Are you looking for ways to improve your ad copy and web content to attract more leads? While a consumer research study will give you the information you need, you may be leery of launching one due to customer survey fatigue.
An effective alternative is to tap into feedback surveys to collect customer insight. With feedback surveys, you will learn more about your customers and their behaviors so that you can better address their needs.
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7 Ways to Collect Feedback Throughout the Customer Journey
1. Use a Website Intercept Survey
Consumers today are doing their shopping research online. You have 8 seconds to convince your web visitors of the value of your offer. You need to show them that you understand their problem and have the solution.
A website survey is a good way to find out if you are meeting visitors’ needs.
You can install a website intercept before you design your new website to understand who is searching your site and what they are looking for.
Knowing who your visitors are, what they are specifically looking for in a survey tool, and their sensitivity to price points allows you to design a website that is appealing to your primary persona and ultimately increases conversions.
2. Customer Experience Feedback
The primary call-to-action on your website could be to sign up for a free trial. Your team can nurture these trial leads to convert them to paid customers by providing phone and email support. This often results in project consultation, demo, or a training webinar.
The next step is to have your team follow up on each interaction with a personal email that contains a survey link in the signature line asking for customer feedback.
This survey asks respondents to rate their satisfaction with their last interaction. By adding a question that asks respondents about the type of survey project they are working on, you can learn a bit more about who these users are and what they are doing.
It’s important to know whether it is a consumer satisfaction survey, employee engagement survey, or post-event survey. With this information, you will be able to understand the type of content to write to nurture these leads.
These surveys provide consumer insight that lets you know if you need to beef up your documentation, add more features, or provide more assistance for a particular project type.
3. Trial Customer Feedback
During the trial period, send out an email every few days to ask the new user how their survey project is coming along. This email also provides tips on best survey practices as well as tutorial and documentation resources.
When a trial has expired, trigger an email that asks the respondent to rate their trial experience and to leave comments about what they liked or the challenges they faced.
Add a question to this feedback survey that asks the respondent if they are switching survey vendors and, if so, why. This provides insight as to how your tool compares to your competitors and what features these customers value the most.
4. User Testing Feedback
Your development team can frequently run user testing when designing or enhancing a product feature.
If you are conducting your own user testing, you can use an online survey as a script to see how intuitive a task is. Then ask post-test questions to find out what users like, don’t like, or would recommend improving the application.
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5. Customer Training Feedback
Your training team can conduct several live webinars each week. The webinars can range from Getting Started for those who are beginners to Advanced Logic and Reporting for your power users.
Registration for these webinars only requires a name and email address. Keeping the registration form short increases signup.
After each webinar, you should email registrants with a recorded link to the webinar and ask for their feedback. In addition to rating the webinar content and the instructor’s knowledge, ask for their job title so you have more insight into who these customers are.
6. Documentation Feedback Survey
Some customers prefer to find the answers to their questions on their own. When they have searched your online documentation and tutorials, ask them if they found the documentation helpful.
Not only does this tell you where documentation needs to be improved, it tells you which features your customers want. Then you can use your time more efficiently to focus development efforts on the right features.
7. Customer Support Feedback
It is highly likely that your support team is collecting feedback after a customer service interaction. The main goal of this survey is to increase satisfaction and secure repeat business.
This is your opportunity to learn about customer frustrations, so that they can be turned into advantages. Ask customers where they encountered problems. You will develop an understanding of which features or areas need to be enhanced.
Feedback Surveys Shouldn’t Replace a Research Study
There is nothing like a well-designed market research study to help you understand your audience in depth. It is important to conduct these on a periodic basis.
But in the meantime, there are plenty of opportunities for you to gain consumer insight along the customer journey.
Take advantage of your feedback surveys to glean information about your customers and their expectations. Knowing what is important to them will allow you to write the perfect ad copy and web content that will generate more leads.
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