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You need to segment your customers who provide feedback to separate the wheat from the chaff. Dont make the mistake of listening to the loudest majority.
The Problem is now your company has collected customer feedback data, how do you make sense of it all?
The goal is to go from this:
and
into this
Let’s review how to accomplish this across different feedback modalities:
Email Support Tickets
Often a company is receving tons of support tickets. ideally, your agents are labeling the tickets that contain open-ended feedback.
These are the best practice for dealing with email support tickets:
- Export the tickets to CSV
- Add column to CSV file
- Cross-reference ticket data with customer records (CRM, etc.)
- Add that data to your CSV file, “freemium” or “premium”
- Use Zapier, custom scripts, to do this programmatically
Surveys
Its industry standard to send out on a monthly or quarterly surveys via email but think about it: when’s the last time you responded to one of these?
Do this search in your email inbox: ” take=”” survey”=”” within=”” 30=”” days. =”” i=”” got=”” 19=”” requests!<=”” div=””>
Ok, so assuming you want to pursue this path, how do you segment data? You have a few options:
1. Include segmentation questions in the survey itself. Sometimes this is the only option if you’re surveying anonymous users
2. Manually cross-reference data as we described earlier
3. Pass Custom Variables in Emailed Links. You can pass certain variables as parameters in the survey link, and have the survey software recognize this. This is possible in the Platinum edition of SurveyMonkey.
4. Export the data and analyze as above.
In-App Questions
Capture feedback within your website at the point of interaction, one of the best tools for this is ListenLoop Engage. There are two things you wil need to do to segement the partiaptes of your in-app questions. The first is enable JavaScript tags, which allow you to pass additional user information.
and the second is use custom params to include segmentation-relevant information.
CONCLUSION
You need to segment users who provide feedback to separate the wheat from the chaff
Go from this [bidmodal, no segmentation]
to this
[bimodal freemium/premium]
As you saw, there are many different ways you can accomplish this. Just a matter of identifying what’s best for you and your goals.
Still not sure how to tame your customer feedback data, Consult us at ListenLoop and we can help you decide what is best for you. Subscribe to our blog to get tips on user feedback management.
