It’s Time To Transform The Way You Collect Feedback From Your Customers

The world is accelerating towards simplicity, minimalism and bold approaches, and so should the way you get your Feedback.

Here’s the time to tweak the way you listen and collect feedback from customers. 

tweak the way you listen feedback

Conduct Surveys Only On Targeted Websites

How would it feel if you are not a user of a product or a service, yet you’re probed to fill out feedback for it? Nonsensical isn’t it? Targeting the right customer at the right time is a crucial step in getting the Feedback you need.

Settle on chasing after targeted websites alone, instead of pushing out random feedback pop-ups – seriously, it doesn’t come across great when a user is trying to just view the site in peace and they’re being asked for Feedback constantly. 

Target the right customer at the right time.

The metrics for choosing the targeted websites can be chosen from a plethora of options such as page stickiness, session duration, cookies, percentage stats of scrolls, intent (both entry and exit), and so on.

target site

This allows the use of feedback buttons, radio buttons, toggles, check-boxes or even smiley faces that range from very bad to very good, to appear precisely where they should be.

When this is done by properly analysing page visits and how the users land on that page (source), it gives you a recipe for success.

You can expect to see response rates jump up to about 30% and can tend to touch even 40% with some post-survey tweaks. 

Adding A Feedback Widget On The Targeted Sites

Taking into consideration what we’ve learn so far, and targeting only specific sites, the next step is adding a static feedback widget similar to some chat widgets that can only be initiated as and when the user clicks on it.

Having the widget in the same place as the targeted sites is not really recommended. Select only those pages that are visited infrequently either by existing customers or by highly prospective ones. 

select good page

This gives a huge advantage from the company’s perspective for not probing the visitors, even though there would be a ‘skip’ or close button and also shows that it is entirely up to to the user or visitor to choose to give feedback or not, creating that space and freedom for them.

It can also be used as a way of reporting minor issues whilst your attention is focused on driving traffic and looking after your ‘valuable’ pages. 

The Diversity Of Survey Questions – The Simpler, The Better

The usual way to collect feedback from your customers would be an exhausted list of things that help you tick that box, ideas like survey forms, direct contacts, email follow-ups, comment boxes, zzzz…. You zoned out before I did I bet! 

We’re all running short of time. No one has the patience to sit and read a paragraph-long question, ponder upon, and then choose the most accurate answer there can be for a survey.

After all, it doesn’t really benefit the user. It’s on the company to improve and to give them a better product and provide a better customer experience through surveys. So, always aim to take less than a minute of their time.

Quick survey

Settle with simple, one-click designs like “How would you recommend…”, “On a scale of…” and “Which features…” questions that demand minimal effort from your customers.

In short, take the NPS or Net Promoter Score into account. This also gives an add-on to simultaneously observe the customer satisfaction metric (CSAT) too. 

Settle with simple, one click designs

Also, remember not to dig deeper into the cause of use or reason for buying. It’s always better to steer clear of such questions. It does not reflect as good feedback retrieval hygiene.

Have a wide variety of questions such as general experience with the product or service being provided, possible expectations and/or requirements. 

Embedded In-Message Surveys

This is an ‘accidental’ hidden survey of sorts that can be distributed via emails or chats. The scope for this is high, and it can also be scalable according to the user’s choice.

For example, when a thank you email is triggered for acknowledging the user, you can embed a simple “Overall Satisfaction?” survey question that can either lead to a “Thank you for your feedback” page or have an optional “Give detailed feedback” link that allows them to continue the survey. In this case, people are likely to participate in taking up at least a part of the survey, and you get more results to analyse.

embedded message

The beauty of this is, the surveys can be personalized to the theme of the email or the email chain, which gives a better chance of participation as the feedback feels tailored to them.

Post-Resolution Surveys

These are very specific to issue-resolution conversations. A very short feedback session on a scale of one to five on how effectively the issue was being handled and resolved, how the agent responded, and if the issue was actually solved or not.

These are mandatory for every company that runs a customer service branch and doesn’t have the flexibility of decision makers talking directly to their customers all the time.


In conclusion, a perfected customer feedback process is bound to benefit both you and your customers.

While you receive the stats that you require to build better interactions and improve user experience, your customers also feel free to choose to give feedback or not, and when they do, we end up making sure that their time isn’t taken for granted.

A simple, user-friendly design feedback system with a simple, one-click, minimal interaction model is the transformation that is very much required.

“That was quick!” and “Very clean UI” are the kind of reactions that we want our customers to blurt out, so that the next time they have the opportunity to give feedback, they do so automatically and more importantly, genuinely! They won’t be zoning out (zzzz….) this time for sure! 

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