You Have Customer Feedback... Now What? 🤔

Hello there!

Today, we're talking about something every business cares about, when it comes to customer feedback. 

You’ve gathered it, but now what? 

We reached out to an expert, Luana, the Sr. Director of Customer Experience at Ergatta. Let’s hear from her about how to distribute CX feedback throughout your organization.

Emily: How is customer feedback collected at your organization?
Luana: We collect feedback through surveys, focus groups/interviews, customer support tickets, site reviews, and analyzing comments and dialogue through our social and community channels (including Facebook, Reddit, and Instagram). At Ergatta, everyone is involved in gathering and analyzing feedback to understand our customers. We’re surveying customers throughout their journey with Ergatta - from their initial purchase, through their first 30 days as a member, and periodically throughout the year as we release software updates.

Emily: How is the feedback structured and organized for analysis?‍

Luana: Feedback is systematically aggregated and then our product team will review & categorize it appropriately. As an organization, we formally review & discuss customer feedback at a monthly company-wide “member engagement & feedback” meeting, where we highlight recent trends, deep-dives, quote highlights, and take-aways. For more informal feedback, we have a “customer-feedback” channel on Slack, where the CX team will highlight any feedback/feature requests that are coming from the queue or share interesting posts from our community channels. We find these comments to be insightful and motivating, while also driving conversations about how we can improve our customer’s experience.

Emily: Which departments in your organization are most interested in customer feedback?‍

Luana: Everyone in our organization is obsessed with customer feedback. One of our company values is our mission to help people. We use our customer’s feedback to inform all our business decisions. Everyone from product development to growth to finance understands how customer feedback impacts their role.

Emily: Is surveying customers a major initiative at Ergatta?‍

Luana: Definitely. We survey customers throughout their experience with Ergatta including understanding how they learned about Ergatta, to how their experience was with the support team, and also to how they use our product. We then use this feedback to make improvements and overall enhance their experience.

Emily: Is customer surveying conducted on a one-off basis or on a scheduled cadence?‍

Luana: There is a mixture of both. For example, we have our automated NPS survey that we send out to customers within their first 30 days of them becoming a member, but we also send an NPS survey annually. All customers that have a CX touchpoint will receive an automated survey about their experience. If we are working on a new feature or game, we’ll send out one-off surveys to customers participating in our Beta program to gather feedback.

Emily: What are the goals of the customer surveys?‍

Luana: Our goals with customer surveys are primarily to 
1) inform the product that we’re building and
2) improve how we as a company can best serve our customers.

On the product side, they help develop a better idea of the types of customers/personas that make up our member base, and what their likes, dislikes, and needs are. Or we may have a hypothesis about something and surveys are helpful to validate that idea. Surveys also help us improve our operations across teams and how we support our customers from the initial purchase consideration to the delivery to supporting any questions or concerns they have during their lifetime of using the product.

Emily: How is the data packaged for other departments to use and are they asking for more?‍

Luana: In cases where we have sent our surveys, we’ll follow up with a meeting/deck outlining an analysis and the main takeaways from the survey. We also typically set up some recommendations/action items on next steps to address any of our findings.

Emily: Have there been instances where sharing data drove action in other departments?‍

Luana: Absolutely. Data allows you to make a business case to drive operational improvements, prioritize a feature update, or gain further insights which allow you to better market to your customer base. Through an integration between ZenDesk and Productboard, our product team is actively gathering feedback from customers on features they would like to see on the platform. One of our most requested features was the ability to pause your workout during one of our games, Meteor. As we were able to quantify those requests and compare them to other feature requests, our product and engineering team were able to then take action against this request. We released this feature late last year. Since then, we received so much positive feedback after this release that customers were appreciative that their voices were heard.

Emily: What is the most difficult aspect of collecting customer feedback?‍

Luana: I find that the most difficult aspect is collecting feedback from already churned customers or customers who are no longer using our product. In these instances, if we are surveying these customers, we try to ensure that the survey is short and if needed, include an incentive to improve survey completion rate.

Emily: If you could change one thing about your voice of customer program, what would it be?‍

Luana: I think we have a lot of customer feedback and if you know what you’re looking for, you know where to find it. We have our feedback in a few different places, so I think a more centralized place would just make searching easier.

Emily: In your dream CX world, with no constraints, what is one thing you wish you had to make CX better?
Luana: I think that everyone should spend at least 1 day working in any sort of CX/hospitality role. I think it definitely helps to showcase patience and become more appreciative of the teams working behind the scenes!

CX Tip of the Week

Gamify Your Feedback Collection

Turn feedback collection into a fun game for your customers. Offer small rewards or badges for completing surveys or participating in focus groups. This not only increases engagement but also adds a layer of excitement to the feedback process.

That’s all for today! See you next week. 🙂