4 Types of Customer Feedback

How important is customer feedback for businesses? The answer is tremendously important. 

It refers to the insights, input, information, and issues shared by consumers related to their experiences with a given company, service, or product. Such feedback is essential for improving CX (customer experience) and empowering positive business changes. 

The response companies receive from their clients is indispensable for making adjustments and adaptations to CX over time. There are various types of customer feedback, each aimed at providing useful information, such as surveys, contact forms, usability tests, and interviews. 

Get familiar with each method in detail.


Surveys are among the most useful forms of customer feedback, but these are a bit challenging to develop. There’s a myriad of questions to ask consumers, which makes the selection process somewhat tricky. Nevertheless, businesses can choose between short-slider and traditional surveys. The former targets specific issues and pops up on your website. In contrast, the latter consists of a long list of questions. 

Furthermore, short slider surveys are aimed at consumers who are active on your site, especially one-question surveys. As far as long-form surveys are concerned, businesses have to follow some simple practices to encourage customers to complete the survey. For instance, companies need to ask questions that meet their goals, use open-ended questions, create rating scales, avoid leading questions, etc.  Find out some useful ways for asking customers for feedback. 

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Email and customer contact forms

Another method for gathering customer feedback is using email and contact forms. The best way to maximize the likelihood of getting a response from a consumer is by setting clear expectations, organizing email feedback, and sending personalized responses. Most consumers don’t provide businesses with feedback, as they believe the latter doesn’t care. 

For example, many customers would be willing to share their insights if they knew they would hear back from the company. Therefore, businesses should consider incorporating a short but important sentence to their emails, such as “we will get back to you within a few hours/days.” This sentence informs individuals how soon they should anticipate hearing back from your company, which leads to building greater trust. 

The following step is organizing email feedback by creating boards and building individual cards within every board to categorize requests. You can use sections like an inbox for new ideas, rejected for discarded ideas, and maybe for good, but not urgent ideas. Sending personalized responses is another way of getting an email response. Emil allows you to send personalized requests, which brings more personal responses than surveys. 

When a consumer signs up for additional information about one’s services, companies can send out auto-responder emails asking one question, such as why they decided to sign up or what features they would like to see. The importance of customer feedbacks is tremendous, as it serves as a resource for company growth. Therefore, each of these emails should be replied to for clients not to feel let down. 

Furthermore, businesses can use emails to transform them into an opportunity for introducing happiness ratings. Apart from providing ratings, consumers can also add extra comments. Afterward, the received comments and ratings can be sorted out into happiness reports, which demonstrate the performance of teams and individuals. 

Usability tests

Another popular form of customer feedback is usability tests, which provide deep insights into your business. Consequently, it obliges businesses to perform more upfront planning. By having a clear strategy, companies can uncover the challenges that consumers are facing and gain insights, which improve their experiences. 

In addition, for achieving better results, businesses should consider rewarding their user research participants. Usability testing is usually used before launching a product to refine design details or add new features. New products are generally open to a limited number of users whose feedback is later transformed into adjustments of the product. 

Although user testing is mainly associated with web-based products, such testing can be applied to any business. For instance, gym owners can offer a free month of training to customers by prompting them to visit the gym three to five days a week. During this period, gym-goers should keep a diary to record their experiences. Learning about your businesses from the perspective of clients reveals small hints, which can be used to make a significant difference. 

Customer interviews

Another method for collecting customer feedback is through consumer interviews. Companies are encouraged to reach out to consumers so as to gather beneficial feedback, which is more personal than the above-mentioned methods. The personal experiences of customers offer a better understanding of their decisions and the way in which a community responds to a particular brand. 

While talking with consumers, companies should use open-ended questions to stimulate individuals to dig deeper into their experiences and offer more details. The conversation should commence with more general questions and become more specific as it evolves. Every response you receive allows for a more specific follow-up. 

Moreover, interviewers should practice the art of active listening by being open and receptive. See this URL, https://www.verywellmind.com/what-is-active-listening-3024343, for some tips on practicing active listening. Interviewers should maintain eye contact throughout the conversation while keeping the main focus on clients. Distance shouldn’t be an obstacle, as companies can use Zoom or Skype to reach consumers all over the world. 

To sum up

Customer feedback speaks volumes about the satisfaction of clients with your products and services. 

It assists company growth!

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