So you’ve collected a significant volume of customer feedback. Now, you may be wondering what your next step should be.
Since you’re on it, you might want to read our recent blog to learn about the things you need to do after collecting customer feedback. Moreover, we understand your worries, as you might also be having troubles in figuring out the exact meaning of your customer feedback.
Well, say no more – as up next, you’re going to look at the ultimate cheat sheet for comprehending the customer feedback you’ve just received. Let’s get on to it step by step;
Step-1: Understanding the Feedback Categories
First of all, every customer feedback is not the same. While some prefer to just rate around 5 stars, some prefer to write detailed reviews about your products/services. These detailed reviews need to be organized properly if you want to crack out the meaningful data. You’ll need to organize this data against the record of each participating customer. The customer record may include information like customer ID, the time they’ve been with your business, the date of feedback submission and their average spendings on your business products/services.
This is to ensure that you understand and correlate the feedback with the behavioral factors of your customer.
Ways to categorize the feedback
You can categorize your customer feedback on the basis of three things;
a. Type of feedback.
Generally, you may find feedback regarding usability issues, requests for new features, pricing, bugs etc. Even though you may provide certain fields in your feedback form where you’ve listed a bunch of probable issues that the customers can talk about, there may still be some unclassified concerns they would like to talk about. You need to re-categorize these kinds of feedback under a proper head as well.
b. The theme of feedback.
Now that you have categorized your feedback into different types, you’ll need to put these multiple types into bigger groups. These big groups will be known as a theme of your feedback. Each theme will technically represent the responsibility for your product teams.
For example, if your business is based on a mobile app, the issues with its functionality will be forwarded to your development team. If the customers have any concerns with the pricing, you’d know that this is a task for your sales and marketing team.
c. The label of feedback.
By label, we mean a concise statement that could explain the purpose of the feedback within a single sentence. The idea is to convert a long paragraph into an objective narration of the problem/request of your customers that your team can easily comprehend.
It can be a whole story that your customer said about their experience with your app, along with hidden suggestions. You just have to pick up the crux and write down an actionable objective statement, that’ll be known as the label.
Step-2: Take a quick look through your data
Once you successfully understand the concept of categorizing your feedback data, it’s time to overview your feedback. This step is the most important one as it will guide you till the end of your feedback funnel.
A keen scanning through your feedback data will help you to understand the diversity of the responses that you have collected. If you understand the step-1 clearly, it won’t be much of a struggle for you.
Step-3: Label the feedback
Now, it’s finally the time for some hard work. This is so because whatever you’ve been studying and planning for in the first two steps will now be applied practically.
In this step, you’ll be needing to read every feedback thoroughly to create a meaningful and correct label for each one of it. All labels that you may devise will be exclusive to your product/service features. However, to give you an idea, if it’s about a new feature suggestion or request; it can always start with the phrase “ability to (do this/that)”.
One pro tip; if a customer is pointing two different issues in single feedback, it is advisable to mention both under logically separate themes.
Step-4: Take a look at the frequency of the labels
This step is necessary to understand the patterns in your customer feedback. Basically, all you need to do is to calculate the popularity of each label in your classified data. This will help you in prioritizing the issues based on the number of requests you’re getting against them.
Not only that, this can help you in learning about the strengths and weaknesses of your processes. You’ll get to know which team is doing a great job and which team needs a little push to keep up.
Step-5: Summarize your work and disperse it to the relevant teams
This is the final step, in here you’ll need to gather up all the labeled data and create a summary of it. This is the part where a final and processed form of your customer feedback will get into the hands of the concerned teams. You can also call a meeting to appraise all the teams and to discuss the popularity of the issues that came up.
In this way, you’ll be making informed decisions for your company that will ultimately lead towards customer satisfaction.