Best Practices to Collect Customer Feedback
How to make sure you choose the right method for your goal?
We’ve got you covered. Here’s a short video presenting best practices of collecting customer feedback:
Customer feedback is a powerful guide that can give you crucial insights helping you make more money or cut marketing expenses. Below you’ll find a list of the most popular use-cases of customer feedback together with a method of collecting feedback that we recommend. Click on hyperlinks to learn more about the recommended technique and why it’s the most suitable for your goal.
Set Your Primary Goal of
Collecting Customer Feedback
|Goal||The recommended method of collecting feedback|
|Improve my website||targeted website surveys or feedback button|
|Research customer satisfaction||Net Promoter Score® survey or targeted website survey|
|Improve my blog||targeted website survey|
|Collect additional data from customers||targeted website survey|
|Collect feedback from my employees||questionnaires|
|Find out why new users don’t use my product||in-message surveys|
|What products or features customers want||targeted website surveys or in-message surveys|
|Get feedback on my pricing page||targeted website surveys|
|Find out how people find my website||targeted website surveys|
|Find out how customers assess support||in-message surveys|
1. Targeted website surveys
Thanks to advanced targeting options (% of the scroll, URLs, exit intent, time on site, cookies, etc.), they appear exactly when and where you want them to, which makes them the most convenient way of collecting feedback on a website.
You can choose from a plethora of available question types, such as radio boxes, check boxes, text fields, smiley faces, etc.
If you target them well and adjust questions to utilized targeting, you can expect response rates over 30% (even 50% is possible, customers typically achieve the highest response rates for post-purchase surveys).
Applicability: Website redesign survey, customer development survey, post-purchase survey, sources of traffic survey.
Advantages: Unobtrusive, user-friendly design; targeting options; diverse question types.
Drawbacks: Some people might dislike survey pop-ups; in order to collect the feedback, you need to draw people to your website first.
Hint: You can also use targeted website surveys to generate leads, like in this case study from Survicate.
Learn more about Survicate targeted website surveys.
2. Feedback button
It’s a static button that floats on the side of your website. A user must initiate it by a click, to expand it. You can place several fields in them like comment, dropdown, email, etc.
Applicability: Reporting bugs and generating leads.
Advantages: Activated by users; gives users a place for leaving feedback.
Drawbacks: Targeting is limited to the pages where it is implemented.
Learn more about Survicate feedback button.
3. Net Promoter Score
Net Promoter Score is a gold standard of researching customer satisfaction. It is also one of the most popular methods of collecting customer feedback. Fred F. Reichheld proved that the likelihood of recommending you translates directly into the word of mouth marketing and returning purchases.
Tracking and improving this score can help you boost repeat sales and acquire new customers via word of mouth.
NPS framework consists of just 2 questions.
First – ‘ How likely are you to recommend our company/product to your friends or colleagues? ’
Second – ‘ What is the reason for your answer? ’
Remember that there are no universal benchmarks you should aim to beat — your goal is to improve NPS over time with the ultimate goal of hitting 100, the maximum score.
Applicability: Researching customer satisfaction and looking for ways to improve it.
Advantages: Simple, one-click design; quick follow-ups available.
Drawbacks: Sometimes results might be skewed – really happy or annoyed customers are more likely to respond than those moderately satisfied or dissatisfied; you need a customer base of a certain size to make results reliable (but still, even when you have only a few customers, answers to the second question can give you valuable tips what to improve).
Hint: If you have many website visitors but few customers or leads, you can consider using targeted website surveys to research NPS among engaged and returning visitors.
Learn more about Survicate Net Promoter Score surveys.
4. In-message surveys
This survey is a generated piece of HTML code that you can distribute via email or chat. When a person clicks on one of the answers, it is recorded and a new tab with the rest of the survey opens in the browser. You can place there follow-up questions or just a ‘thank you’ message. Usually, people are more likely to respond to such survey that to traditional questionnaires – they see the question right in their inbox so they expect the survey to be short and they know its scope.
When you distribute in-message surveys with marketing automation platforms like Intercom (integrated with Survicate), you can see answers in users’ profiles.
This makes in-message surveys a popular method of collecting feedback for marketing automation tools users.
Applicability: Customer support quality research, product development survey.
Advantages: Requires minimum interaction form customers; can be sent in a conversation w/ clients.
Drawbacks: Not all chats providers allow to add HTML to messages. One of those that allow: Intercom.
Learn more about Survicate in-message surveys.
This is what many people still associate with customer feedback surveys – long, multi-question traditional surveys. Questionnaires can be built with multiple questions and be distributed to customers via email, chat, social media or any other method – you just need to provide the target group with a link to the survey.
Applicability: In-depth research on customer satisfaction, buyer persona research.
Advantages: Allows detailed multi-question forms.
Drawbacks: Long, multi-question forms are usually unattractive to users so often you need to incentivize them to participate, you need some expertise to craft subject lines and email copy that people will respond to.
Learn more about Survicate questionnaires.
These are the five best ways to collect customer feedback. Which one you choose depends on you. All of them are created in such a way to fulfill specific needs and enrich information about your clients, product or employees.
Determine the most suitable method for your goals to collect as much actionable feedback as possible. It is best to choose a survey tool that provides all of the types of surveys in one place, so you can play around and experiment with collecting feedback.
That’s why Surivate offers several techniques of collecting feedback under one roof and can accommodate different use-cases. If you already use Survicate and are not sure which method is the best for you, just contact us via chat inside the application and we’ll help you out.
Have fun & Good luck !