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

Mistake #2: You haven’t put the respondent front and center in the customer feedback process

The most important adage in commerce – the customer always comes first – is equally true of handling the feedback process.

“Often, surveys are structured so that the organization’s issues are being explored and not the consumer’s, and that can be frustrating,” says Woolley.

Indeed, the Snap Surveys consumer research shows that consumers have high expectations in this area. Asked if they believed companies take more notice of customer feedback today than five years ago, a resounding majority – 72% – agreed they did, because of increased market competition, diminishing customer loyalty and the influence of peer reviews. [see graph]

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“When I contact a company to make a complaint or to request service, I expect a response and not just a computer-generated platitude.” – Response to Snap Surveys’ Consumer Panel research, 2012 

The overwhelming message from consumers contacted by Snap Surveys: we want to give brands our feedback, so make it easy for us to do so. Continue reading

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

Mistake #1: You start the customer feedback process without clear objectives

A spectrum of sophistication

Experts point to a spectrum of sophistication when it comes to online research tools and that they are horses-for-courses, depending on the scope of your feedback needs.set-clear-customer-feedback-objectives

“The difference between a quick question on Google Surveys and a more refined tool allowing for routing of questions and advanced analytics is like the difference between a ring tone and a live gig,” says Dr Nicola Stanley, director of engagement at agency Silver Dialogue and a former researcher at Unilever. “There’s a need for both, but they are worlds apart.” 

Based on the findings from Snap Surveys’ own consumer research, the marketer survey it conducted with BrandRepublic and the opinions of experts, marketers may be prone to committing one or more of the following missteps when commissioning and handling feedback:

Mistake 1: You start the feedback process without clear objectives Continue reading