Baptiste Debever, young French Entrepreneur and co-founder of Feedier.com, focused on making feedback more accessible, more enjoyable and completely gamified - on a mission to help companies understand their customers.
Owing that 9/10 people consult online reviews before making any purchase, we, product managers, customer success teams and marketers are all on the lookout for more reviews and feedback.
Consistently begging our customers for more, we usually get less.
We have created a fully-fledged process focused on helping you collect better feedback, by making the user experience better, adding a gamification layer and implementing a win-win situation.
You can discover the model in this talk.
Tips to make you better at collecting customer feedback
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2. Research shows that online surveys often only have a mere 10/15 % response rate
After one negative experience, 86% of your customers will never do business with your
company again
The majority (66%) of adults feel that valuing their time is the most important thing a company
can do to provide them with good online customer experience. (Forrester)
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State of the art
Poor survey design gives bad results
Bad Customer Experience and Customer Service costs
Relationship and value is key
3. Our model is based on the user experience, the
gamification of the feedback process and the
implementation of a win-win situation, in order to fully
optimize the response rate and delight your customers.
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4. #1 Homework
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#3 Mistakes to avoid
#4 Use the data
Define your goal, find the right audience, spot on the right
channel and timing, come up with the right questions
Why Gamification, survey incentive types and benefits
Keep the timing in mind, segment and funnel, test, ask for
feedback and optimize for every devices
Analyse, use your promoters as a marketing asset, create a
loop / watch out for frequency though
#2 Gamification & UX
6. No goal = No actual Return On Investment
Fluffy goal = No measure possible
Goal = More relevant and smoother survey
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Define your goals
Specific
Measurable
Achievable
Relevant
Time-Based
7. - Why are you running it? (context, channel, etc.)
- What are you expecting from it, or in other words, what do I want to learn? What kinds of
reports or data do I need?
- Why do I want to know this?
- Who is the ideal customer / prospect you want to hear from? Which segment am I going
to talk to and is likely to respond? How are we going to access that target audience?
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Questions to define your goals
8. Defining your goal is only the first
Finding the right channel with the right audience is the second step
This is key to success and to a good response rate
Don’t put all of your eggs into one basket
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Define your audience and channel
9. Asking the right question to the right person at the right time in the
right way would give you the exact stepping stone that you were looking
for.
Coming up with the right the questions is part of your homework, and must
be done before setting up anything in the software
Length is a determining factor
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Create the questions
11. Rule 1: Avoid biased questions
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Questions recommendations
Rule 2: Use skip logic based on previous answer and satisfaction
Biased: How good is our onboarding sequence at Twitter?
Unbiased: What do you think of our onboarding sequence at Feedier?
Rule 3: Ask question like you would talk to people
Rule 4: Use one question at a time
Bad: How did you like our food and service?
Good: What would you tell about our food?
13. Applying fun and engaging elements found in games to non-leisure contexts.
The goal is to entice users to complete specific tasks that can be boring or
non-attractive and offer fun.
Don’t do gamification because it’s trendy, it can be distracting and gimmicky.
Do it properly and find the right trade-off.
Gamification is also a good way to improve your brand loyalty and awareness
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What is gamification?
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Why gamification for your surveys?
Value the time
Fun and rewarding
Increase retention
More qualitative data
15. Financial Incentives: most effective way to increase the response rate, but
also the most expensive (eg. voucher, cash, donation).
Non-financial incentives: Ebook, access to a specific course or content,
invitation to an event..
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Reward your customers
Types of rewards
Timing of the reward
Pre-Paid: better ROI because it has a higher impact on the response rate
Promised: could be interpreted as “payment for the service”
Method of delivery
Lottery: More engaging
Guaranteed: Same results as the lottery
17. Put a timer against your question
Focus on the design and add animations
Change the wording or use rules for the answers
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Additional way of using gamification
