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Importance of Customer’s Feedback in Business


Analytics and data gives us all sorts of insights into what our customers want from our business. But sometimes… don’t you wish you could get an answer straight from your customers?

That’s what customer feedback is all about.

It helps us understand the WHY behind what people are doing. Why are people using one feature three times as often as another? Why do most of your customers stop creating accounts on the last step? Or what causes customers to use your product less frequently (and eventually stop altogether)?

When we match customer feedback to what we’re seeing in our analytics, we get a much clearer picture of what’s going on. Then we’ll know how to fix problems and go after the right opportunities.

I’m going to show you how to use 5 different methods so that you can collect customer feedback day in and day out. This way, you’ll always know what your customers REALLY want and how their needs are changing.

Here are the 5 best ways to get consistent (and high quality) feedback from your customers:

  1. Surveys
  2. Feedback boxes
  3. Reach out directly
  4. User activity
  5. Usability Tests

Let’s jump in and get to it!

1. Surveys

Surveys are the bread and butter for getting feedback. They’re easy to set up, easy to send out, easy to analyze, and scale very well. What’s not to like?

There are two basic ways to approach surveys.

Long Surveys

This is what we’re most familiar with. After creating some questions with SurveyMonkey, we can send out the link to our customer list, Twitter followers, and anyone else. Then we give it a few days, check back, and have all sorts of feedback (hopefully).

Now, many people get poor results when they send out surveys. Either nobody finishes the survey or the responses aren’t helpful. It doesn’t have to be this way. Use these easy tricks to make sure you get great responses from your surveys.

Keep it short. We’ve all filled out surveys that took over 20 minutes. Was that a fun 20 minutes that you remember fondly? Of course not – it was tedious work. And I bet you started rushing through the answers after the first few questions right? I sure do. So if we want to get quality answers from our customers, it’s critical that we ask only a few key questions. Try to keep your surveys to 5 questions, and definitely don’t go over 10.

Ask only the questions that you’ll use. Every question should serve a purpose. And don’t tell me that one extra question “couldn’t hurt.” It does. If you don’t use the information you’re asking for, you’re wasting your customer’s time. You’re also wasting yours. You’ll have a whole batch of responses to look through and none of them will make a difference. Instead, save time and get better responses, by including only the essential questions.

Start with open-ended questions. When you start asking your customers questions for the first time, their answers are going to completely surprise you. So if you build a survey full of rating scales and multiple choice questions, you’ll restrict answers to your own assumptions. But when you use open-ended questions, you’ll know what your customers are really thinking.

Short Surveys on Your Site

The other option is to offer a survey right on your site.

But I recommend that you avoid throwing a full-blown survey right at your visitors. If you want to feature a survey on your site, keep it to one or two questions that are highly relevant to the page that it’s being displayed on. You’ll get much better feedback this way.

But how do we implement something like this? Well, you should use Qualaroo. You’ll build the question, pick the page you want to display it on, and sort through the responses as you get them. Here’s what a real question looks like:


Source: Neil Patel

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