3 reasons why customer support interactions provide better product feedback than customer surveys
How often do product teams look for customer feedback about a new product, a new feature… or about an old problem!
Is our new product working? Is this old problem really solved? There are always new reasons to wonder about how such a feature is perceived, or if this product is working correctly. For example, a manufacturer of audio equipment wants to know if a Bluetooth pairing function is working correctly, or if the user manual is actually included in every box.
Or an eCommerce site selling tricycles with customisable wheel wonders if the right wheel is always delivered. Or a B2B SaaS vendor wants to check if its new configuration widget is easy to use.
Customer surveys would be the traditional way to collect customer feedback on what they think about your service or product. This is an essential tool, and everyone should use it at every touch point or support interaction. But there are better ways to gather and analyse customer feedback at scale, especially when it comes to the specifics of product feedback.
There are 3 main challenges with customer surveys when analysing product feedback.
1. The relatively low response rate: 10% would be good, 5% to 6%. Is probably a more common response rate.
2. Customer surveys can only go out so often, and every customer will only be surveyed once or twice a year. This reduces further your scope for learning.
3. Finally, there are only so many questions you can ask in a survey. There is rarely room for, or success with, including detailed questions about the customisable wheel of a tricycle … assuming you even bought that product!
This is where customer support interactions become really valuable to analyse.
1. You will often find that the volume of customer support interactions is tens to hundreds of times larger than your survey volume. And 100% of these interactions can be analysed.
2. Customers will contact your service team whenever they want, not just when you ask them. In the end, it is likely that 20% to 80% of them will do so, providing on the way valuable information that you can then analyse. This is much more than the subset of your customer base that you have surveyed, and of which only 4-6% will respond.
3. But most importantly, when contacting your support teams, customers will talk about what they want, and in as many details as they feel is relevant to explain their problem. This makes customer support interactions an invaluable source of insights for product teams: this green LED keeps flashing, the power won’t turn off, chicken meals are too salty, the widget won’t allow me to click, and so on. All spontaneous and real product experience.
Now the questions are: how do you collect and analyse these feedback? And how do you share them with the product team?
Collecting is easy: your support tickets or chat logs have done this already.
Analysing is easy: Cx MOMENTS will automatically detect and trend queries, questions or complaints in your customer support interactions, and will let you add, in a few minutes, topics that can be very specific to your business.
Sharing is easy:
– you can export a report from Cx MOMENTS and send it to your product team
– Or you can upload the same as a Trello card if your Product team uses Trello as we do.
– You can invite product Managers to become users in Cx MOMENTS
– Last but not least, you can automate this feedback process by deploying a solution like ProductBoard, which can automatically share tagged Zendesk tickets with the Product team. All you need to do is use Cx MOMENTS to automatically tag tickets in Zendesk when they talk about specific product feedback.
Want to get started and share customer feedback and issues with your Product team? Why not try Cx MOMENTS now?