Actionable customer feedback in five steps

Voice of Customer programs give the customer a voice and provide valuable insights into the customer experience. To get useful feedback, there are five simple steps to follow.

How can I best stand out from the competition? What can we do better to keep customers coming back? These are questions that many companies ask themselves and that can best be answered by the customers themselves: Voice of Customer programs are a helpful tool for asking real customers for their feedback, acting on it, and ensuring an outstanding customer experience. Follow these five steps to ensure that your Voice of Customer program delivers actionable results.

  1. Provide feedback. Keep it simple.

Avoid obstacles on the way to feedback. Shortened links at the very bottom of receipts can be easily overlooked. Remember that you want something from the customer, not the other way around. That's why it's important to make the path to the feedback form as simple as possible. The best way to do this is to place QR codes where customers can easily see them.

  1. Full commitment within the team.

Ensuring a Voice of Customer program works requires an acceptance among the team that the program adds value and is not an annoying tool that highlights grievances or poor performance. Communicate the benefits of customer feedback to the team and get everyone on board. Only when employees are convinced of the added value they will also point out to customers that a feedback tool exists.

  1. No info without reward.

Especially very positive or very negative feedback is the easiest to get because disgruntled customers will look for a way to make their opinion known. Avoid too many extreme results by offering incentives.  A voucher or a small free product will often encourage customers with neutral opinions to give constructive feedback and a truly comprehensive insight.

  1. Precise and transparent: the questionnaire.

Your customers' time is valuable. Therefore, ask only the most important questions and avoid asking unnecessary ones. To give the customer an idea of how long the process of giving feedback will take, it's a good practice to have a status bar that shows how many questions are still to come. This simple measure significantly reduces the drop-out rate. 

  1. Evaluation and implementation.

Why provide feedback if nothing changes? Implement feedback directly and let your customers know! When you set actions that you have derived from customer feedback, communicate that on social media or with signage, for example.

Would you like to learn more? Our experts will be happy to advise you on how to gather customer feedback quickly and easily.

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