Businesses in Dubai and all around the UAE are proactively managing their customer feedback drives. As the customer feedback data is considered to be one of the top driver of growth in 2023. There are strong reasons to consider customer feedback data as a primary driver for growth, it is majorly because the entire world is transitioning from sales oriented to customer oriented business models. Due to deep penetration of the internet and smartphone technologies, the information are available on a few clicks to everyone and even in their native language. The availability of information and exposure to global markets have completely transformed the customer behavior in all countries and regions. The UAE is already one of the most modern and technologically advanced country in the world. The internet penetration in the country is 99% and almost similar population also uses mobile phones and other means to surf the internet. This is what provide your customers with more exposure about the products, services and competition in the market. Hence the customer demands and desires raised so much so that each year since past decade shows a rising trend in customer demands, needs and expectations. This is what compelling businesses all around the world to shift their focus from sales oriented business practices to customer oriented business models. When we say customer oriented business model it simply means where your policy decisions and major strategies are heavily influenced by the customers’ needs, demands, desires and expectations.
Why Feedback is So Important & Why a Business Needs a Customer Feedback Tool?
When your customers are your top priority the guess work or your intuition is not enough. It is not the question of your experience and capabilities to understand the market and customers, but in fact it is all about the market trend and customer behavior which is subjected to change very rapidly. That is why it is extremely important to understand customers’ needs, expectations and demands from their perspective. Businesses implement several solutions, technologies, IT infrastructure, adopt to modern manufacturing or product development practices, hire talented staff and much more, even then they are unable to achieve their high-level organizational goals and objectives. This is because they are not considering the most important aspect which is the customer opinion. No matter how much you have invested, the only way to evaluate your efforts and investments in architecture, infrastructure or staff is to ask your customers directly of what do they think about it, whether they liked it or not, what they are expecting from your, what do they need, what are their problems and what they like/dislike about your products and services, etc. A customer feedback tool is a software based solution which collects customer feedback from multiple channels and converge it to allow management to analyze the data from various sources. The customer feedback tool provide a structured framework to execute your feedback data collection campaigns and produce highly well-organized results and data which can be easily integrated in the decision making and strategy building processes to maximize the impact of the feedback campaign. Which is impossible with traditional manual feedback form methods or other outdated practices.
How to Collect Customer Feedback with a Customer Feedback Tool
The customer feedback tool is a software application, usually it is hosted on a server and works in both online and offline channels. Furthermore the businesses can integrate several channels to push the surveys and feedback forms to the customers such as Email, SMS, WhatsApp, Social Media, Websites, Online Links, QR Codes, Mobile Applications, Customer Portals, Idea Boards, Interactive Self-Service Kiosks, Tablets and Touch Screens, Digital Signage, etc. In this blog we will discuss how a business can easily collect customer feedback data with better quality using a customer feedback tool.
Collect Customer Feedback Data Regularly
The traditional customer feedback collection is manual, take a lot of resources and time and then it is another huge task to digitalize the feedback data to be able to perform different analysis on it. However, with the customer feedback tool all the data is in digital format, the customer feedback tool offers in-built analytical and reporting tools which help managers to process large quantities of data within seconds. The customer feedback tool also allow managers to configure different customer feedback campaigns and collect feedback data on regular bases. It is easier to design and manage different types of customer feedback surveys with the customer feedback tool such as:
- NPS Survey: The NPS Survey or Net Promoter Score is one of the most common type of customer feedback which is used to measure the customer loyalty. Setting up NPS Score survey is quick, the data collection and analysis is fully automatic and the managers can easily schedule these campaigns on different channels.
- CSAT Survey: The CSAT Survey or Customer Satisfaction Surveys are used to measure the customer satisfaction. These surveys can be used at different stages of customer journey to measure their overall satisfaction with your products, services, employees or experience. The data collection and basic analysis are fully automatic which can save a lot of time and efforts.
- CES Survey: The CES Survey or Customer Effort Score surveys are used to evaluate the customer journey and different internal processes. The customer effort score is a great tool to improve various internal processes, touch points and customer journey. It offer likert scales, happiness meter, rating gauge and other useful options to collect high-quality data.
- General Feedback:The customer feedback tool allow managers to create generic feedback forms and short/long surveys. There is a variety of different question types that can be added such as conditional logic, language selection, multiple choice, rating scales, happiness meter, likert-scale and many more which makes it easier to setup any type of survey.
Furthermore the customer feedback tool also allow the managers to schedule different campaigns. They can also push different surveys on different connected channels for example, the NPS score survey can be pushed through website prompts, mobile apps, etc. and the customer satisfaction survey can be conducted via the touchscreens or tablet within the business premises and so on. Furthermore the managers can also schedule customer engagement surveys, product development surveys, transactional surveys, and much more via the customer feedback tool. This ability to quickly setup a survey and launch a feedback campaign in minutes can save a lot of time, efforts, and resources and obviously cost also which is why the customer feedback tool is the best solution for customer feedback management.
Collect High-Quality Product Development Feedback Data
The product development is essential and most crucial business function. Every business want to increase the sale of their products and services. For that they should develop products which are aligned with the customer needs and market trends. The product development is not a one-time process, in fact it is a continuous process. The businesses should continuously improve their products and services if they want to stay relevant in the market. Especially in Dubai or anywhere in the UAE where the market changes very quickly, the customer demands and expectations are very high and keep growing, the competition is tough and the innovation is considered to be the foundation of a modern business, the product development process become much more important and complex also. The businesses spend huge revenue on market research, prototyping, testing and developing new products and services. Most of the time they failed to adequately integrate the voice of their customers in the process. That is why it is crucial to have a highly structured and well-managed customer feedback campaign for the product development processes which will help businesses continuously evaluate their existing offerings and also keep an eye on market trends and ever-growing customer demands and expectations to get ideas for the new product development. The customer feedback tool help you quickly and continuously collect the product development feedback and analyze it with in-built intelligent analysis tools. The customer feedback tool also help sharing important information with the stakeholders and relevant departments in a fully or semi-automated way which further improve the impact and usefulness of the product development feedback data.
Collect High-Quality Customer Service Feedback Data
The customer service is a critical component of any success strategy. Businesses must have to offer an excellent customer service, because the customer service impact the customer experience and bad or poor customer experience will cost you valuable customers and it is also one of the main reason of high customer churn rate. It is crucial to keep your customer service aligned with your customers’ needs, desires and expectations. Several worldwide studies have revealed that the customers put experience equally important as quality, most of the customer are willing to pay extra if they are provided with extra care and good service. That is what make customer service so important. Especially in a marketplace such as Dubai or all across UAE where the customer shave tons of options available they will never hesitate to switch if the service is bad or even mediocre. The first thing to improve your customer service is to understand what your customers need, what you are offering them right now and where your customer service is lacking. In order to evaluate your customer facing employees, media channels, and the actual quality of the service you are offering the customer feedback is the right tool. The customer feedback data for the customer service will provide you an in-depth insight to your customer service and everything related to it. Businesses can easily collect customer feedback data using a customer feedback tool which provide instant feedback at service counters via touch screens or tablets, or via an interactive self-service kiosk at the entrances/exits, etc. or via email/SMS after the service. The customer feedback tool also provides highly structured, organized and good quality data with ability to analyze it with in-built tools and to export and share conclusive reports with the stakeholders instantly which help businesses to get full benefits of the customer service feedback data.
Quickly Create and Share Long-Form Based Surveys with a Large Audience
Traditionally the customer feedback is collected via small surveys with less than 10 questions. The popular customer feedback methods have very less questions such as the NPS score usually have 1 question with a follow up open-ended questions, the CSAT score usually have 1 or 2 questions, the CES surveys have only a few (up to 5) questions, and generic surveys usually have less than 10 questions. These surveys are a great tool to collect valuable customer feedback data from a larger audience and on continuous bases. However, businesses do need long-form based surveys which could have up to 50 questions in it. Usually the long-form based surveys are designed to collect more in-depth insight and comprehensive details which can be highly subjective or focused on one particular aspect, or can cover multiple related matters. There are two categories of long-form surveys, the first one are used to target a large audience such as your existing customers or for your email list. The second category is even larger questionnaires which is designed for power-customers, focused groups, industry experts, or such audience. The number of time spend on these questions is not linear, it depends on the overall length of the questionnaire and the complexity of the questions also matters. However, there is a general pattern, longer the questionnaire is the time spend on each question is less. The customer feedback tool will allow you to categorize your audience automatically or manually and help you prepare separate audience groups. This feature help the management to quickly share the surveys with thousands of users via a few clicks. Furthermore there are several other analytical reporting which help you understand the behavior of the users and will help you to improve the quality of your questionnaires in future. And all these benefits are impossible with the manual customer feedback collection methods.
Easily Collect Customer Feedback Data from Multiple Channels
Another great feature of a customer feedback tool is that it help businesses reach out to their targeted audience by utilizing multiple different and most convenient channels. Here in Dubai and all around the UAE people tend to use different digital communication channels and social media. A strong online presence require a business to tap into a multitude of different digital channels in order to engage with their entire targeted audience. Mostly different audience group prefers different digital channel for example, some of your customers are more responsive in social media and some are not, some might be quicker to respond via WhatsApp and some might prefer a direct call, etc. This is why in order to engage your entire targeted audience a business needs to integrate a multitude of digital channels. Same is applicable for the customer feedback surveys. A good customer experience manager will always make a customer feedback management strategy which utilizes different digital and communication channels. Sometimes you can simply share different surveys on different channels but sometimes you will have to share the same survey to your entire audience. This is when the collection of feedback data and performing analysis on it and preparing actionable reports can become very challenging. However, a customer feedback tool will help you to integrate all channels within the system. For example you are seeking to conduct a NPS score survey, with the help of a customer feedback tool you can push it to your social media, WhatsApp, Email, SMS, website, mobile apps, customer portals, and each and every channel that you might be using to communicate to your customers. The data collected from all of the channels will be automatically stored in a unified repository which makes reporting and analysis very simple. And all this can be done with a few clicks at your customer feedback tool’s dashboard.
Utilize Fully Automatic Customer Feedback Collection Features
The digitalization drives the automation and the automation brings efficiency and convenience. The customer feedback data collection was not an easy task, thanks to the digital customer feedback tools businesses can not only cut the cost of the campaign by implementing a customer feedback management system but they can also greatly improve the quality of the data. The digital customer feedback tool also help businesses utilizing the customer feedback and integrating it in their internal processes. The automation is something that is always admired by the businesses, think of a call center who always call a customer after they make a purchase to ask them about their experience and then manually collect their feedback. How much will it cost you? Now think of a customer feedback tool which you have acquired once and if it is a customized tool then there would be no subscription cost or reoccurring fees, etc. Which one do you think would be more cost efficient? Obviously it is the customer feedback tool. The customer feedback tool have ability to collect customer feedback fully autonomously. For example the transaction surveys are considered to be most important for improving your service quality and customer experience. Every time a customer made a purchase the customer feedback tool will automatically send them a survey via Email, SMS, WhatsApp, In-App Notification, or any other channel. Whenever a customer will contact your customer service center and their complaint is resolved, the system will automatically send them a satisfaction survey to learn their opinion about their experience. The NPS surveys, the customer engagement surveys, and many other can be configured to be send to your customers automatically according to the pre-set riggers. Such features significantly improve the feedback quality and help businesses increase customer engagement and also very helpful in closing the feedback loop.
How Customer Feedback Tool Helps Analyzing the Customer Feedback Data
Collecting customer feedback is just one part of the process. The customer feedback management process is a very complex and lengthy process. There is no point in collecting tons of feedback data if you can’t utilize it to make improvements. That is when the data analysis and reporting comes in to play. The customer feedback tool is a digital tool, it collects the customer feedback data in digital formats, which makes analysis easy and quick. Furthermore the customer feedback tool also provide in-built data analytical and processing tools, which help managers quickly prepare customized reports and draw conclusions which could have taken months with the manual feedback data collection and processing methods. Furthermore the customer feedback tool also help businesses to set alerts and notifications to quickly respond to problems occurring at your service center, for example, let us suppose in one of your service center the customer satisfaction survey is going on, if the negative or unhappy feedback exceeds the 20% the branch manager, the head-office or any other relevant person should be informed via email, dashboard alert or even via SMS to let them take quick actions to fix the problem. Furthermore the customer feedback tool also help automatically sharing the feedback data and information with the relevant teams, managers, and concerned persons. All these features are very helpful in improving the effectiveness and impact of the customer feedback management process. Here are a few important advantages of using a customer feedback tool to collect and process customer feedback data:
- Identify Loyal Customers and Potential Churners: Identifying loyal customers is crucial to nurture them to make sure they remain loyal. Similarly identifying the possible churners will help you get in touch with them to further learn about their concerns and problems.
- Improve Customer Relationship:The customers who shared neutral or negative feedback can be turn into happy and satisfied customers, if you identify them and follow up with them to understand about their problems and then with a little bit or nurturing you can make them loyal.
- Focus Your Attentions Where Needed: All businesses have different customer segments or groups which they target differently, collecting and analyzing the feedback from different audience groups will help you understanding which customer segment need more attentions.
- Improve Products and Fix Defects/Bugs: The customer feedback will help you identifying the features your customers appreciate and the features they don’t like, the customer feedback can also be used to identify defects or bugs in your products and system which can be a great help.
- Align Product Development with Customers: The product development customer feedback surveys are specifically designed to understand customers’ needs, expectations, desires, demands, and market trends which can greatly help aligning your product development process with your customers and targeted audience to maximize the product success.
- Understand and Improve Customer Journey: The customer journey is designed to quickly and conveniently deliver to the customers what they need form you. The customer feedback data will help you identify the problems and weaknesses of customer journey.
- Improve Communication and Marketing: The marketing is all about communicating the right message in the right tone. The customer feedback data will help you evaluating and improving your communication which help increasing conversions and strengthen your relationship with your customers.
- Increase Customer Loyalty: The loyal customers are the foundation of the success. They advocate for your brand and do repeated business which is good for higher profitability. The customer feedback data will help you identifying the loyal customer base and rewarding them or pleasing them with exclusive offerings to increase their loyalty.
- Increase Customer Engagements: The customer feedback data will help you understand your customers and their needs, you can easily align your communication, content, features and other aspects of the customer journey to maximize the customer engagements.
- Minimize the Customer Churn: The customer feedback data will help you identifying the problems and obstacles in the customer journey which will help you identifying and rectifying the causes of customer churn to convert a potential churner into a sale.
The customer feedback is a great tool to align your entire business or organization with your customers’ needs, desires, and expectations. It help you identifying your strengths and weaknesses and it help you acquiring great insight about your customer facing resources and practices. You can also use customer feedback to analyze your internal processes and to evaluate your employees. It is a great tool to maximize the efficiency, progress, productivity and profitability of a business.
Conclusion
Businesses in Dubai and all around the UAE are well aware of the fact that customer feedback is important, however, most of the time businesses either don’t know how to collect customer feedback and what to do with it. The customer feedback management involves multiple steps, such as selection of audience, preparing the questionnaire or customer feedback survey form, collecting, processing and analyzing the customer feedback data, then segmenting your customers and audience groups accordingly. The later part is to take appropriate actions in light of the conclusions drawn from the customer feedback and then informing your customers about what has been done in the light of their feedback. This is called the basic customer feedback loop. However, these all parts are not as that simple, with the manual customer feedback collection methods the customer feedback data collection is difficult and very time and resource intensive. Furthermore processing the data requires a lot of resources and time and then analyzing it and drawing conclusions or preparing reports is another task. This is what makes customer feedback more difficult task hence businesses who follow manual practices tend to collect feedback very less often. In the modern fast-paced marketplaces such as Dubai or anywhere else in UAE the manual customer feedback methods are proven to be outdated and very less effective. That is why businesses have started adopting to more modern and technology based digital customer feedback tools.The customer feedback tool is a digital solution majorly based on the software application which is hosted on a server or online cloud space, this allow the customer feedback tool to integrate several digital and electronic medium and channels to collect customer feedback. The customer feedback tool not only solve all the problems that businesses were facing with the traditional manual feedback collection methods but it significantly improve the customer feedback management process.
It is crucial for a business to integrate multiple channels and reach out to the customers in a way which is most convenient for them. This will increase the feedback data quality and also the response rate. However, when we collect customer feedback from multiple channels the data processing and analysis can become more sophisticated. A good customer feedback tool has ability to collect customer feedback data form multiple channels and converge it is a unified data repository which makes analysis and report generation more simple. The customer feedback tool also provide in-built data analysis tools and sharing mechanisms. Furthermore the digitalization of the process also brings a lot of automation which help businesses conduct feedback campaign more frequently, in fact on regular bases without putting much efforts in it. The customer feedback tools also provide intuitive administrative interfaces which makes it easier for the managers to design all sorts and kinds of surveys and schedule automated or semi-autonomous campaigns.RSI Concepts is a leading customer feedback tool development company in Dubai, UAE. We provide our customers with highly effective and cost-efficient bespoke customer feedback management systems which perfectly fit their requirements and support their feedback collection processes. With a customized feedback tool a business can easily enable two or three people to perform the tasks of a large team. In this blog we have listed several methods of collecting customer feedback data with a customer feedback tool. If you want to learn more about the subject of if you want our help to develop a tailor-made customer feedback tool for your need, 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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