Undoubtedly, customer feedback is the most valuable information businesses can use to improve the value of their services and encourage customer loyalty.
Positive feedback and even a negative review can give valuable insight to the customer journey, and specific survey questions can help a business get to the root of exactly what they need to know.
For this reason, making a cohesive customer feedback collection strategy is essential to a business’s success in collecting customer insight that they can use.
Here are some of the best examples of customer feedback strategies that helped businesses thrive.
While email campaigns and website popups effectively gather customer feedback, Zappos got in-depth feedback through an unexpected avenue: their 24/7 customer support line.
Zappos allows their customer support representatives agency to ensure customers are satisfied; as a result, they can gather (and act on) both valuable feedback and complaints immediately.
If you’re worried about retaining customers for feedback, one of the best ways to ensure you get a good amount of responses is to integrate your feedback form into your website.
Slack accomplishes this with an integrated mini-survey that focuses on one relevant customer feedback question and optionally invites customers to give additional feedback, ensuring that they hear from a broad base of customers.
While Google might not seek feedback as aggressively as many other companies, their strategy is effective.
When you search any keyword in Google, you’re prompted in multiple places across the webpage to rate accuracy and leave suggestions. This example of customer feedback gathers Google tons of actionable insights.
When it comes to professional applications like HubSpot, delivering the best possible user experience is crucial — any perceived flaws with an application can quickly cause users to switch to competitors.
HubSpot uses an NPS-style customer satisfaction survey to prompt users for satisfaction ratings after each interaction with customer support, ensuring they can address issues as soon as they arise.
Regarding customer feedback surveys, there’s no doubt that Apple has always been ahead of the competition.
Their NPS-style customer experience survey remains one of the most efficient and user-friendly examples. The customer satisfaction survey uses broad questions that ask customers to rate their overall experience to encourage thoughtful and actionable feedback.
While many surveys stick users in one format, Mailchimp allows users to craft their own experience by enabling them to give specific, overall feedback and even make direct contact. This simple prompt effectively makes customers feel like they’ll be heard.
Unlike many customer feedback strategies, Ryanair takes a unique approach by focusing on user experience.
Their surveys are oriented toward identifying pain points customers experience during the process that may have deterred them from making a purchase. This customer feedback example allows them to improve conversions and leave their customers more satisfied.
While many businesses can only gather feedback after purchases, Skype gathers feedback after every call that users make, allowing them to identify patterns of user issues, like consistent poor video quality, as they occur. While their user survey might be brief, it’s exceptionally well-made to gather useful Skype information.
It’s not just traditional customer feedback surveys you can use to help your business prosper. Social media is one of the best ways to connect directly with customers and improve their experience.
Southwest Airlines established a social media department to respond to thousands of tweets per day, and in doing so, they can track and resolve customer issues in real time.
It’s common to see businesses use Twitter polls as a format to gather feedback, and there’s a good reason why.
Because the customer satisfaction survey is embedded in each follower’s feed, a simple and easy one-click Twitter poll will likely gather significantly more responses than other formats.
Your business isn’t the only thing that benefits from having lots of reviews. Publicizing your customer feedback can help cement your image as a trustworthy brand and encourage skeptical customers to try your products.
Clothing brands like SKIMS make customer feedback useful by providing sizing and quality ratings as public references.
Depending on your service type, it might be more than just customers who benefit from reviews. Uber can utilize customer reviews to help build trust with their drivers and to identify problematic users who may need to be removed from the service.
This way, they can effectively aggregate user reporting to defend their service’s safety and quality standards.
While most other customer surveys use a long list of questions to gather user feedback, Zomato simplifies things with a simple and open-ended text prompt.
This is excellent for gathering high-quality feedback since customers will only respond to what is significant.
Generally speaking, nobody likes pop-ups or spammy emails — but unfortunately, most customer feedback strategies rely on these.
Jira decided to go a different route by building the review widget into their interface, allowing users to take a survey about the page they last used when and if they feel like doing so.
When it comes to businesses like H&R Block that offer essentials like tax services, there’s no more important goal than ensuring each and every customer gets what they paid for.
H&R Block prioritizes this by first asking whether the customer accomplished the goal of their visit, allowing them to explain more if desired.
While it might seem like a minor quality of customer feedback surveys, users aren’t likely to want to take unappealing and difficult-to-use surveys.
Airbnb demonstrated a clear understanding of this issue when they designed their survey, which manages to be aesthetically appealing and snazzy while prompting the same thoughtful feedback.
While many surveys focus strictly on qualitative or quantitative prompts, GEICO uses a brief feedback prompt with both types of questions.
Since they gather both a star rating and open-ended text feedback, they can quickly categorize and analyze patterns in their ratings.
Unlike many customer satisfaction surveys, YouTube uses a pre-video CSAT survey to encourage viewers to give feedback.
These surveys are often incentivized by allowing YouTube users to see their videos sooner, ensuring that YouTube gets a wide demographic of surveyors for every survey question.
The more obstacles there are to a user providing feedback, the less likely they are to complete a customer survey.
Amazon encourages users to leave reviews by making it easy for them to share their thoughts about the products they’ve purchased, giving options as simple as star ratings and as involved as detailed text reviews.
While many companies seek a diverse range of opinions and only send prompts to each user periodically, Taco Bell encourages their most dedicated customers to give additional feedback by incentivizing each receipt with a raffle entry. This strategy is unique because their feedback representation is weighed towards loyal customers.
There’s no shortage of ways to use customer feedback to improve your business. Depending on the customers you desire feedback from and what insights you intend to act on, you can use different formats, incentives, and prompts to make an effective customer feedback strategy.