How To Pick A Winning Customer Feedback Channel

How To Pick A Winning Customer Feedback Channel
SHARE
THIS



In this opinion piece, Qualtrics Asia Pacific & Japan MD Bill McMurray and principle consultant of customer experience Kyle Groff share their tips to picking a winning customer feedback channel, both solicited and unsolicited.

Voice of Customer (VoC) programs can deliver significant competitive advantages to organisations that can use them well, but too many organisations miss the point and end up with a program that fails to deliver value, according to Qualtrics.

McMurray said, “Central to VoC program success is choosing the right customer feedback channel. The method businesses choose can make a big impact on the quality and quantity of customer data.

“There are two types of customer feedback channels: solicited and unsolicited. Solicited channels are methods used by companies to proactively seek customer feedback. Unsolicited channels are methods of collecting feedback initiated by sources outside of a company’s control.”

Groff and McMurray have identified five key solicited and two unsolicited feedback channels for organisations to consider:

SOLICITED

  1. Email surveys

Email is the most popular way for organisations to gather feedback because it is cost-effective, requires minimal effort to reach a lot of people, and is universally used. Businesses can also customise the survey to keep the experience simple and engaging.

Bill McMurray said, “Email surveys have an average response rate of 10 per cent, which isn’t too bad considering the low cost and relative ease of this channel.

“To increase response rates, companies should limit the survey to 20 questions or fewer, and optimise the survey for mobile users to create the same experience across desktops, tablets, and smartphones.”

  1. Email with embedded questions

For businesses looking to answer just a few questions, such as a net promotor score (NPS) survey, embedding the first question into the body of the email can be useful.

Bill McMurray said, “Response rates for embedded surveys tend to be higher because respondents are engaged immediately. It’s reasonably simple to embed the first question but it’s a feature that not many businesses use to its full effect.”

  1. Text message (SMS) surveys

SMS surveys work when organisations have customer mobile numbers and are looking to get responses to as few as five questions. SMS surveys can be more expensive than emails because of carrier fees but open rates can be as high as 99 per cent with response rates around 30-45 per cent, depending on the industry.

Bill McMurray said, “For best results, SMS surveys shouldn’t have more than five questions. However, they can act as a great gateway into a more in-depth survey by including a link to the online survey in the body of the text message.”

  1. Web intercept

Websites with high traffic can provide a strong channel to interact with customers while they are already thinking about the company.

Bill McMurray said, “Website intercepts can let companies push or pull information to users based on their activity on your site. Getting information from customers who are already engaged delivers a different kind of metric, and it’s a great way to get quick feedback from website visitors and online application users.”

  1. Phone interviews

Phone interviews can be made by an actual person or via an automated poll. Interviews achieve around 85 per cent completion rates but can be slow, and it can be difficult to collect personal or controversial information.

UNSOLICITED

  1. Email

Unsolicited email can be a great source of feedback from customers that may not partake in solicited channels. It should be noted that this form of feedback tends to be negative as customers are more likely to engage after a negative experience.

  1. Social media

Due to its popularity, social media can be a powerful tool for collecting customer feedback. This feedback can come in the form of likes/dislikes on a post, comments left on a post, or just simple tweets.

Bill McMurray said, “Choosing the right feedback channel depends on the organisation, the type of information you need to collect, and the budget. It’s important to choose the channel that will maximise the number of responses so that the VoC program can yield real, actionable results that let the company achieve a competitive advantage.

“Traditional VoC providers can make adding or changing customer feedback channels difficult. Now, with VoC disrupter providers, like Qualtrics, organisations can have a VoC program, which is agile, flexible, and self-customisable. This means as their customers, products, services and markets change, they can adapt quickly and easily to remain competitive.”

 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.