What is real-time feedback? It's the ability to get feedback right at the point of purchase, on premise, or during an event.
For the most part, survey recipients are unwilling participants. In fact, research suggests only 33 per cent of surveys receive a response. In-person, though, the likelihood of participation is much higher, with data showing that 57 per cent of in-person surveys are completed. That said, to gather real-time user feedback, it’s important that you request it on the spot.
Real-time feedback offers a tool to improve the way you engage with your customers. It lets them know their opinion matters, gives you the chance to resolve any problems, and is more likely to result in accurate feedback. When time lapses after an event, response quality can deteriorate; instead, you should aim to capture a user’s feelings and reactions either during or immediately after they complete an action.
Multiple times a day, consumers have opportunities to fill out questionnaires and offer feedback. There are survey options attached to receipts when you purchase something in-store. Online shops send strategically timed emails after you make, then receive your purchase. The majority of the time, customers ignore these efforts. While companies value the data, they can only expect a small completion rate.
When you apply real-time feedback, you can capitalize on the most opportune moment to understand how users perceived their experience.
Companies should source real-time feedback from customers, and they should do the same with their employees to understand and improve employee satisfaction.
Research suggests 85 per cent of millennials want more feedback from their managers. Although annual and semi-annual performance reviews are the norm, there are better ways to keep employees engaged, understand what their employer can do for them, and help them correct course when they underperform. Doing so can curb turnover, improve morale, and boost performance.
Data suggests employees are twice as likely to start looking for a new job when they do not feel recognized for the work they do. More than half of the employees polled in one survey indicated they left a position because they had a bad manager. Feeling appreciated and having a good working relationship with management are both key points in job satisfaction.
There is a definite need for good communication and honest feedback opportunities within every successful company. Annual performance reviews may be useful, but real-time feedback, or more regularly scheduled feedback opportunities, can help organizations proactively address and resolve issues with workplace happiness.
Before you launch initiatives to gather real-time feedback, you need to consider how you will use the data. Many companies send surveys, but then fail to act on the information they receive from customers and employees. Annual performance reviews are often used when determining raises and as a point of protocol, though the insights garnered are rarely applied in other beneficial and creative ways.
Data collection is just the beginning. Once you receive it, it’s important to find productive ways to translate that information into meaningful solutions. Two ways you can do this are:
Some managers argue that real-time feedback can be disastrous for businesses. They believe there are three main disadvantages:
While these are valid criticisms, managers can easily overcome each of them. Companies simply need to respect the process: Take the time to collect more data, ask smarter questions, and understand the whole situation before formulating a response. This ensures you react to the highest priority problems in a rational — rather than emotional — manner. This also enables you to come up with effective and lasting remedies. Absent additional information, you may take misguided steps as you craft a solution.
Your surveys should be designed to give you both wide-ranging and specific answers. While short surveys are recommended as a way to keep users engaged and avoid partial completions, you also want to ask targeted questions.
Before you draft your questionnaire, review recent and historical performance data to see where you may need to focus your efforts to improve. For instance, you might notice that certain products have relatively low conversion rates. Others may have high order returns. In office, you might find that certain departments have faster employee turnover. Use this quantitative data to determine what qualitative feedback, in real-time, you want from your users. That way, you can generate meaningful insights that can help you design better solutions for your customers and employees.
Afterward, remember to announce any new changes to your customers and employees. This lets them know their opinions were both heard, valued, and acted on.
Companies can also integrate survey data with their customer relationship management (CRM) software. This gives your CRM data more depth as you work with individual clients to personalize their experiences.
Some options for personalized communication based on survey responses may include:
Real-time feedback gives you the ability to remedy mistakes and heighten positive attributes in a way that traditional surveys can’t. The immediacy of the process tells your customer they matter. When the customer feels heard and valued, they are more likely to keep a line of communication open with your brand and to pay attention to future marketing and sales messages. A satisfied customer is also your biggest asset because they are more likely to recommend your brand to their friends and family members.
When you source real-time user feedback and use the right steps to analyze and process the data, you can create optimal solutions to help deliver happiness to your customers and employees.