Tool School: How to Choose Your Customer Feedback Tech

We've talked a lot about customer feedback on this show. We've talked about the hows, whens, wheres, whys and whos. Wait, wrong whos. But we haven’t yet talked about the whats: the actual tools, platforms, and systems you can use to collect and organize all that raw data. Between pop-up website polls and email surveys, client interviews and review mining, customer support chat logs and messenger bots, there are dozens of feedback apps, platforms, and even people clamoring for your business. How do you go about deciding which to use — and which to avoid like gas station sushi?
12/05/2019

Welcome back to Marketing Is Broken, the weekly marketing talk show where we so badly want you to understand the importance of collecting customer feedback that we’re doing not one… not two… but three — actually, four — episodes about it. Let’s just call it hammer time.

You already know the questions you should be asking your customers, and how their answers should inform your messaging. So today, we’re taking a more tactical, uh… tack. When you set sail on your feedback-gathering adventure, what tools should be with you at the helm? And which marrrrrrketing tools should walk the plank?

Today, I’m joined by Baptiste Debever, co-founder of Feedier.com, for actionable advice on creating feedback loops that customers crave.

We've talked a lot about customer feedback on this show. We've talked about the hows, whens, wheres, whys, and whos. Wait, wrong whos. But we haven’t yet talked about the whats: the actual tools, platforms, and systems you can use to collect and organize all that raw data.

Between pop-up website polls and email surveys, client interviews and review mining, customer support chat logs and messenger bots, there are dozens of feedback apps, platforms, and even people clamoring for your business. How do you go about deciding which to use — and which to avoid like gas station sushi?

Building a truly effective customer feedback system comes down to giving your customers an experience they actually enjoy. On the flip side, if you ask for feedback the wrong way, you can alienate a previously unruffled customer for life.

Thankfully, today we’ll get some practical guidance. Baptiste Debever, co-founder of Feedier.com, will share his expert advice on building a system to gather great feedback — minus the backfeed.

Watch the episode to hear Baptiste answer the following questions:

  • What are some ways that companies can actually hurt the customer experience when looking to gather customer feedback?
  • How can marketers use technology to reduce friction and increase the quality of customer feedback?
  • After seeing 100k+ feedback responses across your customers, what are some of the biggest complaints that customers have about companies today? Are there any themes that you're seeing?

When you make sure your customers feel heard and enjoy the feedback-giving experience, then you can’t lose — no matter which tool you choose to use. Join us next time for another episode of Marketing Is Broken!

Author: Josh Braaten

CEO - Brandish Insights

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