How to overcome the three biggest barriers to gaining feedback
As customers and even employees, most of us have at some stage received a request for feedback about our experience with an organisation.
Nine times out of 10, we probably welcome the opportunity to have a say, however providing this feedback quickly falls to the bottom of the to-do list and sits lagging untended to for a variety of reasons.
So, what are the main reasons people fail to give feedback when invited and how can organisations avoid simple feedback seeking mistakes?
Here’s a quick guide to the three biggest barriers to gaining feedback, and how to overcome them.
Wrong place, wrong time
It’s all very well to ask for feedback at the counter or via email, but what’s in it for the customer? When and where you seek feedback has an impact on how likely customers are to respond to a survey, and they need to be given a reason to impart their sentiment.
When it comes to gaining feedback, statistics indicate in-person feedback surveys tend to attract the highest rate of feedback at 57 per cent, but email and in app surveys elicit significantly lower volumes of responses.
- In-person surveys – 57 per cent
- Mail surveys – 50 per cent
- Email surveys – 30 per cent
- Online surveys – 29 per cent
- Telephone surveys – 18 per cent
- In-app surveys – 13 per cent
Meanwhile, the distance of time between the experience and the opportunity to provide feedback also affects customer’s recollection of events. That means the feedback received a significant time after an experience is likely to be less accurate.
Provide opportunities for customers and employees to easily provide feedback in the moment via simple kiosks and smiley faced responses.
Personal data required
If a survey is accompanied by the need to fill in personal data including email addresses, names and locations, it can quickly deter customers and employees from providing a response.
After all many believe their personal data is worthy of protection, and few choose to impart it without reward.
Importantly, surveys that utilise personal data, such as email surveys or mobile phone surveys rely on the fact the customer has previously given their personal information, and that means the response is given by someone already invested in a brand.
If a business is only catering to people who have previously provided personal information, they are not engaging with their missed opportunities – the ones who walked into an organisation, but for whatever reason chose to leave without purchasing or utilising services.
And what about all those customers or staff members who do not wish to be identified but still desire to have a say?
Have options for anonymous feedback, where customers and staff can provide quick feedback, without the need to provide or draw on personal data.
It’s a simple reality, the more questions you ask in a feedback survey, the higher the rate of dropout. For example, data indicates adding five questions to a 10-question survey reduces the completion rate by two per cent, and that increases exponentially.
Both customers and staff are time poor, so the art of seeking feedback is to keep it simple. One easy question is likely to elicit the highest response.
Better yet offer the response as smiley faces, so the answers don’t even require reading.
Apply the KIS principle – keep it simple. Ask one or just a couple of quick questions and ensure the potential answers you offer aren’t convoluted.
Affordable, instant, actionable
If you’re looking for an affordable feedback system that overcomes the barriers of gaining feedback, Moodly can assist.
Our easy to install ExpressPODS can be positioned wherever you choose in your business to gauge the customer experience, quickly and easily in the moment, with data indicating 30 per cent of customers actively engage.
This feedback is then quickly distilled into usable reports complete with actionable tips on what needs to be addressed.
You can learn more about Moodly ExpressPODs and how they can simplify and improve the feedback process.