For those involved in the customer satisfaction industry, it might be sometimes difficult to understand why their customers might hate giving feedback. After all, customer reviews can only help others, so why would anybody not be eager to write one? Well, there are at least 5 things that everybody (even customer success managers) hate about customer satisfaction! Read below to find out more:
1. Surveys take too long
This is probably everybody’s biggest pet peeve: surveys which take ages to complete! Even if you were motivated at the beginning of the survey, nobody has the time to spend 15 minutes giving detailed answers to complicated open-ended questions! After all, your customers’ time is precious and when you don’t respect that, they won’t respect you either. Some simple ways to fix this is to create and send short surveys with clearly explained goals. Provide a progress bar at the top of your survey so that your customer knows how much more is left. Inform your customer at the beginning of the survey how long it will take so that they know if they want to take it all. This way you will reduce your response dropout rate, but also show that you value your customers’ time.
2. Asking for feedback too often
Asking for feedback too often is another annoying thing inexperienced customer success managers do. Nobody likes receiving hundred clingy emails from the same company desperately asking if you like them. As we mentioned in our previous article “3 Terrible Mistakes You Are Making With Customer Feedback”, avoiding this issue is more than easy. Make sure you space out your survey requests and most importantly avoid asking the same questions over and over again. Otherwise, the customer might get the feeling that you didn’t even notice what they answered the first time. This will put them off from answering your surveys at all in the future! Using a customer feedback tool can be of great assistance so that you can track what frequency works the best with your clients.
3. Design flaws of surveys
The third aspect of surveys that customers absolutely hate is: surveys which were clearly not designed well. Not matter if the customer success manager didn’t put enough thought in it or simply didn’t have the time, we often get surveys whose design makes no sense. If your customer ends up wondering what you meant by this or that question, then you have lost them completely. Therefore, make sure you preview and test your surveys. Try filling them in yourself or ask a colleague to have a look and simple mistakes can be easily avoided!
4. Negative reviews
Negative reviews which give no reason for the negativity is another thing that everybody hates. They don’t help the company to improve and they don’t help the community because there is no explanation of what the customer didn’t like. A negative review can relate to so many things: the product, the service, the delivery, the warranty, etc. However, it could also be the result of the customer’s bad mood or a mistake on the employee’s side. This, however, cannot be addressed if there are no details or explanation. A negative review just for the sake of giving a negative review must be the most frustrating thing in the customer success industry.
5. Fake reviews
Finally, we have all seen fake reviews that just don’t sound right. No matter if this is your competition or a disgruntled former employee, there is always the possibility that somebody out there is trying to hurt your business. Fake reviews not only hurt the company, but also the other potential customers who might be dissuaded to visit your business. The best way to prevent this is to have a customer feedback tool, which will detect the fake reviews for you.
There are always things we, both as customers and as people involved in the customer feedback industry, hate about customer satisfaction. However, by following our recommendations you can easily avoid those pitfalls and have more and positive reviews for your busienss!