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PisanoSep 3, 2020 12:46:38 PM4 min read

What Is the Best Way of Collecting Customer Feedback?

“I believe in accessibility. I believe in honesty and a culture that supports that. And you can’t have that if you’re not open to receiving feedback.” Mindy Grossman, who is CEO of Home Shopping Network, Inc. and one of the 100 most influential women on Forbes, teaches us valuable features about collecting and analyzing feedback.

Feedback means evaluative information derived from such a reaction or response. Feedback means at marketing world, customer’s insight and suggestion about an experience at a corporate. The best adviser is their clients personally getting service from you. As Grossman says, you must listen to your customer’s voice if you want to create a real atmosphere in your business. Your business grows at the rate of the strength of the bond between you and your customers.

Before you start collecting and analyzing feedback, you should consider these questions:

  • What part of the customer experience do you want to improve?
  • What will you do with the data you collect?
  • Which channel works best for your goals?

To choose the best channels collecting feedback at your business is the first vital action of customer experience. There are five modern ways of collecting feedback from companies.

Email and customer contact forms

Collecting feedback via e-mail is a favorite method today among brands. The first acting in this way is considering features of consumer mass. Then, the business can prepare spot-on questions on e-mail survey to get knowledge about customers on a particular topic. Even though e-mail and customer contact forms seems to be a suitable way to measure customer satisfaction, there are many missing points on this method.

Firstly it is a very slow process to create an action plan for clients accustomed to speed. Also, one of the most important parts of collecting feedback is regularity and durability to create a viable action plan. Although this is an excellent method, it has it’s disadvantages of making your customers upset through constant emails

Mystery Shopping

Mystery shopping bases on a report, which is created by the “Mystery Consumer” to measure the quality of service, or compliance with regulation, or to gather specific information about products and services. The mystery consumer’s particular identity and purpose are not known by the establishment.

The researchers show that mystery shopper reports and real customer complaints contradict. The reason is that mystery shopping study tries to measure very unreal and sometimes biased opinions instead of direct clients. A business should try to measure real customer satisfaction and take decisions in consideration of actual customer data.**

Customer Interviews

To talk face to face is a very useful method to gain loyal customers and provide great customer experience. You can learn the real value of your brand in your client’s eyes via first-hand interviews. If a brand knows its customers personally, it can create a realistic action plan. However, customer interviews cannot be the only feedback method because customer data should be updated every day and every moment,meeting a customer always is highly impossible. A brand should use another tool for collecting feedback besides meeting customers personally

Social Media Polls

Another way to collect customer feedback is survey polls on social media channels. Although social media polls are very easy and fast way of receiving feedback, the challenges in a social media polls are that you must ensure that user profiles are not fake to gather the correct data, your answers for the survey are public, hence brand perception may be an issue that you would have to deal with. You may be collecting responses from irrelevant or wrong demographic, leading to incorrect information. Social media polls are also not personalised to each, gathering feedback from different people in a customised way is a better solution.


Real-time web and mobility have majorly changed consumer behaviors. Business should listen to their customers at the time and there; otherwise, they lose customer and branding image. So;

Surveys are a great way of collecting feedback from customers, there are different type of surveys which are used these days, such as:

  • Request boxes, not readily available.
  • Paper surveys, which consume a lot of time and paper
  • Digital surveys, majorly which may not gather real-time feedback are not so beneficial anymore for businesses.

All of the above survey types are unfortunately either time consuming or are very delayed by the time a surveyor looks at the results and understands the customer’s problems.

Research says that If a business answers the customer within one hour, there is a huge possibility that the client continues the communication with the same brand. 80% of the brands today lose their clients because they were not able to communicate with the customer within this hour time frame. This is exactly where Pisano helps businesses with real time digital survey.

With Pisano, you can,

  • Reach customer data anytime
  • Connect Pisano to your mobile phone to reach and respond customer insight.
  • Hear the voice of the client anywhere and anytime because the corporate know personally customers and solve faster their problems

There are several methods to collect customer feedback. However, the real-time digital survey is the smartest and fastest solution to gather customer insight for continuity and practicality.

We, as Pisano, aim at giving a new impulse to the customer experience.

Pisano is a powerful customer experience management tool. We collect and analyze customer feedback to help you grow your business. Ready to deliver outstanding service?