Want to know if your customer is satisfied with your service? Collect Feedback.
Want to know how your new product fared? Feedback, again.
Want to get an overall idea of what your customers feel about the experience you deliver? Ofcourse, Feedback!
Feedback has become an absolute necessity. The improvement of customer experience revolves around the feedback you collect. You’d be hard-pressed to think otherwise!
In fact, feedback has been governing the trends of SaaS and various other industries where customer experience is the driving force towards growth. The crucial strategies and decisions of such businesses stem from the outcomes of feedback.
If that’s the case, it wouldn’t be wrong to say that feedback systems have indeed become the lion’s share of gazillions of businesses around the world.
Yet out of these gazillions, only a small number of businesses are actually able to leverage feedback surveys to the fullest.
Are you one among them? If not, you may wish to read further.
The data collected from feedback gives you rich powerful insights into various aspects of your business. But here’s a catch-22. The reliability of the data depends on the response rates and if you haven’t procured enough response rates, then your feedback would not be of much use.
Let’s say you are conducting a customer feedback survey for 1000 customers. You sent feedback forms to all of them and took special care as to not miss a single customer from the process. The results are out and overall, the feedback about your company is quite good.
But, wait! You take a closer look and realise that out of the 1000 customers only 20 have actually cared to fill your forms! Now, would that help you further with your decision-making process?
No! What you have in hand is skewed data and this is probably one of the biggest roadblocks hindering you from leveraging your feedback! If that’s the case, you need to get it sorted as soon as possible.
One of the most effective ways to overcome such a situation is to create impeccable feedback forms that will better engage your customers. In this article, we will be discussing the ‘Do’s’ and ‘Don’ts’ to keep in mind while creating feedback forms. Let’s dive in:
Do Inform the Purpose of your Feedback Survey to your Participants
Transparency is key. Your participants may not find it appealing if you send them a random survey out of the blue. You need to tell them who you are and why you are collecting feedback from them.
Your customers ought to know why they are being surveyed and what is expected from the survey. The objective should be made clear at the beginning of the feedback form if they have to buy-in to your feedback survey.
With greater transparency, your participants tend to trust you and you might receive a more reliable response rate. But that’s not all, you are saving your customer’s precious time by doing so; a way of respecting and valuing them.
Do Ensure Anonymity
Anonymous feedback is always a sigh of relief for both participants and the collectors. There are instances where the purpose of the feedback will demand the addition of personal and sensitive questions into your forms and your participants may not be comfortable answering these questions with disclosed identities.
This is where you can put anonymity into good use. When you ensure anonymity, your participants will be more inclined to answer questions without any fear.
Do Keep Your Surveys Simple
Well, you should remember that feedback forms are mediums to communicate and collect data effectively. Each question ought to be conveyed clearly to your audience. So, do make sure you construct the questions in a simple language that is easily understood by the participants.
The use of sophisticated words may not fetch you the response rates you are looking for, as users drop out of surveys when they find them complicated.
Do Keep a watch on Form Length
Let’s face facts, most customers find feedback to be boring and time-consuming. So, if you share a feedback form with a long questionnaire, it is sure to put your customers off. They might leave your feedback session midway.
Construct the form judiciously. Ask questions that are bare necessities and try to avoid irrelevant ones. You can even add a progress bar to your forms too. With the bar in place, your participants can know how much of the survey they have completed, what time is left, and how long it is.
And if you have fewer questions, it just makes things better. Since the users are aware of all this, the chances of them leaving midway through reduces, thereby increasing the completion rates.
Do Personalize your Questionnaire Template
Feedback forms are often tagged as boring and customers are not very zealous about filling them. So, you need to keep your forms as engaging as possible. A well thought out questionnaire can do the trick.
Personalise your questionnaire, making it a tad informal. Customers should feel like they are engaging with a real person and not a dreary bot. A simple trick like this can help a great deal in boosting response rates
Do Segment Your Feedback Participants
Feedback participants should also be segmented. Suppose you are collecting feedback on Product X of your company. So, you need to share your feedback forms with that section of customers who use Product X only.
Sending it to customers outside this group will not only annoy them but you will receive unreliable feedback as well.
Do Choose the Best Channels for Distribution
Making great feedback forms is never a thing until you find enough participants for it. You need to make sure your forms reach your audience and it is important to choose the best channel to reach them. You can share your feedback forms via links, email, widgets etc.
Trust me, your feedback is not even close to being a success until you find the right means to share your forms.
Do Choose the Ideal Feedback Tool
Ideally, a feedback tool helps you collect feedback, gather insights and improve the overall experience. The market offers you tons of form creators, customer feedback tools and online survey tools for this purpose.
Choosing the ideal fit from the overcrowded market is quite a tricky business. Make sure it has impressive features that can engage your audience, collect data seamlessly, automate questionnaires and create insightful reports.
Above all, you will have to see if the features complement your goals.
Do Incentivize your Survey
Incentives can motivate your customers to invest their precious time in a feedback survey. It is also a way of telling them that their time is valued. You could offer gift vouchers or loyalty points to the participants upon completing the survey.
This way, the users will be more enthusiastic in filling the forms. Here’s something to be noted though, incentivising your participants can put you at risk of procuring biased responses.
So, make a note of the aforementioned and incentivise your forms in a way that will procure unbiased responses.
Don’t Forget to Close the feedback loop
Most of the companies out there collect feedback diligently, but sadly, only a few care to work on them and close the feedback loop. The customers who give you feedback expect you to take actions based on it, and if you fail to do so, let me say, all that feedback is as useful as lips on a chicken!
Not only would you lose credibility as a brand, but you can expect a lower response rate from then on. You have to close the feedback loop if you want to improve your product, provide better customer experience, and thrive successfully as a company.
Don’t ask Irrelevant or Biased Questions
It is in your interest to keep participants engaged in your survey. You don’t want any element of it to put them off from participants. Your questions need to have a logical flow to it. For example, if the question is ‘ Have you tried dish X’ and if the answer is ‘No’, then your survey shouldn’t be asking a question about how good dish X was.
If it does, then you’re killing time and your participants may not find it very appealing. You don’t want another drop-out so it’s best to apply logic branching so that only the relevant questions are asked.
Also avoid biased questions if you are looking for robust, reliable data. So, if you are collecting feedback from your users, do not include questions like ‘Is the experience at X better than that at Y?’.
The question is biased and you may also receive a biased answer which will give way to unreliable responses.
Don’t collect Feedback too Often
Collecting feedback regularly can really help you in procuring insightful data. Essentially, a business should collect feedback from its customers at regular intervals, for instance quarterly, half-yearly or annually.
But do not overdo it. You should not send feedback forms to customers too often. Customers despise such moves and your feedback surveys may not be something that they will look forward to from then on!
Don’t Include Shoddy and Outdated Designs
Avoid over-complicated and drab designs for your forms. Your form design should be able to keep your participants hooked to the survey.
The color-pallette, the font size, and simplicity of form designs can also influence your participants. A perfectly balanced design can help you garner great response rates as well.
Ah! These actually just covered the tip of the iceberg, I daresay. There are yet numerous points that can help perfect your feedback forms.
But as they say one should not bite more than they can chew, which is why we listed out the most effective tips, so that it is easier to practice. But ultimately, feedback is here to stay and every effort to improve your feedback system is a step closer to success.
Athira is a content marketer at SurveySparrow. She is much fascinated by the subject of customer experience and loves scribbling her thoughts on the same.