How to Ask for & Actually Get Customer Feedback

收集和分析客户反馈对于改善您的产品或服务可能非常有价值，这已经不是什么秘密了。但是，对于许多企业来说，获得反馈通常可能是一个棘手的挑战。这是因为客户受到自己的目标和截止日期的激励，因此向您的公司提供反馈并不是他们的责任。bob全站app

Many customers are reluctant to fill out surveys or participate in reviews because of the inconveniences these measures cause. Customers have busy schedules, and many won’t have time to waste pointing out your product or service’s flaws. Others may be skeptical of the questions that you’re asking and don't feel comfortable with providing honest information.

When asking for feedback, you must consider the best way to approach your customers. To help, we’ve compiled an extensive list of ways that you can obtain customer feedback:

1. Send a follow-up email.

最常使用的方法customer feedbackis email. The email is sent once a service has been provided or when a product was purchased and delivered to a customer.

如果你曾经在网上购物或呆在酒店, you've undoubtedly received a request to rate your experience.

Various providers can assist companies with automating this process, and many of them will ensure that reviews are distributed amongst the most important channels, like Facebook, Google, TripAdvisor, and Yelp.

2. Initiate SMS surveys.

Not to be underestimated, SMS is one of the most powerful channels to request feedback from customers. In an age when consumers are always a few feet away from their phones, SMS is a great way to communicate with existing customers and potential leads. Withhigher open rates than email, SMS is a strong alternative to use when only a phone number is known.

3. Add feedback surveys into your WiFi Network.

Cafes, bars, hotels, and even stores are now choosing to provide free WiFi to attract more customers to their locations. While this is great for the customers, it also presents valuable opportunities to gather feedback.

You can require customers to create a free account to access the WiFi, then use the captured email address to request feedback shortly thereafter. Or, you can simply ask how their experience is while they're online. No matter which option you choose, exploiting free WiFi to ask for feedback can be a fair value trade for both business and customer.

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4. Create paper feedback cards.

Some companies still prefer to do things the old-fashioned way, by using simple, pen and paper feedback questionnaires. While this is undoubtedly the most cost-effective manner to collect reviews, it can also have a lot of hidden costs when it comes to collating and understanding the feedback given.

To extract meaningful actions from feedback, the responses often need to be tabulated in a spreadsheet and then analyzed — requiring both significant time and effort. Factoring the salary of a junior staff member that spends only 10 minutes each day to enter responses, can easily exceed $500 per year.

5. Send surveys via a mobile beacon.

Although beacons haven't taken off like the hype predicted, they're still an interesting technology to use when gathering customer feedback.

If you have a mobile app, beacons can serve a push notification to users once they arrive in the vicinity of the deployed beacon. This can be a great way to ask users to leave feedback about their in-store experience while they're still there.

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6. Review live chat transcripts.

On-sitelive chattools are becoming more frequent forcustomer supportas well ascustomer service.

Reviewing transcripts of the chats and categorizing any feedback points into categories can help you identify inefficiencies in your business. Frequently mentioned topics tend to be problem areas for your business that can be improved. This not only helps withcustomer satisfaction但还减少了客户支持所需的资源。bob体育苹果系统下载安装

尽管定性聊天笔录可能很麻烦，但它们往往是您可以收到的客户最直接的反馈。

7. Conduct customer interviews.

Interviewing customers doesn't need to be exclusive to major retailers or market research companies that have big budgets. Frequent and loyal customers are generally very happy to give feedback if you simply ask them. After all, they're the ones who are most invested in your product or service.

Try finding some segments that interest you and select various customers who fit these profiles. To increase your potential for success, ensure that the customer is being contacted by a real person as this will not only make them feel like a VIP (and become even more loyal) but will increase your chances that they will provide valuable feedback.

8. Analyze recorded sales calls.

If you have an outbound sales team, they’re likely making hundreds of calls every day. These logs can be invaluable for not only training purposes, but also as feedback for your product. While they may not be customers (yet), these leads tend to give the most direct feedback about your product since they have no vested interest. First impressions last after all!

Even if they haven't completed a trial of your product,listening to their feedbackon your presentation can help you overcome any hurdles that may be putting off other potential customers.

9. Record website visitor session replays.

Want to know how people are using your website and why they aren't converting? Then会话重播could be the way to gather the feedback required to overcome these hurdles.

Providers such as Hotjar and Yandex record user interaction with your website so you can easily see what they're viewing, clicking on, and interacting with.

尽管这听起来可能令人毛骨悚然，但这种反馈是无价的，可以帮助您从访问者的角度参观网站，并查看您可能没有注意到的问题。

10. Monitor social media channels.

社交媒体has become an inexpensive and efficient way to communicate with your target audience. Customers are already actively participating in communities on Facebook, Twitter, and Instagram, and it doesn’t cost your business anything to join in on their conversations. Respond to comments, send direct messages, and engage with your audience to see how people really feel about your company.

当你的团队遇到负面评论,苏尔e to respond to them quickly. Active social media users are expecting a fast response, so you have to dedicate a resource to each channel. Closelymonitoring your social buzzis a great way to track trends and events that can influence your business.

11.提供反馈的激励措施。

Going through a survey takes away valuable time from a customer’s busy schedule. One way to make your surveys worth the investment is to offer a reward for their completion. This makes for a simple, yet highly effective transaction approach to obtaining feedback.

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While money or discounts are great, keep in mind that the reward doesn’t have to be cash, either. You can incentivize customers using free content that’s useful to their workflow. This could be an e-book, an in-house study, or an educational pamphlet that helps them achieve their goals.

12. Host a social media contest.

If there’s one thing customers love, it’s a chance to win something for free.

A great way to collect more feedback is to use your favorite channel to promote asocial media contest. In your post, provide a form to collect customer’s opinions and specify in the rules that completion is an entry to win something awesome.

Customers won’t mind taking a moment to fill out a survey, so long as it’s not too lengthy and otherwise tedious for the prize value. And make sure you set concrete start and end dates so you can analyze fresh data and determine the winner promptly.

13. Adopt Net Promoter Score.

Net Promoter Score orNPS®is one of the best ways to obtain and measure customer feedback. It uses a scale of 1-10 to determine whether your customers would recommend your company to other customers. Scores from 0-6 are considered to be negative responses, or “detractors.” Scores between 7-8 are neutral, or “passive.” Finally, scores of nine and ten symbolize positive experiences and are called “promoters.”

The best part of NPS is that it’s efficient for both the customer and the company. The survey uses only one question which makes it easy to record and analyze results. It doesn’t require a lengthy time investment from the customer, and you have a better chance of receiving thoughtful feedback.

14. Include post-purchase feedback.

If you’re running an e-commerce website, it’s important to find out how your customers feel about their user experience. However, sometimes this can be tricky because a survey can distract customers from making a purchase. You don’t want to lose a potential sale because a survey took the lead away from their shopping cart.

You can avoid this by displaying your feedback options after a purchase is made. Once the sale is finalized, the customer will be less distracted and will be more interested in providing feedback. This especially comes in handy with transactions that involve higher amounts of emotional investment, like buying a large appliance.

15.延迟要求反馈。

虽然立即获得反馈是很棒的，但是当反馈是周到和准确的时候，它更有用。有时，客户需要花费时间来开发他们的购买经验的完整视角。如果您立即要求反馈，那么您只会得到他们的最初感受，而不是产品或服务如何随着时间的推移影响他们。

如果您注意到客户反馈似乎不准确，请尝试等待一两个星期，然后再调查客户。您可能会发现，挑战它们的障碍是长期使用产品或服务的长期问题。

16. Use feedback monitoring sites.

Instead of directly asking for feedback, you can monitor what people are posting about your company using third-party sites and apps. For example, tools like Google Alerts and Yext can notify you whenever a review is posted about your company on any website. This can help you discover feedback that may be posted in online communities that your customer service team isn’t unaware of. With new internet communities popping up every day, it’s important to have a radar that can monitor your company’s online buzz.

17. Set up a survey kiosk.

If your company is hosting or attending an event, that's an excellent opportunity to ask customers for feedback. One way to start this conversation is to set up a survey kiosk like the ones in the image below.

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Survey kiosks are less intrusive than walking up to a customer and asking them to fill out a form. Instead, customers can simply approach the kiosk, fill out the survey on the tablet, then continue on their way without having to interact with a service rep. This gives customers the privacy to provide candid feedback without feeling pressured by one of your employees who may be eagerly awaiting their response.

18. Use heatmaps on your website.

Customer feedback doesn’t necessarily have to be explicit. Your customers’ activity on your website can give you valuable information with the aid of aheatmap.

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For a more hands-off approach, collect data from where your customer’s mouse “clicks” most on your website. This allows you to make informed decisions on your website UX and optimization — comparing and contrasting your most clicked sections to parts that are overlooked.

Customer Feedback Grows into Customer Satisfaction

It's clear that customer satisfaction is no longer just the responsibility of customer service teams, but a fundamental element to all departments that have interaction with customers. If you aren't already exploring ways to gather customer feedback at your company it's time to do so.

不仅可以节省成本的产生更多的customers for your business, but they will become more loyal to your brand with greater lifetime value — which, for marketers, means that we can push for even larger budgets to try new and exciting campaigns.