Customer feedback is having a renaissance of sorts – it’s always been “important,” but never has it been so sought after or so foundational to fast-growing businesses. It’s the cornerstone of such methodologies as The Lean Startup and Jobs to be Done, and vital to finding product/market and problem/solution fit.
Established companies are also going back to their customers, because they know that with better feedback, they can improve the customer’s experience, win loyalty, and create brand advocates – even if getting that feedback requires finally transitioning out of legacy systems everyone is ‘used to.’
It’s no wonder that with the sudden attention from high-tech startup founders and CEOs – customer feedback methods are changing. Quickly. They’re becoming faster, easier, less intrusive, more intrinsic, and the ability to decipher the results of that feedback has changed too.
How Cutting-Edge is Your Customer Feedback Process?
Are you on top of the latest innovations? Or are you still wasting time manually reading through all of your voice-of-customer data, hunting for golden nuggets of wisdom? We’ve got a checklist for you.
Data Collection Done Right
When collecting data from customers via surveys, how, when and why you survey become very important to increasing both response rates and the accuracy and quality of those responses. Modern customer feedback programs should include the following capabilities:
- Your customer feedback program focuses on core metrics that you’re able to track over time, like customer satisfaction (CSAT), net promoter score (NPS) and customer effort score (CES).
- Surveys ask very few questions, and you’re confident they’re the right ones for the context.
- Surveys deploy at specific, strategic parts of the customer journey so you can capture the clearest, most accurate information on CX and friction in the moment, as the customer is experiencing it, rather than after the fact.
- Surveys automatically deploy at the right time in the customer’s lifecycle – ie. when they’ve experienced your product or service enough to provide valuable feedback.
- You’ve identified the optimal channel (e.g. email, in-app) to send surveys to achieve the highest possible completion rates by your customers segments.
- You let customers tell you what is important to them. This means fewer multiple choice or scale-type questions, more open-ended, free response sections.
- All survey responses trigger “follow-up” communications that acknowledge concerns and show appreciation for feedback.
Learn how MindTouch uses NPS, CSAT and CES microsurveys in different channels to get feedback at key touchpoints and improve their SaaS customer journey: Watch this on-demand webinar
Analysis When It’s Complicated
This is the most challenging part — creating a customer feedback program that’s both measurable and actionable. It’s also where modern customer feedback software can make an enormous difference by enabling you to slice and dice CX metrics by your business drivers — be they geography, plan, persona, or other factor — so you can see what is really going on and how it impacts your business.
The other trend here is the use of AI to parse all of that rich open-ended feedback because manually categorizing comments just doesn’t scale. For example, Wootric CXInsight™ offers AI-powered natural language processing (NLP) analysis of qualitative data. Industry-specific algorithms automatically categorize qualitative feedback into themes that can be tracked over time.
Does your customer feedback program give you:
- A simple way to filter, share and analyze Voice of Customer Data at scale.
- The ability to isolate responses to NPS, CSAT and CES surveys by customer segment, so you can easily identify the different needs and challenges of specific groups. (Modern customer feedback programs should also allow you to segment by any characteristic shared by groups of users).
- A way to easily see trends, because your program categorizes and applies sentiment to freeform qualitative data and visualizes the results for you.
Data You Can Act On
The customer feedback process doesn’t stop when you get the answers. You have to close two loops. First, your customers need to get answers from you, too. Some just require acknowledgement, a little appreciation for their time. Others warrant high-touch help. Modern customer feedback program means delivering the appropriate response easy, at scale.
Second, you need to close the loop internally. This means that data and insights are disseminated in systems of record and workflow of numerous departments. Cross-functional CX teams are are driving strategic change based on Voice of Customer insights.
How does your program stack up?
- Once you receive customer feedback, you have a system in place to forward that feedback to the appropriate team, so they can respond. For example, feedback given to Customer Service can easily be accessed by Customer Success, and vice versa (ie. everyone has easy access to customer information so the customer doesn’t have to repeat themselves with every interaction).
- Integrations that trigger appropriate responses to customer feedback within your CRM or support platform (like Intercom, ZenDesk, Marketo.)
- For feedback that doesn’t require personal, high-touch action, you have automated responses.
- All of the data you gather improves your overall business intelligence, integrating with Salesforce or other platforms.
- You have the ability to track CX metrics alongside customer acquisition numbers, revenue and churn – so you can see how each metric may affect the others.
- It’s easy to put all of these metrics into a visually appealing report for the C-Suite.
- Each team and department has access to customer data they need to create better experiences (ie. data is not siloed when it should be shared for everyone’s benefit).
- You have a Customer Insights manager or cross-functional team that is responsible for initiatives that improve customer experience overtime.
If you’d like to learn more about what a modern customer feedback platform can do for you, check out these resources: