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LITE 2018 – Making the Most of Your Customer Feedback [Chris Wigglesworth]

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LITE 2018 – Making the Most of Your Customer Feedback [Chris Wigglesworth]

  1. 1. Chris Wigglesworth Founder, Coursecheck.com Making the most of your customer feedback
  2. 2. Customer feedback as a management tool • Reporting and analysis • Survey form design • Digital vs. paper • Response rates • Negative feedback
  3. 3. Reporting and analysis • Establish KPIs • Set targets • Publish results • Make it matter
  4. 4. Survey form design • All about improvement • Keep it short • Mix of score-based and free text questions • Minimise mandatory questions • Free survey form ‘health- check’ at smilesheets.com
  5. 5. Digital feedback vs. paper feedback • More honest & insightful • People prefer it • Real-time analysis • React faster • Saves time, money and trees
  6. 6. Response rates Focus on the goal • Is feedback representative? • In the class room vs. email How to improve response rates • Ask promptly and explain why you’re asking • Ask trainers to ‘sell’ it • Experiment
  7. 7. Negative feedback Negative feedback is normal • Trust peaks at 4.7 / 5 Opportunity to showcase your customer support • Establish a process • Respond promptly • Consider context • Contact directly and make it personal • Fair vs. unfair criticism • Don’t make it worse Source: Spiegel Research Centre, Reevoo
  8. 8. Customer feedback as a marketing tool • The importance of reviews in B2B marketing • Testimonials vs. reviews • SEO and Google stars • Making the most of your reviews
  9. 9. 88% 90% 92% Sources: Nielsen, MarketingLand, eMarketer The importance of reviews trust online reviews as much as personal recommendations read online reviews before making a purchasing decision more likely to purchase a service if they’ve read trusted reviews about it.
  10. 10. Testimonials vs. Reviews Issues with testimonials • Selective • May not be true • Published by you • Superceded by reviews
  11. 11. SEO & Google stars • Google uses over 200 ‘signals’ • Google ‘likes’ User Generated Content • Google stars increase click- through rates by over 30% Source: Marketingland.com
  12. 12. Making the most of your reviews • Marketing materials • Tradeshows and events • Newsletters • Your website • Email footers • Sales proposals • Social media
  13. 13. Chris Wigglesworth Founder, Coursecheck.com Making the most of your customer feedback

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