Your customers’ time is valuable. They want to tell you, in their words, with the least amount of effort how they feel about their experience - actually in the moment. So help them to give their feedback by making it as convenient as possible.
This isn’t always as obvious as it might sound. Consider a Contact Centre: a logical step for capturing feedback might be to pass customers onto a recording platform at the end of a call to share their views. But this might not be the best way for the customer. They might have been waiting for 10 minutes on hold, then on the phone for another 15 minutes trying to resolve their issue. All they want to do is get off the phone and get on with their day. So ask the customer the channel they’d prefer to use, rather than assuming because they’re on the phone that’s the channel they want to use to give feedback (SMS or Email can work very well in this scenario). Then record their preference, so next time you don’t even need to ask!
As well, brands need to realise their customers are being asked for feedback from all the other companies they deal with. Asking for feedback at each and every touchpoint can start to create feedback fatigue. So be sympathetic to this. Think back to your mapped out customer journey and only make proactive feedback requests at the most important touchpoints, where the feedback will help you to make a real difference. Then adopt a strategy, which allows customers to reach out to you at other times by using Listening Posts.
CX Rebels Tip: Create Listening Posts to capture feedback whenever customers want to share their views. Listening posts are on hand for those moments when you can’t predict that customers want to share feedback. They can be advertised in-store, a widget on your website and wherever
Remember your customers don’t work for you. So any feedback requests need to be a seamless extension of their engagement with you - make it easy for them to share their views.else your customers might interact with your brand.
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