5 Things to Remember While Designing Customer Feedback Forms

SHILPA SHARMA | 2018-08-29 13:10:42

Quality in a service or product is not what you put into it. It is what the client or customer gets out of it - Peter Drucker 

Customer feedback is an essential component of improving the quality of your product or service. The traditional model of customer feedback forms involving a pen and paper has been replaced by digital customer feedback forms and online surveys.  

These customer feedback forms are a much more effective means of collecting customer feedback because 

1. It is time-saving: Rather than writing down the responses, the customers are required to touch a few buttons to give a review saving time and effort. This increases the probability of getting a more comprehensive and accurate feedback. 

2. Greater accessibility: An online platform providing a customer feedback form can be synced, shared and edited across various devices. 

3. Easier to analyze: Since these customer surveys are digital, a large number of them can be assessed to get a comprehensive analysis report about your product or service. 

4. Customizable: The online satisfaction surveys are customizable according to your product and according to your customer feedback.  

FellaFeeds is a customer retention software which provides a digital customer feedback platform that collects, tracks, stores, sorts and analyses customer feedback to help you grow your business. You can find some basic client feedback form templates on the Fella Feeds website to help you get started. These feedback form samples can be customized according to your store or product.  

A good customer feedback form should aim to collect as much data from the customer as possible without making them feel distracted and bored. It is short and to the point making it easier to collect and analyze the feedback. Here are five things to keep in mind while designing a customer feedback form: 

1. Avoid complex language: The aim of your feedback questions is to cull out customer response and not to test their linguistic skills. Make sure to keep your questions as simple as possible asking exactly what they intend to, without making the language too complex. 

Your customers are more likely to get disinterested or de-motivated while filling up the survey form if they feel that the survey questions are convoluted or if they contain some words they do not know. The satisfaction survey questions should be free of any ambiguity for the responses to be accurate and precise.  

2. Provide space for personalized responses: While multiple choice survey questions are the most trusted ones while crafting a customer feedback form, it is essential to provide adequate space to your customers where they can raise any queries, suggest some changes or appreciate what they liked. These subjective responses provide a depth to your customer feedback making it more effective and meaningful. 

3. Be consistent: The feedback survey should have a logical flow of arguments for it to make sense to your customers. For instance, a question about whether they liked/disliked a product or service should precede the one asking them what they liked/disliked about it.  

If you are planning to use a rating scale or a checklist in the feedback questions, make sure that they are consistent in the number of responses they are asking for and the scale they are using. If a question is asking them to tick the appropriate responses in a checklist of four items, this pattern of four items should be followed throughout the feedback form.  

4. Ask as few questions as possible: The strength of a good feedback survey lies not in the number of questions asked but their effectiveness in culling out a response from the client. The number of questions should be less but they should be appropriately worded making their purpose clear. 

5. Make your feedback form easy to navigate: While it is important to pay attention to the content of the feedback form (the questions, their language etc.), it is also important to make sure that the form is easy to navigate and respond to by your customers. Make sure that your questions are not running over from one page to another. Going back to the previous page repeatedly might get frustrating for a customer. Sometimes the labels are placed too far from the corresponding field making it confusing for the respondent to fill up the survey questions.  

Bonus Tip: Make sure that you use the feedback form as a tool to strengthen your relationship with your customer. You can do this by keeping the tone of your questions conversational rather than formal. If your customer is quitting midway, ask them the reason for the same and tell them you care about them. Thank them for taking out the time to respond, reassure them that their feedback will be helpful in developing your relationship with them further and ask them to visit again.