Customer feedback is not just a routine activity anymore, in fact it is a very powerful navigation system which can guide, steer and drive businesses towards their success and growth. Businesses in Dubai, Sharjah, Abu Dhabi and all around the UAE are collecting customer feedbacks on regular bases, however, with the emerging market trends the entire customer feedback management has transformed. In today’s digital era and fast-paced customer-centric business environment the customer feedback is not only about listening to the customer opinion, but it has been transform into a crucial business function which translate customer feedback into in-depth insights and actionable data, to incorporate it in decision making processes.
With that being said the customer feedback has become the lifeline of a modern business or organization. With an effective customer feedback management system in place, businesses can efficiently collect and analyze customers feedback data to understand and highlight customer needs, pain points, expectations, preferences and emerging market trends. That is not all, the customer feedback also helps improving customer relationship and strengthen the bond between the customer and the business. In this blog we will discuss how businesses and organizations can leverage a digital customer feedback system to drive success and growth.
Leveraging Customer Feedback System for Business Growth
What is a Digital Customer Feedback System?
A digital customer feedback system is not just a software based data collection system, it is a complete framework which facilitate the entire customer feedback management processes including customer feedback data collection, segregating or categorizing the data, analyzing the data, and then taking actions. Businesses and organizations are rapidly adopting closed-loop feedback systems, where the additional step is to communication. In a closed-loop customer feedback system, businesses inform their customers about what actions are taken or would be taken in light of the opinion shared by the customer. That is a most effective feedback management strategy and it can help strengthening the relationship between the customer and businesses.
See Also: Key Features of a Customer Feedback System
The digital customer feedback system majorly relies on a backend software application which collects and store feedback data using various connected channels such as Feedback Tablets, Touchscreens, Interactive Kiosks, Online Forms, Websites, In-App Feedbacks, Rating Scales, and much more. The customer feedback system software also provide in-built analytical tools, customized reports and it helps categorizing the customer feedback data. It can be integrated with other systems, third-party tools, software applications, databases and central information system. These features make it essential for the modern customer feedback management needs.
What is a Digital Customer Feedback System?
What are the Key Components of a Customer Feedback System?
A customer feedback system consists of a software application connected with multiple communication channels which are used to collect customer feedback data. The software is usually a server-side application which is hosted online, at cloud or in a local/on-premises server. This allow the customer feedback system to connect with multiple channels and it also enables real-time feedback. The multichannel and real-time feedback data improve management’s monitoring capabilities.
Customer Feedback System: Feedback Data Collection Tools
The customer feedback data collection tools are the most important and crucial aspect of customer feedback management. The process begins with data collection, hence it is important to have multiple tools and mediums at your hand to collect feedback data from a wider and diverse audience.
See Also: What is Multichannel Customer Feedback and Why it is so Important?
Here are some commonly used channels to collect customer feedback:
- Survey Questionnaires: The survey questionnaires is a one of the oldest way to collect customer feedback, these surveys can be shared with the customers via online link, email, SMS, WhatsApp, customer portals, or QR Codes. These survey provide detailed insight allowing management to evaluate various aspects of the customer experience and service quality with a single survey.
- Customer Happiness Meter: The customer happiness meter is a one of the most effective form of collecting customer feedback, usually the NPS and CSAT score is gathered through customer happiness meters. The happiness meter can have 3, 5 or 7 emoticons representing various emotions such as happy, unhappy, extremely unhappy, neutral, etc.
- On-Site Tablets & Kiosks: The on-site tablets and interactive self-service kiosks are getting common day by day. These interactive tools can be a great medium to collect customer feedback. Any type of survey, happiness meter, rating or customer satisfaction score can be done using the on-site tablets and interactive devices at customer service centers or business premises.
- Customer Review and Rating: The customer reviews and rating is a most widely used tool, it is used to collect instant feedback, and businesses can provide review options on their websites, apps, and other digital channels. In addition to that the 0 or 1 to 5 rating is also a great tool to measure customer happiness. It can be used to evaluate products or services.
- Social Media Feedback: Businesses usually use social media polls to collect instant feedback, however listening to social media feedback also includes customer reviews and comments. Businesses can use these comments to evaluate customer experience and the polls are a great source of quantifiable and good quality feedback data.
- Website Feedback: Another most common and very effective way to collect customer feedback is through website forms. Businesses can include dedicated feedback forms which can be accessed by a widget/button or can be displayed in certain parts of the website. Businesses can also have happiness scale or rating scale at certain pages to collect user feedback.
- Customer Complaints and Reports: The customer complaints portals are widely used by businesses and organizations. Usually the complaints are managed through complaint portal or customer support centers. The customers can be asked for the feedback after the resolution of their complaint to analyze the service quality.
The customer feedback system is not limited to only above mentioned channels, in fact businesses can utilize it in across several platforms and apps via simple integration. The multi-channel customer feedback system helps engaging wider audience and provide businesses opportunity to collect feedback data in high quantity while ensuring maximum quality.
Customer Feedback System: Feedback Data Collection Tools
Customer Feedback System: Customer Feedback Types
Thanks to the rise of digital customer feedback systems, now businesses can have a lot many customer feedback types to choose from. The success of any customer feedback campaign lies in the diversity of the data. Businesses wants to improve each and every thing that can make them more aligned with customer needs, expectations and emerging market trends. For that businesses utilize various different types of customer feedback surveys. Here are some most commonly used customer feedback types:
- NPS Score: The NPS Score or Net-Promoter Score is a measure of overall customer satisfaction and happiness, it basically measure how many customers are happy and satisfied enough to recommend your brand or products to others.
- CSAT Score: The customer satisfaction score or commonly known as CSAT Score is a direct measure of customer satisfaction related to a given subject, such as the payment process, service quality, usually the CSAT score is relevant to customer journey.
- CES Score: The CES Score is customer effort score, it is a measure of how easy or difficult the customer journey or particular interaction is. This feedback type is widely used to identify the pain points and help businesses scaling customer happiness and satisfaction.
- Structured Surveys: The Structured Surveys are long questionnaires ranging from 5 to 40 or even more questions in a single survey. This feedback type is used to collect more in-depth feedback data and help businesses evaluating several aspects of customer experience.
- Short Surveys: The short surveys are also structured questionnaires, but they are small, usually ranging from 2-3 questions to 8 questions. These surveys are usually focused on a particular subject and are used to acquire deeper understanding on the matter.
These are just some widely used feedback types. The modern digital customer feedback systems offers tons of different options, with ability to customize each survey. You can easily create any survey form you want with any length and types of questions in it and you can use any channel of your choice to reach out to your targeted audience. Creating product surveys, customer service surveys, complaint feedbacks, behavioral analysis, bug reports, rating surveys, user reviews and all such types of feedbacks can be done in minutes using a digital customer feedback system.
See Also: Why Your Business Needs a Customer Feedback System?
Customer Feedback System: Customer Feedback Types
Customer Feedback System: Categorization and Data Analysis
With the advanced data collection tools, multi-channel feedbacks, and innovative feedback types businesses can collect a highly accurate feedback data. For any feedback data there are two major characteristics, the quality of the data and the quantity of the data. These two are interconnected, without one the other’s integrity is also compromised. The primary objective of a customer feedback campaign is to understand customer behavior, their needs, demands, expectations, pain points, and also evaluation of your products, services, relevant business processes, etc. This understanding will help businesses to transform into a highly customer-centric business.
See Also: Overcoming Challenges in Customer Feedback Collection and Management
The customer centricity is crucial to achieve success in the modern day marketplace. The customer feedback system not only facilitate the feedback data collection but it also help analyzing the data. The customer feedback system comes with AI (artificial intelligence) and smart algorithms, which can automatically segment feedback data on the bases of theme, type, customer groups, issues, and also provide advanced filters to select desired feedback chunk or category. Furthermore these in-built analytical tools are also great at analyzing large feedback data and extracting actionable insights and reports. All this can be done automatically or within a few clicks with full accuracy.
Customer Feedback System: Categorization and Data Analysis
Customer Feedback System: Actionable Insights and Reports
Collecting a large quantity of customer feedback data from multiple channels and using multiple feedback types can make analysis very sophisticated and time-taking. The in-built smart algorithms and reporting tools of a digital customer feedback system can easily categorize and analyze the raw customer feedback data within a glimpse of an eye. The advanced analytical and reporting tools of a customer feedback system can help identifying patterns or trends and equally great at processing contextual feedback data. Businesses can easily identify their strengths and weaknesses by finding commonalities, discrepancies, trends and patterns in a large pool of raw feedback data.
These analysis help businesses in bridging the gap between their goals and customer expectations. These actionable insights and reports help businesses transform the ‘what’ of customer feedback into ‘how’ of business improvement. Integrating the customer sentiments in the strategic decision making processes can greatly enhance customer satisfaction and help gaining customer loyalty. The customer feedback system drive accuracy and efficiency in all relevant business processes and workflows, from collecting the feedback data, organizing it, converting it into actionable insights and reports and then taking actions and making informed decisions.
Customer Feedback System: Actionable Insights and Reports
Customer Feedback System: Taking Actions
The customer feedback system produce valuable insights which also help businesses in prioritizing the tasks and actions on the bases of their impact on customer satisfaction and business growth. This is the phase where businesses can fully leverage the remarkable power of a customer feedback system to make a real and impactful change. Businesses can start implementing changes and making improvements in various segments, and even during the change drive they can conduct intermediate feedback campaigns, especially for a long-term change, and it will help businesses staying on track while also accounting for the emerging changes and demands.
See Also: How a Customer Feedback System Helps Your Company Grow
There are crucial things that need to be addressed immediately, for example, you have an online payment process, and let say it is not convenient one channel, the smartphone apps, and the customers are reporting this matter and also filing complaints. This is something that can directly impact your sales and could repel your customers, hence need immediate action. Therefore the feedback is categorized on the bases of priority and urgency, which can be done quickly with the aid of a digital customer feedback system. Similarly the product evaluation surveys could help you either upgrade your products or build a completely new product. All these different decisions can be made more impactful and successful if you have right feedback data in your hand.
Customer Feedback System: Taking Actions
Customer Feedback System: Closing the Loop
Closing the Customer Feedback Loop is the final component of a customer feedback system. Whenever a customer is sharing their opinion they are expecting from you to take some action. This is where most of the businesses lack behind, because businesses and organizations in Dubai, Sharjah, Abu Dhabi and in other regions of UAE are often neglecting this crucial and important step. Most of the times businesses collect feedback, process it, and take action but never inform their customers about those actions. This is very bad for brand reputation, it builds a negative perception and customers who are taking their valuable time to share their opinion felt unheard.
Therefore a closed-loop feedback system is important for a successful and impactful customer feedback drive. Businesses can close the loop by providing information through personalized emails, or by posting them on their website or in social media or making a press release, but it is important to let your customers knows that their voice is heard of and actions has been taken to ensure their satisfaction and happiness. The customer feedback system can organize the customer data and also provide in-built tools to send emails. It can also be integrated with the CRM software or ERP or central information system to facilitate closing the loop process.
Customer Feedback System: Closing the Loop
How Customer Feedback System Help Driving Growth and Success?
Collecting customer feedback is crucial for strengthening customer relationships, it gives your customers a sense of importance and value. Businesses who value their customer sentiments, tend to perform very well. When you are requesting your customers to share their opinion or suggestions, they feel that they are important and their favorite brand values them a lot. If customers gave negative feedback or file a complaint they feel like their voice is being heard, this also induce a sense of importance and value. This is crucial for strengthening customer-business relationship and that is why closing the feedback loop is crucial too. Traditionally a customer feedback campaign includes a lot of manual work and human efforts.
See Also: 5 Types of Customer Feedback
The customer experience managers and their teams had to do a lot of work to collect customer feedback from their desired segments who are scattered across several channels. A customer feedback system helps in both multi-channel and Omni-channel feedback drives. The data collection process got automated, the raw data collection and extraction of valuable insights and actionable reports can be done automatically or within a few clicks on the dashboard, reaching out to a large number of audience, running multiple customer surveys across multiple channels simultaneously become a seamless process. All these features help leverage the full potential of customer feedback which is essential for business growth and long-term sustainable success.
How Customer Feedback System Help Driving Growth and Success?
Conclusion
The UAE is a large business hub, having multiple local and international businesses operating in Dubai, Sharjah, Abu Dhabi and in other regions of the country. This means the markets in UAE are very competitive, furthermore the most of the population is highly educated and a large number of qualified expats are living in every corner of the country. Businesses who are operating in the country are not only catering to the local needs, but also serving as a business gateway to several larger regions, including the entire Middle East, Africa, Europe and Asia.
The competitiveness of the market, easy access, and progress in technology have completely transformed the markets in the country. Businesses have realized the importance of digital technologies and are also very inclined towards new technologies and innovative solution. A customer feedback system is one such technology which not only proved its importance but also proven to be the most important and crucial solution a business could have. However, most of the businesses doesn’t know how to fully leverage the customer feedback to drive growth and success.
In this blog we have briefly discussed what a digital customer feedback system is and how businesses can utilize its several components and features to enhance the impact of their customer feedback campaign. If you want to learn more about the subject or if you want our help to implement a bespoke 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.