Best Practices for Collecting and Analyzing Customer Feedback

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The customer feedback is a most vital and important information for business. It help businesses and organizations to closely understand their customers and their thoughts, brand perception and expectations. Businesses tend to collect customer feedback data to analyze and evaluate their services, products and various other aspects. This help them aligning and harmonizing with their customers. When a business started to meet the customers’ expectations, it gets a great and positive brand recognition which help businesses grow and generate more revenue.

For that businesses tend to rely on various customer feedback management strategies and digital customer feedback systems. In present day where the markets are very competitive and the customer demands are skyrocketed, businesses need a more robust, efficient and effective approach to collect, manage, and analyze the customer feedback. Businesses in Dubai, Sharjah, Abu Dhabi and broader UAE typically utilize a digital customer feedback system.

Best Practices for Collecting and Analyzing Customer Feedback

What is a Digital Customer Feedback System?

A digital customer feedback system is a software-powered solution which provides a structured and well-organized framework and set of innovative tools to collect and analyze the customer feedback data with utmost efficiency and convenience. The modern customer feedback systems are highly customizable, enabling businesses to achieve their exclusive goals and objectives. Moreover businesses can integrate various communication channels to collect customer feedback from a wider audience.

The digital customer feedback system not only have ability to collect multi-channel feedback, but it also has ability to organize and analyze both structured and unstructured feedback data. Whether it is qualitative feedback or quantitative feedback or simple customer comments, the modern customer feedback systems can effectively extract insights from it. Businesses can also integrate touchscreens, self-service channels, mobile apps, online portals, emails, SMS, WhatsApp and even social media channels.

What is a Digital Customer Feedback System?

The biggest advantage of utilizing a digital customer feedback system is its advanced feedback collection tools, analytical tools and ability to automate various processes. Businesses operating in Dubai, Sharjah, Abu Dhabi and broader UAE tend to utilize closed-loop customer feedback strategies. The digital customer feedback system not only support closed loop customer feedback campaigns, but it can automate campaigns and link with other systems to further improve the efficiency and impact.

A digital customer feedback system can be integrated to customer database, financial systems, POS, self-service channels, online sales system, email gateways, SMS gateways, WhatsApp, customer database, CRM, ERP, central information system and any other third-party software via simple API integration. This enable businesses to reduce the human workload and drive efficiency by leveraging the digitalization and automation, which also significantly reduce the cost of customer feedback data collection.

How Businesses can Leverage Customer Feedback System to Level Up their Data Collection and Analysis? (Best Practices)

The primary objective of a digital customer feedback system is to provide businesses with an actionable insight which help them improve their internal processes, product/service quality and overall customer satisfaction. The customer satisfaction and happiness is the highest priority for any business, this goal can only be achieved if the businesses have a way to directly ask their customers about their thoughts, needs, expectations, pain points and suggestions. Only with a digital customer feedback system businesses can leverage the best practices for designing effective customer feedback surveys and campaigns.

The customer feedback system help businesses execute tailored campaigns to achieve various objectives such as customer satisfaction, NPS, product development surveys, and much more. A modern digital customer feedback system when optimized and customized as per business needs can provide a clear roadmap to improvements and customer excellence. Businesses can leverage the efficient data collection tools, advanced data analytical tools, and AI powered sentiment analysis techniques.

How Businesses can Leverage Customer Feedback System to Level Up their Data Collection and Analysis? (Best Practices)

Here are some best practices and key advantages of a digital customer feedback system which can help businesses gain a great competitive advantage:

Customer Feedback System Integrates Multiple Feedback Channels

In UAE’s market landscape your majority of the customers would be distributed among various different channels, based on their preference and convenience. Not all customers are same, some might want to share their feedback through simple WhatsApp surveys, some might prefer a more traditional Email Survey approach, and some would only be interested in NPS score or customer happiness meter at the service counters. Every customer has different preference and choice when it comes to giving feedback.

In order to maximize the quantity and quality of the customer feedback data a business must be able to offer multiple channels, which should be able to cover their audience. For example:

On-Site Feedback Devices: The on-site feedback devices are usually the touchscreens, tablets, and interactive kiosks. Businesses who have physical customer service centers, should utilize these devices as these devices not only enhance the feedback data quality but also improve customer engagements. On top of that the feedback data quality is very good at this time.
Online and Email Surveys: Usually the email surveys are considered to be the online surveys, however, the email surveys are one form of collecting feedback data via online. Businesses can also make specialized web-pages to collect feedbacks, they can send link of online surveys through emails, SMS, WhatsApp and even from social media.
In-App Feedbacks: Businesses who offer digital experience can utilize their digital channels, such as smartphone applications, customer portals, and websites to collect customer feedback data. In-App feedback is crucial as it collects feedback data during or after the interaction. At that time the customer memory is fresh and they can provide the most accurate data.
Social Media Channels: The social media has become an integral part of our lives. People living in UAE love to use various social media channels, such as Facebook, Instagram, LinkedIn, Twitter, Snapchat, etc. Monitoring these channels and conducting surveys on these channels can help you reaching out to much larger audience groups.

According to several international studies, businesses and organizations who tend to utilize multiple feedback channels tend to achieve higher customer engagement and superior feedback data quality. It’s all about experience, if you are reaching out to your audience through the most convenient channel they tend to be more willing to interact with you.

Customer Feedback System Integrates Multiple Feedback Channels

Customer Feedback System Offer Tools to Craft the Most Effective Feedback Campaigns

One of the most crucial aspect of a customer feedback campaign is that you will get the answer of what you will ask. The customers are willing to answer to questions that are been asked, only a smaller few percentage of customers are willing to go extra mile to write descriptive suggestions or long textual explanations. Remember the primary goal of executing and managing an effective customer feedback campaign is to acquire actionable insights, and this is only possible if you have an effective customer feedback system implemented following the best industry standards.

To do so businesses and managers should be very thoughtful with their questions. The customer feedback system offers ability to create and test multiple feedback campaigns, multiple questionnaires, and it also enable you to make iterations and changes instantly to refine your campaign. One extremely important thing to always consider is to ensure that your surveys or questionnaires are short, descriptive, and easy-to-understand so the customer can easily complete them.

The modern customer feedback systems also offer multi-lingual customer feedback collection which not only raise customer engagements but also greatly improve the feedback quality. Here are a few things to consider while preparing your feedback surveys and questionnaires:

Short and Descriptive: Your questions should be short, descriptive and self-explanatory. There should be no element of confusion. The selection of words is important and make sure your surveys have multi-lingual support.
Be Very Specific: The NPS Score or Net Promoter Score, the CSAT or Customer Satisfaction Score, and the CES or Customer Effort Score are ideal for on-site surveys. But for all other surveys, you should use very specific questions, instead of asking how was your experience, ask are you happy with our new payment process, or customer service, etc.
Utilize Closed-ended Questions: It is crucial to include closed-ended questions, such as happiness meter, likert scale, NPS score, etc. These will help you gather quantifiable data. The customer feedback systems are great at setting up such questions, and even setting up multiple different questionnaires for different audience groups.
Include Open-ended Questions: Always include at least on open-ended question in your survey. Even if you are using short happiness meters or likert scales, it is better to include on open-ended question at the end of the survey. You can also leave it optional but it will provide your customers a chance to explain themselves and highlight something that you might not asking them at this moment. The customer feedback systems can analyze open-ended questions and also offer tools for sentiment analysis which greatly improve the impact of these questions.
Test and Improve: One of the greatest feature of a modern digital customer feedback system is its ability to allow businesses to create and test multiple feedback campaigns for a smaller audience group. This allow businesses to refine their campaigns, remove or improve certain questions that might not be able to gather required insights. Once the campaign is up-to-the-mask, businesses can have full deployment and start collecting data form the targeted groups.

Every customer feedback campaign has some objectives, in order to achieve those objectives businesses need to collect certain type and quantity of the data. However, accordingly to various international studies, the surveys lesser than 10 questions tend to return highest customer engagement and data quality. It is important to craft your feedback surveys which easy to complete, understandable and quicker without sacrificing valuable data.

Customer Feedback System Offer Tools to Craft the Most Effective Feedback Campaigns

Customer Feedback System Provide In-Depth Data Analysis and Actionable Insights

Businesses often doesn’t realize how crucial and critical it is to analyze and understand the customer feedback data and sentiments with full accuracy. Most of the time businesses often rely on the experience of customer feedback management team, especially for sentiment analysis. However, a customer feedback system is a very modern tools built on cutting-edge technologies. These systems come with integrated AI (Artificial intelligence) and advanced analytical algorithms.

The AI utilizes high-tech NLP (natural language processing) techniques to analyze the sentiments and to process the textual and contextual feedback data. The in-built smart algorithms has ability to automatically analyze the data and highlight patterns, correlations and deeper insights which help management take accurate and timely actions to enhance and elevate customer experience. In order to acquire highly accurate and actionable insight, businesses need two types of analysis:

Quantitative Data Analysis: The quantitative feedback data is basically all structured data which consists of metrics such as scores, ratings, and responses with pre-defined numeric value. This numeric value is ran through advanced mathematical algorithms to drive actionable insights and in-depth reports. Most of the time the customer feedback systems perform such analysis in a fully autonomous way and allow businesses to produce customer reports as per their needs. However, you can also perform tailored analysis align with your strategic goals and objectives.
Qualitative Data Analysis: The analysis of the responses of open-ended questions, customer feedback and comments on social media and online platforms and textual suggestions are all unstructured feedback data and their analysis is called qualitative data analysis. The qualitative data analysis complex, sophisticated and require tremendous efforts. However, the customer feedback system equipped with smart algorithms and AI can seamlessly perform this analysis.
Customer Sentiment Analysis: The analysis of both quantitative data and qualitative data combined is called customer sentiment analysis. Businesses can perform sentiment analysis manually by analyzing the reports and insights of above two analysis or the customer feedback system automatically perform the customer sentiment analysis with in-built contextual and sentiment analysis tools.

The customer feedback system offers great many tools for critical feedback data analysis and help producing valuable insights. On top of that the customer feedback system also provide features to automate these analysis and report generation. Moreover businesses can also configure the system to automatically share and send relevant reports to concerned team, managers, or head office. Businesses can also collect real-time feedback and analyze it in real-time, this help them set alerts and notifications for very critical touch points which require instant actions and rectification.

Customer Feedback System Provide In-Depth Data Analysis and Actionable Insights

Customer Feedback System Drive Efficiency and Save Cost by Leveraging Automation

Customer feedback data collection is a very complex process, the more data you collect it become harder to process, analyze and manage it manually. The customer feedback system provide automated tools which digitalize and automate various workflows and internal processes. The automation not only drive efficiency but also lift up heavy workload form the staff resulting in efficient resource management. This way businesses can reduce the number of staff and minimize the cost.

Moreover the customer feedback system has capabilities to automate the entire customer feedback management process. From sending surveys to collecting and storing the feedback data to analyzing it and producing actionable insights and distribution or customer feedback reports, everything can be automatically managed by a modern digital customer feedback system. This could significantly reduce the cost and effectively maximize the impact of your customer feedback management function.

Survey Distribution and Feedback Data Collection: The customer feedback system can fully automate the entire survey distribution and feedback data collection process. For example, in your customer service centers, the on-site survey tablets can automatically show the feedback form which is relevant to the customer group or service. The emails surveys can be automatically distributed based on any trigger, such as a new purchase or request for customer service, etc.
Automated Analysis and Report Generation: The customer feedback system can take instructions from the system administrator, based on the pre-set configurations the customer feedback system perform various analysis and generate tailored reports. Whether it is NPS Score, a detailed survey form, QR Code based feedback, happiness meter, or any type of quantitative or qualitative feedback, the customer feedback system can automatically analyze the data and produce actionable reports as per pre-set configurations.
Feedback Data and Report Distribution: The customer feedback system can automatically distribute the tailored reports to all relevant personals and teams via system dashboards or via emails. The automatic distribution can be configured and customized, for example, the CEO might be interested in finding out overall NPS score, whereas the customer experience manager might want to see what specific factors are hindering customer experience and the product development ream might want to understand what features of their product or service need improvements. Similarly all stakeholders can automatically get tailored reports and insights.
Closing the Feedback Loop: One of the most important aspect of customer feedback management is closing the feedback loop. Listening to customer voice is one thing, but letting your customers know that you are listening would have much more deeper impact on your customers’ happiness and satisfaction. This is what is called closing the feedback loop. The customer feedback system can automatically close the feedback loop by sending automated and personalized emails, SMS, messages and communication, acknowledging the submission of the feedback as well as informing customers what actions are taken on their feedback.

The automation not only drive efficiency but it also help streamlining internal processes and workflows. This effectively reduce the need of human resource and help businesses reduce the cost of their customer feedback management process. The automation also help businesses to take actions in time and effectively integrate the customer feedback in their decision making processes. All these great features make a digital customer feedback system absolutely essential for modern businesses.

Customer Feedback System Drive Efficiency and Save Cost by Leveraging Automation

Conclusion

The UAE has a multicultural and highly divers business landscape. The market in general is very competitive and the customers are very demanding, on top of that the market trends are changing rapidly demanding businesses to have a close eye on everything. In a rapidly evolving market landscape businesses needs to connect with their customers to be able to align themselves with customers’ needs, expectations, and market trends. Studies have revealed that businesses with more customer-centric approaches tend to grow fast.

In order to connect with your customers, and to able to understand what they are thinking, the best way is to ask them. However, if you have thousands of customers or even a few hundreds of customers, it is still practically not possible to be able to meet or call them all and discuss how they feel about your brand, products/services or interaction they have recently had with your team. That is why businesses tend to utilize various different digital customer feedback management system to acquire actionable insights.

By deploying a modern digital customer feedback system empowered by AI and digital automation, businesses can seamlessly manage their feedback data collection campaigns. Whether it is real-time customer feedback data collection, product development surveys, NPS score or customer happiness surveys, a digital customer feedback system is an ideal solution to collect, manage and analyze the customer feedback data at a great efficiency.

The customer feedback system allow businesses to refine their feedback campaigns to harness the most valuable and targeted insight they are looking for. It also help improving customer experience and raise customer engagement which results in high quality feedback data collection. Furthermore a customer feedback system also automates data analysis and can perform various crucial analysis within no time with utmost accuracy and great efficiency.

The customer feedback system effectively reduce the feedback management cost and is also capable to automatically distributing the insights and valuable analytical data in a fully autonomous mode. This enable businesses to take rapid actions and close the feedback loop without investing any additional resources. In this blog we have discussed the best practices of collecting and analyzing customer feedback data by leveraging a modern and digital customer feedback system.

If you want to learn more about the subject or if you want our help to design a tailored customer feedback system for your business or organization, please feel free to contact us through our Contact Us page or leave a comment in the comment box below and we will get in touch with you soon.

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