5 Feedback Methods More Effective Than Surveys

by | 2 minute read

Are you still relying on customer surveys as your primary source of customer feedback? That no longer cuts it in a world where 65% of consumers are using mobile phones to provide feedback to businesses, according to Medallia.

Think about it. What are mobile devices associated with? One of the first words that comes to mind is probably speed. People use their mobile devices while they’re on the go to quickly check email and social media, find somewhere to eat, or talk to family, friends, and businesses. So, of the 41% of consumers who abandon filling out surveys, it’s no wonder that 57% do so because there were too many questions.

But that’s if the consumer even opens the survey to begin with. According to Medallia’s Customer Engagement Now study, 51% of consumers won’t even open a survey since they feel the company won’t take action based on their responses anyway. Why? Because the company hasn’t taken action on feedback given in the past.

Here are the top contact methods customers are currently relying on to provide feedback to businesses:

  • Email: 50%
  • Phone: 32%
  • In-Person: 28%
  • Social Media/Online Review: 25%

Forty-five percent of consumers report using their preferred feedback channel because it’s the most convenient outreach method. Another 25% value the response speed of the contact medium they’ve chosen. How long does that give you to respond to meet their speed-related expectations?

  • Email: within 24 hours (53% of consumers expect a response within this time)
  • Phone: Immediately (63%), or, if it goes to voicemail, within 24 hours (25%)
  • In-Person: Immediately (72%)
  • Social Media: within 24 hours (46%)
  • Review on the Company’s Website: within 24 hours (42%)

Surveys take a long time to complete and businesses take even longer to respond to requested changes. Instead, invite customer outreach through the formats consumers value the most because of convenience and speed. That way, you’ll have a higher likelihood of receiving feedback. And your clients will know they’re being heard when you respond within the expected amount of time.

feedback, 5 Feedback Methods More Effective Than Surveys

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.