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How to gain valuable customer feedback

The world of customer feedback is changing and keeping up to speed with what is working and how to best leverage the feedback is important. It’s worth considering that traditional email in-depth surveys typically only return between 7-10% response rate, whilst pulse-type regular short/sharp surveys will increase that rate on average to above 30%.

"Typically, less than 10% of data gathered in customer surveys is used to improve a business"

If you are a business owner or leader you have one thing in common with all other businesses; "Customers" and to be clear customers are members, clients, students, guests, patients, and anyone else that you may want to add to this list. But in truth, it's anyone that pays for your services or products using time or money.

As consumers, we all take what is known as a customer journey when we engage with a business of any type, online, face to face, social media, b2b, etc.. and during any interaction with a business, we will encounter various touchpoint in that journey. It is important to know how customers interact with your business and more importantly how they feel about your products or services.

There are two types of feedback; Reactive - complaints, reviews, enquiries, etc. and Requested - surveys, focus groups, interviews, etc. Both types of feedback are valid and should be valued as an opportunity to engage with your customers. Many businesses gather feedback from their customers and this feedback comes in different forms, the most commonly used is an email survey but it could take the form of an automated survey system, focus groups, review platforms or testimonials to name but a few. Given all these forms of feedback, businesses need to have a structured approach and consider two things before they start a customer feedback project; What you will do with this information? Why you need it?

There are different ways of asking for feedback and it’s important to choose the right way in order to drive out the right information to help your business grow.

1- Csat - customer satisfaction score - measure satisfaction Example - How satisfied are you with the service you received?

2- NPS - net promoter score - measure advocacy/loyalty Example - On a scale of 0-10 how likely are you to recommend us to a friend or family member?

3- CES - customer effort score - measures process and ease of transaction Example - How easy did you find it to make your purchase?

Each of these measurements has a different meaning and will drive out a different action or result for the business and once you know how your customers feel on a consistent basis you can start to change what you do in the knowledge that your customers will love you for it.

Have a look at the latest video.

The good news is you can automate this process which will save you time and give you consistency, if you want to know more then email;


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