3 Steps to Exceptional Customer Feedback Management, Part 1
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Step 1: Capture Feedback - Every company needs to have some way of capturing feedback from their customers. There are plenty of different ways to receive useful feedback from your customers. There are many different ways to gather direct feedback; Phone, Email, Forums, Surveys, Polls to name a few.
Forums are great because people from all over the world can join together and share different ideas and thoughts on specific topics. There’s a great article explaining forums in more detail if you have any questions about their specifics. It gives everyone a voice. Forums are a great way for you to get a feel for what your customers are feeling or thinking about your business or a specific product.
Surveys are a commonly used form of feedback management. They’re easy to create, usually free or cheap, and they give customers a chance to say how they feel about your product or service. There are cons to surveys though. If you don’t create a survey correct, you might as well not have one. The wording needs to be perfect and there needs to be a sufficient amount of options for the person taking the survey. There are also multiple types of bias for surveys (response and sampling bias)
Basically, if you’re going to do a survey, do it right!
See this Customer Satisfaction Strategy website for a full list of pros and cons with surveys.
Polls are another great way to obtain feedback management from your customers/members. They are incredibly easy to set up and are quick to take. However, they have similar downfalls to surveys. If they aren’t set up properly, you won’t get completely accurate results on your polls. One way to get better results is to add a button that says “Other” and leaves room for comments.
These are all great ways to receive your customer feedback. What do we do when we cature all of this information? Come back Thursday, October 20th to find out Step 2!
What are your thoughts on these different types of feedback management? Does your company utilize them?
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