Customer feedback forms are golden tickets that grant you access to the factory of improvement. But how can you get the most out of these forms and better improve your abilities? In a post at his blog, Joe the IT Guy reveals the perfect recipe for customer feedback forms.
The Art and Science of Feedback
At the end of the day, a feedback form is only useful if it answers the questions you want it to. Before you develop the questions to ask customers, you should ask why you need this information in the first place. If you have no valid reason, maybe you do not really need a feedback form at this moment.
Everyone’s time is valuable, including that of your customers. If you are asking for their time to respond to a feedback survey, they are going to expect that their time is for something good. If they find out that you have done nothing with their opinions, they are going to be less inclined to respond in the future. Explain to your customers your plan for improvement and how their opinions will be used to improve the service.
Not all feedback forms are created the same. Joe explains in this way: “[I]f someone has come through to the service desk and they’ve received an immediate fix within minutes, the last thing you want to do is then ask the customer to complete a survey that takes them longer to fill out than it took to get the resolution itself.” Different surveys will suit different situations, and it is part of your job to ensure that the tool works for the scenario.
When you look at the feedback reports, take into account the timing of the opinions. Customers are often more inclined to leave feedback when they have experienced exceptional service, or if they had a very negative time. When customers fill out these forms in the heat of the moment, it can sometimes skew the results, so be mindful of this variable.
Deciding whether to send a feedback form randomly or selectively is often difficult to determine. Randomly delivered feedback is great for your statistics, but it poses the threat that the same customer will continually receive a feedback request, which would give some bias in your results. Selectively choosing recipients is risky because subconsciously you will be inclined to seek out those you know you will receive positive feedback from.
Ultimately, after you receive customer feedback, be sure to thank them for their time, and above all else: Use the feedback for improvement. You can read the original post here: http://www.joetheitguy.com/2016/04/13/the-perfect-recipe-for-the-perfect-customer-feedback-form/