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7 PRACTICAL WAYS TO COLLECT MORE CUSTOMER FEEDBACK
INTRODUCTION
▸ There’s a saying that for every customer who actually bothers to complain about an unpleasant experience with a brand, there are 26 more customers who remain silent.
▸ Instead of speaking their minds out, or in other words, giving customer feedback, they simply take their business elsewhere
▸ The only way for your brand to reduce customer churn is to discover what your customers are displeased with, which means taking action and getting those silent customers to open up
www.getcloudcherry.comDon’t Just Satisfy,Delight.
GET GOING ON LIVE CHAT
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"You talkin’ to me?”
– Robert De Niro, Taxi Driver
▸ Surveys show that many people find live chat on websites extremely useful
▸ With a live chat system in place, you can address a wide range of issues,including things like helping customers find what they are looking for,answering their various questions and even solving immediate issues they arehaving with your product or service
▸ The main advantage of live chat is the real-time connection with a customer,which is powerful when attempting to build a relationship
www.getcloudcherry.comDon’t Just Satisfy,Delight.
SET UP DEDICATED FEEDBACK CHANNELS
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"Movie actors earn their
living and learn their
craft through listening
and reacting"
- Michael Caine
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▸ One of the most effective ways of getting customer feedback is to have a dedicated feedback channel. A survey says that 54% of customers prefer a dedicated email address where they can air their grievances
▸ Remember, not everyone is comfortable taking their complaints public. So, by providing them with a direct communication channel, you encourage them to send you their feedback
▸ Make sure the form or email address is displayed prominently on your website. If you are using a form, make sure it isn’t too long
Don’t Just Satisfy,Delight.
PICK UP THE TELEPHONE
www.getcloudcherry.com
“I'm old fashioned
with my cell phone. I
like that human contact
and I think it's important”
- Giovanni Ribisi
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▸ Talking to your customers on the phone is another feasible means to gathercustomer feedback. This proactive approach also tends to result in a betterresponse rate
▸ Through phone, you can gauge your customers’ state of mind and sentimenttowards your product, which might not be possible via email or website surveys
▸ Keep in mind that if you take this approach, the person making the phone callsneeds to sound genuinely interested in helping and listening to thecustomer
Don’t Just Satisfy,Delight.
START WITH THE BASICS - SURVEYS
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“It’s never too late to
begin again”
- Tom Hiddleston,The Deep Blue Sea
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▸ Surveys are an excellent way to set the customer feedback ball rolling becausethey are something most customers will be familiar with
▸ Customers are more likely to reveal any underlying issues they have with yourbrand through surveys. This is because they don’t feel like they’re insultingyou
▸ To maximize response rates further, choose the survey channel mostappropriate for your customers, whether it’s mobile, website surveys, oreven paper surveys
Don’t Just Satisfy,Delight.
TAP INTO THE INBOX
www.getcloudcherry.com
“I hear nothing, not even a
sound on the streets of
New York. Just the beat of
my own heart. I have mail
- from you”
- Meg Ryan, You’ve Got Mail
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▸ A good way of getting detailed customer feedback is by sending outpersonalized email surveys following an engagement or transaction
▸ You can either ask the questions directly on the Email or take them to aseparate survey page from the Email, via a redirecting link
▸ Set a soft deadline by intimating when you’d like to receive a response by andthen follow up if you haven’t received an answer within a week
Don’t Just Satisfy,Delight.
DISPLAY POSITIVE FEEDBACK
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“Some people can’t
believe in themselves
until someone else
believes in them first”
– Robin Williams,Good Will Hunting
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▸ Humans often act like sheep, as in if we see someone doing something, we’re more likely to do it ourselves
▸ By displaying customer feedback in a prominent place on your website, you are indirectly encouraging others to leave feedback as well
▸ But don’t fall into the trap of posting fake reviews as it can backfire heavily and bring down the credibility factor associated with your brand. This would mean lesser feedback as well since customers would lose trust in you
Don’t Just Satisfy,Delight.
KEEP FOLLOWING UP ON THE FEEDBACK
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“Just keep swimming.
Just keep swimming.
Just keep swimming,
swimming, swimming.
What do we do?
We swim, swim”
– Dory, Finding Nemo
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▸ Another effective means to gather more customer feedback is by lettingcustomers know that you are indeed acting on the feedback you receive
▸ There are plenty of brands out there that collect feedback without actuallydoing anything about it
▸ Following up on customer feedback will let customers know that you value andrespect their opinion, which in turn gives them the confidence to leave morefeedback the next time
Don’t Just Satisfy,Delight.
© 2016 Cloudcherry. All Rights Reserved
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ABOUT CLOUDCHERRYCloudCherry is a leading, real-time omni-channel Customer Experience Management (CEM) platform that lets customer-facing brands track, measure & improve Customer Delight - thereby increasing profitability and loyalty.
With CloudCherry, brands get to capture experiential data at every customer touchpoint using 17 channels of interaction (& counting), get real-time alerts and notifications to address issues as they happen, and view all data on a single dashboard - a centralized view of all CX data.
Many of the largest brands in the world don’t just satisfy, but delight their customers with CloudCherry’s CEM platform.
www.getcloudcherry.com | [email protected]
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Stat Source: White House Office of Consumer Affairs
Don’t Just Satisfy,Delight.
