A short deck on customer feedback - see here for full details: http://www.foolproof.co.uk/thinking/blog/2018/06/how-to-use-feedback-surveys-to-gather-actionable-insight/

1. Customer feedback | Foolproof
June 2018
Customer Feedback
How and when

2. Customer feedback | Foolproof
— Remember that feedback surveys are not, and cannot replace user research
o User research is based on observed behaviour, and can tell us why people
behave they way they do.
o Surveys can get people to answer questions about things, but don’t tell us why
people answer they way the did.
— However, surveys can be useful to gather feedback on specific interactions and/or
experiences.
o A survey must have a specific research question.
o Only ask questions if something can be done with the insight (asking questions
and not doing anything with the insight is pointless and will annoy people).
o Surveys must be short and concise.
Customer feedback: what is it and
when should we use it
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Customer Feedback

3. Customer feedback | Foolproof
Most websites take a similar approach to
gathering feedback from customers
Customer visits website Customer continues with their visit and
completes (or attempts to complete) their task
User finishes their task, then begins the survey
Visitor begins the survey,
without knowing how
long it will take
Request to complete
survey appears as pop-up
Customer Feedback
Begin survey
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4. Customer feedback | Foolproof
— They’re disruptive, take a lot of time to fill out, and are
often rife with usability issues that make them difficult
to complete.
— It feels like it’s for the corporation’s benefit, not the
consumers.
— Surveys are presented after customers complete an
action or journey.
— When users complete an action, they will
probably want to carry on with their life, not
complete a customer survey.
Customer Feedback
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Traditional customer feedback forms
offer a very poor user experience

5. Customer feedback | Foolproof
Customer uses
website/app as
they do normally
As they are completing their task, they are
offered the opportunity to provide
feedback, without breaking their flow
Then they can continue
with their original task
Customer Feedback
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Allowing customers to provide feedback ‘in-line’
without breaking flow is becoming more common

6. Customer feedback | Foolproof
Customer Feedback
6
— It is specific: customers know exactly what they’re
providing feedback on.
— These examples (from Lloyds and HSBC) show how
banks can collect feedback from customers.
— It is short, to the point, and easy to complete:
o If ‘No’, users are given a multiple choice why
question, with the option of an input field.
o If ‘Yes’, they’re asked if it saved them phoning.
• Further still, this reinforces to users
that they didn’t need to phone to get
an answer to their query.
The in-line approach makes it easier for customers
to provide feedback as it is ‘light-touch’

7. Customer feedback | Foolproof
— After a user completes a specific action or engages
with a touch point, present a short survey.
— The experience is fresh in their mind, therefore they
will be able to answer.
Customer Feedback
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Once complete, short
survey appears
User visits
touchpoint
User completes task,
journey or ‘event’
‘Coupling’ feedback surveys with the interaction
captures insight when it’s freshest

8. Customer feedback | Foolproof
— Uber couple feedback with the interaction by asking
users to give feedback right after their experience.
o The UX is simple and easy to understand.
o The star rating and multiple-choice question is
simple to complete.
— Google ask for feedback after users have visited a
particular location. One question at a time, and include
the option to skip.
o Users can give ‘Yes/No’ or multiple-choice.
Customer Feedback
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End of experience surveys capture feedback
when it’s most pertinent

9. Customer feedback | Foolproof
— Ensure the survey is designed around specific research questions.
— ‘What do you think of our website/app’ isn’t as useful as ‘What did
you think of feature X’.
— Only use surveys if something can be done with the insight.
— Ensure the survey is designed and questions written in a way
that creates meaningful insight.
— Feedback surveys must be short.
— Every situation is different, but anything longer than 30 seconds
is long. If a survey is 10 minutes then a different method should
have been used to get the insight needed.
— Surveys must be easy to complete.
— Ensure there are no usability issues.
Customer Feedback
Conclusion
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