tjeerdtraats: customer feedback*

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  1. No one likes to hear negative customer feedback, but savvy marketers know that unhappy customers give you powerful insight into what’s working—and what’s not—with your product or service. In this article, SurveyMonkey CMO Leela Srinivasan shares tips for making tough feedback a powerful pillar of your marketing strategy. You’ll learn the importance of getting curious about feedback, how to create appropriate outlets for collecting it, and why it’s vital to get negative feedback in front of your team so you can move beyond measurement to understanding and acting on what you hear.

    We live and work in the Feedback Economy. The ubiquity of the web and the rise of social media, coupled with the age-old desire for humans to be heard, means that feedback has suddenly become pervasive, public, and powerful. You can find billions of reviews of products, services, restaurants, travel destinations, company cultures, and CEOs online. Recent SurveyMonkey research found that 85% of people will leave feedback after a good experience, and 81% will leave feedback after a negative experience. That’s a lot of people commenting on how you’re doing.
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  2. Product Owners have a tough job. I was in a Sprint Review recently where the Scrum Team had some stakeholders talking about an idea they thought was excellent. So, like any studious Product Owner, they immediately typed up the idea and added it to their Product Backlog. A few sprints later, they were working on it, and released it to production. I don’t believe that feature has been used to date.

    I am convinced that not all feedback is created equal. There are many different types of feedback, each with their costs and benefits. A great Product Owner knows how to get the best feedback, filter through it, and then act on that feedback.

    Many Product Owners come from a background where they are used to eliciting the needs (aka requirements) from other parties. This tendency can carry itself into the Product Owner role, where they are acting more as a proxy for stakeholders. This lends to being a backlog keeper and working with different stakeholders to prioritize requests. The Product Owner role is grossly undervalued if this is all they are doing.

    In the Professional Scrum Product Owner class, and as Ron Eringa describes in his blog, a Product Owner should seek to be more of an entrepreneur, and not just be the backlog keeper, but be the vision keeper and promoter. This adds substantially more value to the organization.
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  3. Digital survey sharing methods like SMS messaging, emails, web intercepts, and chat link URLs get excellent response rates and quality feedback because they are simple to use and catch respondents when the experience is fresh in their minds.

    So you might be wondering how you can get the same level and quality of response rates for your company. The answer? QR codes.
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  4. Can you do a good job if you only have a third of the information you need to get the job done? Probably not – yet that’s what most companies do every day.

    The average response rate to a customer survey is 33%, according to recent research from SurveyAnyplace.

    So what do the other two-thirds think?

    What if it’s only your fans responding? You might mistakenly think you’re awesome. Meanwhile you have a lot of haters out there, and you aren’t changing anything.

    Or what if it’s only your dissatisfied customers responding? You might conclude your experience is awful, and waste resources trying to fix it when, all along, two-thirds of your customers really like you.

    The cure? Get more feedback from more customers more often.

    The problem is how.

    This can help – five research-proven tips on improving survey responses.
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  5. "We put the customer first!"

    You've definitely heard this phrase before -- and probably from more than one company. This statement is a foundational promise in countless mission statements, website headlines, and choruses of customer service teams everywhere. Today, it's hard to find a company that doesn't say, "we put the customer first" in some part of their messaging.
    But here's a tough question: how many of these companies go beyond a marketing message and actually take the necessary steps to put their customers first?

    According to new HubSpot research -- not nearly enough of them. We found that an astonishing 42% of companies don't survey their customers or collect feedback.

    How can your company claim to put the customer first if you aren't making the effort to listen to what your customers have to say?
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  6. If you want customers to sing your praises and stick with you for the long term, then you must figure out how to make their experience the best possible. It doesn’t really matter if you run a tech business or a small food cart at the local mall — the strategies are similar. Of course, there are some special considerations tech companies need to take into account, but the overreaching idea of creating an amazing experience remains the same.

    A recent survey of business owners found that about 75 percent of companies plan to increase investments in customer experience technology.

    Tech businesses fall into many different categories. You might offer offline help to local companies, such as IT services or computer repair. On the other hand, you might sell software exclusively online. Here are nine customer strategies your tech enterprise should implement if you want to keep and gain customers.
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  7. Reviews are a powerful marketing tool and a source of unstructured feedback. The more you collect, the easier it is to quickly identify and solve product issues and uncover patterns.
    We’re all well aware of the fact that reviews are a pretty big deal. 97% of online shoppers say they’re influenced by reviews, and another 88% say that reviews are the most important factor when it comes to making a purchasing decision.

    For brands, reviews are a powerful marketing tool and a source of candid feedback. The more you collect, the easier it is to quickly identify and solve product issues, uncover patterns, and pick up on the things that inspire rants and raves among customers.

    Here, we’ll go over some ways that you can get customers to leave more (positive) reviews.
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  8. Understanding the various touchpoints (e.g., in person, digital) you have with your customers is key to delivering a memorable customer experience.

    Once you’ve mapped out your touchpoints, it’s often helpful to group them into channels. That’s the focus of this blog post.

    The most common channels

    There are five channels that we see often at PeopleMetrics: websites, mobile app, contact center, in location, and field services (in the home):

    Websites: refers to customers visiting websites to gather information about a company. Can include both mobile and regular versions of the website.
    Native Mobile App: refers to customers who download a company’s iOS or Andriod app, and feedback is gathered about their experience with it.
    Contact Center: an important touchpoint where customers call for more information or assistance. Online chat is another part of modern contact centers.
    In Location: refers to an actual in-person customer experience, such as a retail store, restaurant, or hotel.
    Field Services: customers interact with a company in their home.
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  9. Discover new ways of meeting customer expectations by going straight to the source! Ask your customers directly what they think of your website / mobile app.
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  10. As a business owner, you know your customers should be your top priority. If you aren’t meeting their needs, your success—and the future of your business—will be jeopardized. And what’s the best way to find out if your business is delivering what your customers are looking for? It’s simple—ask them.

    To find out what your customers really want, it’s important to have a process in place for collecting feedback and, more importantly, putting it into action. We asked a group of Young Entrepreneur Council members to share their best tips for gathering and using customer feedback. Here’s what they had to say.
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Mopinion: The Leading Customer Feedback Tool

Mopinion is a proud sponsor of Customer Feedback News. The voice of the online customer is taking on an increasingly important role when it comes to improving websites and apps. So web analysts and digital marketeers are making more and more use of Customer Feedback Tools in order to collect feedback from the customer. Mopinion takes it one step further and offers a solution to analyse and visualise Customer feedback results from your websites and apps wherever you need them. The real challenge for companies is not about capturing feedback, it is about how to make sense of the data.