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5 rules for creating a powerful customer feedback gathering system

[fa icon="calendar"] Jan 2, 2017 12:26:17 PM / by Matti Airas

cx_feedback_channels.pngAt Etuma, we have analyzed hundreds of different feedback processes and formats and seen what works and what doesn’t work. For a feedback analysis company, we have become surprisingly expert in the process of gathering feedback. We have learned how to design a survey process that both maximizes the volume of open-ended feedback and provides concrete actionable insights.


1. Make it easy and ubiquituous to submit spontaneous feedback  

Give customers the possibility to choose the channel they prefer. This includes text messaging, web forms, twitter, Facebook and email. Remember, the customer chooses the feedback channel, not you. Put the feedback URL everywhere. Don't be afraid to receive feedback, embrace it! 

2. Run transaction-based surveys for key touchpoints

We like the transactional Net Promoter Score system (TNPS) but it can be any format as long as it is short and relevant for the experience (touchpoint) you are tracking. In transactional surveys the two most important things are timing and brevity: conduct the survey soon after the event using sms or email, and keep the survey as short as possible. Remember that NPS is not suitable for every transaction. For example, in customer support context, the Customer Effort Score (CES) is a better format.

3. Dig deeper when you don’t have enough information

Customer experience management (CEM) platforms enable you to run sophisticated rule-based surveys. You should use this functionality to find out e.g. why people stopped using a certain product or when their survey response didn’t explain the reason for their reaction (e.g. NPS score) or provide sufficient information for root-cause analysis.

4. Run periodic relationship surveys on a representative sample

Spontaneous and touchpoint specific surveys often fail to get a comprehensive view on brand, competitor, pricing and marketing related issues. It is important to keep the relationship survey format as similar as possible to the transaction survey (although the periodic survey can have more questions). This gives you the ability to analyze customer feedback as a whole accross all channels.

5. Connect your company’s and competitors' Facebook pages and Twitter handles to the analysis service

More and more of the brand, product and service discussion is moving into social media. You need to connect your main social media channels into the feedback analytics process.

Don’t try to get an answer to every question in one survey. Create a continuous high-volume communication process, in which the complete picture is formed from many small fragments.


Watch this video to learn 25 tips on how to make sense of open-ended customer feedback!


Topics: Customer Experience Management, NPS, CES, root cause analysis, transactional NPS, cem

Matti Airas

Written by Matti Airas

My passion is to figure out how to turn open-text feedback into well structured usable information.