In my previous post I mentioned why email surveys may not be working if you’re a business with a brick-and-mortar presence.
In this post, I’m going to shed some light on why you should be using in-moment feedback as your number one option.
First things first, what is in-moment feedback? Simply, it is collecting customers’ opinions on your product/service usually before, during or shortly after the point of sale. However, in today’s highly customer-centric economy, it just isn’t enough to collect feedback. For you to derive any meaningful value from in-moment feedback, it must be interpreted and analyzed almost instantly. Are pen-and-paper surveys considered to be in-moment? No, not unless someone is reading and analyzing responses simultaneously. That would be expensive and highly unnecessary.
Fortunately, technology has made in-moment feedback within reach of most businesses today. Here are 5 points that explain why in-moment feedback is awesome:
- You get more accurate data sets for analysis as the experience is fresh in your customer’s mind. Asking consumers questions after the fact is difficult, as people find it difficult to accurately recall an experience after it has taken place. Asking during or straight after the event means not only will you will get more detailed answers from your consumer, but they will also be more accurate.
- You can make any changes immediately. Because feedback is coming through in real time, you are able to react to any feedback as it happens, allowing you to be much more responsive to any issues that may occur and improve your service as quickly as possible.
- You can be clever about the questions you ask. Ask more specific questions, or even let your consumers talk freely about their experience. Allowing consumers to talk freely is an excellent method of collecting data, as they may bring something to the fore that you would not have thought to ask in a question. Collecting info in real-time makes this easier, as you are able to add the much-needed context to the responses given, which is essential for analysis.
- You save money. Asking customers to complete a feedback exercise immediately saves time and money compared to leaving it as a separate exercise in two ways: 1) You can save on the recruitment cost of carrying out a separate research project; 2) You can minimise any future losses by taking action whenever someone leaves a scathing review.
Whatever your customer feedback collection method, know that you are still ahead of the game. There isn’t a single approach that is applicable to all. What is important is that you put yourself in your customers’ shoes and experience their pain-points across the customer journey. At Twistar we’re trying to help businesses improve not only customer feedback but the whole