Customer Feedback Guide

Your Essential Guide to Collecting Customer Feedback

Mohammed J
Mohammed J/November 6, 2019

In digital marketing or any marketing discipline for that matter, customer feedback is of utmost importance.

As a marketer, you can never afford to go through the motions, rather you should be eager to learn what your customers make of your products or services.

Collecting and responding to feedback in a timely fashion helps businesses to improve the quality of services.

Today, businesses go to great length to ensure customer feedback is collected on a regular basis. So much so they want to know what customers think of upcoming events or even a product launch.

Gathering customers’ opinion upfront will allow businesses to raise the bar for better user experience.

Well, isn’t that what every business needs? Improved standards of service results in happier customers.

So, it’s hardly surprising we see popular brands send out messages to clients asking them if they are interested in a social media event or a blog post about free Instagram tools.

Here at Mr Digital, customer feedback is the breakfast of champions, and we take our breakfast seriously.

Are you tapping into the right resources and channels to obtain customer feedback?

It’s about time you started collecting feedback with a real sense of purpose.

We have compiled the most reliable resources for you to use the next time you approach your clients for feedback.

Why are customers reluctant to offer feedback?

So, you just delivered world-class service to a customer who’s clearly happy for everyone to see.

All this and you would still have nothing to show for if you can’t get the customer feedback right away.

When it comes to collecting feedback, you should always strike while the iron is hot and ask the customer for feedback then and there.

Part of the reason why most feedback requests don’t work is that people wait around.

Take it from us, an overwhelming majority of feedback request messages sent to customers gets turned down because the customer doesn’t feel incentivised to help you out.

When you clearly know that writing to clients for feedback doesn’t help, it’s important to take a different approach.

For one thing, before you start off, it may be a good idea to understand the psychology behind people writing reviews online.

We are in the age of customer reviews

Remember the last time you walked out of a restaurant without being asked for your review about the things you tried?

Well, we can’t quite recall it either.

The rise of social media has allowed people to make up their mind about things to buy, places to visit and films to watch with a single click.

Today, the internet is filled with websites dedicated to publishing reviews about everything in the market.

“The review culture has transformed the buying process”

It’s safe to say that in this age of review culture the age-old advertising is slowly giving way to customer reviews.

Today, when people want to buy something, they look it up on the internet to find out what people say about it.

Long gone are the days when believed in what the brands or seller had to say about their products. Now the buying process is overwhelmingly influenced by the customer’s voice. The customer review has in a way become a secret weapon for businesses.

Always give the customer a reason why

Any attempt on your part to collect feedback with a casual mail can also be greeted with ANOTHER WORD. After all, it usually comes across as a pretty rude gesture. And you shouldn’t be surprised by the lack of response.

Here’s a scary stat for all business owners:

“Typically discontent customers are known for sharing their bad experience with 8 to 10 people”.

Nothing has killed off more businesses than negative reviews from dissatisfied customers.

Of course, Social media plays its hand in making the negative content go viral.

The only way to build customer loyalty is by collecting genuine feedback.

Set up an active live chat support

Most online businesses would attest to the importance of having a live chat support feature for their website.

The live chat is capable of solving customer queries and service-related problems in real-time.

For instance, it can help customers to check the availability of products, track order status and payment details.

The live chat can offer 24/7 support to customers and help businesses to properly understand the needs of customers. It also helps you pick up patterns of behaviour and prepare for their new trends and customer demand.

More importantly, live chat boxes can find long-term solutions to persistent service-related problems.

Yes, it’s possible to use automated chatbots to set up your communication flow. But you’re advised to go that extra mile to personalise the chat experience and address the customer queries in real-time.

According to reports, an active chatbox has a greater chance of starting conversations.

“Getting proper feedback with live chat”

When you engage users in a live chat, you have the option to request them for feedback every time you close a live session. Use this chance to find out if they found the chat experience useful. The information gathered is then used to measure the effectiveness of chat support.

It also presents you with a real-time opportunity to clear confusion and iron out any differences.

Place customer feedback forms on the landing page

It’s highly recommended that you get an exclusive feedback email. For instance, feedback@123.com. This is specific email customers can reach out to for any types of complaints or questions. It is the most convenient means of collecting customer feedback. Studies show that 56% of online customers are on board with this feedback collection system.

If you want to have more control over the feedback collection process, you should consider placing a dedicated feedback form on your website.

Make sure to provide a great deal of prominence to the feedback form so that it really stands out for customers to see.

Implement feedback tools like Feedier that can help you collect customer feedback effectively.

Conduct email surveys for customers

Conducting email surveys for customers is central to understanding the users’ shopping experience.

It’s highly recommended that you set up surveys for new shoppers. Make sure you send a survey to customers at least within 5 days since the day of shopping.

A survey can help you gather all the customer information starting from product discovery to the shopping experience and delivery experience. However, you should never send out the same survey to your regular customer as it could really turn them off for good.

It’s a good idea to use some professional tools like Surveymonkey to send engaging surveys to your customers.

Remember to include in the survey the following questions related to customer feedback:

  • What prompted a customer to shop on your website?
  • How did the customer locate you on Google?
  • What were the methods used to find the stores online?
  • Feedback about the quality of the products and service
  • What did the customer make of the shopping experience?
  • Feedback on the navigation and user-friendliness of the website
  • Ask them for suggestions for improvement

While sending out a survey to customers, make sure that your message doesn’t come across as pushy in nature.

Remember, this is your way to collect honest customer feedback. So don’t give the impression of selling another thing to your customer.

Start tracking all the social media channels

There are a whole host of social listening tools out there to help you track what people are talking about your brand on different social media channels.

If a customer bought a product from you and they are not happy about how it turned out, then they would probably share their thoughts on some social media platform.

Most brands use various tools to track and measure the performance of their competitors’ activities on social media.

Deploy social listening as a strategy to effectively spy on your better performing competitors and use the insights to improve your own social media strategy.

Conducting social listening and being there in the thick of everything will help you solve problems quickly if and when they arise.

Time is of the essence on social media and you should never compromise on it.

Use social listening to spot the customer complaints in real-time and resolve them immediately.

Choose from our list of social listening tools to help you monitor the social talk and respond to it on the go.

Set up polls for customer feedback

If being direct to your customer about gathering feedback is not yielding any results, it’s time to start experimenting.

Many businesses have come to realise the effectiveness of using polls to collect customer feedback. It’s a user-friendly method to collect data by setting up polls on your website, sending a newsletter or email to customers.

There are many tools available specifically to create and send polls to customers.

You have also got the option to engage customers by running polls on various social media platforms.

Polls let you understand the likes and dislikes of your customers.

Carrying out polls will allow you to pick up emerging trends and help you make the best decisions for your business.

For instance, if you run a poll before some event, you can understand what people are likely to be interested in and plan accordingly.

Essential ingredients of a feedback email template

If you’ve read this far, then you already know the importance of collecting customer feedback.

Now, there are some tried and tested practical techniques you should follow.

But the challenge lies in crafting a compelling message that can urge a customer to give you feedback.

Yes, it could just be a matter of sitting down to write a good copy. However, things are not that easy.  You need to first understand what makes a feedback email perfect.

So let’s take a look at some popular templates and how people use them for specific business goals.

The fundamental structure of your Feedback email template

In order for your feedback email to work its charms, it should contain the following elements:

  • Put an eye-catching subject line for your email
  • Personalise the email content to build conversation
  • Tell the recipient why they are receiving a feedback request
  • Tell them how you’ll use the information to improve their experience
  • Put a prominent call to action button and thank you for a message.

Writing an awesome subject line

It is one thing to send out feedback request emails to customers, but a whole different thing to get them to open the emails. If you can’t get them to do it, then everything else will be in vain.

Firstly, make sure to avoid some negative keywords, namely, help and reminder.

According to studies published by a leading email marketing platform, recipients are less likely to open emails carrying those words in the subject line.

Instead, you should create a sense of urgency and personal warmth by using words like invited and urgent.

Also, including bits of personalisation is believed to do a world of good to email open rate.

Use the first name of the recipient to best effect.

It’s a busy world out there, so you may want to put details of the time and date, thus giving recipients an idea of what awaits them.

Create a connection with the personalisation

So you have written an amazing subject line, and voila, people are taking notice and opening your mail.  Now, what’s next?

Let’s see what brands do next up.

Successful mails always start with proper personalisation.

As they say, a person’s name is to that person arguably the sweetest sound in the whole world, and you got to make the most of it.

Remember it’s your chance to convince the recipient that you are not sending the emails out randomly.

You don’t have to go overboard with personalisation.

Keep it simple and short.

Tell them why they’re receiving the email

The recipient should know the exact reason why they are receiving the email.

Now, it’s worth noting that not everyone follows the custom of including it in the feedback email template.

It could be something as simple as a short sentence explaining the reason why.

While it’s not a golden rule, a short reminder about the purpose of the email will give the recipient a clear idea about what to expect.

The short message should clarify the context and add more insights into the contents of the mail.

Look for examples of brands giving out clear-cut messages in their emails.

Show them how you will use customer feedback

The idea is to make the recipients of the mail feel important. You need to make them feel that they are getting real benefit out of the exchange.

If the reader gets the impression that they are being persuaded into sharing information for your monetary benefits, they will never bother to offer you feedback.

Instead, make them feel that they are being surveyed to improve the service they are going to receive in the future.

Include a message something along the lines of “we are taking your valuable feedback to deliver a better experience for you”.

Of course, this is just an example of what you can do with the message.

Make sure to be specific with your message while giving a sense of ownership to the users.

Tell them how much time it will take to complete the survey

Let’s say you have received two feedback request emails with different types of content.

One looks like a long survey that could take you an indefinite period of time to complete. The other is this basic 2-minute long survey.

Now, which of these emails may trigger a positive action from you?

Well, the second one, right?

Mainly because it’s shorter and less demanding.     

This is why it’s important to place in your feedback email a message stating how much time you will have to spend on completing the survey.

Wrap things up with CTA and Thank you Message

Well, you are almost there. You’ve got all the ingredients in the right place. Now you just need to do this one little thing.

Simply give the recipient a heartfelt thank you.

Trust us people like being thanked and appreciated, especially when they are being asked to do something.

Set up a CTA to take them to the survey.

Make sure that your CTA really stands out in the email and leads the recipient straight to survey without any confusion.

So there you have it, you have got everything you need to start collecting customer feedback

When in doubt, use the following list as a quick reference point:

  • Write a compelling subject line
  • Give a good customer acknowledgement
  • Tell them why you need their feedback
  • Tell them how they will benefit from offering feedback
  • Tell them how long it will take
  • Show them thanking message and CTA

If you would like to learn more innovative means of reaching out to customers for feedback, feel free to write to Email marketers at Mr. Digital.

While you are testing the water and putting these tips to good use, make sure to check out our blog to stay up to speed with everything digital

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