With a second lockdown in full swing during one of the most important shopping periods for retailers, it’s likely that even more of us will be hitting the shops digitally this year. This huge influx of customers makes it the perfect time to listen to what they have to say, by collecting feedback and using that valuable insight to improve your customer experience in 2021!
What insight should you be collecting, and how can you improve your response rates so you get the most feedback possible? Luckily, we know a thing or two about creating compelling and insightful feedback campaigns – here are our best practice tips.
With shoppers likely to be overwhelmed with the number of emails they’re getting from retailers this year, consider changing the wording of your feedback request emails and forms. There’s no ‘right way’ to ask for a review, but if your response rates need a boost, we recommend considering the following:Make it clear just how much their feedback means to you, especially if you’re a smaller business where every review counts!
Be sure you ask for honest reviews. It seems obvious, but it will help build trust with your customers that you’re going to actually read (and act on!) their feedback.
Keep feedback surveys short and to the point by making it clear in your emails that leaving a review will only take a minute or two!
Don’t use incentives. Asking for a review in return for any financial incentive, such as a free gift card or a discount on a future purchase, can result in less than honest feedback. Doing so could affect your Google seller ratings eligibility too!
62% of shoppers don’t buy an item without thoroughly researching it first, which is why your product reviews play such an important role in the customer journey. Collecting as much feedback as possible, about both your products and your service, won’t only give you the insight you need to make improvements to your business, it will help other customers too!
What should you consider when collecting product and service feedback? Here are our tips.
Consider your delivery timeframes
Chances are, with so many people ordering online this Christmas, delays will be on the cards. There’s no point asking for feedback on your products if they haven’t even arrived yet, so we advise asking for a review a little later than you normally would. If you don’t give customers enough time, they may leave unhelpful feedback, or even worse, none at all!
To change this in Feefo, login to the Hub and follow these steps:
You can also scroll down and tick the ‘Enable “Not tried yet” on feedback form setting. This lets customers skip leaving a product review (helpful for some Christmas presents!).
Make it clear what your customers are reviewing
This sounds obvious, but so often businesses ask shoppers to review their ‘service’, but what does that really mean to your customer? Do you want them to give feedback on your website? The salesperson? The delivery? Your customer service team?
To get better, more insightful feedback, define exactly what you want your customers to review on your feedback forms. For example, instead of saying ‘Tell us what you thought of our service’, you could say ‘Tell us what your thought of our website and order process’. It’s a small change, but it could lead to better feedback!
To change this in Feefo, login to the Hub and follow these steps:
Play with your subject lines
Keeping an eye on the open rates of your review request emails is vital. If people aren’t opening your emails, they can’t leave feedback. Since the email is coming from a business name they may not recognise (such as Feefo), we recommend putting your brand name at the beginning of the subject line, so your customers know who’s asking for feedback straight away.
However, there’s no one magic subject line, so keep an eye on your email opens and tweak it accordingly. With Feefo, you can do this by logging into the Hub and clicking ‘Reports’ > ‘Response Performance’.
To change your subject lines, login to the Hub and follow these steps:
Want to get even more from your campaigns? Try these tips.
Use Custom Questions to collect more detailed feedback
You don’t just have to ask for feedback about your products and service, you can ask for feedback about anything you like! For example, if you’ve changed your packaging recently, you can ask your customers what they think – are they happy or does it need further tweaking?
Custom Questions is a Feefo add-on – get in touch with our team to find out more.
Use Campaign Manager Tool to run more targeted feedback campaigns
Sometimes, sending the same blanket feedback request to every single customer just won’t work for your business. Perhaps you’ll sometimes need to make your requests more personalised, or you’ll want to get feedback at different stages in the journey rather than just the end. That where Feefo’s Campaign Manager Tool comes in, as it allows you to run multiple campaigns at once.
There are so many ways to use CMT to get better feedback and boost your response rates, so here are a couple of examples:
You’re a retailer that sells off-the-shelf items as well as personalised products. Your personalised products take twice as long to be delivered than the off-the-shelf products, so the feedback request delays need to be different. Creating separate campaigns for different types of purchases allows you to personalise your customer feedback journeys, leading to better response rates.
You’re a retailer who wants to monitor how effective your customer service team is at answering customer enquiries, so you set up a separate, private feedback campaign that’s sent to everyone that contacts customer support. This allows you to see how many customers are happy with the support they’ve received, and which members of your team are performing best.
Hopefully we’ve inspired you to take another look at the way you ask for feedback this year and shown you just how much insight you can collect!
As ever, we’re here to make sure you get the most out of Feefo, so if you need more help or just want some more advice, please get in touch with our amazing support team.
Don’t forget to download our new Christmas guide too – it’s packed full of quick marketing tips to help you optimise your entire customer journey. Download it here.
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Laura works in the Content Team, but does way more than write blogs. Specialising in digital copy, she makes sure our SEO is up to scratch and regularly keeps the website flowing with fresh and engaging content. She also plays an active role in Feefo’s charitable efforts as a key member of our charity committee.