January 9, 2019

Utilizing Surveys and Reviews as Customer Feedback Tools

customer feedback tools

Research shows that 86 percent of customers will pay more for great customer experience, and the data from reviews and surveys will be the building blocks to help you get to that higher level of customer experience.

With this guide, you’ll get to know the benefits of using surveys and reviews for customer feedback in addition to tips for best practices.

Reviews as a Customer Feedback Tool

Most businesses see online reviews primarily as a way to entice potential customers. However, it’s also a vital source of customer feedback in more ways than one.

customer feedback tools

  • Notice customer trends. Looking at a wide range of customer reviews can reveal pain points in your business that would otherwise be hiding in plain sight. Checking each review manually for these trends is time-consuming, but fortunately, there are some great solutions that will help you quickly these customer review trends.
  • A boost in SEO and local search. More than a third of all online searches have local intent. Having a large set of diverse and frequent reviews can help your business stand out from the competition. This boost in search also puts you ahead of 58 percent of small businesses, which still don’t optimize for local SEO.
  • Establishing consumer trust. A diverse set of reviews also builds trust towards potential customers. Here’s proof of that: research showed that 72 percent of customers trust online reviews just as much a personal recommendation from a family or friend. Showing the full gamut of reviews tells consumers that you’re not perfect, but you’re using reviews to get better.

Best Practices for Reviews

Reviews are a great way to improve business operations and brand reputation, but it’s also easier said than done. You’ll need to have a steady flow of reviews in addition to an ongoing engagement with your customers. To do that:

  • Just ask. Believe it or not, simply asking customers to leave a review of your business is enough to convince them to do it. There are multiple options when it comes to asking for reviews such as sending a short email or SMS message after they make a purchase.
  • Respond to reviews. What’s even more important than asking for more reviews is to respond to existing reviews. This shows that you’re constantly engaging with customers, but more importantly, 80 percent of consumers will see your responses as a sign that you care about their opinion. Your responses to negative feedback will also convince 45 percent of consumers who are now more likely to visit your business because of your engagement with criticisms.

Surveys as a Customer Feedback Tool

Surveys have been the most obvious source of customer experience feedback for quite some time, and it’s still a popular option to this day for a few reasons.

customer feedback tools

  • All data is internal. Unlike reviews, you can internalize survey results and only show the data to staff members. This keeps negative feedback internal, allowing you to address it quickly.
  • Get insights on specific issues. You also have the option to create questions in the survey that provide valuable insight into specific subjects like new products services or potential changes in how the business operates.

Best Practices for Surveys

Surveys are a popular choice for customer feedback data, but everyone still uses the same lengthy and generic survey form, which doesn’t encourage people to leave substantial feedback. You can easily mitigate the problem, however, with a few tips:

  • Keep your surveys short. You don’t need a multi-page survey to get insightful data. Instead, focus on choosing the right questions, but keep it to a minimum. We suggest three or four questions at the most. You can create this survey yourself or take advantage of some great survey tools that can get the job done with just a few clicks.
  • Make it convenient. Your survey might be short, but telling people to answer it through an app they have to install or jumping through the hoops of multiple web pages can easily discourage them. Make sure all that your questions are all on one page and reduce the number of clicks required to access the survey.
  • Make it personal. The opinion of every customer is important so go further than the “Your Opinion Matters” message. Personalize the survey by adding their name, their activities at your business location, or even their purchases to show that you value their feedback. Customers want to be noticed by you so take the time to show that you really care.

A Better Way to Utilize Customer Feedback Tools

Getting a plethora of feedback is important, but so are the tools that you use to obtain it from customers.

For instance, you can have a system that sends a link through email or SMS right after a customer leaves the business, which goes to a custom landing page specifically designed to make it easy and convenient to leave feedback.

Another option is to have a feedback tool integrated within your point-of-sale system so that you can get a quick review or short survey when customers make a transaction.

Whether you use surveys or reviews, these tools make it easy to generate more feedback about your business. They make the experience simple and convenient for both you and the customer.

Request more reviews easily with our free template to get more ratings and improve your reputation.

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