Customer and employee feedback has never been more crucial in business. When done right, it can increase happiness (and profits) across your business. Yet most businesses waste time and money focusing on the thoughts of a tiny percentage of people, without knowing how the silent majority feel.
When collecting feedback, your response rate is key. Discovering how the silent majority of your customers and employees feel helps you identify common trends in your feedback. These common trends are your blueprints for improvement. The more responses, the clearer the blueprint.
So how do you get more feedback from your customers and employees? It’s simpler than you think; just follow these four rules:
Too many surveys are long and boring.
For some unknown reason, as soon as “feedback” is mentioned, everyone pictures a really long questionnaire made on SurveyMonkey. After all, it’s obvious that what every business really needs to find out is whether their customers liked the smell in their store, or how their employees find the company coffee.
In truth, it’s a waste of time for everyone.
A good survey should take less than 60 seconds to complete.
Whatever you do, don’t make people convert their feelings into a number, like NPS. All this does is muddle your data thanks to a very subjective scale where nobody truly understands whether 6 is good, bad or average. (It’s bad, apparently.)
Instead, offer a method for people to enter their feedback effortlessly, without any risk of misinterpretation. The fewer clicks the better, with a simple input method.
Surveys with emojis that depict how a person feels are ideal. In just one click of a face, you can understand exactly how someone feels. Easy.
To collect as much feedback as possible, make your surveys accessible for everyone.
Don’t limit yourselves to your website’s feedback widget. Try different approaches to ensure you’re reaching everyone, everywhere.
Here are five different ways you can collect feedback:
By trying a selection of these surveys, you will maximise your response rate.
This is the most important part of your feedback strategy, yet it’s always the one that’s overlooked!
If you ask for feedback you MUST do something with it.
Feedback has a bad name because it is so often ignored. And why would anybody spend time offering a business constructive feedback if there was no action, or even recognition, from it? That’s just wasting time.
Customers and employees don’t give feedback so businesses can enter it into spreadsheets. They either do it because they want to show gratitude or because they want something to change.
So the next time you receive feedback, do something with it. Thank someone for taking the time to respond. Show happy employees that you value them and their kind words. Apologise to unhappy customers and tell them how you’re going to resolve their issue and make sure it never happens again.
Feedback is invaluable. Show customers and employees how valuable their feedback is to your business. If not they’ll stop responding!