10 reasons to use real-time customer experience feedback

    Around 70% of the customers who leave you do so because they perceive you are indifferent to them.

    Real-time feedback is a potent driver of success.

    Surveys can provide fascinating - and sometimes surprising - insights into the minds of your consumers and demonstrate that you care.

    However, if not done well, or if capturing responses inadvertently become more important than providing a great service, they can frustrate and even annoy your audience. 

    When recently asked to complete a satisfaction survey, I was told that "only a 9 or 10 out of 10 would mean anything" and asked to choose the highest scores. This sort of staff behaviour does nothing to build loyalty or trust.  In fact it's a turn off, and undermines the whole point, and indeed value, of customer feedback.

    Why choose real-time customer feedback? 

    If feedback is managed to a good standard and is part of a wider customer engagement ethos, it can be a powerful force for change in your business. Consider this fact by Gartner: a commitment to customer experience results in up to 25% more customer retention and revenue than sales or marketing initiatives.

    Whilst traditional research methods undoubtedly have their place and value, real time customer experience feedback brings many advantages. Here are ten reasons to use it in your business:

    1. Research by Gartner found that opinion collected at the point-of-experience is 40% more accurate than feedback collected even as quickly as 24 hours later.

    2. Customer engagement in real-time will yield a significantly higher volume of responses.

    3. High quality, high volume feedback enables marketing, operational and strategic decisions to be made from a more informed and objective standpoint.



    Read about why Smiley Face Feedback has really taken off 

    4. Decision making is based on fresh intelligence, not on ageing or limited data.

    5. Electronic solutions eliminate the grind of manually collecting and analysing feedback from customers.

    6. Over time, it's cheaper than traditional research methods.

    7. If customers see the difference their feedback is making (e.g. 'You said, we did) it will improve their perception of your organisation and encourage more feedback. 

    8. When a problem is flagged in real-time, it creates the opportunity to deal with it rapidly, before it escalates, and possibly before it affects other customers too.

    9. It enables customer service levels to be benchmarked between different times of day, dates, departments and sites, giving greater context to the results and shining a spotlight on problem areas.

    10. The results of change can be quickly measured via follow-up surveys, as part of a continuous improvement programme.    

    Do you have concerns about the service your organisation provides? Or perhaps you think your customer engagement is good, but you don't have the tools to fully measure it and have visibility across all touch points.

    Our mission statement is 'to help you know your customers better' and we can equip you with the knowledge and tools to implement a best in class engagement programme.  

    As one of our customers told us recently: "Ultimately, it's a simple premise. We can only know what our customers want by asking them." 

    Discover more about writing feedback surveys for success: 

    A guide to Survey Design by ViewPoint


    *This post was originally published  April 2014 and updated in October 2108.

    About author

    Written by Simon Rowland

    Simon is the CEO of ViewPoint. Find out more about Simon Rowland.