6 Rules for Collecting Better Customer Feedback (And What to Do With It)

“How do I get my customers to take the survey at the end of the call?

“How do I keep them engaged enough not to click out?”

“What questions should we be asking for the metrics we need?”

We hear these questions all the time!

Keep reading to understand how to collect better feedback from your customers without losing them in the process and what to do with the feedback you receive.

6 Rules for Collecting Better Customer Feedback

1. Ask better questions

How many times have you seen a customer survey pop up on your screen after your support issue was resolved and the questions are always the same, always predictable?

It seems like the system keeps asking the same questions in different ways until you eventually get frustrated enough to close out of the bubble, survey unfinished, and feedback left unshared with the agent or the team. 

To get better customer feedback, less is more.

Customer feedback, and the ways you collect it, can take many forms.

Build your post-interaction surveys around asking fewer, but more meaningful questions that really get to the root of the type of feedback you’re looking to collect.

For example, using yes or no questions and rating metrics customized for your team’s objectives but in simple ways that cover multiple metrics in one question.

2. Utilize the right measurement

NPS, CSAT, CES, oh my! With so many great measurements to choose from, it can be hard to know which one is right for the task at hand. Here is a short guide on when to use what measurement when you are collecting customer feedback:

  • NPS: “How likely are you to refer us over other brands?”- NPS, or Net Promoter Score, should be used when you want to know how loyal your customers are.
  • CSAT: “On a scale of 1-10, how satisfied are you with our service?”- CSAT, Customer Satisfaction Score, is used to measure customer satisfaction
  • CES: “Was it easy to resolve your issue?”- CES, or Customer Effort Score, is used to measure the amount of effort it took your customer to resolve an issue, and can also be an indicator of how likely they are to purchase from you again.

While metrics are key to getting the data you need from your surveys, it’s just as important to use the right metric for the information you are trying to gather.

For example, you are not going to gauge whether or not your agents are providing a good customer experience by using NPS; for that, you would need to ask survey questions around CSAT. Or, if you’re trying to gauge how hard it was for a customer to resolve their issue, you would use CES, not NPS.

3. Humanize the process

Customer feedback surveys don’t have to be impersonal. People respond best when interactions are not just personalized but have that extra human touch. 

Include photos of your agents, ask about them by name, give the customer control over the interaction by asking them how an agent should be rewarded for providing great customer service on a call.

Personalize your Stella Connect surveys to collect better customer feedback.

Though these suggestions seem small, they have a big impact on whether or not a customer will not just take the survey, but complete it. 

4. Adjust by channel interaction

We live in the digital age, which means that customer interactions are no longer just limited to phone calls with your agents.

Now that customers have access to things like online chat, phone support, text support, and social media support, the questions you ask in your customer feedback survey have to be adjusted to reflect the channel of communication.

For example, if your customer contacted an agent via the online chat option, the questions you ask may look like this: 

  • Was your issue resolved?
  • Did [agent name] respond to your request in a timely manner?

Along with the different channels, consider what your customers will want to engage with. What will keep them from hanging up the phone or clicking out of the chat bubble when that first survey question pops up?

5. Don’t just ask. Engage!

You work so hard to engage your customers at every touchpoint in the customer journey, why not apply those same principles after the sale is complete?

When your customer feedback survey pops up on the screen, personalize the experience so your customer is more likely to stay engaged until you get the information that you need.

Use information like the issue that they called for, ask them if it was resolved. Ask about the agent by name and whether or not the agent was able to help them.

Customer feedback goes beyond simple survey questions and metrics; it’s also about what happens after you receive that feedback. Your customers want to feel heard and what better way to do that than by acting on their suggestions. 

6. Act on Your Customer Feedback

Customer feedback is such a valuable resource because it gives you visibility into your customer’s overall experience when engaging with your brand.

How should you use the feedback you receive to your advantage? Share it with your agents in real-time and spotlight negative interactions.

But what if your customer had a negative experience with your brand? How can you win them back before it’s too late? One of the most valuable tools in your customer experience toolbox is Service Recovery

Using this, you’ll be able to spotlight negative interactions in real-time, create a ticket so they are “triaged,” and make things right. After the ticket is closed, you can determine the impact of your service recovery using customer sentiment measurements. 

Stella Connect Service Recovery helps you turn negative customer interactions into positive customer feedback.

Service Recovery via Stella Connect preserves your positive brand experiences while also ensuring that you always provide the best service possible at every customer interaction.

How to Better Use Customer Feedback: Ask, Engage, Motivate

Customer feedback is an integral part of running a successful business; it can tell you where you’re doing a great job and where you may need to improve.

It also gives you the ability to measure key metrics with a data-backed approach, and gives your agents insights they can act on. 

With Stella Connect, you can take that customer feedback and turn it into a valuable agent motivation solution, or a powerful coaching tool to ensure that your agents always stay ahead of the game. Take a closer look at how Stella Connect’s holistic customer feedback, QA, and coaching platform can help your CX organization increase ROI and retain positive experiences.