Ever wondered if your customers are happy with your business? Or, ever wondered what are the areas of improvement in your offerings which, when worked upon, have the greatest ROI?
You can make guesses, but the best way to get concrete answers to these questions is to ask for feedback directly from your customers. With frequent customer feedback, you show that you care about their opinion and become a customer-first business that puts customer satisfaction above all else.
In other words, when you continually understand and exceed customer expectations, you build a strong brand customers love to remain loyal to and also spread the good word about.
However, unless the experience is exceptionally bad, most customers don’t bother to share feedback about an experience that didn’t meet their expectations. Instead, they simply switch to a competitor.
So, here are three effective ways you can use to capture more customer feedback.
Create and Send Short Surveys
Surveys are one of the best, most straightforward ways to get more feedback from your customers. They’re easy to create, send out, and analyze.
Use a tool like SurveyMonkey or Typeform to whip up a good-looking survey, and send it out to your customers using the email addresses they provided at the time of purchase.
Here are a couple of best practices to keep in mind when creating a survey to capture customer feedback:
- Keep it short and to the point. Only ask essential questions that you’ll use to improve your offerings. Including unnecessary questions wastes both yours and your customer’s time.
- Start with open-ended questions. If you create a survey full of rating scales and MCQs, you’ll restrict answers to your own assumptions. By using open-ended questions, you’ll know what your customers are really thinking.
You can also feature the survey on your website, but make sure to keep it no longer than two questions. If there are more questions, provide a link to the full survey instead.
Likewise, you can include a feedback box at the bottom of your website pages that prompts visitors to share what they like or dislike about your website.
Talking about collecting feedback on websites…
Ask for Feedback on Live Chat
Another great way to get feedback on your website is to use live chat. Live chat not only helps in delivering timely and quality customer service but can also help in getting more feedback and learning more about your customers.
In essence, live chat allows customers to ask questions and get immediate assistance.
Of course, you or your remote working team can’t be online 24/7. But you can still connect with prospects using chatbots — smart virtual assistants that are also loved by customers as they can provide on-the-spot answers to all FAQs, accurately recall your customer’s purchase history, and never lose their cool.
Now, you can seek feedback after a live chat session ends. Here, you can include any of these quick questions, such as:
- Was the chat experience helpful?
- How can we improve our website or customer service?
- Any additional feedback?
You can allow for open-ended responses or provide radio buttons for a quick rating on a scale of 1-5 (for example, a question like “how do you rate your customer service experience?”). Alternatively, you can share the survey link on the chat once the session ends.
Use Your Social Channels
You can also use your social media channels like Facebook, Twitter, or Instagram to post specific questions about your product/service’s quality, asking for a quick and honest review or opinion.
For example, if you run a cafe, you might casually ask on Twitter as to what your customers love to eat on weekends, or if there was an older discontinued menu item that your followers really miss. Customers can easily respond with a tweet and you get instant feedback.
You may also share the surveys you create on your social channels or redirect followers to leave a review on their choice of review platform, such as Yelp or Trustpilot.
This technique allows you to engage with your customers as a “human” brand, learn more about their tastes, and empowers customers to share reviews easily.
Make Sure to Act on It
All that feedback is no good if you don’t act on it. Start by analyzing all the answers and reviews. Collate them and share with others at your company who can start working on implementing those changes, such as your product or customer support team.
Pay attention to the most common customer complaints or concerns, and prioritize them in your improvement workflow. Respond to those customers in a thankful and courteous manner, assuring them that you’re working to get those things right.
Furthermore, reach out to customers who give you kudos and strengthen the relationship to turn them into advocates. Use their positive feedback and reviews as social proof on your website. That’ll nudge others to become your customers.
Long story short, leverage the collected feedback to direct the business moves and strategies you make to grow into a bigger and better brand.
(Image Source: Freepik)