When you collect customer feedback, you give your patrons a voice and allow them to express their experience, expectations and suggestions for improvement. You identify ways to serve them better through your offerings.
After all, no business is perfect; there is always room for improvement. And continuously elevating your services or products is the only way to scale your business.
So, to give you valuable insights from customer feedback surveys, this blog delves into the following:
- Why Collecting Customer Feedback Is Important
- Customer Experience Feedback Strategy
- The Best Approach to Collecting Customer Feedback
The Case for Customer Satisfaction Surveys: Why Collecting Customer Feedback Is Important
When collecting customer feedback, many businesses dread receiving negative feedback, viewing it as a sign of failure.
However, setting up customer feedback tools, such as a customer satisfaction survey, is not meant to be a platform solely for praise but rather a channel for open communication – be it positive or negative feedback.
Note: Proceed to the next section to get straight into the questions.
- Know what works and what doesn’t.
When you collect customer feedback (either through social media or customer feedback platform), you enlighten yourself about your strengths – the areas where you excel and should continue to invest energy. From delivering exceptional customer service to producing high-quality products, positive feedback underscores the necessity of maintaining, if not further enhancing, these standards.
On the flip side, a customer feedback platform also reveals your weaknesses, highlighting the areas where improvements are desperately required.
Shifting your focus away from less productive efforts and towards other high-yielding areas allows you to optimize your returns, ensuring that every penny invested contributes to your success.
- Explore marketing opportunities.
Survey campaigns not only collect customer feedback for product or service enhancement but also customer data, enhancing your understanding of your customer base.
By incorporating questions regarding your customers’ demographic information, such as age, gender, location or occupation, you can build a more robust and representative customer profile.
The demographic data collected can significantly illuminate your marketing strategies. For instance, discovering that your customer base primarily comprises the younger generation could signal a need to redirect your focus.
Young consumers are known for their active online presence, specifically on social media platforms. So, you may want to invest more in social media marketing to reach this demographic on the platforms they frequent.
- Inform major business decisions.
In the face of a potential recession, understanding customer behavior becomes crucial for businesses to survive. High inflation rates, business closures and job losses can significantly impact consumer spending, leading to a domino effect on various industries. During such periods, customer feedback tools can assist you in making a sound, crucial business decision.
For instance, if you run a business with multiple franchises and are contemplating shutting a branch to remain afloat, data other than evident sales can be instrumental. By analyzing which branch your customers frequent the most, you can make informed decisions about which locations to retain and which to let go.
Your customers’ habits and preferences can provide invaluable insights into navigating the rough waters of the effects of a potential recession.
As such, running survey campaigns to gather product and service enhancement feedback should be part of your customer loyalty strategy.
Customer Experience Feedback Strategy: Top Customer Feedback Questions for Service and Product Improvement
Here are customer experience questions you can ask in your survey:
- How long have you been using our product or service?
- How frequently do you use our product or service?
- Does our product or service help you achieve your goals?
- Which features do you particularly love?
- Which features do you find less useful?
- Which features do you wish we had?
- Have you encountered any challenges while using our product or service?
- What changes would you make to our product or service?
- Do you feel our products or services are priced appropriately?
- If you could suggest one new feature, what would it be and why?
- Which alternatives did you consider before purchasing our product or service?
For your customer loyalty strategy, you can ask questions such as:
- How likely are you to recommend our product or service to others?
- How likely are you to make a repeat purchase from us?
- On a scale of 1 to 10, how satisfied are you with your in-store experience today?
To solidify your customer profiling, you can ask questions such as:
- How old are you?
- Where are you currently located?
- What is your marital status?
- Do you have children?
- What is your educational background?
- What is your employment status?
- In which industry do you work?
- What is your job title?
- What is your approximate annual household income?
The Best Approach to Collecting Customer Feedback
To help you get the most out of your user experience and customer loyalty strategy, here are some best practices to keep in mind when doing survey campaigns:
Craft Clear and Concise Questions for Actionable Insights
Your brand voice should come through in your writing style and phrasing. After all, the insights you gain from a survey or poll are only as good as the questions that are asked. So, make sure to ask questions that get to the heart of the matter without being too long-winded or ambiguous.
It’s also essential to avoid double-barreled questions, which ask two questions at once. Instead, break them down into separate questions that can be answered independently. An example of a double-barreled question is, “What do you like about our product, and what don’t you like?”
Combine Quantitative and Qualitative Questions
Unless it’s a comprehensive survey where you have willing participants, nobody wants to fill out a survey that takes forever. So, using scales and asking open-ended questions allows you to understand where your product stands and the context of why it stands there.
For example, if you want to measure customer satisfaction with your product, start by asking a quantitative question like “On a scale of 1-7, how satisfied are you with our product?”. To gain further insight into the customer’s experience, follow up with an open-ended question such as “What do you like most about our product?”
Personalize the Survey Request and Explain Its Importance
To get people to complete your survey, make them feel it’s worth their while. Personalize the request by addressing the customer directly; “Hey
Also, explain why this survey is beneficial not only to your company but also to them. You can mention how you’ve handled previous survey results so your customers know you will turn the data you collect into actionable insights. You also want to underline how much time it would take them to complete the survey.
Follow Up With Customers To Keep Them Engaged
Thank your customers for their input. You can also send a summary of how you use the data or any relevant updates on new features. This will help keep customers in the loop and create a bond with your brand.
Finally, don’t forget to use surveys as an opportunity to get customer feedback on any new initiatives or products you are working on. This way, you can gauge interest and ensure what you’re working on is something your customers actually want.
Analyze With Rize Reviews’ Customer Feedback Platform
With Rize Reviews’ customer feedback tools, you make the most of every single piece of data coming in, including positive feedback and negative feedback.
Our team knows how to handle criticism or praise your company may receive. Apart from running powerful survey campaigns, we also help businesses generate more online reviews and respond to them in a professional and timely manner.
Talk to our team today.