Collecting feedback from your customers might seem like an easy task, but there’s a lot more to it than just assuming they’ll tell you what they think. Every company wants their product and service to be the best - you want to be your customer’s go-to option, and for that, you need to meet their needs and keep them satisfied. To find out if you are doing a good job in that department, customer feedback is crucial.
Unless you know what your customers like or don’t like about your brand, how will you know which areas to improve on and what to give them more of? Customer feedback provides you with a clearer picture of what’s going on in your business and ensures that you focus on the right opportunities for long-term growth. It also provides a key opportunity to benchmark your business against your competitors and identify areas for growth within the industry.
There are so many customer feedback channels out there, you need to use the right ones for your business. Let’s look at how to get customer feedback online so you can decide which ones work best for you.
Customer surveys are a basic, yet extremely effective, method of obtaining customer feedback. They’re simple and straightforward to set up and very easy to scale and distribute. There are plenty of survey applications and tools available online today that make setting up, reaching your audience and obtaining customer feedback quick and hassle-free. Surveys sent through SMS have a much higher open rate than email and are a great way to reach your customers directly.
Long surveys offer a more in-depth analysis of your audience. It might seem like no one wants to fill out long surveys, but there are a few tricks to keep in mind to get the feedback you are looking for.
Short surveys can be incorporated into your website or in-app as well, as these make use of multiple-choice questions with predetermined answers and are purpose-led. Keep the questions relevant to the page your customer is on and ask them for their thoughts on what they are currently looking at. In-app surveys can be triggered when a transaction is complete as well to obtain their immediate reaction on a feature. You can integrate feedback at your point-of-sale in-store, as well as online.
Social media is one of the most invaluable customer feedback channels you can cash in on. It's cost-effective (your business should already be active on social media) and provides some genuine insight into customer behaviour (as people are happy to share their opinions socially).
Almost 60% of customers prefer to interact with companies through social media and other online channels, rather than using voice-based support. Talk to customers where they are most comfortable and they’re more likely to tell you their honest opinion about you.
How to get customer feedback online the surefire way? Simply ask them to leave a review. 93% of consumers base their purchasing decisions on online reviews. This is a substantial amount of the market to tap into for their opinion and feedback. Reviews have the power to influence other shoppers, your competition and can gain you great insight into the mindset of the reviewer.
Online shoppers regularly rely on and use the ‘live chat’ feature that most websites have and it's a great tool to obtain customer feedback as well. Live chat allows customers to air their grievances, ask questions, resolve issues and locate what they need as soon as they want and in real-time.
Keep transcripts of all interactions with your customers, from live-chats to recording sales and customer service calls. You never know which conversation and interaction will provide you with something valuable. Take swift action on resolving any issue, use the transcripts to identify patterns and problem areas you can improve on and, if you can, get back to that customer to tell them you have resolved their issue. Going through large transcripts from hundreds and thousands of customers can be time-consuming, but does provide direct feedback from your customers in an unbiased way.
The Net Promoter Score (NPS) is a metric that tells you your customer’s experience and loyalty and is a great measure of customer satisfaction. You can incorporate an NPS scale within your customer feedback form. It enables you to get a quick snapshot of how your customers feel about you, and helps you to resolve issues before they escalate.
The NPS is calculated on a scale of 0 to 10 in response to one simple question - 'How likely is it that you would recommend our company/product/service to a friend or colleague?'. You can then choose to follow this with other open-ended questions encouraging customers to elaborate on their response.
Scores of 9 and 10 are from ‘promoters’ and they will give the most positive feedback. Responses of 7 and 8 are mainly neutral and NPS scores of 6 and under are from ‘detractors’. These are usually negative experiences and grievances. If your negatives outweigh the positives, then you need to take a look at what is causing so much grief amongst your customer base.
The customer feedback channels available today are endless, but some other popular methods include:
The customer feedback channels listed in this guide serve as a great starting point for your business to get cracking on finding out what your customers are saying and how they’re feeling. Use two or three at a time and monitor the results - the important thing is to action their feedback to make the necessary improvements to your business.
Overall customer satisfaction should be a goal throughout all your departments, starting from the top. It's not just the responsibility of your customer service team. From marketing to finance, sales to web development, there is an ample number of opportunities to get customer feedback along the way. Start collecting feedback early to reap the benefits in the long run.
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
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