Customer Feedback Surveys

Leverage customer feedback management and analytics to make data-driven business decisions that benefit your target audience and service and product teams.

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A laptop showing a draft of a customer survey being prepared for distribution

In an era where opinions are effortlessly shared across various digital channels, it is crucial to take the time to listen to the voice of the customer and understand what makes them want to keep doing business with you. Customer feedback surveys are a great way to do this. They are a direct, honest source of information that answers why loyal customers enjoy their experiences with your company, why others don’t, and what you can do to improve.

As a trusted customer feedback analytics software provider, RingCental Contact Center is confident in helping figure out the best ways to create enhanced customer journeys and interactions.

Data showing the average NPS by sector

Sector	Score
Department/specialty stores	60
Online shopping	56
Tablet computers	53
Brokerage/investments	50
Online entertainment	46
Auto insurance	43
Hotels	41
Home/contents insurance	40
Laptop computers	39
Shipping services	39
Airlines	38
Credit cards	37
Grocery/supermarkets	37
Smartphones	36
Banking	35
Mobile phone networks	35
Banking	35
Mobile phone networks	35
Life insurance	34
Software and apps	31
Drug stores/pharmacies	29
Travel websites	22
Health insurance	12
Cable/satellite TV	3
Internet service	2

What are customer feedback surveys?

Customer feedback surveys are one of the most used market research tools. They are designed to capture comments, reactions, and suggestions from respondents. This includes both positive responses and negative reviews about a company’s new product usability, service, or customer support.

Traditionally, businesses collect feedback through paper comment cards or suggestion boxes. Nowadays, organizations have switched to a more digital approach and opt to gather customer feedback in real-time through:

Email surveys
In-app surveys
Website pop-up surveys
Phone surveys

What is customer feedback management (CFM), and how does it work?

Simply put, customer feedback management (CFM) is the process of utilizing feedback to gain actionable insights on how to drive customer satisfaction and loyalty. It helps businesses align efforts to achieve desired results.

Managing a customer feedback loop involves the following steps:

Gather feedback from your customers through the channel of their choice. Meeting your users where they are and selecting the best type of survey tool is essential in collecting information.

Once organized and translated into digestible graphs, dashboards, Excel spreadsheets, and charts, customer feedback data can be analyzed to properly identify trends, recurring problems, and areas for improvement.

This involves sharing your findings with relevant departments (product development, product management, marketing, sales, support, etc.) in order to create new processes or policies. Implementing changes with a sense of urgency shows that you are invested in making your customers happy.

To complete the customer feedback management process, you need to follow up with your respondents. This is a crucial step in building relationships, letting them know they have a voice, and showing appreciation for the customers’ time and efforts in helping you improve.

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A woman writing down customer feedback trends and strategies on a whiteboard

A man holding a laptop with a woman holding a notebook

A woman smiling at her phone

The benefits of RingCentral feedback analytics

Gather unbiased user feedback through the communication channel of your choice: email, IVR, SMS/text, social media, and more.

Stay up to date on the latest industry trends with peer benchmarking and effortlessly visualize data through an interactive survey results dashboard.

Eliminate misinterpretation by funneling service and product feedback straight from the customer to the agent.

Identify positive and negative patterns in agent behaviors during interactions, and craft personalized coaching plans based on completed survey data.

Review NPS and CSAT performance for your entire industry and understand where you stand compared to your industry peers.

Increase response rates and agent engagement, reduce turnover rates, and empower staff to self-coach and identify opportunities for improvement.

4 types of customer experience surveys

In order to effectively collect customer feedback, it is important to ask the right questions and choose the most suitable template for your demographic. You wouldn’t expect your customers to respond to a snail-mailed 5-page survey or a random robocall, would you? A well-designed questionnaire not only prioritizes the inclusion of easy-to-understand survey questions, but also takes into account the convenience of the people answering it.

If you’d like to give feedback collection a go, here are some that you could try:

CSAT surveys are one of the most used questionnaires in the business world. Survey responses are used as metrics to measure customer sentiment and happiness in relation to brand, product, and customer support experiences. Positive customer satisfaction scores show you what you are doing right, while negative feedback tells you there’s a problem that needs immediate attention.

Customer satisfaction survey templates typically consist of the following:

Questions with Likert scale ratings (e.g., rate from 1 to 5, highly satisfied to highly unsatisfied, or not at all likely to extremely likely)
Open-ended questions with follow-ups (e.g., “How would you rate your satisfaction with our product? Please share your comments with us.”)
Binary yes/no questions or similar (thumbs up or thumbs down, smiley face or sad face, etc.)

This survey measures the amount of effort a customer has to exert to be able to get an issue resolved, a question answered, a task completed, or a request fulfilled. It is believed that customers tend to be more loyal to a product/service that is easier to use. With CES, businesses can evaluate current processes and optimize them to increase customer loyalty and reduce customer churn.

The types of questions in this kind of survey are usually coupled with rating scales and are designed to gain relevant customer insights. Here are some examples:

How easy was your user experience with us?
To what extent do you agree with this statement: My issue was resolved promptly.
Was it easy to find the information you wanted on our website?
Were the instructions you received during the onboarding stage easy to understand and follow?

NPS surveys measure how likely customers are to recommend a product/service to a friend, colleague, or relative. Measuring customer satisfaction levels allow businesses to rank their customer base according to their level of enthusiasm:

0-6: Detractors – Unhappy customers whose opinions can negatively affect your brand
7-8: Passives – Satisfied customers who are vulnerable to competitor swaying
9-10: Promoters – Loyal customers who will continue to buy your products and will serve as ambassadors of your brand

Because customers prefer a brand recommended by loved ones, NPS is a key KPI you should consider when establishing a customer relationship and market research strategy.

Exit customer surveys offer a glimpse of the main reasons for having low customer retention and high cart abandonment rates. Feedback data can be used to gain actionable insights so businesses can meet existing and new customer expectations. These surveys can also be used to capture information that can be used for future email marketing campaigns.

This online survey usually consists of close-ended questions or multiple-choice questions that limit survey responses to a focused area (e.g., reasons for canceling their SaaS subscription, switching to another e-commerce platform, and more).

Discover RingCentral contact center solutions

Customer needs and expectations are always changing. As part of the business world, we must find innovative ways to make sure the customer journey continues to be a smooth, pleasant, and satisfying experience across multiple channels and touchpoints. RingCentral combines customer feedback analysis with the functionality you need from an all-in-one contact center platform: omnichannel routing, CRM integrations, automation, workforce engagement management, and more.

Contact the RingCentral product and service team today to learn more about our offers and pricing. We’ll help you achieve customer success.

A female agent on a customer support call receiving a positive sentiment score

Interested in knowing how the customer feedback management tool and analytics solution fit within RingCentral’s complete contact center catalog? Watch the demo to find out.