How to Collect Customer Feedback

Customer Insights

Have you been stuck on wondering how exactly to collect customer feedback? Well, the simple answer to this is, that there is no exact formula or checklist to follow when it comes to measuring, collecting, and analyzing  customer feedback. Every business is unique and so are their customers, however, there are best practices to follow when it comes to collecting customer feedback and gaining insights in the data received.

Let’s start with what these concepts are…

What is Customer Feedback?

For your customer feedback to make a positive impact on your business, you need to have a valid and reliable method of collecting insights and other data from your customers. This will enable you to act and make improvements on your customer’s overall experience with your business and brand.

Customer feedback is information that you collect from your customers. It is regarding their experience with your product, service, website, or business. You can use this feedback to improve customer experience, by reinventing your customer’s experience with your business and brand. And thus, increasing positive touchpoints.

Did You Know?

You’re probably already collecting customer feedback without even realizing it. When a customer communicates with your business in any way, whether it be telephonically, in person, or online, that is customer feedback.

If the feedback is not measured and analyzed, then you are missing out on the opportunity to improve your customer’s experience. What would be the point of even collecting feedback then? Feedback needs to be used, otherwise it is useless.

How to Collect Customer Feedback

It is easy to see how customer feedback can look like a subjective concept, one that’s difficult to measure. That’s why you need to rely on a number of feedback metrics. These metrics can be used individually or together, to get a better indication of your customer’s experience.

Use SMART goals when collecting customer feedback. This way you will be able to track how your customer experience strategies have improved or worsened. Once you have this feedback you can go back to the drawing board and reinvent your customer experience tactics.

Here are four top methods used by experts to track customer experience:

  • Customer Milestone Surveys
  • Customer Effort Score (CES)
  • Net Promoter Score (NPS)
  • Customer Satisfaction Score (CSAT)
  • Time to Resolution (TTR)

Customer Feedback Methods

Above we looked at different measuring methods to use when measuring your customer’s feedback. I will now highlight these points in a bit more detail to give you a better understanding.

Businesses send out milestone surveys at key touchpoints throughout the customer lifecycle.

Customer Effort Score (CES) – This score measures the experience with a product or service in terms of how ‘difficult’ or ‘easy’ it is for your customers to complete an action. CES evaluates the effort required for a customer to achieve a goal (e.g., fix a problem, place an order)

Net Promoter Score (NPS) – These are customer loyalty scores. They are derived from asking customers a simple question, such as: “On a scale from 0 to 5, how likely are you to recommend our business and brand to a friend or colleague?” This type of feedback is an excellent predictor for potential future growth

Customer Satisfaction Score (CSAT) – These types of surveys measure customers’ satisfaction with the product or service, as well their experience with your brand and business. CSAT questions determine whether a customer is satisfied with a specific element of their experience (e.g., the support they received). According to research, good customer experience makes a customer five times more likely to recommend a business, as well as become a loyal customer who buys from you often

Time to Resolution (TTR) – TTR is the average length of time it takes your customer service teams to resolve an issue or ticket after it’s been opened by a customer. It can be measured in days or business hours and is calculated by adding up all times to resolution and dividing the result by the number of cases solved

When it comes to collecting customer feedback, the best advice I can give you is to start small, and focus on single touchpoints. This will help you keep your customer’s feedback organized for analyzing. Good customer experience comes from asking your customers questions, listening to their responses, and taking action. It’s not rocket science.

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