Customer Feedback: Every Single Thing You Need To Know

Don’t reinvent the wheel, learn from trusted experts…

“I’ve tried sending customer service surveys, but I never seem to get the response rate I want…”

“I want to get feedback from our customers, but it’s hard to ask at the right time…”

“It would be great to start sending surveys, but I need to focus on things with concrete benefits first…”

Sound familiar?

Over the years, we’ve helped hundreds of businesses start customer feedback programs.

We’ve used our simple system to turn cost centres into profit centres and stress into bliss in fast-growing businesses, including the UK’s largest software firm, and several major utilities providers.

We guarantee that if you follow the system you’ll see results: Happier customers, happier staff, and a happier board.

We’ve written down everything we know in these short guides. Print them, share them, get in touch and argue about them, but most importantly use them to improve satisfaction and profit in your firm.

Why is customer feedback important?

Feedback is important. But collecting it in a way which respects your customers is more important still. Here’s all nine benefits you’ll see when you’re get it right.

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The Golden Rule

If we only had 30 seconds to tell you one thing that would transform your customer feedback efforts for good, for ever, this would be it.

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When should I ask for feedback?

Real time feedback is great. But done wrong, it can be a nightmare for both you and your customers. Learn when to do it, and how to do it well…

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What questions should I ask?

There’s no such thing as the ‘perfect customer service survey questions’. But we can walk you through how to discover the best ones for your business…

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What’s the right rating scale to use?

If you know anything about market research, you’ll know carefully picking your scale is important. We’ll show you why the opposite is true when you collect customer feedback.

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What response rate should I expect?

Find out why a low response rate is great; a high response rate can be dreadful, and what response rate you can expect from your own surveys.

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Which metric should I track?

Heard that Net Promoter is dead? Us too. Find out why it is. And also why it isn’t.

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Should I offer incentives?

This is (almost) always a bad idea. Learn the businesses it does work for, and what you can do instead if you aren’t one of them.

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Benchmarking customer satisfaction

Of all the bad ideas in customer experience; benchmarking satisfaction is the worst. Learn why, and what you can do instead in this short, actionable guide!

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How to respond to feedback

Don’t fear replying to customers – learn why replying can be scary, how it can transform a business, and tactics to beat your fear.

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How should I share feedback with my team?

Collecting feedback can be bad for your business. But sharing feedback can transform it. We’ll show you, with examples, why sharing doesn’t have to be scary.

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Dealing with complaints

Complaints are bad, right? Not quite. If you approach them in the right frame of mind, you’ll wish your customers complained more. Learn how.

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