer’s feedback.
    3. Mentioning the estimated time to take the survey is another factor influencing the customer’s decision to take the survey or not. This works when the survey time is short. For example, you can mention, “This will not take more than 2 min.”
    4. Don’t combine two or more questions into a single item. “Did you like food & drinks at the venue.” Customer’s responses here will not tell you whether they liked food or drinks.
    5. Offer the survey immediately. Your customers tend to forget the feedback as time goes by. Imagine sending a questionnaire after a week of an event.
    6. Ask the questions in a neutral tone. Don’t keep your questions too positive. By asking “How awesome is our food?”, you are not leaving the customer any choice here.
    7. Asking too many questions results in customers avoiding the survey forms altogether. Make the survey concise and direct.
    8. Make surveys anonymous if possible. It will eliminate the biases that arise while filling out responses.
    9. Choosing the survey tool makes a big difference. Usability is a crucial factor. Versose surveys don’t attract customers. Remember, the ability to analyze the responses is critical to measure customer satisfaction.
    10. Incentivising the customers to encourage participation in surveys may work, but it could be expensive. You can think of non-monetary items such as free ebooks or whitepapers.

If you want to learn more about enterprise feedback management tool Microsoft Dynamics 365 Customer Voice, Visit our website Microsoft Dynamics 365 Training.

Satish Reddy
I have more than 12 years of experience in the CRM consulting business. I built applications leveraging Sales, Customer Service, Marketing modules of Microsoft Dynamics 365. I founded a company called Pascalcase Software. We help organizations to realize potential by reaching customer expectations, thereby driving customer satisfaction.


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