A Voice of Customer program allows your company to systematically engage with, and listen to your customers. In our previous two blog posts, we analyzed the two key user engagement types, and how to engage your users effectively using the General Satisfaction feedback approach.
Here we will continue analyzing how to engage your users, using Subject Specific and Task Completion feedback approaches.
Subject Specific Feedback
Whereas the General Satisfaction feedback approach is effective in allowing you to gain general insights, and learn about the “unknown unknowns,” the Subject Specific feedback approach allows you to collect feedback, comments and opinions on specific areas and issues.
This approach allows you to segment feedback – either by aiming it at specific users, or by collecting information regarding a specific function or feature. For example – a customer who is using a new feature on your website, or first time visitors. By focusing on a specific user or function of your website or mobile app, you are able to ask the right questions at the right time, and quickly understand if something is working or not.
Another advantage of Subject Specific feedback is that it is only used at specific and relevant points in your customers’ journey, making it one of the least disruptive approaches to feedback collection. When implemented correctly, Subject Specific feedback is an extremely powerful way to engage your customers and users. It lets you focus on a specific issue and get feedback quickly – helping you gain insight and act to improve overall satisfaction and experience.
Task Completion Feedback
The Task Completion feedback approach is one of the most advanced, yet overlooked, methods of feedback collection.
The Task Completion approach is used once a visitor or user has completed a specific task, at a specific touch point. For example – searching for dates on a travel website, or using a mortgage calculator tool on a bank’s mobile app. A visitor who has difficulty using the date search function on a travel website is unlikely to continue to purchase a ticket, and a user who has difficulties using a mortgage calculator is less likely to apply for a loan with the bank.
Implementing Task Completion feedback collection here, at the optimum point (usually immediately after the user engagement ends), can be the difference between conversion and abandonment (for eCommerce) and positive CSAT scores to negative ones.
If a customer tries to complete a task on your website, and has difficulty doing so, they are unlikely to return. A negative experience with task completion on your site can have a ripple effect – it leads to negative thoughts about your brand in general, and a hesitance to continue doing more business with your brand in the future. However, by requesting feedback directly after a task completion, and getting a direct response, you can take action to fix the relevant issues. Moreover, you have also alleviated the customers’ concerns about your brand in the process.
The Task Completion feedback method allows for powerful optimization across all your touch points. It is the most effective way of ensuring that your customers’ experience across all digital touch points is as effortless as possible. Every task your customer manages to complete in a satisfactory manner, adds to a positive experience with your brand in general. Once you have determined that every task on your website can be completed efficiently – you are on your way to providing your customer the best user experience possible.
When used properly, targeted feedback collection methods such as Subject Specific and Task Completion are extremely powerful tools. Use them wisely!