customer feedback

How to collect and document customer feedback

The success of your business depends on your ability to meet customer needs. This requires a clear understanding of behaviours and trends within your business sector, as well as feedback from the individuals you serve. That’s why it is essential to collect and document customer feedback.

Feedback helps highlight your company’s strengths and weaknesses. It gives you a clear understanding of how customers feel about the products and services you offer, as well as their overall experience with your brand. It helps you make informed business decisions that support the retention of existing customers and equally important, the acquisition of new ones. 

There are several ways to acquire customer feedback. Before you begin, though, you need to be clear about your goals.

  • Are you looking for insight into how your products and services are currently being used?
  • Are you planning to reorient your products?
  • Are you considering the development of new products?

Once you’ve defined your purpose, you can craft the questions that will get you the answers you seek. Here are five ways to gather customer feedback.

1. Online surveys

Online surveys are one of the simplest ways to gather customer feedback at a low cost. There are many survey tools available. Survey Monkey, Typeform, Google Forms, and Zoho Survey are just a few of the top contenders.

Once you’ve created your survey, you can email your customers an invitation to complete it. To broaden your reach, you can also include a survey link on your website.

The beauty of online surveys is that they automatically collect responses in “real time.” This means you have access to feedback as soon as it is submitted.

2. Feedback forms

Inserting a comment box at the bottom of a website page is an easy way to gather insight without expending much effort. You can also create a feedback form and include a button on your website inviting customers to leave comments.

When using this method, however, it’s important to consider the user experience. You’ll want to make sure that your request for feedback isn’t hindering navigation of your site. If it feels invasive, it may annoy customers, which could influence the quality of feedback you receive. Worse, it could cost you a customer.

3. Social networks

Social networks are a great feedback tool as they’re designed specifically for engagement. People use them to share their opinions and express their feelings about products, services, and life experiences. Connect with your customers in a social environment and they’re far more likely to be in a ‘sharing’ mood.

Many social networks have built-in survey tools that enable you to collect valuable information. You can also use auto responders, direct messaging, and stories to open up a dialogue about your products and services.

Furthermore, you can monitor social channels for unsolicited feedback, although this can be a time-consuming endeavour.

4. Live chat software

Live chat software comes with many benefits, including convenience, speed, and cost-effectiveness. By asking the right questions before a chat begins, you can direct customers to the right department immediately, which improves satisfaction. You can also use pre-chat surveys to gather useful feedback.

Best of all, post-chat surveys (often underused) allow you to determine whether or not you were able to satisfy your customer’s needs.

5. Customer calls

Calling customers is by far the best means of obtaining feedback. When well executed, it can generate the best responses. Why? Because it shows your customers they’re worth your time, which in turn makes them feel valued.

Of course, you need to be mindful of when you call. Nobody wants to be disturbed first thing in the morning or last thing at night – especially by a customer service representative.

Coral Collect offers highly efficient and effective data collection tools to support you in this regard.

How to use the feedback you gather.

Feedback is invaluable to your brand and your ability to remain competitive.

Use customer comments to guide future product development. Deepen relationships with happy customers and turn them into advocates. Feature positive comments on your website as testimonials and help turn visitors into valuable customers.The benefits of gathering feedback are endless. For help gathering the data you need to better understand your customers and manage that data efficiently, reach out to Coral Collect. We’re here to help.

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