10 Ways to Collect Customer Feedback Using a Survey Software
Customer feedback allows companies to identify what they are doing right and what they are doing wrong. Actionable insights can be extracted from customer feedback, giving you the information you need to make positive changes within your organization.
In this article, we will look at 10 different ways in which you can collect customer feedback through the use of survey software:
(1) Email Surveys
Email surveys allow you to collect data and customer feedback by sending surveys to targeted respondents via email. Email surveys are a good option for when you want to ask customers multiple questions or varied questions (multiple-choice, open-ended, etc). However, a limitation of email surveys is that they tend to result in low survey response rates.
(2) Net Promoter Score Surveys
Net promoter score, or NPS, is an index ranging from -100 to 100 that calculates customers’ likelihood to recommend a company’s products or services to others. NPS is a measure of customer loyalty and satisfaction. It is calculated using the data collected through NPS surveys using a customer experience tool that asks customers how likely they are to recommend a brand on a scale of 0-10. Customers’ ratings indicate their general levels of satisfaction and customer engagement.
(3) Customer Effort Score Surveys
A company’s customer effort score reflects how much effort a customer had to put into an interaction with their company. Customers will be asked a question similar to “how easy was it for you to get the help you wanted today?”. This question is usually followed by a 5-point Likert scale, from extremely difficult to extremely easy. Customers who had more effortless, or “easy”, interactions with the company are more likely to continue doing business with them, making CES a great metric to reflect overall satisfaction.
(4) Customer Satisfaction Score Surveys
Customer satisfaction score surveys ask respondents to rate their overall level of satisfaction with a product or service. Customers’ indicate their level of satisfaction on a five-point or ten-point scale. CSAT is indicated as a percentage, and a score of 80% or more is normally considered good, although it varies by industry. Several ecommerce solutions, from catering specific programs to Shopify, have the ability of sending an automated customer feedback form once the order is delivered.
(5) On-Page Surveys
On-page surveys collect customer feedback from the company’s own website. This feedback can be collected in regard to a specific question or feature. Different question types such as rating scales and open-ended questions can also be used in on-page surveys.
(6) Customer Service/Contact
Reviewing past customer support tickets or emails can show you the complaints your customers have in regard to your company. These customer interactions can help outline pain points and recurring problems that negatively affect customer experience.
(7) Social Media Channels
Customers often treat social media as a channel to directly communicate with their brands. You can monitor brand sentiment by keeping a tab on different social media platforms to get an understanding of the emotional context in which your brand is being talked about, and whether it is positive or negative.
Product or service reviews on your website, or on third-party sites, are a good place to look for customer feedback. Reviews are likely to be honest and unbiased as they are being written for other potential customers. They allow you to view your product or service from the customer’s point of view.
(9) Usability Testing
Usability testing refers to the process of evaluating a product or service by testing it with representative users. Many different methods can be employed for usability testing, including surveys as they help gather user feedback effectively.
(10) Unscripted Interviews
Although interviews are labour-intensive and expensive to conduct, they allow you to get much deeper, detailed feedback from customers. Unscripted interviews are a great way to collect qualitative data from respondents, as it lets you explore beliefs, motivations, interests, and ideas. It allows you to step into your customers’ shoes and uncover pain points from their perspectives.