Feedback collection channels: The best and the rest…….
To have a efficient and successful mechanism to materialize the Voice of Customer (VoC), you need to exploit all the channels in the most optimized way possible. We at fungru have figured ou the various channels through which feedback can be collected mentioned hereafter:
There are two customer feedback channel categories: solicited and unsolicited. Solicited channels are used by companies to actively seek out customer feedback, while unsolicited feedback is collected by sources outside your control.
Today we will focus on only the former ones and cover the latter ones in future posts.
Email Survey – Survey links within emails have an average response rate of 10 percent. While that may seem low, email is still the most common way for companies to proactively gather feedback for several reasons. For starters, per-response, it’s the cheapest way to collect feedback because email is free, requires minimal effort to reach a large number of respondents and is universally used. In addition, you can customize the design of your email survey to make the experience simple and engaging for your customers. Keep your email survey to 20 questions or fewer to increase response rates. And with fungru, all new surveys can be optimized for mobile to create the same experience across desktop, tablet or smartphone.
Email with Embedded Questions – Embedding the first question of your survey into the actual body of your email is a good idea, especially if you’re trying to collect a high-level metric such as NPS. Response rates for embedded surveys tend to be higher and it’s a great way to engage your respondents right out of the gate. This is something you can do with fungru and a little-know feature that is definitely underutilized. In every other aspect, this method is similar to emailed surveys.
Text Message (SMS) Surveys – Sending surveys via SMS (or text message) is a great option to collect limited feedback if your company has access to customer cell phone numbers. SMS surveys are slightly more expensive than other options because of carrier fees, but open rates on these surveys tend to be much higher. In fact, research indicates that open rates are as high as 98–99 percent with response rates around 30–45 percent, depending on your industry. Keep SMS surveys to five questions or less for best results. If you’re hoping to gather more in-depth information, you can also send a short link to your online survey in the body of the text message.
Web Intercept – If your company has high website traffic, consider using website intercepts to push or pull information to users based on their activity on your site. This is a great method to get quick feedback from your website visitors or online application users.
Phone Interviews – There are two common types of phone interviews: calls made by an actual person and automated polls. Interviews have higher completion rates (around 85 percent), but automated polls tend to be more consistent. Collecting responses via phone interviews can be slow, however, and it may be difficult to collect any information that could be seen as personal or controversial.
Fungru is an omnichannel platform that lets its client to gather feedback through all these aforementioned channels. So, fasten your belts and start your free trial today at www.fungru.com.