The benefits of instant feedback
Courtesy of social media, email and a host of other tools, businesses have a wealth of options when it comes to seeking feedback from their customers. But there’s nothing quite so accurate as gaining that feedback right in the moment of the customer experience.
So, what exactly are the advantages of instant feedback and how can your business engage with clients when it matters most?
Here are six benefits to instant feedback.
The value of feedback
The value of seeking feedback directly from your customers or patrons cannot be denied. It allows business to identify strengths and weakness in their service and offerings, while fostering loyal patronage built on two-way communication.
But while seeking feedback in any form can be valuable, instant feedback often allows business a far greater and more accurate insight into their customers’ experience. Here’s why…
It’s in the moment
Gaining feedback right in the moment when a customer is instore or has just completed a transaction offers a more accurate recount of their true experience.
That’s because time between an event and the recall of it often impacts the details people remember and the level of importance they assign to specific moments of that experience.
Known as ‘recall bias’, this affects the value of the feedback being sought from your customers and can potentially skew the results.
Instant feedback overcomes this by seeking input immediately after the experience when the encounter is fresh in a customer’s mind.
One valuable attribute of instant feedback is that it offers more comprehensive engagement with all customers, rather than just those who have downloaded a business app, or have offered their email address.
The reality is patrons enter a business for a variety of reasons, and sometimes this doesn’t lead to a sale where personal details like email addresses are provided.
Instant feedback allows for anyone on-site to offer their feedback, giving a business a more well-rounded picture of the customer experience, including an insight into why someone may not have chosen to go ahead with a purchase.
In short, it allows you to engage with potential as well as existing clients, allowing you to expand your data capture beyond those who are already engaged with your business.
Efficiency and cost
While emailing a customer to seek feedback might seem simple, it does require time and effort on behalf of both the customer and the business.
The business needs to create and maintain a customer database that it can reach out to, then draft the survey, along with an email campaign.
Meanwhile, the customer has to take the time to read the email, open it and respond. This data is then sent back to the business to be analysed.
That means seeking email feedback is a multi-staged process that takes both time and effort, and the cost involved can be significant both in terms of software charges and staff labour.
It’s a similar scenario with written feedback where customers are encouraged to respond to a hard copy survey while at the business premises. This data then needs to be collated, input and analysed.
And, while social media also offers an insight into feedback, it too requires collection, collation and analysis.
Higher response rate
In a similar vein, instant feedback enjoys a higher response rate, especially when the process is made simple using kiosks and quick surveys like Moodly ExpressPods.
In a noisy digital world, it’s common for people to ignore emails that do not impact or benefit them personally, making it a challenge to get true, accurate, and comprehensive feedback.
In fact, compared to email or online surveys which have a traditional response rate of 5 per cent, ExpressPods enjoy a response rate of around 37 per cent.
Meanwhile, the dropout rate of instant feedback is far less than email surveys, particularly when it comes to email surveys with multiple questions.
That means, although a company has gone to effort to attain feedback, they may not get the volume and quality they need via email to provide sufficient information for decision-making.
Long before a molehill becomes a mountain
One of the key benefits of instant feedback is that it allows a business to identify small issues before they become major problems that play out in the public realm.
This instant notification of an emerging problem then further allows a business to react quickly. Problems that are identified can be rectified long before further customers experience the issue.
Overall, this helps boost customer satisfaction with a business in that immediate moment and over time.