The 4 Best Ways To Gather Customer Feedback

Customer feedback is required for any business looking to provide users the great experience or product they expect.

Without customer feedback, your business would pretty much be shooting in the dark as far as providing the best product and customer experience. It’s also necessary in order to gauge customer satisfaction.

Because of this, every online business should be gathering customer feedback. We’re highlighting four ways you can quickly and successfully start gathering customer feedback.


1. Surveys

Using an online survey to gather customer feedback is a no-brainer. It’s a simple and easy way to capture the voice of your customer and understand how your product or service appeals to their needs.

Although there are survey tools like Survey55 that are dead simple to use, the difficult part is knowing what questions to ask your customers and when to actually ask them.

Customer Feedback Survey

When you should ask your customers to submit a survey is dependent on what information you want to learn from your customers. For example, if you wanted to know if a new feature you implemented meets their needs, you should survey them shortly after they have actually used this new feature. Ideally, you would want to survey your customers after they have experienced the product or feature you want to get customer feedback about.

What to ask can get a bit use case specific. Overall you’re trying to learn if they liked using your product, if they felt your product was easy enough to use, if your product met their needs or was engaging, and if your product is good enough for them to recommend it to someone else.

2. Direct Emails

This is often overlooked but can the most crucial way to gather customer feedback. This is especially true in the early days of your business when you typically only have a handful of customers.

A simple email to each of your customers asking for their honest opinion of your product or service is a powerful thing. This allows for your customers to provide open answers and discuss the first thing that comes to their mind in regards to your product or service.

The beauty of this approach is that there isn’t a right or wrong way. The email can be automated, but it must seem personal and as if a human wrote it.

3. Social Media

This one is a bit different from the previous two suggestions. When utilizing social media for customer feedback, your goal is really just to listen. The last thing you want to do is publicly ask for customer feedback and risk having the world see how terrible your product or service is (according to an angry customer!).

Instead, you want to proactively monitor your social feed to keep an eye out for both positive and negative customer feedback. The feedback you receive on social media is of high importance, as you want to ensure that any negative feedback is addressed as quickly as possible before any other current or potential customers jump to negative conclusions about your business.

4. Usability Testing

Wouldn’t it be nice to be able to look over the shoulder of a customer and see exactly how they use your product or service? The good news is, you can!

There are times when you want to see exactly how a customer interacts your product or service. This type of customer feedback helps in seeing where your customers may get confused or where they may be using your product in a way that does not solve their needs.

UserTesting and Inspectlet are two tools that provide this functionality. These tools especially work great for SaaS companies who need to see how users flow their their onboarding funnel to identify where they may fall off.


The Importance Of Customer Feedback

Receiving customer feedback can oftentimes be a sobering and eye-opening experience. You sometimes must hear the truth from your customers which may be negative and harsh, but customer feedback also provides the info you need to successfully make worthwhile improvements to your business.

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