How can you capture customer feedback during the customer journey?

In my experience the customer journey can define the user’s overall perception of a brand. Working as a platform owner users can be brutal if they find the slightest element of friction at any point of their journey. Whether onboarding, discoverability or how they consume it’s important to deliver the desired journey in the most streamlined way as possible. It’s also important to consider deviations/edge cases along the user journey that are unique to the platform/device but are universally accepted to that cohort of users to drive familiarity in the navigation within the application and allow AI/Machine learning to drive the right content to the forefront.

The customer journey is all interactions a customer has with a company, from the first awareness of a product or service to post-purchase support. By mapping the customer journey, businesses gain insights into how customers perceive and interact with their brand at each stage Mapping helps identify potential challenges or frustrations customers may face and Knowing the key touchpoints in the journey enables businesses to optimize these interactions for a seamless and positive customer experience.

Employ various strategies to solicit feedback at different touch points. Utilize surveys, both short and targeted, to gather opinions on specific interactions or experiences. Monitor social media channels for spontaneous customer comments and sentiments. Implement feedback forms on your website, especially after key interactions like purchases or support requests. Leverage email campaigns to seek feedback, ensuring it is convenient for customers to share their thoughts. Actively engage in online review platforms, encouraging customers to leave reviews and ratings.

At Sabra/PepsiCo, we've learned the importance of engaging with customers at each relevant touchpoint, not all. For example, after launching a new hummus flavor, we gathered feedback from the discovery phase on social media, through the purchasing process on our website, and post-purchase via email surveys. Making feedback collection a seamless part of the customer journey is powerful. And you can use tools and methods that fit naturally into each stage – like short surveys after purchase or comment sections on social media. The easier it is for customers to provide feedback, the more insights we gather, helping us refine your product and customer experience continually.

Kundenfeedback hilft uns, dass wir uns in einem sehr digitalen IT-Umfeld bestmöglich auf die Live-Demo(s) vorbereiten. Statt dem Kunden bspw. das gesamte Sortiment an FZG in einem Autohaus zu zeigen, fragen wir im Vorfeld gezielt den Bedarf ab und gehen so auf die konkreten Bedürfnisse ein. Wir zeigen 2 bis maximal 3 FZG, die genau zu den Wünschen des Kunden passen und so optimal matchen. Die Vorbereitung ist dabei sehr wichtig und wird über eine digitale customer success journey abgebildet. Klingt einfach - ist es leider nicht :-)

Gathering customer feedback is like having a compass in the journey of business growth. It provides invaluable insights into customer needs and experiences, shaping not only product development and service improvements but also fostering a deep sense of customer understanding and empathy. Beyond this, it's crucial to recognize that customer feedback also offers a unique opportunity to directly engage with customers, strengthening relationships and building trust, which is essential in today's competitive market.

Customer feedback is crucial because it provides valuable insights into customer satisfaction, helps identify areas for improvement, and allows businesses to make informed decisions to enhance products or services. It fosters customer loyalty and helps businesses stay competitive by adapting to evolving needs.

There are several effective ways to capture customer feedback that relate directly to different moments within the customer journey. So first, it's important to break down the journey key stages (Pre-launch, during launch/consideration phase, post-purchase or service interaction) then map the feedback method to each touchpoint. [Pre-launch or Beta] --> User testing and interviews from select customers representing your target audience. [Consideration phase] --> Analytics (website behavior, app usage, social media sentiment) [Post-purchase or service interaction] --> Brand surveys, Net Promoter Score questions, or business reviews/ratings, customer support conversations (Analyze transcripts for recurring issues and pain points).

At Mondelez, especially with Oreo and Sour Patch, we've utilized various methods, from surveys post-purchase to analyzing website interactions. For instance, by integrating review tools on our digital platforms, we've gained immediate feedback that informs our marketing and product development strategies. Tailor your feedback mechanisms to suit different stages of the customer journey. Use surveys for direct opinions, leverage analytics for behavior insights, and encourage reviews for social proof. Most importantly, act on this feedback. It's not just about collecting data; it's about using it to make tangible improvements.

One way of capturing feedback is Social Media Listening its Monitor social media platforms to identify and collect customer feedback. Pay attention to mentions, comments, and direct messages to understand customer sentiment and address any issues promptly. The other way is Net Promoter Score (NPS). That can be identified by periodically sending out a single-question survey asking customers to rate their likelihood of recommending your product or service. This helps measure customer loyalty and identify areas for improvement.

To capture customer feedback throughout the customer journey: 1. Surveys:Use short and targeted surveys at key touchpoints to gather specific feedback. 2. Feedback Forms: Integrate feedback forms on your website, emails, or app to make it convenient for customers to share their thoughts. 3. Social Media Monitoring: Monitor social media channels for mentions and comments to gauge customer sentiment. 4. Customer Support Interactions: Collect feedback after customer support interactions to understand the quality of service. By employing a combination of these methods, you can gather comprehensive feedback across various stages of the customer journey.

Act on the feedback, that's imperative. Analysis and data visualization are crucial, but the real value lies in implementing changes based on what your consumers tell you. Use PM tools to ensure these changes are executed effectively. I communicated with my team clearly about the actions taken in response to feedback, and we measured these changes' impact to continually refine our approach. Ultimately, feedback is a loop, not a one-off. Keep listening, keep adapting, and your digital strategy will thrive. Capturing and utilizing customer feedback is a cornerstone of optimizing not only digital strategies but also ongoing product development, marketing strategy, and brand messaging, and finally campaign execution.

In today's dynamic market landscape, capturing customer feedback during their journey isn't just beneficial; it's crucial. Businesses must adopt a multi-channel approach, leveraging both direct and indirect methods. Direct feedback, through surveys and interviews, provides explicit insights, while indirect methods, like social media monitoring and behaviour analysis, offer unspoken truths. Integrating these streams of data, analysed through AI and human intuition, yields a comprehensive view of customer sentiment. This process not only enhances customer satisfaction but also drives innovation, ensuring that you stay ahead in a constantly evolving marketplace.

Various points of information are needed to truly capture a customer's feedback. In my experience, giving the customer various options to leave feedback will capture several points of view from different kinds of customers; both positive and negative. • Surveys and Feedback Forms: • Social Media and Online Reviews • Customer Interviews • Customer Support Interactions • Analytics and Data Analysis • In-App Feedback Tools and NPS Surveys • Email Requests for Feedback

Every single touchpoint is a huge opportunity to capture customer feedback. The experience of the customer at every touchpoint can be different. Customer may experience something great at one and might be disappointed at other so the feedback mechanism is important for improvement. This all contributes to enhance the customer experience, satisfaction and ultimately retention. If the organization is smart and handles the feedback data efficiently and effectively, it may contribute to improvements in pretty much anything in the organization.

It's important to consider both actual & perceived feedback for your product or service. Analytics may be telling you one thing (E.G. Users are dropping off at a certain point, or aren't doing the desired actions), however, it's not until you couple that with rigorous qualitative analysis from your customers that you'll get to the root cause of "why" this behavior/action is occurring.

🎤 Harnessing Customer Feedback Across the Journey: 1. Real-Time Surveys: Deploy surveys strategically at different touchpoints for immediate insights. 2. In-App Feedback Forms: Integrate user-friendly forms within your digital platforms. 3. Social Listening: Monitor social media channels for spontaneous feedback & sentiment. 4. Post-Purchase Emails: Encourage feedback through personalized post-purchase emails. 5. Customer Support Interactions: Leverage customer service interactions as an avenue for valuable feedback. By implementing diverse feedback channels, you create a comprehensive feedback loop that captures insights at various stages of the customer journey.

If you are asking for customer feedback don't just look at it from the perspective of your existing products and services. Use the opportunity to understand what other motivations or needs your customers may have. Feedback should enhance your offer and not just refine what you already have.

It’s helpful to also step back and look outside of data gathered as part of the use journey. Consider gather feedback from people who never completed the journey. This can give you a helpful perspective on the people your seeking to target beyond your existing customers Why did they not choose the product or service? Why did they not start the journey?