How To Create A Customer Feedback Loop That Works On All Stages Of The Funnel

Over time, I’ve spoke with a lot of founders and marketers about customer feedback. Most of them would tell me that they’re all about their customers and they focus a lot on getting feedback from them in order to improve their product, but the truth is that most companies tend to ignore it. Not a lot of companies actually apply customer feedback loops in their process. Some companies just don’t feel the need for it or some founders just don’t know where to start. The same questions come up all the time,

  • Where do I start asking for customer feedback?
  • How do I ask for customer feedback if I don’t already have a list of email subscribers or users?
  • What type of questions should I be asking my customers?
  • We don’t have a need for user and customer feedback now..

According to a study by RXL , 68% of your customers will leave you because they feel like you don’t care about them.

68-of-customers

Another study by Monetate shows that, 79% of customers will buy from a company again if the experience is good, but 89% of them would switch to a competitor if the experience wasn’t satisfactory. And nearly everyone agreed that the online experience influences their decision to buy. Also 95% of your customers will tell their friends about their bad experiences.

95-customers customer feedback

This is why it is it’s vitally important for you to have feedback loops in place to catch unhappy customers and collect insight. Creating a customer feedback loop isn’t as difficult as you think it is. Matter of fact, you can add customer feedback to any stage of your funnel. In this guide, I’ll briefly go over the different stages of a funnel and how you can implement customer feedback across all stages of the different funnels.

I personally sign up for a lot of products and services myself, but I’ve personally noticed that 90% of those companies never ask for my feedback and if they do it’s usually just a personal email at the very beginning when I sign up. I might receive a NPS survey here and there a couple months down the line, but nothing engaging enough to make me feel that I’m highly valued as a customer.

Different stages of the funnels

You should be looking to gather feedback at every opportunity possible. Most companies tend to think that they should only be getting feedback from people who’s already been on their list or have been an active paying user for a while. That is only one part of the funnel. Every marketer knows that the sales/marketing funnel begins with the landing page and this is the first stage of the funnel that I will be going over.

Non-paying customers/landing page/cold traffic/blog – This is where all your potential customers visit before they know anything about your product. They could have found you through a Facebook ad that you have been running or heard about you from a friend. Either way, this is where they land and this is where the customer feedback loop can start.

This includes your blog. Content marketing is super powerful and it’s a great way to grow your brand and attract new visitors, but quite often, it takes a lot of engagement and revisits before the customer subscribes to your email list or decide to give your product a try.

According to Groove, In their first 30 days after subscribing, roughly 10% of our subscribers sign up for a free trial of Groove.

grooveblogtotrial yesinsights

Email subscribers/Trial Users/Free sign up/Leads

This is the stage of the funnel where the potential customer has already committed and make their first step towards becoming a customer. We notice that more often than not a user would usually engage in a conversation with the company through a live chat, submit a form with more questions, or subscribe to the company’s blog before attempting to make a purchase.

This is the perfect sweet spot for gathering customer feedback because this is the stage of the funnel where you already have the user’s contact information or their email in your database. You can start nurturing them at this point and make the customer feel like you actually care about them.

Customer

Woo hoo! This is the stage of the funnel where you should be giving you and your team a high five! You’ve successfully converted a user into an actual customer. Now the hard part is retaining the customer and ensuring that you can turn them into an advocate and hopefully they will refer you even more customers.

Most of these customers are considered to be first time users and they don’t have enough experience with your product in order for them to know how to use it right away. This is the part of the funnel where you want to take customer feedback very seriously and improve the user onboarding process.

Long Term Customers

These are the type of customers that have already been using your product for a while. They probably know most of the in and outs of your product and found a very strong use case for your solution. Regular feedback loops at this stage is crucial for understanding and gaining insights on how you can improve your product even more and what other features you can provide for them to make them even more happy. Usually these are the type of customers that have a high engagement rate and more likely to refer their friends to your product/service.

Cancelled Customers

This is the last part of the funnel where you don’t want the user to end up in. The longer the customer sticks with you the better. Just because a user cancelled their account doesn’t mean that it’s over. I wrote a related blog post here on, “How you can set up a process to win back your cancelled customers”. This is the stage where you want to take customer feedback even more seriously because you want to know exactly why they churn and what you can do to save them or have them revisit your application.

Gathering Customer Feedback

Cool, now we have most of that covered, let’s dive into how you can gather customer feedback and create that ultimate feedback loop for every single one of those stages.

Lead/Cold visitor/Blog visitor

As mentioned above, this is the very first stage. The hardest part about this stage is that we do not have the lead’s contact information, social media accounts or anything where we can reach out to them for more feedback. There are two main go-to ways for collecting customer feedback at this stage.

Live Chat Widget

The very first way is through a live chat widget like Intercom, Olark, Drift. We use Intercom ourselves on our landing page to communicate with the leads that land on our site so we that we can answer their questions immaediately.

One of the advantages of live chat is that visitors really get ALL their questions answered by a real person. If you sell something technical or your offer raises questions than having live chat capability can help to reduce any friction to buying. You can use the live chat to schedule a demo or provide them with help and that will show the customer that you actually care.

Triggered website feedback widget

This is my favorite one and it’s the one that works best. You can use a lot of tools like Crazyegg to look at heatmaps and see how far the user is scrolling etc., but that’s just not nearly enough to figure out where the user is coming from or what their intentions are. This is where a triggered website widget or an on-page survey works really well.

You do not necessary need this to be on your home/landing page. It can appear within your blog or on a category/resource page. Both can be super effective. An interesting fact is that people are more willing to subscribe to an email newsletter after they’ve made a micro-commitment which in this case means that they’ve answered a question first.

Here are some places you can place a website feedback widget:

Landing page– We run Facebook/Google Adwords and retargeting. A lot of our traffic come from the cold ad clicks and I want to be able to segment and figure out why the user is visiting our site to see if our solution is a good fit for them. One of the best on-page survey question I like to put is, “What’s the goal of your visit today?”

landing page website widget

I created this with our own app YesInsights and I have it display only on certain pages. In this case, it will be on our landing page. The best practice is to ensure that you have the proper call-to-action set after the visitor selects a response. For example, if they select that they’re, “looking for a user feedback tool”, I might want to set the action to redirect them to our sign up page for a free trial.

Checkout page – If the visitor does click on sign up and decides to fill in their information it means that they’re micro committed and their chance of becoming a paid customer is extremely high. Unfortunately, people drop off from that stage of the funnel a lot. Instead of guessing why they drop off, I like to trigger an exit survey before they leave the page to capture their feedback on what’s stopping them from buying right now.

 

Again, every single feedback is extremely important to me, so I like to redirect and implement the proper call to actions depending on what they select. If they want to learn more about our product, I would love to hop on a call with them ASAP to answer all their questions.

Blog – We get a good amount of traffic that comes to our blog everyday. Just like with every other content marketer, I struggle to figure out what to write next. Does the post help with my ideal audience? Can it help grow YesInsights? Who’s my reader? I ask a lot of questions before writing a blog post and there’s no better way to get them answered than through asking for feedback directly on the blog with an on-page survey/ website feedback widget. Hiten Shah, one of our customers, talks about the importance of customer feedback when it comes to content marketing in our brief Q&A here – Hiten Shah On Leveraging Customer Feedback For Content Marketing

There are a lot of questions I like to ask on my blog to figure out what my audience wants to read next, but here’s my go-to question.

I like to start off by simply asking a close ended question that says, “Did this article help you find what you need?”

blog on page feedback survey

If they select Yes, I like to capture their email right away! So within the YesInsights settings, I would choose the setting to “collect their emails” and it will show them this:

collect email on site survey widget

Boom! Email address collected. You can get creative with this and play around with different A/B test. For example, you might want to display a NPS survey instead to see how people rate your article and so forth. It’s all about testing and optimizing.

Leads/Email Subscribers/Trial Users

This is the next stage of the funnel where you already successfully captured the users contact information such as their email or social media account information. Now you can do more research on them, understand their use cases, and ultimately take the guesswork out of knowing what they want. For this stage, I like to use one-click email surveys because now I have to chance to actually talk to them through email.

The most common thing companies do is send out a welcome or thank you email after the user has signed up. The first thing we do once a user signs up for our app is to send a welcome email asking them where they heard about us. This is extremely important because it is an open ended question that allows us to find out which marketing channel is working best for us and which marketing channel we can double down on. It looks like this:

onboarding-email-yesinsights

This is a one-click survey that we created through our own platform that integrates within Intercom. We integrate with Intercom, Drip, Convertkit, Mailchimp and a bunch of other email service provider, so creating a one click survey is easy and quick through our platform.

This is considered to be a “triggered email” and only gets send out through Intercom as soon as the user signs up for our trial.

Why does this work?

Because triggered emails tend to be highly relevant to the customer. In fact, research shows they get up to 8x more opens and clicks than marketing emails. Secondly, these emails also tend to help the customer. If you help them, they’ll help you.

By asking questions in your email drip campaign, you’ll establish a system that consistently gets feedback early and often. And by giving customers easy opportunities to give feedback, you also show that you value their opinion highly. We get 60% response rate from everyone that opens up this email, which is relatively high for surveys.

Throughout the user’s trial, we constantly engage with our users to find out which part of the app they are struggling and benefiting from by sending these type of one-click surveys. Our customer PiktoChart uses YesInsights within Intercom a few days into the user’s funnel to figure out what’s the user’s main use case. It looks like this:

piktochart yesinsights

They get 75% response rate on this survey and they’re able to send users different educational materials based on their responses.

If you are sending a welcome email to a new blog subscriber, it would be good to use a survey like the one shown above to narrow down the focus of what they are trying to accomplish by subscribing to your blog and then segmenting all the users that are interested in giving your product a test run.

Customers/Long Term Customers

If you did well with your lifecycle email nurturing and provided the customer with a lot of value throughout the trial phase, they should convert into being a paid customer. Customer feedback is extremely at this point because you want to be able to increase user retention and have them stick around for the long term.

At this stage, I like to ask for customer feedback on their experience with our product so far and ask questions to determine whether or not my features are providing enough value and whether or not I’ve hit product/market fit.

The best way I’ve found to measure product market fit is by asking a very simple question. This question is simply, “How would you feel if you could no longer use [PRODUCT/FEATURE XYZ] anymore?”

You can get creative and re-word the question in many different ways. Another variation is that you can use is, “How disappointed would you be if you could no longer use this product?” or “How likely are you to recommend [PRODUCT/FEATURE XYZ] to your friends?”

All three of those questions will help you get into the minds of your customer and determine if your product or service has really achieved product/market fit.

The best way to do this is to provide a list of response for them to select from. You can send that question in a regular email, but providing a list of response for the customer to pick from will increase your response rates because they won’t need to hit reply and type up a long answer. Here’s a picture of Buffer using the same question to determine if their new “power scheduler” feature is a feature that people love.

Here’s an example of how you can ask this in your emails that you send to your customers:

How would you feel if you could no longer use YesInsights anymore?

Very disappointed
Somewhat disappointed
Not disappointed
I don’t use it anymore
You can create a simple one-click survey with that question above using YesInsights. You can also track exactly who responded to the question and view all the analytics right within the analytic dashboard.

Here’s how the one-click survey will look if you’re creating it with YesInsights:

productmarket-fit-yesinsights

And here’s how the analytic results will look:

product-market-fit-yesinsights2

If you find that a high percentage of your customer are saying that they would be “very disappointed” without your product, there is a great chance you can build sustainable, scalable customer acquisition growth on this “must have” product.

On the other hand, if a good chunk of your customers are saying that they won’t be disappointed, then you might want to think about how you can improve your product. This is a good sign that you should prioritize improving your product rather than pouring more money in acquisition without knowing what your customers want.

This isn’t the only way you can collect customer feedback at this stage. I like to ask other questions such as, “What features would you like to see us build in the near future?” or “Which feature did you find the most useful?” Again, just get creative and play around to drill down the pain points so you can build the ultimate product.

Another thing I like to send out during the later stages of customers that have been with us for a while is a Net Promoter Score survey which you can also create within YesInsights. There’s a lot of articles out there about NPS, so I won’t dive into it too much, but if you’re looking for tactics on how you can leverage NPS for referrals, feedbacks, and best practices check out this post here – How To Leverage NPS To Drive More Sustainable User Growth and Retention or get our free NPS playbook.

yesinsights-nps

Cancelled Users 🙁

The last part of the funnel are users who have cancelled from your service or didn’t come back to buy again. This is the part of the funnel we never want the users to end up in because that results in user churn. You should do all you can to collect enough valuable customer feedback before the user even thinks about cancelling their subscription, but if they do proceed to do so, you can still ask for customer feedback. I like to do this with cancellation surveys.

A cancellation survey can appear in many forms, but the most basic one would be one where you swap out the “cancel subscription” button with a question and a series of responses. It can look something like this:

yesinsights cancellation survey

This isn’t necessary a customer feedback survey, but if the user selects, “Delete your account but leave us feedback”, then I like to trigger a survey asking for additional comment or feedback.

The survey that I do like to send is a survey that starts with an open ended question related to the cancellation. It should look something like this.

cancellation-survey-yesinsights

With this, I can gather all the data from our cancelled users and determine what I can do on my end to improve my product as well as provide a better value for our future customers. Ongoing customer communication is a great way to bring back cancelled customers. I also like to send a survey out 30-60 days after the user cancel to update them with our latest features and updates to see if they might want to revisit our app again. This tends to work quite well for our churned users.

Conclusion

Building feedback loops into your products is good for everyone: for customers it shows that the company actually cares about it’s products, services and the people using it. If you’re not already creating a customer feedback loop, then I hope this article can help you reconsider doing so and that the process is actually quite simple. It can be added to all your lifecycle marketing emails as well as triggered emails and it’s a great way to take the guesswork out of knowing what your customers really want. I would love to hear from you guys on how you guys are getting customer feedback right now and if you’re already using some of the techniques I mentioned in this post. Please share in the comments below and if you like what you’re reading, please leave us an email 🙂

If you’re ready to start implementing the tactics that I mentioned in this post, then please give our free trial a try and sign up at YesInsights

 

 

 

 

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Wilson is the co-founder of YesInsights. Wilson has been an entrepreneur and growth hacker/sales person for his entire life. Previously Wilson ran Head of Growth for Mobile Action, Iron.io and Founder of InspireBeats (all in one lead generation solution). Follow him @wilsonpeng8 on Twitter

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