Engaging with your customers and receiving feedback is essential to improving your customer experience, and your business. By keeping your finger on the pulse of what your customers want, and don’t want, you will become better equipped to solve problems, improve your products and services and provide a consistently great customer experience.
In order to effectively engage with your customers – and get useful actionable feedback – you need a good feedback form. To help you get started, we’ve highlighted the 5 most important things to consider in order to get the best results from your feedback form:
1. Keep it short
Your customers are doing you a favor by filling out your form, so don’t test their patience by asking too many questions! Try to keep it one page. Remember – the shorter a form, the less likely a customer is to abandon it.
2. Know how to engage
Be clear and unambiguous; your customers should be able to understand your questions easily.
Be specific – don’t combine subjects. Separate your questions into categories as this will make it easier for you to analyze the responses later.
Make sure your questions aren’t leading; you don’t want to veer your customer towards a specific response – you want them to be completely open and honest with their answers.
Remember to add an open text question as this is a great source of insight. Open text questions let you learn the ‘unknown unknowns’ – issues that you are not aware of, that bother your users.
3. Know when to engage
There are many different points along your customers’ journey which provide a good place to ask for feedback, but two of the most effective are at task completion and abandonment. A Task Completion Form is presented once a user has completed a specific task – such as signing up or completing a purchase. Targeting the customer here means you can be specific with your questions regarding the experience of completing the task, which will help you improve the process for future users while also increasing customer satisfaction.
An Abandonment Form is triggered when a user leaves in the middle of a flow without completing it, or before they abandon your site. It usually includes a simple question such as “What prevented you from completing this task” or “How can we improve the process?” Finding out why your users have difficulty completing a task, and how to improve, is an imperative part of receiving feedback and improving customer satisfaction.
4. Use a grading system
A metrics system is the easiest way for customers to rate you, and for you to analyze the rating when you collect the feedback data.
CSAT (Customer Satisfaction rating) and CES (Customer Effort Scores) are very versatile as they can be applied to a variety of questions and touchpoints. They rely on a grading system of 1 – 5 or a star / smiley face rating. NPS (Net Promoter Score) – now considered the go-to for customer satisfaction grading – is measured by dividing a company’s users into three categories: promoters, passives, or detractors (based on how enthusiastically they recommend your company). NPS is implemented by asking a customer “How likely is it that you would recommend us to a friend?” and giving them the option to select a score on a scale of 0 – 10 where 0 means “not at all likely” and 10 is “extremely likely.”
5. Take action
You’d be surprised how many companies ask for feedback, only to never actually do anything with it! Always keep in mind that the reason for collecting feedback is for you to analyze, then act. If you won’t be able to solve a problem, don’t ask about it – this is your opportunity to receive genuine, constructive and actionable feedback.