Video: The best ways to collect customer feedback from digital sources

Published April 09, 2020·Written by Wonderflow

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The abundance of data on digital sources

One of the main challenges that brands face today is related to the abundance of data. Normally, the term “abundance” is connected to something positive, and in fact, when we think about Big-data, we hardly perceive this as something challenging. The truth is that many companies struggle with the abundance of data on digital sources, and don’t find a way to make sense of it, and translate it to something smaller and more actionable.

However, while a part of our industry tries to make sense of a big amount of data, there is an even bigger number of brands that face the opposite, harder problem: lack of data. 

In today’s fast-moving and always-connected world, companies are forced to adapt to the digital transformation. This includes changing the strategy at which your company collects data, and specifically, customer feedback. Collecting feedback from customers or business partners has never been easier, but somehow the majority of companies still struggle to get it.

Customer feedback is the most reliable way to measure customer satisfaction, and the only way to truly get to know your customers. However, consumers don’t like wasting time completing extremely long survey questionnaires or participating in interviews. Therefore, the challenge for today’s’ companies is to create ways for consumers to share their opinions naturally.

The best data collection methods from digital sources

The following are five simple customer feedback collection strategies that will allow your company to get in contact with your customers’ honest opinions.

  1. Provide proactive live chat support: the chat support can help your company to better understand customers’ wants and needs. By analyzing the conversations, it will be possible to identify patterns and adopt appropriate solutions to solve the consumers’ challenges. So long story short, if you have a chat, you already have customer feedback, you just need to analyze it.
  2. Monitor social media channels: social media can be a valuable source of feedback for companies. Social listening allows organizations to monitor your brand’s social presence as well as your competitors’. Additionally, it will enable you to improve user experience and quickly respond to any issue that might arise. Also, in this case, the data is already out there, and available to you. However, what is easily accessible are trends and quantitative information, real customer feedback, in the form of free texts is more difficult to capture, and you cannot use social listening tools to do so.
  3. Speech-to-text analysis: by converting full audio recordings into text, it is possible to analyze interactions with customers that would otherwise be lost. Remember that any contact with your customers can be a source of feedback! Analyzing customer center calls allows you to identify the aspects of your product or service you need to improve. Additionally, speech-to-text analysis allows you to understand your customer care employees’ performance, pinpointing what aspects of your customer service need improvement. 
  4. Use pop-ups: pop-ups provide a direct method of getting in front of your users. The pop-ups could be placed on your website, or an app, and could contain a very brief questionnaire to assess the customers’ satisfaction with your website, with a service or even with your brand! 
  5. Independently from which source you have, use open-ended questions: traditional surveys are not reliable when trying to collect customer feedback. How many times have you started rushing through a questionnaire? So, you should replace long questionnaires with a couple of open-ended questions. These will allow you to get in contact with the voice of the customer, enabling you to understand how your customers refer to your products or services instead of providing them with a pre-structured set of questions, which don’t give them the full possibility to express their opinions and thoughts. 

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A consumer feedback analysis process which is 90% more efficient

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