If you’re familiar with the value of customer feedback, your next step should be to research brands that have excelled at it.
In doing so you can unlock their approaches, discern valuable aspects, and apply them to your own brand.
Customer feedback, and customer feedback analysis, are dominant in shaping business decisions.
In the words of Derek Sivers, CD Baby CEO turned author and business trend guru, “Customer service is the new marketing".
Your marketing dollars go A LOT further when plugged back into your own system, listening to and incentivizing existing customers to become loyal – and this is what customer feedback is all about.
According to research by Linkedin, 75% of employees agree that listening to feedback should be key to their business success.
So, wherever you turn, it seems like getting the most out of customer feedback is the name of the game.
That in mind, let’s look at some industry leaders and how they’ve mastered the customer feedback loop.
The examples we are going to look into are:
Let’s begin our exploration, noting what differentiates each most along the way.
Apple’s feedback model is headlined by it’s NPS style, post purchase and/or service surveys.
These surveys, either sent to the customer via email or the device-native Feedback Assistant, ask the customer the question: how would you rate your interaction overall, on a scale of one to five stars.
This is a simple modality employed across all business industries, but Apple excels at efficient non-invasive survey delivery as well as well-trained and pleasant support staff.
What you are looking at is an incentivized pre-ad, targeted customer satisfaction survey (CSAT) – an innovation by YouTube.
By pairing a specific CSAT question (rating the best video i.e. a specific product touchpoint), with an incentive (the ability to skip the ad if the viewer desires), YouTube boosts response rates amongst viewers.
More responses means better, more diverse, and more accurate data from more demographics. Covering all these bases would help any business revolutionize their feedback approach, so incentivizing your surveys is heavily recommended.
As a consistent innovator in the rideshare space, it comes as no surprise that Uber developed a new and different approach to customer feedback: two-sided feedback from both rider and driver.
The trick was for Uber to think of both their drivers and their riders as customers that need to remain satisfied – keeping both demographics happy leads to satisfied drivers who want to drive for the company, and happier customers experiencing more pleasant rides.
Uber’s forward thinking when it comes to customer feedback doesn’t stop with ride-sharing. It’s complementary food delivery app, Uber Eats, also features detailed and specific NPS that remains intuitive.
As you can see in the above image, customers can get even more specific, rating each item that they received, as well as the quality and timing of the delivery on the following landing page.
Hubspot, as a future-forward CRM forward, takes feedback to the next level. Their feedback landing page (displayed above) offers the perfect example of advanced NPS.
As you can see in the landing page above, they offer multiple open-ended response options as well as two different closed NPS questions, and the opportunity for additional feedback.
Airtable pushes a basic, easy to understand NPS survey. They focus on survey delivery method and timing i.e. making sure it is both quick and timely.
Their surveys are easy to fill out, and pop up only after a major transaction or substantial use of their platform.
Trader Joe’s, however, opts to dig deep into product features that might need to change with its surveys.
Surveys like this allow their product and customer experience teams to not only fix friction points but also to build customer profiles and make their customers feel important and individually cared for.
From the above Twitter exchange, we can surmise that Notion takes a proactive social media-focused approach to customer feedback.
By surveying and scanning social media channels with proactive feedback studios, Notion is able to respond to customers and address their concerns quickly.
Figma, an online whiteboard software, is employing the ambitious strategy of converting its users into testers and contributors by inviting them to give feedback on their beta.
The users get to use Figma for free, and in turn, Figma welcomes any and all feedback about their beta. This boosts their feedback rates, allows them to address bugs, and draws customers in with an honest, collaborative vibe.
Facebook, tech titan and global giant, approaches customer feedback very professionally – providing a blueprint for any enterprise-level business.
First, they provide links to various FAQs which could solve commonly occurring problems for users and ease the volume on support phone lines. Next, They offer an in-page portal, with selectable heading so that the customer basically routes their complaints directly into their customer experience management (CXM) system, of which there are many excellent options.
Airbnb works hard to maintain a safe environment and this has an obvious effect on it’s customer feedback screen.
You’ll see that they first provide a means to contact them if help is needed – whether it be unable to enter upon arrival or something greater.
Once this single most important aspect is addressed, they offer two other response options: Give product feedback and/or Report a bug. These are both software related and so are distinct from rating the host and home.
This is an example of late-in-process customer feedback outreach. Once a customer has been to their Airbnb, spent their time, and left, Airbnb reaches out with this type of survey on the app. Users can easily tap a few times for some quick NPS or CSAT feedback. This makes the experience short, timely, and non-invasive.
We hope you’ve gleaned a tip or two from these top customer feedback dealers, so that when it comes to your customer surveys, you’ll know how to ask your customers for feedback.
As we discussed in the intro, customer feedback has surpassed marketing in importance, as much as the advertisers and outreach strategists would like to argue their case.
Customer retention, and the loyal customers it engenders, works as well as any advertising campaign.
These loyal customers spreading brand loyalty to their peers and colleagues is of nearly incalculable value to brand growth in our crowded market.
To take the next step, take a look at what MonkeyLearn’s cutting edge text analysis engine can do to transform your now-improved customer feedback into valuable insights.
October 28th, 2021