7 Most Common Mistakes in Customer Feedback, #3 Using Only One Channel

Mistake #3: You believe online is the only feedback channel for customer feedback surveys

When Brand Republic and Snap Surveys asked marketers which feedback channels their companies used, 59% cited social media, followed by online surveys (54%), preferences that were mirrored in Snap’s consumer survey. [See graph] 

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But while the comparative ease of online research is alluring to marketers, the reality is that not all consumers can be reached online. Bear in mind, too, the depth of information you require and that there are physical restraints on surveys delivered on devices such as mobile.

Solution: Adopt a multi-channel approach 

For feedback to be valid, you should always seek to reach a representative cross-section of your target market. If you need a sample representative of the wider population – vital in most public sector research – prepare to use multiple channels including paper questionnaires. Depending on how deep you wish to probe your consumer group, think about using qualitative as well as quantitative research.

View other blogs in this series:

Blog Series Intro: 7 Most Common Mistakes in Gathering Customer Feedback 

7 Most Common Mistakes in Customer Feedback, #1 No Clear Objective

7 Most Common Mistakes in Customer Feedback, #2 Respondent Isn’t First

Blog series expectations

Throughout this 7 part blog series, we will walk you through the 7 most common mistakes in gathering customer feedback and what you can do to avoid them. We will also offer the full report as a download at the end of this blog series.

Source: Excerpts from the Expert Report: Walk the talk: the 7 most common mistakes in gathering customer feedback – and how to avoid them, by BrandRepublic in association with Snap Surveys.

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