Not getting much response from the feedback requests you sent? Don’t worry, it’s happening to almost everyone.
Since many companies have realized the importance of customer feedback, more and more are dwelling into the world of feedback and reviews. However, this saturation of the market has created a lot of problems for the customers. After being pushed again and again (and again), customers have now grown very reluctant about giving their valuable feedback.
Now, let’s just cut to the chase and discuss the factors behind this annoyance of the customers.
1. Process is impersonal
Like we always say, this is an era of personalization. You cannot just sell something to B as you sold it to A. People have emotions and you simply can’t move past it. Many companies, while asking for feedback, forget this fact and send the same old feedback requests. Your customers want to feel like their feedback is important to you. If you want them to take out their time and review your product/service, at least show them that you spent some time in personalizing their experience.
One simple thing you can do is including their name and reference to their last order. As many of your customers might have forgotten exactly what it is that they got from you. Doing this would instantly create a sense of personalization in their subconscious minds, that you remember them.
2. There’s no real reward against it
Another big reason people don’t like to give feedback is that there’s no motivation behind it. Time is money and people don’t really want to spend it on something that has nothing for them in it. Some companies do use a reward system to keep customer feedback coming their way. A common practice is giving away a few dollars worth of gift cards to anyone who completes a detailed customer survey form. Either that or you could partner up with some other business to donate a prize in exchange for their publicity through you.
However, you need to make sure that the feedback coming in through this process must not be fake. As many people would try to fill in bogus information just to claim their reward.
3. No acknowledgment or visible actions
It is important for a business to close the loop while dealing with customer feedback. Many businesses, after getting feedback, don’t make any further interactions with their customers about it. Your customers want to know whether their feedback has been acknowledged or not. More so, they would like to see some visible actions taken upon their suggestions.
So, ideally, you are supposed to acknowledge your customers for their feedback. Also, if you make any progress on their suggestions, send them a friendly intimation for the changes made.
4. Surveys are too long
What do feedback surveys have in common with email registration’s terms & conditions? Well, no one really wants to spend their time on either of them.
If a customer lands on a survey and sees page 1 of 12 or after moving through the first page he’s only at 4% – he may lose his patience and leave right away. Many businesses make this mistake while getting feedback surveys filled.
So, a good approach in this matter is to tell your customers in advance – approximately how much of their time would it take. Moreover, you should try to keep your survey forms deliberately as short as possible.
5. Bad Timing
Timing can easily define the ultimate response you’re gonna get. E.g. If a customer is facing an issue with your product/service, it would be foolish to ask him for a feedback at that time. It also doesn’t make any sense to ask for a feedback while your customer is still waiting for the product or had ordered it a few months ago. Clearly, they won’t be in a position to rate your product/service in an accurate manner at that time.
A right practice will be to ask them for a review after strategically analyzing their mood and usage. For instance, if you get successful in making a good impression at the time of purchase, make your move. You could also send a request via email in the morning, according to reputation.com, you can see a 5% increase in response rate if you do that.
Finally, we would like to say that no doubt many people have grown irritated from the feedback system. But you can still get through them if you move with precise planning. We would also recommend you to read our previous blog to learn about the 5 signs you need help with customer feedback.