The customer feedback systems have gained huge adoption from the business community in Dubai and all around the UAE since past few years. Each and every industry sector is taking customer’s feedbacks, their suggestions, opinions and information about their experiences. The customer feedback data is very critical for a business’s growth and progress. It highlights the on-going trends, customer perception of the brand, pros and cons of the products and services, effectiveness of the business processes and methodologies, employee performance and much more. The customer feedback systems are used to evaluate the entire business strategy and operations. Business in Dubai and all around the UAE are investing huge sums of hard earned revenues in improving their products and services, efficiency, performance, quality and customer experience, the only thing that can accurately quantify the effectiveness of all these efforts is how your customers are viewing all these efforts, and the customer feedback system is the only tool that can collect this information from your customers.
Moreover the customer feedback is also very helpful in highlighting the areas of improvements which help business to set up their future strategies and policies accordingly. The customer feedback system is very helpful in identifying the weaknesses and strengths which help businesses to efficiently utilize the resources and improve the overall operational capabilities and cost-effectiveness of all their business processes and practices. There are so many different aspects of customer feedback some are related to the quality of the products, some are to evaluate the employees and some are to assess the customer journey. Overall, all these different types of feedbacks and inputs if used correctly can literally dictate your future policies and enables you to take informed and successful decisions for future.
What are the Benefits of using a Customer Feedback System?
The customer feedback is very beneficial for businesses. No matter how small or large a business is or from what industry sector it belongs to, the customer happiness and customer satisfaction is a key to success. The customer satisfaction can be only achieved if the business succeed in meeting their needs and expectations. And only a customer feedback system provides a deeper understanding of that. Here are some key benefits of a customer feedback system:
- When a customer knows the business want to listen to them it builds more trust and strong bond between the business and the customers
- The positive feedbacks help identifying the good business practices and features of your products and services
- The negative feedbacks identify the areas of improvement
- A negative feedback also provide a golden chance to resolve the customers problem and save a leaving customer
- The customer feedback can be used to research for market trends and customers’ expectations
- The customer’s opinion and expectations can provide ideas for innovation and upgrades
- The employee performance can be accurately evaluated by the customer feedback
- The business can make their training program and resource management more affective on the bases of the customer feedbacks and suggestions
- The customer feedback can be a good performance indicator
- The business can easily and immediately get alerted when a process or product or service or anything has started failing the customers
- The business can gain a positive reputation by listening to their customers and then taking appropriate actions to satisfy the customers
These are just a few very significant benefits of the customer feedback system. The businesses in Dubai and all around the UAE have revolutionized their business practices, processes and methodologies, products and services and the entire operations on the basis of customer feedback and business intelligence and are enjoying the benefits of steady growth and excellent brand reputation in the market.
What to Collect with a Customer Feedback System?
Now that we have learned the benefits of the customer feedback system the question arises what to collect through a customer feedback system? There are so many different things that can be asked via customer feedback surveys. However there are some major categories or classifications of the customer feedback which are as follow:
Net Promoter Score Surveys (NPS Score)
The Net Promoter Score Surveys or NPS Score is one of the most popular customer feedback category. The NPS Score is a single question with a single answer which is usually a range from 0 to 10. The question ask to the customer ‘how likely they will be recommending your business, brand or product/service to others?’ The question is the same the statement could vary from case to case, but the objective is to understand how much a customer is willing to recommend your business to others. That is why it is called Net Promoter Score Survey/Feedback. The answers are then classified into three groups, detractors (from 0 to 6), passive (from 7 to 8) and actual promoters (from 9 to 10). Only the actual promoters or promoters are likely to recommend your brand or products/services to others, the detractors never recommend, and the passive customers also rarely recommend a business to others. The NPS Score is considered to be a direct measurement of the success of business’s efforts to satisfy the customers. Obviously it doesn’t pinpoint the actual cause or reason for promoting or not promoting but it provide an over view of the customer’s mindset.
Customer Satisfaction Score Survey (CSAT Score)
The customer satisfaction score survey/feedback is the second most popular customer feedback type. The main objective behind this is to evaluate each and every touch point throughout the entire customer journey. The generic customer satisfaction questions could be anything, the business can ask them about anything. The entire customer journey is set to facilitate the customer, each step, each process is designed to increase customer satisfaction, the service delivery, the service quality and the products each and everything is planned to serve a purpose and to solve a problem your customer might have. The CSAT Score surveys/feedbacks are used to measure customer happiness and customer satisfaction. The questions usually starts with “How satisfied are you….” And then the business mentioned any of its process, product/service, or any touch point from the customer journey. The answer is usually a score gage or rating scale which represents certain ranges of customer satisfaction.
Customer Effort Score Survey (CES Score)
The customer effort score survey or CES Score survey/feedback is used to measure the level of difficulty a customer had to face during the customer journey. It could have generic questions as well as it could have precise question asking them to opine on a specific step, for example, ‘How easy or difficult it was to do the registration process?’ That is just an example, it could be anything else too such as ‘How easy or difficult the online payment process was?’ The purpose of CES Score survey/feedback is to evaluate the convenience and comfort of various business processes and service delivery steps. The business can get a vital insight on customer perception of their efforts and solutions they are implementing to improve the customer journey. The customer effort score is a very crucial feedback matric. The answers usually ranges between very difficult to very easy and a couple of intermediary levels. The customer effort score or CES Score surveys doesn’t measure the customer satisfaction and loyalty, they are only used to measure the ease or difficulty of the interaction.
General Feedback Surveys
The general feedback surveys are the more traditional customer feedback collection method. It usually contains from four to twenty and even in some cases more questions. These types of surveys are used to evaluate a lot of interconnected touch points and usually used to get a broader view of customer opinion including a lot of different things. Usually the questions are subjected for a single topic each or in some cases a set of questions is used to address a particular topic and then other questions for another topic. The businesses often used conditional logics to take the customer to a particular path to let them express their experience about their customer journey. For example, a customer could be asked to choose from a list and the next question will be based on the customer’s selection and so on and so forth. That is how these surveys are set and the answers to these surveys are compiled in a way to lead the customer to a certain path and keep the feedback concentrated on a certain topic.
When you should Collect Customer Feedback?
Whenever a customer feedback survey is set there is always an objective, the objective is always to obtain certain information on certain topics. For that the timing and the questions are extremely important. The right question at right time will generate good quality feedback data. The customer feedback systems are very flexible for that, businesses can create campaigns and schedule them and businesses can also automate the customer feedback surveys and trigger them on a certain action or input. That is very important to maintain an adequate response rate. If you are asking customer questions at a wrong time, most of the customer might not attempt the survey. And in such scenarios the quality of the feedback is also poor. Here are three major methods to collect customer feedbacks:
Post-Purchase Customer Feedback Survey
The post-purchase customer feedback survey is automatically configured on a customer feedback system and it is taken at the time or immediately after the engagement is done. Usually when a customer gets the service or make a purchase such surveys are conducted. The reason of post-purchase customer feedback survey is to improve business’s relationship with individual customers. The customers are also more likely to take time to provide their feedback immediately or within 24 hours of their engagement. Another advantage of post-purchase customer feedback is that it can provide more accurate data as the customer experience is fairly fresh in their mind so they can provide more accurate data in addition to that the customer response rate is also high.
Periodic Customer Feedback Surveys
The periodic customer feedbacks are collected after certain intervals. Usually if a customer doesn’t come back after a certain period of time the business should try to reach them out by any medium and ask them to share their feedback. The reason for this customer feedback is to improve customer loyalty and engagement. For certain businesses this period could be different. But there would be a certain frequency at which most customers are interacting with a brand. For example if you are a clothing store, then maybe during certain promotions, events, or seasons you would expect your customer to come back, if they are not coming back you should ask them why they are not coming back or it could be a general satisfaction survey, it depends on the products or services you are offering. That type of customer feedback collection is called periodic customer feedback.
Continuous Customer Feedback Surveys
The continuous customer feedback survey is the most widely used method for digital mediums such as emails, websites, and social media. Such customer feedback surveys are conducted on regular bases, it could be daily, weekly, monthly or quarterly or even twice a year. The purpose of such customer feedback is to stay up to date with the market trends and every changing customer’s expectations and their needs. These type of customer feedback surveys provide a great insight and business intelligence which is helpful in making future policies and strategic decisions. The continuous customer feedback surveys also increase customer engagements and keep them connected with the brand. The businesses can ask different types of questions. Even if the business is planning for new products or services the continuous customer feedback system can help them to take customer opinion before the launch and businesses can easily adjust their products and services to meet the expectations of the customers.
How to utilize the Customer Feedback Data?
The customer feedback data collection is important and most of the businesses in Dubai and all around the UAE do that. But when it comes to utilizing the data most of the businesses overlooked it. However the customer feedback data can completely transform your entire business, it could give an ideas to innovate product designs and services, it provides details on employee performance and the entire business processes and steps involved in the customer journey. Here are some steps that could be very helpful in improving each and every aspect of your business with the customer feedback data:
Close the Loop
The closed-loop-feedback is the customer feedback that is being used to resolve the customer problems and complaints. In case of a negative feedback follow up with the customers if possible and let them know what you have done to resolve this problem or what steps are taken so the same issue never arise again. The closed-loop-feedbacks can easily turn a very bad customer experience into a very good impression and the customers can easily switch their mind from being negative to positive and they will start trusting the brand even more. It increases customer loyalty and help businesses building good relationship with the customers.
Improve Employee Performance
The customer feedback system can easily measure and monitor various employee performance indicators. The customer feedback can provide a wide spectrum of information about the employee behavior their capabilities and performance. Business can use this data to plan training courses for the employee and to encourage them to perform well. The HR department can also conduct feedback and one-to-one sessions with the employees to try to solve their problems and to improve their environment and satisfaction which will eventually improve the customer satisfaction and quality of service.
Improve Services, Products and Customer Journey
The customer feedback data can easily highlight the strengths and weaknesses of the entire operational process along with the quality of services, products and service delivery mechanisms. This data can be very helpful in taking action to do improvements and make informed decisions about various departments of the business. The customer satisfaction is not only depending on how your customer support or service team is dealing with your customers or how your sales team is handling them, in fact the customer satisfaction is based on the entire performance of each and every moving part in the business. Thus it is very important to evaluate everything and try to resolve as many problems as possible to ensure a smoother customer journey, quicker service delivery and quality of the products and services.
Prepare Analytical Reports and Share Data
Any modern day customer feedback system has an in-built data analytical and statistical engine which processes the data and compile various types of reports which are meant to be consumed by various level of audiences within the organization. For example the higher-level management might be only interested in trend reports and a broader picture of the overall performance and customer feedback. However the managers might only be interested in the performance of their department and feedback relevant to them only and so on and so forth. Similarly the individual employee will be interested in the feedback which was submitted during their shift and from their counter. It is extremely important to share the right data with right person and have analytical reports prepared for each audience to let everyone work on their respective jobs or duties to improve their contribution.
The customer feedback systems are very popular among the businesses in Dubai and all around the UAE to collect various types of customer feedback data. The customer feedback data is very helpful in evaluating the current strategies, effectiveness of the business processes, products/services quality, customer journey, employee performance and much more. The customer feedback system are very beneficial and can provide very accurate and important information on a subject. There are different types of customer feedback surveys which are popular and the customer feedback system has capabilities to collect customer feedback, compile the analytical data from the feedback and produce actionable reports. It is important which type of customer feedback you are collecting and when you are collecting it. It depends on a business’s goals, if a business want to evaluate their products and services the feed type and data would be different than comparing to the employee performance evaluation and so on. This guide is prepared to discuss different types of customer feedback which will help business to understand what to collect and when with a customer feedback system. If you have any query or need a customer feedback system for your business, feel free to reach us out 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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