Talking about customer feedback might seem too vague and nonspecific sometimes. Therefore, let’s discuss some real-life examples from big companies!
1. Survey request: Amazon
Asking for feedback by using a survey form is probably the most common way to ask your customers for insights into their shopping experience. You can send a similar form to the one above by email, text or on social media. Often a short question like this one will lead to more answers, as compared to a long, tedious survey. You can also send longer surveys, but make sure that you have a clear goal in mind and that you have designed the survey in a way that makes it easy and quick to fill in.
2. Exit survey: Holler Box
Sometimes customers leave your website without buying. Sometimes they even leave your company and buy from your competitor instead. Even though this is not optimal, it is important to ask them why. Only in this way can you improve and prevent other customers from leaving you.
For example, have a look at the exit survey from Holler Box below. It uses an open-ended question, which gives the customer the opportunity to use their own words to describe why they have decided to leave you.
3. Tactical Research: Domino
Finally, let’s have a look at Domino’s strategy after repeatedly getting negative feedback about the quality of their pizzas. They decided to do dedicated tactical research about what the issues might be and how to resolve them. They launched a series of surveys on their website, included feedback requests on their boxes, monitored their social media channels for reviews and conducted focus groups.
Domino used (negative) customer feedback to change and improve their products and services, which ultimately led to more sales. In fact, they managed to double their revenues from one year to the next only by improving their recipe.
In conclusion, these were 3 good examples from real-world companies which have used customer feedback to improve their products and services and to increase their customer retention.