How to get customer data

Feedback and customer satisfaction – how to get the data

Jemmi Laaninen

When talking about successful businesses, what are the first things that come to mind? Yearly revenue? Forbes 500? Companies with highest salaries? Or maybe you might think of companies with the most courageous marketing strategies and wildest campaigns – those get the visibility one definitely needs.

What do all of these have in common, in the core of their business?


If that did not pop first or second in your mind, it’s very important you keep reading.


About single feedback, repetition and happy customers

Lately there has been a lot of talk about customer experience and it has clearly risen higher on the company agendas. The brand is seen more or less as the reflection of how happy your customers are. Happy customers spread out the good word and work as volunteer brand advocates, whereas unhappy ones are most likely to tell about their bad experience to their social circle and probably will send feedback as well.

You can surely count the amount of negative and positive feedback you receive and that’s one way to measure customer experience, but it isn’t enough. Why? Because in most cases feedback is given regarding one particular interaction. Each single interaction is important, but can’t be used as the only metric when thinking about customer experience in bigger scale.

Why is that then? Because not every one of your customers, if even one out of four will give you feedback on one interaction. No matter how good or bad, they might not give you the feedback you would need to improve company’s performance in different eras.

When counting single feedbacks is one way to figure out customer experience, seeing how much repetition you have is another. Are your customers coming back after the first time they’ve done business with you? It doesn’t matter whether you provide a service or sell a physical product – if they are satisfied with their previous experience with you, they will come back when they need the service or products you provide.


Ask for feedback

Based on a Crowst survey about consumers’ feedback habits, it’s safe to say that people will more likely give feedback when they’re asked to do so. Spontaneous feedback is given when things go horribly wrong or exceptionally well. That means there’s a whole lot of people who have an opinion but will never voice it if not specifically asked.

Gathering customer insights is often viewed as old-fashioned, slow and uneffective way to study your target market – and you can’t blame people for that view. Figuring out the right questions, trying to hit the correct segment, and then putting up and analyzing the data… That takes time. Anyone working with tight schedules will just frown upon the idea of waiting for the data for a long time and then starting to figure it out. Ain’t nobody got time for that.

Luckily, there’s plenty of fish in the sea, when it comes to ways of getting to consumers’ pulse. Digital surveys are definitely the most agile way of doing this. Company can get the data in real-time, it’s easy to navigate through and you can see the big picture with just a glance!

Digital surveys are also very relevant thinking about the consumers. When they can answer surveys with their smartphones and when it’s convenient for them, they are more likely to give their opinion. No hassle, no time-consuming unnecessarily long questionnaires and no drop-outs mid-survey.


Take action

Even the quiet customers do have an opinion about their experience with, but without specifically asking, they might not give it to you. These customer satisfaction surveys play a big part here, since that’s the way you can reach out to the whole pool of customers and dive into depths with different segments.

When you have the information, take action. Don’t just ask questions, view the answers and keep doing what you were doing. You should really study the pressure points customers experience and fix what’s there to fix. Customers will see you taking action and that will increase your trustworthiness in their eyes – you actually cared about what they had to say.

And believe us when we say this, trust is the currency that will turn into major conversion, when enough is gained.