Often when either sending out or filling in a customer survey, we can see that it is not perfect and has some blatant flaws. Read our new blog post below to find out what the 5 most frequent customer feedback flaws are and how to avoid them:
1.Not asking for feedback
To start with, many companies make the mistake of either not asking for feedback at all or asking very rarely. Sending your customers once a year a 20-minute long survey is simply not going to work out! You need to be proactive and ask them for reviews as often as possible. Ask them after they purchase something from you or after they visit your store or website. However, be very careful not to cause a “survey fatigue”! Sending too many survey requests can have a counterproductive effect and lead to fewer reviews, not more! Therefore, find the balance, which is right for your company, your customers and your industry!
2. Not asking for the right feedback
Asking for feedback just for the sake of it is far from perfect. You need to ask your customers about metrics they actually care about! If your customer is concerned the most with the quality of your products and then you ask them if they enjoyed the speediness of the delivery, then this might be simply something they don’t care about. What might be important to you, might be something your clients don’t care about. Find out what your customers value about your company or products and ask them about that. Thus, you could get the most valuable and useful feedback.
3. Not giving enough space for feedback
The way you design your survey template can have a huge impact on the answers you receive. For example, asking an open-end question, instead of a multiple choice can give you more qualitative data, but it might also lead to fewer answers, because customers don’t have the time or desire to type a response.
Read our article on “What NOT To Do in the User-Generated Content Industry” to get an idea what other pitfalls to avoid when asking for feedback.
4. Making it difficult to give feedback
No customer will go out of their way to give you feedback. Therefore, you need to make it as easy as possible to give customer feedback. Create easy to follow and concise surveys. In addition, you can also ask your customers for a quick star review. Don’t inconvenience your clients, otherwise they will not only not give you any feedback but will probably be left annoyed by the whole interaction.
5. Not responding to feedback
This is another major flaw some companies have when dealing with feedback. Not responding to feedback is a two-sided problem. On the one side, it could mean not replying to customers’ feedback, especially if it is negative. Make sure your customers know that you have read their feedback and you are doing your best to fix the problem. In addition, you can offer them a discount code or free delivery with their next order. Leaving them with a good impression will most likely even lead them to change their review for the better.
On the other side, it could mean not taking any action to resolve those issues. Only saying “We are doing our best to fix your problem!” is not enough! You need to take active action to improve. If they complained about slow service, think about additional staffing. If your customer is not happy with the product they purchased, think about redesigning it or removing some features. In fact, angry customers are good for business!
We hope our list of the 5 Most Frequent Customer Feedback Flaws would be helpful to our readers so that they can avoid them in the future!
Have a look at the rest of our blog, where we have collected the most interesting articles about Customer Feedback!