Ask for feedback or don't ask for feedback?
Well it depends on how you want to use it?
Asking for feedback because you are broken - broken processes, broken engagement with a broken product/service? Don't ask your customers or employees to tell you what you already know. Sometimes businesses allow for endless feedback to ask questions they already instinctually know the answer to as a form of delay or procrastination.
Asking for feedback to make an already good product great? Asking for feedback to tweak existing processes? Asking for feedback to find out how things could improve? Asking for feedback to better profile your customer so you can communicate to them in a more targetted way? Sure go ahead but follow these simple rules.
1. Ask no more than 1-4 questions each time: Train your customers to know you won't take advantage of their time. This constraint will force you and your team to craft killer questions that matter - more importantly the answers and insights you get back will be way more meaningful and actionable
2. Send customised surveys that only show relevant questions to the relevant person - use a survey tool that has a customisable logic engine e.g. GetFeedback. The logic will make sure you are being targetted in the types of questions each person sees based on their profile or previous answers
3. If you want high-quality information leave the survey altogether! Use 2 way SMS technology alongside 1 powerful question for real time insights OR better yet plan for a 30 minute phone call or Zoom HD session to interview your clients and customers to gain rich and detailed information - offer an incentive for their time :)
4. If your product or service is delivered through an application or website get progressive feedback throughout their time accessing your service. Think about the simple and meaningful ways you can capture feedback and perspectives in real time in bite sized chunks - get rid of the batch and blast survey forever