Quais são as maneiras mais eficazes de capturar o feedback dos clientes sobre a experiência da marca?

capturing customer feedback on brand experience through various methods and metrics is essential for understanding customer perceptions, improving brand experience, and fostering customer loyalty. Such as, a clothing brand may send out a survey to gather feedback on their new sustainable product line. Conduct one-on-one interviews and Monitor online reviews and ratings with customers to gain in-depth qualitative insights into their experiences with your brand Use CSAT surveys to measure how satisfied customers are with specific interactions, such as a purchase, customer service call, or website visit.

A brand must create feedback loops at multiple junctures in the customer journey. This helps make the questions more specific, capturing real feedback. For example, e-commerce platforms ask for feedback on your recent purchase and then delve deeper into that. How was the shoe overall? How was the fit? How was the weight? etc. The same e-commerce platform will probably then take a survey on the delivery experience as well. Such loops help generate feedback for all the teams.

La règle de l'Étoile du Nord Il s'agit de définir un UNIQUE indicateur pour toute l'entreprise. Cet indicateur doit être décliné dans toutes les directions de l'entreprise avec un objectif précis de satisfaction Client. Cela permet d'orienter toute la stratégie de l'entreprise autour d'un unique point focal et ainsi d'être plus compétitif.

Defining goals and metrics is the compass guiding the pursuit of effective customer feedback strategies. Clear objectives set the direction—whether it's improving customer satisfaction, refining product usability, or enhancing brand loyalty.

Adding compensation for feedback is the most effective way to get feedback on brand experience. A free gift has been proven to get higher feedback on customer surveys. Other incentives can include: Discounts (from as little as 5% off) Promo codes Vouchers People are busy and prefer incentives for using their time to give brands feedback.

Simply put, don't just focus on numbers; also listen to your customers' stories. Their experiences and feedback can reveal important insights that go beyond metrics and help you enhance your brand or product.

Choosing the right channels and tools for gathering customer feedback is pivotal for accuracy, efficiency, and relevance. Different demographics and customer segments frequent diverse platforms, making it crucial to select channels where your audience is most active. For instance, younger demographics might engage more on social media, while professionals might prefer email surveys or dedicated feedback platforms.

User testing involves observing users as they interact with your products or services. This can be done in person or remotely, and it can provide valuable insights into usability issues, user preferences, and potential areas for improvement. User testing can be conducted with a small group of representative users, and it can be iterated upon to refine your product or service.

Once you understand the types of feedback your organization needs, it is important to identify which channels work best for each category/segment of feedback. Determine a single channel per goal to start so you can test responses and not overwhelm users with multiple inquiries. Additionally ensure the tools select can work across multiple channels and map into your reporting tools and dashboards so all data can live in the same space. If you have a lengthy list of goals/inquiries, make sure you prioritize so you are not collecting more data than you can analyze and process.

Additionally, think about creating a seamless and accessible feedback experience. Embrace omnichannel strategies, allowing customers to share their thoughts through their preferred platforms effortlessly. Integration with customer touchpoints, like your website, app, or social media, ensures that the feedback process is convenient and aligns with your customers' communication habits, maximizing participation and insights.

Segmenting customers allows for targeted feedback requests, ensuring that the questions asked are pertinent to their experiences.

Personalization has been one of the skyrocketing trends and the most effective way to promote brand loyalty to its customers. Therefore, personalizing products for customers will help increase awareness.

Consider implementing a dynamic feedback approach that adapts to the customer journey. Instead of relying solely on predefined segments, use real-time data and customer interactions to tailor feedback requests. For instance, if a customer has recently interacted with your customer support, acknowledge that in your feedback request to capture timely and context-specific insights. This personalized and dynamic approach can enhance the relevance of your feedback requests and foster a more engaging customer experience.

In my experience, feedback is not merely about 'posting it' for others to see how well the brand is doing. It serves as a crucial source for understanding consumer behavior and how the brand resonates with its customers

Don't just collect feedback; use it to understand what customers like and dislike. Identify areas for improvement in your products or services. This way, you can make smart decisions to enhance your brand and keep customers happy. Involve your entire team in this process to create a culture of ongoing improvement.

Esta etapa me parece clave. No pediría la reseña antes de que pase (al menos) una semana de que hayan probado nuestro producto. Luego, la pregunta es: ¿Quieres volumen o quieres mejorar tu score en google reviews, trusted shop, trust piloto...? Si lo que quieres es volumen, pide a todo el mundo que deje una reseña cuando pase un tiempo de probar el producto (es la estrategia que utiliza Amazon). Pero si quieres mejorar tu store pasa el NPS antes, un test donde si la puntuación es de +7/10, les direccionas a que pongan una review pública. Si no les pides feedback de mejora interno. Ojo, tener reseñas malas no es negativo. Puede aumentar la credibilidad de marca. Ahora ya depende de tu estrategia.

Communication doesn’t end with feedback collection—it’s a continuous dialogue. Following up with customers after gathering feedback is as crucial as the initial request. It shows acknowledgment of their input and demonstrates a commitment to action and improvement based on their insights.

In simple terms, keep talking to your customers even after getting feedback. Show them you appreciate their input and update them on the positive changes you've made. This ongoing conversation builds trust and loyalty. It could be as easy as a thank-you note, a small reward, or just keeping them in the loop about your progress.

Il faut mettre en place un processus de recueil de la satisfaction de vos clients à chacun des points de leur parcours avec votre Marque : achat, SAV, on-boarding, off-boarding

True brand engagement is about weaving feedback into the fabric of the customer journey, not treating it as an afterthought. It's about smart, in-context touchpoints – think interactive UI elements, or real-time chats, that invite feedback naturally as part of the experience. This approach not only enriches data quality but also strengthens customer relationships, making feedback a seamless, engaging part of the brand dialogue, not an intrusive questionnaire. It's the art of listening, embedded in every interaction.

1. Continuous Improvement: Treat feedback as an ongoing process, constantly seeking ways to enhance your approach 2. Employee Involvement: Engage your team in the feedback process, fostering a collective effort toward improvement 3. Benchmarking: Compare your performance against industry standards to gain a broader perspective 4. Technology Integration: Explore advanced tools and technologies for more efficient and comprehensive feedback collection 5. Feedback Accessibility: Ensure that the feedback process is easily accessible to all customers, promoting inclusivity By considering these additional factors, you can build a robust framework for capturing, analyzing, and leveraging customer feedback to elevate your brand experience.

The importance of feedback from customers makes even more sense when it is omnichannel. This means giving customers the opportunity to provide feedback easily and seamlessly across a wide range of channels, without them having to switch to another platform. Here are some effective ways to gather customer feedback: 1) Customer Surveys 2) E-mails 3) Interviews and Focus Groups 4) Social Media 5) Website Analytics 6) Free-Text Feedback

Getting people to respond to feedback surveys is more difficult than ever. The advice I provide my clients is to make the survey as simple as possible and offer an incentive for completion. But not something that is meaningless like a discount code. Make the incentive really important to customers. Just know that getting a sufficient amount of feedback is going to take time and consistency of effort.

In addition to customer feedback it's crucial to track how employees truly feel about the brand...ultimately they are representing the brand with customers, building products and delivering services and if the same external brand values are not felt internally it will make it's way to the customer. Also, consider partners and resellers. Visa for example, is a hugely trusted brand yet consumers never really interact directly with Visa but rather the card issuing banks/partners or merchant service providers...so ask yourself where did that trust come from?