An NPS survey can be just a few questions with a text field for users to expand on their replies; a poll should offer users several options to choose from and be done in seconds, while a questionnaire might take a bit more time.
You need to figure out what type of feedback is appropriate per occasion and to use it appropriately—if you promise a group of beta testers a $200 Amazon gift card, they wouldn’t mind answering a questionnaire that takes an hour or holding on an interview with one of your product experts; on the other hand, a VP might start getting offended if an NPS survey has more than 5+ questions coming one after the other.
So, choose the right type and format for your user’s situation and offer them enough compensation to be worth their time. A free month’s subscription might cut it for some users, some others might just not bother replying if feedback takes more than a few seconds of their time.
The average human’s attention span has shrunk from around 12 seconds in 2000 to just 8.25 seconds, according to a study by Microsoft. It affects how much mental bandwidth your product’s users are willing to give you before they bounce or churn—actually, the average time spent on a page across all industries is 54 seconds, according to Contentsquare’s 2021 Digital Experience Benchmark .
The message is simple: “if you can’t get your message across quickly and simply, I’m out of here.”
Keep your customer satisfaction surveys short and to the point—avoid unnecessarities like jokes or puns; every survey, poll, or questionnaire should have just one objective—trying to bundle too many questions into one session will make customers churn , and you don’t want that, do you?
According to Statcounter , mobile phones have overtaken desktop devices as the primary source of internet traffic—they account for 59.02% of the interactions we make online. Desktop devices are not far behind (39%), while tablets come in at a distant third (1.98%).
And there’s every indication that mobile internet usage will continue its upward trend as smartphones become more powerful and websites and applications evolve to cater to them primarily.
But that doesn’t mean that desktop computing is in death throes—on the contrary, the average value for transactions made on desktops is 28% more than those made on mobile phones. The bulk of enterprise applications still focus on a desktop-first strategy and only graduate to serving mobile devices, etc., after they’ve acquired and established a significant market share.
Instead of focusing exclusively on one or the other, you need to split your attention on both equally: a multi-channel product feedback strategy will help you accommodate your users wherever they are and to keep improving your product.
Thankfully, modern survey tools are designed such that you can build one version of a survey that renders natively on mobile and web devices or whatever platform your users are on, to offer them a uniform experience across channels.
Nudging users to provide feedback is helpful at times, but organic feedback is more likely to be authentic. When users have the opportunity to provide feedback when they’re ready, you get better insights and more detailed opinions.
It’s okay to set up a plan to encourage users to share feedback, but create pathways that allow users to communicate when they’re ready. Unless you’re looking for feedback on something specific, leave the door open for conversation.
An excellent hybrid route allows users to leave feedback directly inside your application. With a digital adoption platform like Whatfix, product teams are empowered to build and analyze in-app experiences – and then nudge users to provide feedback to that in-app guidance or experience in real-time, with embedded feedback forms.
Aftering collecting your product feedback, you need to make the most of it. It’s great to know what people say, but you’re missing a real opportunity if you’re not using that feedback to make strategic updates and changes to your product.
The customer feedback loop starts with collecting product feedback, assessing it to determine its relevance, and implementing action items to address issues or prioritize new features.
Don’t let your product feedback sit and gather dust. You need to take action based on the feedback users have given you, prioritizing requests and bugs from your feedback mechanisms in your product roadmap. Consider enlisting the help of a product roadmap tool to quickly integrate this feedback into your roadmaps.
Creating a product roadmap page that outlines all your future updates and plans can show users that their feedback has been taken into consideration and you plan to implement changes to address those issues soon. Be sure to earmark all new features and updates that were requested by users to show your customers you value feedback and have a customer-led roadmap.
