If you haven’t, it represents the way you derive and effectively process customer feedback, so:
Let’s take surveys as an example.
You ask a question, segment respondents, responses and/or questions into groups, create an action plan based on your findings, and follow-up.
So far, so good.
Now, here’s the catch:
You won’t make the most out of steps #3 and #4 if you don’t cross-analyze your survey findings with external feedback.
The point being: If there’s anything better than mastering survey design, it’s mastering and boosting their effectiveness through an understanding of where they stand in the entire feedback ecosystem.
Now, before we proceed to external feedback channels, let’s take a look at the types of feedback you should be reviewed on a daily basis.
Customer Feedback Types
Opinions: Perhaps, the most common (and obvious) type of user feedback. These can be provided in the form of reviews on websites and app stores or as responses to your surveys.
Depending on the way you ask, you can either receive open-ended answers or a choice from a closed list. All of these are fundamental to understanding your audience’s perception of your services.
Feature request: These are most often provided by clients via chat, in-app surveys, or other communication channels. While they’re not an opinion, per se, they can drive your product development process to align with customer expectations.
You will also validate your clients’ priorities and contest them with your own idea of how your product should evolve.
Bug: Technical fixes that customers expect to be fixed.
Walkthrough: Depending on their technical knowledge or understanding of your product, clients might ask your customer support for a live walkthrough. These cases are an invaluable source for creating relevant FAQ/knowledge base articles or making sure they’re not caused by a usability issue. Speaking of…
Usability issue: Site architecture, processes, or elements that cause user confusion. This is the type of feedback you want to use to drive product development or incorporate before any information architecture changes on your site.
Filed complaints: While also a type of user opinion, they’re processed differently from a formal standpoint (i.e. subject to legal terms). If you’ve got a special department for client complaints processing, you should make sure you have access to their database for reference.
Other: Right off, you might think it’s the category for all sorts of junk messages and questionable emails from diamond-heir African royalty in exile.Still, it’s also a place where a lot of your uncategorized/unactionable messages will go to. But, who says that a message you tagged as ‘uncategorized’ won’t make a lot of sense in 6 months, and will once come in handy?
What about the digital touchpoints for all of these feedback types?
Let’s take a look.
Customer Feedback Channels
Emails: They say email is still king, and it’s hard not to agree. A lot of online stores don’t offer live chat, and even if they do, chances are customer topics such as official complaints will still be moved to the more formal channel.
It’s the most universal communication method, and should definitely be on top of your watchlist!
Surveys: No other feedback collection method will help you build trust and customer satisfaction quite like this one (you can test out two of our most popular customer satisfaction survey templates yourself here– NPS surveys and CSAT survey).
Surveys are also unbeatable when it comes to analyzing your responses – you can quantify the answers from closed-ended questions in a built-in analytics tool like our own, or via Google Sheets/Excel. Think – a matter of seconds.
Communication tools: These are becoming more common by the day, especially among SaaS companies. For instance, at Survicate, we offer live chat communication via Intercom to all our users. Simply put, it’s the fastest way to communicate with customer success.
Pro tip: if you’re an Intercom user like ourselves, you should also make extensive use of tags. It’ll help you maximize your feedback management tricks).
Interviews: Regardless if it’s video conferences or live meetings, interviews tend to revolutionize what you previously thought about your company and how it serves its users. Plus, if you use a transcription tool, you can also analyze insights from recordings.
App stores: If you’re an app developer, it’s absolutely crucial that you make sure any negative ratings and opinions are responded to and processed to drive product roadmap. If not, you can easily end up being ‘buried’ in app store results’ lists as unreliable software.
Online opinion sites: Similarly to app stores, some leads will only trust your user opinions/ratings, if they’re on independent sites. Depending on what your product is, these can be e-commerce stores like Amazon, or comparative sites.
Social media: The big start of the past (and current) decade. If you’re not evaluated highly on these outlets, or at least don’t officially respond to criticism, then you’re likely looking towards souring churn rates and a decrease in signups.
Last, but not least, let’s take a look at the tools and methods you can use to make your marketer’s FOMO a distant memory.
Customer Feedback Management Tools
Excel/Google Docs: If you’ve got a lot of discipline (and, let’s be honest, time on your hands), you can do regular searches for your brand mentions, and write down any findings in spreadsheets.
You can also semi-automate this process, and incorporate findings exported from marketing and customer satisfaction tools, such as surveys. If this is your go-to method, then you’ll likely find the next tool immensely helpful.
Brand mention tools: At Survicate, we use Ahrefs to monitor where our site is talked about and linked to. It’s great for making sure you don’t miss an important influencer blog post or a rather unflattering opinion you will want to react to and clarify.
CRM: If you integrate your communication and survey tools, you can create a solid base knowledge on your clients. Still, it won’t work as a feedback management tool, per se, as enrichening lead/client profiles is the main goal.
Messenger platforms: This is both a source of feedback and, to a certain extent, a management tool. You’ll thank yourself later for marking all your customer discussions with specific tags. Why? It enables you to quickly filter your communication logs down to specific threads.
But there’s more to it.With an additional customer feedback management tool, you’ll be able to filter messages not only by threads but also find specific keywords and how they were used in context.
And it’s not just applicable to the thousands of conversations on messenger platforms. We’re talking about being able to search records and incoming messages from all sorts of channels.
Think – email, chat, app stores, comparison sites, and even archived conversations where tags weren’t used in the past, but include the desired keyword.
Hi there! As the Head of Content & SEO at Survicate, I'm in charge of planning and executing our content strategy. I make sure that our efforts align with the company's business goals, while always keeping an ear out for our tone of voice. I occasionally write articles for the Survicate blog to share some know-how I am gaining on the go. I'm always excited to hear from our audience and make improvements to our work. So please do not hesitate to reach out to me if you have anything to share!
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.