How to Collect Customer Feedback

Still sending out "customer surveys" or "client feedback forms"?

Still not getting any responses?

Don't worry, you're not alone.

In speaking to business owners every day, I listen to them as they explain their company’s current system of collecting customer feedback. Too often I hear that companies are sending surveys that question every step of the customer experience.

Surveys are not the most effective way of collecting customer feedback. In fact, customer surveys are dead.

So what is the best way?

A review request.

And here is why...

If a consumer had a positive experience with a business and has a few moments to leave feedback, a customer is usually happy to do so.

By a few moments, I mean a few moments .

A business owner cannot send customers through a list of 5+ questions. People will see this survey and default directly to the red button at the top of the screen to exit out of it. Or worse, they will take the time to begin the survey and upon realizing the length, become annoyed and develop negative feeling about the business.

If a business is going to email its customers after a sale or delivery of a service, the business should make the effort pay dividends.

Collect the "feedback" in the form of a 5 star review on Google/Facebook or Yelp. 92% of consumers are reading online reviews.

If a business owner is collecting surveys behind closed doors the business is missing out on an opportunity to have its happiest customers become its biggest promoters, by way of directly communicating with the 92% seeking information from reviews.

This leaves your customer with an opportunity to talk about what really stood out to him or her. No need to answer multiple "survey" type questions - just a simple review.

Even if someone leaves a 5 star review with no comment, one is usually left with the accurate assumption that the experience warranted recommendation.

Congratulations! Now instead of getting limited responses to a "customer survey" that nobody but you and your team can see, you now have a shining 5 star review that the whole world can see and read.

Today, 80% of consumers trust online reviews as much as a personal recommendation. So ask yourself, if a willing purchaser is looking for your product or service online, will that consumer choose you or your competitor? If you and your competitor both appear on the same computer screen, reviews will tip the balance and determine which is the business that gets the click and the resulting sale.