Customer feedback is important. But customers have short attention spans.
So, how do you overcome this hurdle and get this extremely valuable customer feedback?
By creating an easy and seamless experience.
There are many options for you to choose in collecting customer feedback. The list below provides short yet comprehensive descriptions for each one.
Why is customer feedback valuable?
Today everything is quick, sleek and convenient. This is especially true for websites and other digital services. All this convenience is now taken for granted and many people won’t bother if they have to put more than the minimum amount of effort required.
As service and product providers, we need to adhere to one maxim: ‘The customer is always right’.
Because convenience and ease-of-use are expected, business managers and board members need to gather feedback from their customers in order to deliver on those aspects.
What is funny is that the process of gathering customer responses needs to be easy and convenient as well.
There are many instances where the process of asking for feedback has actually deterred customers or prompted them to submit bad reviews out of annoyance.
Take a look at the list below and compare it with your requirements. You will surely be able to identify which customer feedback collection channel will suit your needs best.
1. Live Chat
This option is great as it puts the customer and the specialist directly in touch.
Feedback is instantaneous and the specialists can ask for more details. Rather than having a few hours or days turnaround through emails.
A Live Chat box is easy and quick to use. Most people are accustomed to chat boxes so there is no risk of intimidating the customers.
This approach is informal and renders quick results, both for the customer and support team.
Live chat is a promising service that seems to offer enhanced customer satisfaction. ICMI has compiled a list of results outlining the success of live chat.
Some of the highlights are:
- 53% of customers would prefer to use online chat before calling a company for support. (Source: Harris Research)
- Chat has become the leading contact source within the online environment, with 42% of customers using chat versus email (23%) or other social media forum (16%). (Source: J.D. Power)
- Live chat has the highest satisfaction levels for any customer service channel, at 73%, compared with 61% for email and 44% for phone. (Source: Econsultancy)
As outlined above, live chat seems to be the leading choice for customers who want to get in touch with a company.
It has the highest level of success and one of the factors that might contribute to this is the quickness with which queries can be solved.
Opposed to other ways of collecting feedback where the customers are prompted by the website that they’re visiting, live chat fully depends on the initiative of the visitor.
At no point, the availability of live chat will be deemed annoying or distracting.
|Instantly connect a customer to a developer or technician||Time-consuming|
|Discuss feedback in-depth and offer customer support||Text only|
|Customers are accustomed to chat boxes.|
If your website visitors are not actively looking to provide feedback, you can prompt them through a pop-up.
When they are navigating, a quick, short message asking them to rate their experience will most likely encourage them to respond.
Following their response, you can kindly ask them to provide more detailed feedback if they wish to. It’s all about making it convenient for them without forcing them to do it.
However, this method should be implemented cautiously. Brian Clifton has made a good point on his blog saying that poor deployment of pop-ups has negative repercussions.
He says that customers might even submit negative feedback out of annoyance.
So how can you implement pop-ups without annoying your customers? Here are a few suggestions:
- Show the pop-up on customer’s intention of leaving your website
- Display the pop-up after navigating between pages so that the experience is not interrupted
- Make the Close button of the pop-up very obvious
- Use pop-ups after a certain scroll depth
Now there’s a variety of “pop-ups” formats for websites, the alternatives include slide-ins, floating bars, countdown timer offers.. etc. Learn more about how to use pop-ups as a way to improve customer communication with the expert of the field OptinMonster.
|Very easy for customers to submit feedback||Annoying if implemented poorly|
|Might prompt visitors who did not intend to leave feedback||Might offer users a bad experience|
3. Purchase Confirmation Pages and Emails
Is your website an online store?
You can use this to your advantage and ask your customers to provide their insights after they finish a purchase. If they were interested enough in buying a product from you, chances are that they will have the disposition to provide feedback in return.
According to Chamaileon, up to 70% of customers open order confirmation emails. This means that this is an excellent time for collecting customer feedback as well.
For something as small as adding an additional link at the bottom of the email, you can gain valuable insights of your customers’ experience.
As an additional note, you can combine this way of asking for feedback with the pop-up approach which we’ve discussed above.
There is a recurring issue for online retailers where customers leave the website in the checkout section, abandoning their shopping cart. This is a prime time for collecting customer feedback. For example, whenever the customer has the intention of closing their tab or browser during the check-out process, you can use a pop-up asking them to explain what is their reasoning behind it. Whether they were simply browsing and were not interested in buying or the total cost was too much, having this information can help you tailor your services accordingly.
|A high percentage of customers will be exposed to the feedback option||The feedback request might be ignored as customers have completed their task|
|Customers will have a tangible experience to refer to|
4. Automated Email
If you have an email list of people who are definitely interested in your services, you are sitting on a feedback gold mine.
They have intentionally given you their contact information to keep updated with any changes and news.
This means that if they have the option of throwing in their two cents on how to improve your website, they most likely will.
Again, as most points we’ve discussed so far, the customer feedback experience needs to be as quick and easy as possible.
Contacting them through their email lightens their workload even further. One good practice to keep in mind is to address the customer by name in the beginning of the email. It’s an easily programmable feature and adds that extra degree of personalization which can enrich the customers’ experience.
This is an easily implementable feature and will definitely give you bonus points considering that your customer has given you their contact details.
According to FluidSurveys, the average Response Rate for Email Surveys is 24.8%. This means that one in four people will take their time to complete a survey.
Taking into consideration that you have gathered your emails directly from your customers, that percentage might be even higher.
|Direct interaction with customers||Might be regarded as spam and ignored|
|You have the ability to send the feedback request alongside other information, such as newsletters or offers||The customer might not feel valued if it’s simply an automated email|