Compiling Insights: What to do with Customer Feedback

When you are compiling feedback from your clients, what you are virtually doing is highlighting an output of your operational system and routing it back as inputs to your business as part of a cause-and-effect circuit.

Whether you are a marketer, a manufacturer, a service provider, a manager or an analyst, you need to operate on the basis of an input process that identifies customers’ experience and satisfaction levels. At WeZimplify, we have built our foundation on a desire to highlight adding value to customer feedback as an essential part of innovation and business. In our findings, many companies consider customer satisfaction in a way that is consistent with traditional methods, and do not necessarily take into account the holistic perspective of customer activities and behaviours when working with customer insights and involvement as a driver for innovation, customer experience and loyalty. This is something we aim to challenge.

Why Feedback Matters

Customer feedback is a non-negotiable as it serves as a guiding resource for the growth of your business. It is an irreplaceable benefit in preparing for product development and enhancing current customer experience as well as overall customer satisfaction levels. A proper business analysis based on input from customers provides you with a superior view of what needs changing in order to increase customer loyalty and reduce support costs.

Finally, customer feedback is essential to your decision making as you are involving qualified people with experience of the market and similar offers out there. If you are wondering what to do with customer feedback, let us reassure you that customers will choose you for a reason, and it’s your job to find out what that reason is, as it is changing. Our expertise falls to the involvement of experts and users who are compatible with your offer and who bring in their insights to your innovation

8 Ways to Collect Customer Feedback

The aim of this article is to provide you with tips on how to bring in customer feedback to your organisation and its progression. Before looking into the how, we want to verify that you are aware of pre-speculations that will benefit the process you are about to enter. 

Before you begin your customer input process, we recommend that you pinpoint why you’re seeking their insights in the first place. By identifying your favoured outcomes and outlining the process, you establish the infrastructure for an advantageous time investment. 

Now, let’s get into the different ways of gathering the right feedback:

#1 Direct Outreaching Methods

This method mainly focuses on surveys and interviews as your feedback base. First, we have surveys. Surveys can either be presented in a long-form format with a varied amount of questions, or in short in-app/in-page format with usually no more than two or three questions. While we endorse this method, it is important that you keep the questions direct and the extensiveness limited. The more questions you include, the higher risk that the customer will refrain from finishing the survey. Also, even if they do finish the survey, you risk them rushing through the answers and hence providing you with less than beneficial results.  Conducting interviews is also part of the direct outreaching method. In a study we performed, we found that 35% of the responding companies used interviews as a way of involving customers in their strategies. 

Whatever the method, we recommend that you ensure that feedback is requested at the right time and in the right way. Confirm that the customer knows that your request is based on an intention to better their experience and keep your questions open to ensure that you find out what each and every respondent’s pain points and optimal experiences are. Again, if the interview contains too many questions, you risk tiring your interviewee and thus blocking their flow of creative answers, which leaves you with unhelpful answers.

#2 Data Derived from Direct Dialogue

When it comes to understanding what to do with customer feedback, we at WeZimplify believe that the best way to truly understand clients is to invite them to a meeting where you can actually talk to them. This is partially why we created our platform.  While outreach provides you with an abundance of data, they rarely enable you to comprehend what a person truly feels about your product. If you are searching for nuanced perceptions of your products, personalised and proactive methods like phone calls and meetings will generate the best responses.

#3 Transactional Email Confirmations

Your focal point in this method is achieving a transactional arrangement where emails and the help desk provide a two-sided dialogue. Transactional emails are triggered by an interaction between the user and your website, i.e confirmation for signing up to a new service or purchasing a product. These emails should follow the same theme and aesthetics  as your page to ensure that the customer is inclined to keep interacting with your brand through the feedback-requesting email. According to Chamaileon, 70% of customers open confirmation emails, so this is certainly where you should be requesting input.

#4 Suggestion Boards

Suggestion boards act as forums for customers and clients to share their experiences and allow users to share feedback posts which can be voted or commented on by others. The posts that rank highest are the ones that have been upvoted frequently or have received an abundance of comments – these help you discover what the majority of your customers are experiencing, lacking or desiring for your future products. The thing about suggestion boards is that they help people give feedback even when they might have had trouble expressing what they felt, by upvoting other people’s posts that they relate to. Our suggestion is to strongly consider incorporating a website section devoted to a suggestion board which is easy to navigate and use. Also, the WeZimplify platform actually helps in a very similar way to suggestion boards. If you are interested, take a look here.

#5 Usability Tests

In usability testing, a facilitator from the business observes as a participant is using a certain user interface or product. The observing is realised partially through inspecting the participant’s behaviour and by listening closely for feedback and insights as they emerge. The ambition behind usability testing varies by each study and company, but most commonly concerns pinpointing design problems, uncovering opportunities for improvement and discovering important traits that determine user behaviours and preferences.

#6 Social Media Platforms

Social media platforms are undoubtedly a superior player in reaching out to customers and clients in this day and age for two reasons:


  • Today we value easy accessibility with desires of little to no extra effort. Providing feedback through social media to companies isn’t a big deal for users as they are already there – on Snapchat, Facebook, Instagram, Twitter, you name it. This means customers can simply submit their feedback as part of their normal social media experience without even having had the intent beforehand.
  • Social media is a huge part of our lives already, so it doesn’t seem strange or outlandish to comment on something through these channels. In fact, with social media platforms becoming increasingly integrated into our lives, we are already used to interacting with friends and influencers as well as judging what is posted. So, reaching out to customers through social media is just letting them interact with and bestow judgement as feedback to what your company is presenting to them.

#7 On-Site Activity

Here, analytics tools are used, and the feedback is more unintentional than planned as it is derived from statistics rather than reaching out to customers. With the help of an analytics tool, you can see how long people are spending on your site, what they are looking for and how your customers interact with your brand online. For instance, if a blog post has an 0:11 average time on-page and an exorbitant bounce rate, you can deduce that people either aren’t finding what they’re searching for or are having trouble grasping your message.

#8 Instant Feedback from your Website

This method lets you use tools like live chat software as applications to your website which allow you to gather feedback without the customer knowing that they are actually providing you with statistical data as to what they prefer in a range of alternatives set as on-site widgets.  Examples of feedback widgets and features to include directly on your website are pop-up surveys, feedback buttons and self-selection of interests.

How Feedback Influences your Workspace

Customers choosing to provide you with insight and feedback should really be praised for their efforts. Whatever they spend seconds or minutes writing down to provide you with will be highly beneficial to your workspace and the future of your operations. Not only can this feedback be used as testimonials and motivation drivers for your company’s employees, it also helps you drive your growth and product development to new highs and capacities. 

Now that you know what to do with customer feedback, a next step is knowing that the assembling of this insight portfolio is what we at WeZimplify focus our expertise around. We acknowledge the profound importance of customer involvement and experiences as drivers for superior innovation. If you want to know more about this, we suggest you make your way to our main page instantly.

What is your experience of bringing in customer feedback? In what ways are you collecting the data you need for reaching new heights of innovation? Let us know today.


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