How to Collect Customer Satisfaction Feedback

Customer satisfaction analysis is critical for brands to understand areas of improvement in the customer experience journey. A complete customer satisfaction analysis will often combine online and offline sources of feedback.

Here are some ways you can collect this type of feedback:

Comment and Suggestion Boxes

Comment boxes are one of the methods for collecting and analysing customer feedback. Physical comment boxes work well in-store and allows customers to leave honest feedback anonymously.

Dedicated Twitter Accounts

Nowadays it’s common to have a dedicated support account on Twitter. This is a great way of keeping track of customer satisfaction, including collecting both negative and positive feedback.

For instance, PayPal has a multi-language support account for customer feedback and also interacts with customers to provide guidance on a specific subject or answer questions about their product.

Facebook Polls

Facebook polls are a fun tool, and many brands use it to gain insight on customer perception. Collected data from Facebook polls can be used to improve product development, marketing or customer service.

Live Chat

Live chat applications can also be used to gather customer feedback. Besides enhancing the customer experience; live chat can provide feedback related to products. For example, IBM uses live chat to assist the customer journey and ask their opinions along the way.

While live chat allows customer queries to be resolved in real time and increases brand loyalty, it’s effective for recording responses that can be analysed for potential business improvements.

Website Forms

Customer satisfaction feedback can be recorded online via a website feedback form. While this type of form may not be used by customers in the same way as other methods, it enables them to leave feedback at a convenient time for them and shows that your brand cares about the customer opinions.

Website Popups

Website pop-ups can be used when a customer is about to leave your website. Since this type of interactions is a bit more invasive, you should carefully monitor its effectiveness by looking at how many leave the page upon interaction.

If you have a lot of data from customer satisfaction feedback, it can be analyzed with automated tools that can generate sentiment-based analysis and highlight often-used words or phrases. This type of analysis is useful to compare product perception across different sales channels.

Additionally, it helps improve the understanding of customer demographics and the expectations across these channels. With these insights, brands can implement improvements that are suggested directly by customers.