customer feedback

Easy ways to gather customer feedback

Putting the customer at the heart of everything, how do you gather feedback from the people who matter the most? 

Listening to customer feedbackThrough our recent work evaluating levels of satisfaction of those working within NHS buildings, we learned of the “Friends and Family Test” – a single-question survey asking patients whether they would recommend the NHS service they have received. Last year this was rolled out to doctors’ surgeries, and now we are seeing this in dentist practices and other health service providers too. Along with a rating question, those completing the survey had the opportunity to pen their thoughts on what they valued and what frustrated them about these particular service providers. Simple. Quick. Instant feedback from users. 

It struck me that more and more companies are recognising the importance of gathering structured feedback from their customers. In fact, with so many customers using platforms such as TripAdvisor and Twitter to offer their feedback in an instant (and very public) way, companies are ensuring that they are getting the most from feedback offered by their customer base.  

And then there are the benefits of listening to you customers.... 

Benefits of customer listening

The extent to which feedback is collected, and the nature of the data collection was again highlighted to me following a visit to the supermarket Lidl. At the checkout I was handed a credit-card-sized flyer, inviting me to leave feedback. Everything about it suggested this would be quick and straight forward, which was reinforced with a simple smiley face rating scale on the card. This system – the use of ‘RAG’ (red/amber/green) and expressive faces is clearly playing a role here – it’s apparent what the scale means, it suggests simplicity and it’s more visually appealing than some.  

Lidl customer feedbackThe small flyer invited me to leave feedback on a website set up specifically for this purpose, with a promise that with every survey completed, a donation would be made to their charity of choice. The survey was indeed short, and it evaluated all key elements of the store visit, in a way that allowed quick access, was clearly laid out and easy to navigate.  

With customer data like this so easily available, I wonder how long it will be before everyone is doing this. The next step is really learning how to use the data to your benefit.   

By, Lindsey Nadin, Senior Research Manager 

This entry was posted in Retail, Research, B2C, Qualitative, Respondents, Surveys, tagged Consumer, Insight, Listening, Target audience, Market research tips and posted on July 13, 2015


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