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The Best Ways to Gather Customer Feedback

By May 2, 2018 No Comments
Customer rating a service 5 stars
Customer rating a service 5 stars

As a business owner, gathering and listening to customer feedback is essential to your long-term success. Are you doing a good job? Are customers happy? Or are they disappointed with your service? The answers to these precious questions give you the data you need to make crucial decisions and changes about your products, services and customer support.

But, with the variety of ways customers have to share their frustrations and positive experiences, it can be a difficult task to gain a clear understanding of how they feel about doing business with you. Here are six ways to gather customer feedback effectively.

1. Send a Survey
Sending customer surveys is a popular approach to collecting feedback. To gain value, you need to create a survey that is simple to complete and asks questions specific to the customer’s experience. For the best results, send immediately after they make a purchase or contact your service center. This assures the experience is still fresh in their mind.

2. Social Listening
Social media platforms make it easy for customers to share thoughts about a recent purchase or experience with your brand. There are many social listening tools available that alert you automatically when a user comments about your brand or product. Receiving instant notifications helps when there is a problem that can potentially impact multiple customers and allows you to proactively take action.

3. Review Live Chat Conversations
Live chat is a tool many businesses use on their websites to communicate with and answer questions from customers. Many times, the questions asked during these conversations pinpoints hurdles and misunderstandings on your website. By reviewing the conversations, you can make changes, so information is easier to access making the purchase process easier for customers.

4. Make it Easy
The best way to collect feedback from customers is to make it easy for them to give. The customer is more likely to offer their opinion if they are already in conversation mode with your business. Consider adding feedback boxes to the various pages on your website that ask if the information was helpful. Use automated surveys after a live chat, email conversations, or phone conversations end.

5. Call Customers
Automated surveys or feedback boxes may not work as well for longtime customers or customers that want a personalized experience. These types of customers are more likely to provide feedback about their experience if you call them and ask. Ask engaging questions on these calls that require more than a yes or no answer so you can truly uncover their satisfaction, happiness, and likeliness to continue being loyal.

6. Measure Agent Performance
Call center agents are the frontline of your business answering and fielding incoming calls and text conversations. Setting expectations for the type of service they deliver is just the first step to making sure the customer is satisfied. It is just as important to measure their ongoing performance through automated call scoring. Automate call scoring grades their performance by measuring various items including voice inflection, length of silence, average handle time, first call resolution rates and overall customer satisfaction. Managers can use the data to uncover what upsets customers the most to make changes to the way future service calls are handled.