Collect feedback

Benefits of customer feedback and ways of collecting it

Collect feedback


  1. What is feedback?
  2. Why ask for feedback?
  3. What kind of feedback?
  4. How to collect feedback?
  5. Evaluate and use feedback with eTrusted

What is feedback?

Getting feedback is important in many aspects of life, especially in professional and academic contexts. It allows people to identify their strengths and weaknesses and focus on improving their performance. Feedback can also clarify misinterpretations or misunderstandings to promote better collaboration and communication. An important aspect of soliciting feedback is that it should be constructive, meaning that it does not only include negative criticism, but also suggests improvements or highlights positive aspects of a person's performance. If feedback is exclusively negative, it can make the recipient feel discouraged or demotivated. Therefore, feedback should always be balanced and address both strengths and areas for improvement. Overall, soliciting feedback is an important tool for growth and development, as it can help improve a person's skills and abilities and optimize their behavior. By providing feedback in a respectful and constructive manner, it can help create a more positive and productive working or learning environment.

Feedback should and can therefore be used optimally to improve your customer journey as well as the employer experience feedback.

Why collect feedback?

There are many reasons why collecting feedback is useful:

  • Improving performance: Feedback helps identify strengths and weaknesses in one's performance and focus on areas for improvement. Regular feedback also allows the development of improvements to be analysed in more detail.
  • Create clarity: Feedback can help clarify misunderstandings. It provides an opportunity to define expectations and ensure that everyone is working towards the same goals.
  • Improve relationships: Soliciting feedback can help strengthen relationships by encouraging open and honest communication. It provides an opportunity to give and receive feedback to create better collaboration and understanding.
  • Developing self-reflection: Getting feedback can help you learn to look at your own performance more objectively and reflect on yourself better. It can help to develop a better understanding of one's strengths and weaknesses and to improve oneself.
  • Customer focus: Getting feedback from customers is particularly important to understand and respond to their needs and expectations. It enables companies to align their products and services with the needs of their customers, to (over)meet expectations and to improve customer satisfaction.

Welches Feedback einholen?

The focus of a customer survey is on collecting information about the satisfaction of customers with a product or service. The following topics can therefore be the subject of a customer survey:

  1. Product quality: Customers can be asked about their satisfaction with the quality of a product. The focus here is on whether the product fulfills its purpose and meets the customer's expectations.
  2. User-friendliness: Customers can also be asked for their opinion on the user-friendliness of a product or service. Here, it is important whether the product is easy to use and whether its operation is simple and intuitive.
  3. Customer service: Customers can also be asked about their contact with customer service. The decisive factor here is whether the customer service was helpful and effective and whether the contact with the company's employees was enjoyable.
  4. Customer satisfaction: Customers should have the opportunity to be asked directly about their satisfaction with the company. It is important to find out whether customers are satisfied overall with the product, the service, and the company.
  5. Recommendation: Customers can also be asked whether they would recommend the company and its products and services to others. The focus here is on whether the customer is satisfied enough to recommend the company to other customers.

All these topics can be addressed in different ways, for example through surveys, interviews or focus groups. The results of the customer survey can be used to improve the company and its products and services and to respond to the needs and wishes of customers.

How to collect feedback?

Today, there are more channels than ever to gather feedback:

  • Gathering feedback in person: A personal interview gives you the opportunity to speak directly with your customer. In order to have a successful conversation, it is recommended to prepare a guide to ensure that no important points are forgotten. Although a face-to-face interview is time-consuming and cannot be conducted on a large scale, it has the advantage that you can respond individually to each customer. You can clarify questions directly and also perceive and interpret the customer's gestures and facial expressions. A personal feedback session can be added, for example, after a consultation.
  • Obtaining feedback by telephone: A telephone survey offers the opportunity for in-depth discussions with follow-up questions. Unlike face-to-face interviews, organizing a telephone survey is easier. However, it is important to note that the customer or client should have time and interest for a feedback conversation at the time of the call. Often, therefore, 2-3 feedback questions are easier to implement in a substantive phone call. In addition, trained employees should be used since they have the necessary patience and communication skills to conduct a successful feedback conversation.
  • Obtain feedback in writing and offline: The written survey by means of questionnaires is a classic method in which the questionnaires can either be filled out on site or sent by mail. Older target groups in particular prefer this method and are willing to return a completed questionnaire by mail. In the meantime, however, the digital questionnaire has established itself as the norm. It can be automated and sent individually and also has a much higher conversion. Use eTrusted for this - learn more about it here.
  • Online review portals: Review portals are online platforms that potential customers visit to read reviews and experiences of other users when they are looking for new providers. These platforms are located outside your own company site. Stars or points are used to show how well each provider performs. Positive reviews on these portals increase your social proof, while negative comments can lower your reputation with potential new customers. It is important to note that no solicitation is necessary for customers to submit reviews. Any user can leave a review at any time, which means that your company will be permanently evaluated.
  • Solicit feedback on the website: This method is similar to the online questionnaire. However, no one is sent anything, but the questions are integrated on a website or in an app.
  • Feedback terminals: Feedback terminals are easy to use and make it easy for customers to share their opinions and experiences. The devices often use traffic light colors or smiley icons to quickly and easily categorize feedback into positive, neutral or negative. Companies can also use QR codes to direct customers to an online questionnaire to collect feedback. This is especially useful for businesses with multiple locations or for those who want to collect feedback from customers who are not directly on-site.
  • Collect feedback at every offline and online touchpoint with eTrusted: With eTrusted you can collect feedback from your customers at all relevant touchpoints of your customer journey. Simple, fast, automated, and individualized. The evaluation and analysis of this feedback is the basis for the success of a long-term business.

Evaluate and use feedback with eTrusted:

Once feedback is collected with and on eTrusted, you have the ability to access the dashboard to monitor and analyze feedback in real time. The dashboard provides you with an overview of the feedback in the form of graphs and charts that make it easy to identify trends and patterns in the feedback. You can also create custom reports to analyze specific criteria such as locations, product categories, or other relevant parameters. With these reports, you can target feedback that is relevant to Ssie and take action to resolve issues and improve the customer experience. eTrusted also provides the ability to route feedback directly to the appropriate departments or employees to quickly address concerns and complaints. This can help build customer trust and long-term relationships. Overall, eTrusted provides companies with a comprehensive solution for managing feedback and ratings. By monitoring, analyzing, and responding to feedback, companies can improve customer satisfaction, promote business growth, and strengthen customer trust.

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