Four Customer Feedback Myths It’s Time to Leave Behind

Posted by Molly Shanahan

March 30, 2017

Four-Customer-Feedback-Myths-Its-Time-to-Leave-Behind.jpgHave you ever heard it takes seven years to digest swallowed gum? Or that we only use 10% of our brains?

The problem with myths and half facts like this is that they spread and everyone stops questioning whether or not they're true. We can see this all too often in Customer Experience. Even though surveys and customer feedback (in one form or another) have been around for years, there are still a lot of misconceptions that exist about them. These myths don't do anything - except get in the way of genuine customer insight!

To help set the record straight here are four common feedback myths that it's time we all forget:

#1 Incentives are the only way to get customers to give feedback

Offering customers an incentive to share feedback or complete a survey might seem like a good idea to get more people to respond however, there is a definite problem with this approach.

Incentives can attract individuals who have no genuine interest in sharing their feedback with you, they just want whatever it is you're offering them for their views. As a result, you can end up with responses that provide no useful insight.

#2 Ignore the haters and dismiss negative feedback

It isn't always easy to take negative feedback. Often this is because it hits hard on some home truths that you need to hear. But it's important. Negative feedback often gives you the best opportunities to improve. While everyone likes a pat on the back, knowing where you've gone wrong in the past shows you where you need to put things right.  

On top of this, you can create stronger customer advocates for your brand from situations where something has gone wrong, and you've been able to fix it. Customers can see the steps you've taken to make it right and know first-hand what you're prepared to do for your them.

#3 There's no need to ask for feedback, customers will let you know when they have something to say

Have you ever had a birthday reminder pop up on your phone or Facebook, cursing yourself for forgetting to get someone a present?  Sometimes we all need a bit of a reminder. With so much going on in life, it's easy to forget. Even if you fully intended to give feedback, it can slip your mind.

Of course, bombarding customers with multiple requests is an excellent way to clog up their inbox and make them frustrated. But an in-context proactive communication can be the difference between getting a feedback response and being forgotten

#4 It doesn't matter what channels you provide for feedback

Shoe-horning customers into your preferred feedback channel is an excellent way to dissuade them from giving you feedback. By making it harder for them, you're essentially placing unnecessary barriers into the feedback process.

While it might be more convenient for you, customers want and expect to be able to use their channel of choice. Knowing which channels to offer comes down to understanding your customer base, knowing which channels they'll want to use - and which will leave them feeling cold.

Looking to learn more? Check out our on-demand webinar with John Patterson, Director of Customer Experience, Sage and Rew Golding, Head of Channels & Partners, Rant & Rave as they discuss why Sage has partnered with Rant & Rave to better capture and understand the voice of their customers. 

watch on-demand


Topics: Customer Feedback

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