1. Customer Interviews
A traditional way of collecting VoC data and understanding the customer’s point of view is through customer interviews. These interviews can be conducted for a single customer or for a group of customers with the same characteristics. Interviews are mainly carried out face-to-face, on the phone, or via email. Personal interviews are particularly suitable for building and strengthening trust in customers. Customers perceive this type of survey as more personal, but interview requests can quickly seem too intrusive.
2. Onsite Customer Surveys
With the help of online website surveys, the needs of your customers and the topics that concern them can be recorded. If you want reliable answers from your customers, you should pay attention to using the right questions and the right platform for the survey. Platforms often offer different questioning methods, such as yes-no surveys, surveys with multiple answers, free-text answer fields, or dropdown boxes.
3. Live Chat
One way to get feedback in real time is by talking to customers live. Companies can respond directly to criticism in the on-site chat and take the wind out of the sails of dissatisfied customers. Not only can complaints be recorded in the blink of an eye, but solutions can also be presented in a follow-up chat.
4. Online Customer Surveys
The image of a company on the World Wide Web is not just based on information that the company publishes itself. Online rating platforms such as TrustPilot or TripAdvisor actively request customer feedback. But it is not just about capturing positive reviews, it is also about reacting to negative feedback. Many visitors hesitate to buy a product from a company that has received negative reviews online.
5. Focus Groups
Focus groups are a form of group discussion led by a moderator. Eight to twelve participants are asked about their feelings and their opinion on a product or service of the company and then exchange ideas. In this way, the needs of the customers can be prioritized or concepts can be tested. Focus groups can be used following interviews or surveys. They provide more detailed explanations of the feedback that the customer gave at the respective touchpoint.
Email is an efficient way to get feedback from a large group of customers. Depending on the relationship, the choice of words can be personal and individual or formal. At the same time, customers are given the opportunity to express their feedback in the email response. This can be done freely as an answer text or in the form of a survey.