Customer Feedback: Which Channel is Best for You?

Joan Lau

Digital Marketing Apprentice

How do you know if your customers are satisfied with your product or service? How do you know what you are offering is meeting your customer needs? Businesses need to know which channels to use in order to gain valuable customer feedback. The insight gained will inform the decisions you make going forward. How valuable is your product or service if it doesn’t meet your customer needs?

Illustration showing two people communicating through a can and string representing Customer Feedback.

What Can You Obtain from Customer Feedback?

Your customers have opinions and want to be heard. They also have a lot of choice when deciding where they want to spend their money. This is why companies need to start listening to them. Your product’s success is determined by how many consumers purchase and use it. If there is a low-uptake of the product then maybe it needs to be reevaluated or redesigned. Customer feedback can help to decide if this is required and at what level. This could be short term, quick fixes or more long term changes.

Furthermore, the feedback obtained gives you a variety of valuable insights into your customers such as:

  • Satisfaction
  • Loyalty
  • User flow and user journey

Types of Feedback Channels

There are a number of common feedback channels you can use to gather this insightful information from your customers.

Net Promoter Score Survey (NPS Survey)

The NPS Survey is a one question survey that measures customer satisfaction and loyalty. It asks customers ‘On a scale of 1 to 10, how likely are you to recommend us to your friend or colleague.’ The NPS survey is typically sent out after the customer has completed using your service. From this it is quick and easy to get a grade for your business.

Satisfaction Surveys

A Satisfaction Survey is a research method that gathers more data than an NPS Survey. Companies no longer need to send out physical paper surveys and wait for the results to be returned. Instead, online surveys are accessible to all customers anywhere, anytime and can be collated very quickly. As a result, response time for online surveys are faster compared to the traditional paper surveys. Also, survey results from online polls become actionable more quickly than from paper ones. There are many online survey tools such as SurveyMonkey, Google Forms, and Typeform that can help you with survey creating.

User Interviews

User Interview is speaking to your customers directly on a one-to-one basis. Sometimes surveys only convey limited amount of information. Customers may want say more than the space provided in the survey-form. Moreover, interviews allow you to delve deeper and ask relevant follow-up questions. You are able to observe their emotions to determine if they are genuinely expressing what they are saying.

Usability Testing

Usability Testing involves getting real Users to test and validate your product to ensure that it is meeting their needs. This can be applied to websites, apps, software, product testing and much more. Usability Testing can be done at any point in a product lifecycle. It puts the User at the centre of your design and development process. It helps to identify flaws and validates Design decisions. As well as that, it provides for quantitative as well as qualitative data that is actionable.

Getting The Best Customer Feedback

There are many ways to collect information from customers and Usability Testing is one of the best tools to do so. It gives you information on customer satisfaction, user flow and your customer’s struggles. Customers are encouraged to think out loud while testing your product so it allows you to dig deeper if needed. Furthermore, it identifies problems at early stage of the Design and development problems. Thus, it helps to remove barriers before they become bigger problems.

Need help with executing Usability Test? Check out the variety of packages we offer at UsabilityTesting.ie. Or learn more about the ‘The Evolution of Usability Testing’ in our previous blog!