Customers’ feedback is crucial for every business because it reflects and determines the sustainability of a company. When you listen to your customers’ feedback, you can better understand their needs and preferences, determine their pain points, and figure out what areas of your business need to be improved.
Feedback can help you understand what customers like about your product and why they choose it. In other words, feedback is one of the most valuable assets that you can use to grow your business.
Even though many companies understand the importance of customer feedback, not all of them manage to collect it effectively.
Getting the valuable feedback from your customers isn’t an easy thing to do. Most businesses usually end up asking biased questions and fail choosing the right channel to target their customers.
Customers should be able to provide their feedback easily while businesses need their feedback to be as specific as possible. That’s why we are going to talk about feedback forms so that you can see how they can benefit your company.
What Are Customer Feedback Forms and Why Are They Effective?
Feedback forms are one of the best methods of collecting feedback from your customers. They allow you to learn what people think of your brand, your products, and customer support. According to CustomerThermometer, about 89% of customers choose a competitive brand if they are not satisfied with customer service.
Therefore, taking into account customer feedback can make a big difference in your revenue. Feedback forms can be used by all kinds of businesses. You can use customer satisfaction surveys, demographic surveys, website surveys, etc.
Thanks to feedback forms, you can understand how to improve customer experience and make sure that your products meet your customers’ expectations. For instance, it can help you understand what is working well and what areas need improvement. You can also measure customer satisfaction and demonstrate that your customers’ opinion is important to you.
How to Use Feedback Forms Effectively
Determine Your Objectives
First of all, you should figure out why you need a feedback form in the first place. Most people, especially satisfied customers, won’t leave their feedback unless you ask them for it. Therefore, you should formulate a clear request.
The way you ask them for feedback to a large extent determines its quality. Thus, we suggest that you identify the purpose of your feedback and determine the audience. Keep in mind that the easier and quicker it is for them to provide their feedback, the more likely you will get it.
For example, if you only need answers to three questions, there’s no need to create a 30-minute survey.
Let Them Know That Their Opinion Matters
You should not only let respondents know that their opinion is important but also actually pay your attention to it. There’s no point in asking your customers what they would like to change if you’re not ready to make any changes.
You should be ready to improve your product and the overall customer experience. Therefore, we recommend that you ask specific questions. Besides, you should ask for feedback at the right moment. For instance, it makes sense to ask about customer experience immediately after your customers purchase something.
This way, you will be able to get the most accurate feedback while also demonstrating that providing great customer experience is actually important to you.
Good relationships are impossible without effective communication. A good way to establish effective communication is to ask your customers for feedback regularly and then respond to it.
For example, you can send your customers quick surveys after they buy your product or service, and then follow up. Thank them for leaving their feedback, or offer a discount so that they can see that you really care about their experience.
Create a Good Design
You should also make sure that your feedback form is visually appealing. Fortunately, even if you’re not a designer, you can do it by following these simple rules.
- Label the form fields so that users can quickly understand what each field corresponds to. You want labels to be located close to the corresponding fields because the further they are, the more time it will take for respondents to move their eyes back and forth.
- Leave enough white space. When your forms are clean, with no clutter, users won’t feel like filling them in is difficult or time-consuming.
- Sort your questions in a logical order. For example, when asking about customer experience, ask questions in the same order as the events happened.
- Let people decide what questions they want or don’t want to answer. Make all the questions optional. If you make some fields necessary to fill in, your respondents will be less likely to complete the form.
- Make sure that the design of your feedback form is responsive so that the respondents can complete the survey using their preferred device. Your survey should look good both on desktop computers and mobile devices.
- Treat Your Feedback Forms Like If They Were Your Products
Don’t forget that your survey forms also present your brand and influence your customers’ opinions about you. We recommend that you let your surveys communicate your brand identity, like if they were your products.
Use your brand colors and your brand logo. This way, your customers won’t forget who created this survey and what brand they’re dealing with.
Analyze Feedback and Improve Your Product
Collecting feedback is great, but you should also analyze it regularly. We recommend that you analyze feedback from your customers at least once a month. A great approach is to incorporate the process of collecting and analyzing the feedback in your regular schedule.
Send customer feedback to all the members of your team. The more they see it, the more likely your team will address your customers’ concerns.
Customer feedback is a powerful tool that can help you improve your products and customer service. Many businesses fail to collect feedback effectively, and one of the reasons is that satisfied customers likely won’t leave their feedback unless you reach out and ask them for it. Feedback forms can help you collect feedback in the most effective way possible.
Follow our tips to create effective feedback forms and don’t forget to analyze each customer’s feedback so that you can improve your products accordingly.
Rhonda Martinez is a marketing manager, academic advisor and a former Head of Customer Success at an education technology company. She currently works as a content writer for LegitWritingServices and consults on the topics of psychology, education and digital marketing.