Types of Customer Feedback
Customer feedback can be categorised into two types based on the interaction stage and format. Let's check them out:
| Category |
Type |
Description |
Customer Feedback Examples |
| Based on the Interaction Stage |
Pre-purchase feedback |
It refers to the insights provided by potential customers before they make a purchase. Pre-purchase feedback involves concerns, expectations, and queries. It allows businesses to understand the factors that influence customers' buying decisions. |
A potential customer asked on chat, "Is this shoe available in Size 36? |
|
| Post-purchase feedback |
It implies customers' reactions that they share after a purchase. It often talks about delivery experience, product quality, and overall buying experience. It is an effective tool for assessing the buying process and how good, bad, or average a product goes. |
A review said, "The shoes arrived on time. The quality is good and fits me perfectly!" |
|
| Post-support feedback |
It is the feedback that customers share after they interact with the customer service. It helps businesses understand their support quality post-purchase and identify areas for service improvement. |
A survey rating after a call with customer support: "Customer representative helped resolve my issue promptly. 5/5." |
| Based on Format |
Qualitative feedback |
It includes open-ended and descriptive customer responses, such as interviews, reviews, and survey comments. It is crucial to delve deeper into customer emotions and experiences. |
A customer commented: "I loved the quality of the fabric, but I wish the colour were more subtle." |
|
| Quantitative feedback |
It covers measurable data in the form of scores, ratings, and survey scales. It is pretty useful in understanding what's trending, comparing performances, and making data-based decisions. |
Net Promoter Score (NPS): 9/10 |
Difference Between Active and Passive Feedback
Customer feedback can be collected either actively or passively. Refer to the table below for a better understanding:
| Aspects |
Active Feedback |
Passive Feedback |
| Meaning |
When a brand or company directly requests feedback from its customers, it is called active feedback. |
When customers share their insights on their own without being instigated is passive feedback. |
| Who starts? |
The business initiated this through surveys, follow-ups, etc. |
Initiated by the customer willingly. |
| When? |
Usually collected at specific points. |
Customers can provide the same at any time during or after the experience. |
| Who Controls? |
Businesses have control over when and how feedback is collected. |
Businesses have little or no control over when feedback is shared by customers. |
| Depth of Insight |
It is often structured and can miss emotional depth unless open-ended. |
It can offer deep insights into customer feelings and motivations. |
| Good Customer Feedback Examples |
Customer satisfaction score (CSAT), feedback forms, NPS surveys, polls |
Online reviews, social media comments, in-app feedback |
Top Methods of Collecting Customer Feedback
Check out the below table to learn about the best and most creative ways to collect feedback:
| Methods |
Types |
Description |
|
Surveys, Polls, and Forms
|
In-app surveys |
It is quick and helps get contextual feedback within the app or product. |
| Post-purchase feedback forms |
It helps collect useful user thoughts right after a purchase. |
| Email-based polls |
It includes easy surveys or polls circulated via email for convenience to capture a broader audience. |
|
One-on-One Methods
|
Interviews and user research |
It involves direct conversations to understand customer requirements and pain points. |
| Focus groups |
These are small and moderated groups to discuss and assess customers' opinions. |
|
Observational Methods
|
Usability testing |
It involves following users or customers while they perform tasks. It helps understand usability issues. |
| Session recordings |
It plays around replaying the session recordings of real users to understand their behaviour patterns and issues. |
| Heatmaps |
These are visual insights into where users click, scroll, or hover while browsing. It is presented using colour-coded data to underscore the zones of low and high activities. |
|
Digital Touchpoints
|
Social media listening |
It involves a keen watch on user sentiments and brand mentions on various social media. |
| Online reviews and testimonials |
It includes collecting insights from reviews and customer testimonials posted on various platforms. |
| Community forums and discussion boards |
It revolves around monitoring organic discussions in various user communities. |
|
Customer Support Logs
|
Ticket analysis and trends |
It involves identifying recurring issues and concerns from support tickets. |
| Chat transcripts |
It includes examining live chat conversations for recurring issues. It helps understand the emotional tone of the interactions to identify the areas of customer satisfaction and dissatisfaction. |
|
Behavioural Feedback
|
Product usage analytics |
It helps measure how and when (how often) users interact with features. |
| Drop-off points in the user journey |
It helps find out where customers leave a process or flow. |
| Feature adoption rates |
It involves tracking how quickly and widely features are adopted by users |
Step-by-Step Guide to Implementing Feedback
Let's take you through the step-by-step guide to implementing customer feedback:
Step 1: Set Clear Objectives
- Make it loud and clear what you are trying to learn or improve - the quality of the product and services, product usability, etc.
- Make sure to align your goals with your business and team OKRs (Objectives and Key Results - goal-setting concept).
Step 2: Choose the Right Collection Methods
Always match your tools to your goals. It will help you go a long way. Here you go:
- NPS to assess customer loyalty.
- Usability testing to identify UX pain points.
- Analytics to gauge behavioural signals.
- Surveys and polls to understand broader user sentiments.
- Interviews to get deep qualitative insights.
Step 3: Design Your Feedback Tools
- Always keep your questions short, neutral, actionable, and relevant.
- Make sure to use clear and easy-to-understand language.
- You may also include open-ended prompts to discover unknown problem areas.
Step 4: Collect Feedback
- It is utterly important to pick the right time and channel for feedback.
- You can go for it right after an interaction - customer support, login, or purchase.
- Periodic pulse surveys are also effective. These are short and help collect real-time insights from users.
- If you are looking for more contextual feedback, in-app prompts are the best bets.
Step 5: Analyse and Organise
- Tagging and grouping feedback into themes is also a great idea.
- You can set themes like UX, Pricing, Features, Usability, Performance, or Bugs.
Step 6: Prioritise and Plan
Here, you can use the Impact-Effort or Action Priority matrix to decide what to act in the first place. Typically, a matrix has four quadrants -
- Quick Wins (high impact - low effort)
- Big Projects (high impact - high effort)
- Fill-In Jobs (low-impact - low effort)
- Money Pit (low impact-high effort)
Step 7: Implement Changes
- Loop in your product, design and engineering teams when it comes to implementing changes.
- Communicate internally who needs to look after what.
Step 8: Close the Loop
- Let your users or customers know that you listened to them and made improvements as per their input.
- It can be done via sharing product updates, community posts, and emails.
Step 9: Track Impact
- To measure how the changes affected customer behaviour and satisfaction level, you can compare using before-after metrics.
- You can compare the satisfaction scores, feature usage, retention rates, and if pain points have been fixed.
Step 10: Repeat Continuously
It is crucial to make feedback a built-in part of the product lifecycle. For this, you can conduct regular feedback sessions, use always-on widgets, and listen to your audience on a regular basis.
Feedback Strategies Across the Product Lifecycle
Here are some effective customer feedback strategies you should maintain across the product lifecycle:
Before Development
Before you start creating a product, you need to get to the core of customer requirements and the issues they face. It will give qualitative insights to ensure you are on the right track. You can do this by:
- Exploring customer pain points: It involves recognising the problem areas or challenges your target audience experiences.
- Feature requests: Understanding the features users wish to see in a product or service can help you develop a product or service accordingly.
During Development
While your product development is processing, validating your ideas with how it will cater to your customers is a smart move. It will help you develop a relevant product that meets user expectations. Here is how you can do it.
- Validate UI/UX decisions: It will help you ensure that your user interface (UI) and user experience (UX) are intuitive and live up to users' needs.
- Test Prototypes: Here, you can create prototypes and ask for feedback from real users to make last-minute adjustments before the product is finalised and launched.
After Launch
After you have launched your product, it is essential to collect customer feedback to improve the loopholes (if any )and ensure users are satisfied. This step will help you with the following:
- Assessing satisfaction: It will help you understand how happy users are with the product.
- Identify bugs: It will also let you know about the issues or technical problems (if any) users are facing.
- Uncover new needs: You will also be able to understand if there are additional features or improvements needed to make the product better.
Best Practices for Feedback Collection
Here are some of the best practices for feedback collection:
- Be respectful of users' time: Keep feedback requests brief and focused to make sure that your users do not feel overwhelmed or annoyed.
- Use a mix of channels for broader coverage: It is always a good idea to gather feedback from different channels, including polls, surveys, social media, reviews, in-app prompts, etc). It also allows for capturing a wide range of opinions with varied perspectives.
- Avoid leading or biased questions: The questions you frame should be neutral. It will help you get honest and unbiased responses. Avoid questions that force users to give a specific answer.
- Keep feedback loops short and action-oriented: Keeping it short is the key. Collect feedback, act on it, and inform the users about the improvements to show their POV and say matters.
- Make it easy and frictionless to give feedback: Make sure that the feedback process is simple, accessible, and does not require too much effort. It will allow you to engage more users.
Benefits of Customer Feedback
The following perks will help you understand the importance of customer feedback:
- Deeper customer understanding: Getting feedback from your customers helps you learn about their needs, preferences, and pain points. It creates a better understanding of their behaviour and expectations, and you can plan or adjust a product accordingly.
- Improved product-market fit: When you know what your customers want, you can fine-tune your product to align with market demands. It increases the product's relevance and appeal.
- Higher customer satisfaction and retention: When you listen and act on feedback, your customers feel heard and valued. It ultimately instils a sense of loyalty and helps improve their satisfaction level.
- Data-driven decisions across departments: Feedback provides factual data that you can use to steer your decision-making in sales, marketing, product development, and customer support, aligning strategies across the organisation.
- Reduces product risk: Continuous feedback helps identify potential issues early. It allows you to address them before they become costly or damaging. All this reduces the overall risk in the way of the product's success.
Conclusion
Customer feedback isn't just data; it's the direction that helps businesses grow. Also, products that gradually evolve with user insights stay relevant and competitive in the market.
Moreover, if you consistently collect and integrate customer feedback, you will be able to have a deeper understanding of market demands and improve customer satisfaction.
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