If your business is looking to improve customer experience, it needs relevant and quality insight into the needs and aspirations of customers. This is where customer feedback becomes useful. By projecting the voice of the customer, raw customer feedback data can be an integral part of your customer experience efforts. But collating feedback is no walk in the park. You need to approach the customer at the right time on the right channel. Here we examine 7 different ways in which brands can gather more customer feedback,

1. 7 PRACTICAL WAYS TO COLLECT
MORE CUSTOMER FEEDBACK

2. INTRODUCTION
▸ There’s a saying that for every customer who actually bothers to complain about
an unpleasant experience with a brand, there are 26 more customers who
remain silent.
▸ Instead of speaking their minds out,or in other words, giving customer
feedback, they simply take their business elsewhere
▸ The only way for your brand to reduce customer churn is to discover what your
customers are displeased with, which means taking action and getting those
silent customers to open up
www.getcloudcherry.com
Don’t Just Satisfy,Delight.

3. GET GOING
ON LIVE CHAT
www.getcloudcherry.com
"You talkin’ to me?”
– Robert De Niro,
Taxi Driver

4. ▸ Surveys show that many people find live chat on websites extremely useful
▸ With a live chat system in place, you can address a wide range of issues,
including things like helping customers find what they are looking for,
answering their various questions and even solving immediate issues they are
having with your product or service
▸ The main advantage of live chat is the real-time connection with a customer,
which is powerful when attempting to build a relationship
www.getcloudcherry.com
Don’t Just Satisfy,Delight.

5. SET UP
DEDICATED
FEEDBACK
CHANNELS
www.getcloudcherry.com
"Movie actors earn their
living and learn their
craft through listening
and reacting"
- Michael Caine

6. www.getcloudcherry.com
▸ One of the most effective ways of getting customer feedback is to have a
dedicated feedback channel. A survey says that 54% of customers prefer a
dedicated email address where they can air their grievances
▸ Remember, not everyone is comfortable taking their complaints public. So, by
providing them with a direct communication channel, you encourage them to
send you their feedback
▸ Make sure the form or email address is displayed prominently on your
website. If you are using a form, make sure it isn’t too long
Don’t Just Satisfy,Delight.

7. PICK UP THE
TELEPHONE
www.getcloudcherry.com
“I'm old fashioned
with my cell phone. I
like that human contact
and I think it's important”
- Giovanni Ribisi

8. www.getcloudcherry.com
▸ Talking to your customers on the phone is another feasible means to gather
customer feedback. This proactive approach also tends to result in a better
response rate
▸ Through phone, you can gauge your customers’ state of mind and sentiment
towards your product, which might not be possible via email or website surveys
▸ Keep in mind that if you take this approach, the person making the phone calls
needs to sound genuinely interested in helping and listening to the
customer
Don’t Just Satisfy,Delight.

9. START WITH
THE BASICS -
SURVEYS
www.getcloudcherry.com
“It’s never too late to
begin again”
- Tom Hiddleston,
The Deep Blue Sea

10. www.getcloudcherry.com
▸ Surveys are an excellent way to set the customer feedback ball rolling because
they are something most customers will be familiar with
▸ Customers are more likely to reveal any underlying issues they have with your
brand through surveys. This is because they don’t feel like they’re insulting
you
▸ To maximize response rates further, choose the survey channel most
appropriate for your customers, whether it’s mobile, website surveys, or
even paper surveys
Don’t Just Satisfy,Delight.

11. TAP INTO
THE INBOX
www.getcloudcherry.com
“I hear nothing, not even a
sound on the streets of
New York. Just the beat of
my own heart. I have mail
- from you”
- Meg Ryan, You’ve Got Mail

12. www.getcloudcherry.com
▸ A good way of getting detailed customer feedback is by sending out
personalized email surveys following an engagement or transaction
▸ You can either ask the questions directly on the Email or take them to a
separate survey page from the Email, via a redirecting link
▸ Set a soft deadline by intimating when you’d like to receive a response by and
then follow up if you haven’t received an answer within a week
Don’t Just Satisfy,Delight.

13. DISPLAY
POSITIVE
FEEDBACK
www.getcloudcherry.com
“Some people can’t
believe in themselves
until someone else
believes in them first”
– Robin Williams,
Good Will Hunting

14. www.getcloudcherry.com
▸ Humans often act like sheep, as in if we see someone doing something, we’re
more likely to do it ourselves
▸ By displaying customer feedback in a prominent place on your website, you
are indirectly encouraging others to leave feedback as well
▸ But don’t fall into the trap of posting fake reviews as it can backfire heavily
and bring down the credibility factor associated with your brand. This would
mean lesser feedback as well since customers would lose trust in you
Don’t Just Satisfy,Delight.

15. KEEP
FOLLOWING UP
ON THE
FEEDBACK
www.getcloudcherry.com
“Just keep swimming.
Just keep swimming.
Just keep swimming,
swimming, swimming.
What do we do?
We swim, swim”
– Dory, Finding Nemo

16. www.getcloudcherry.com
▸ Another effective means to gather more customer feedback is by letting
customers know that you are indeed acting on the feedback you receive
▸ There are plenty of brands out there that collect feedback without actually
doing anything about it
▸ Following up on customer feedback will let customers know that you value and
respect their opinion, which in turn gives them the confidence to leave more
feedback the next time
Don’t Just Satisfy,Delight.

17. © 2016 Cloudcherry. All Rights Reserved
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ABOUT CLOUDCHERRY
CloudCherry is a leading, real-time omni-channel Customer
Experience Management (CEM) platform that lets
customer-facing brands track, measure & improve Customer
Delight - thereby increasing profitability and loyalty.
With CloudCherry, brands get to capture experiential data at
every customer touchpoint using 17 channels of interaction (&
counting), get real-time alerts and notifications to address issues
as they happen, and view all data on a single dashboard - a
centralized view of all CX data.
Many of the largest brands in the world don’t just satisfy, but
delight their customers with CloudCherry’s CEM platform.
www.getcloudcherry.com | info@getcloudcherry.com

18. www.getcloudcherry.com
SOURCES
Image Source: i.ytimg.com
Image Source: http://vignette3.wikia.nocookie.net/
Image Source: s-media-cache-ak0.pinimg.com
Image Source: http://images5.fanpop.com/
Image Source: http://i.imgur.com/
Image Source: http://vignette3.wikia.nocookie.net/
Image Source: http://cdn.funcheap.com/
Stat Source: White House Office of Consumer Affairs
Don’t Just Satisfy,Delight.