Customer Feedback — UX vs Results

Any darn fool can make something complex; it takes a genius to make something simple
Albert Einstein

In today’s world, the use of technology is so much around us we don’t even notice we are using it. In some cases it is mandatory. In some cases you see it as a human need. Nevertheless, technology always serves a purpose.

Technologies are successful when an experience is designed around that purpose. As the experiences evolve, so does the technology. An example is watching a movie. Starting with VHS, people moved to DVD’s and then BluRays as the quality of the experience was better. Today, people are streaming films online as the experience is convenience of access to the films where, when and how they want.

So, what makes a person use a piece of technology over another? Their experience of it and whether it impacts them in a positive way or not. This leads in to User Experience Design (UX).

1) Technology — the functionality and performance of it

2) Business — the market that it is being used in and whether there is a demand to use it

3) Design — the aesthetics, front end and first impressions of it

None of these areas work by themselves. They integrate and complement each other. Whether its relevance is an issue, its effectiveness a revelation or its style matches the brand standards, they all combine as part of the user’s experience. This opens an area of that cannot be taken lightly for companies — customer feedback.

As every business is reliant on its customers, they want to know what they think. They want to know how they feel. They want to know if they are happy. This is very important information. Yet, they can only get this information if they are able to interact with the customer. This leads to plenty of conversations surrounding the design of surveys and a big question of “how can we get as many of our customers to fill this out?”.

Surveys were a great way to get customer feedback, in 1998 at least. At the time people were tethered to their desks on their PCs and didn’t mind answering a survey which had many questions. Now the experience users want is different. They want something they can fill out on the go, that doesn’t get in their way and is easy to respond to. They want something that may even be fun to interact with!

To start answering this question today, first impressions are a big factor. Just by looking at a survey a customer can see how long is it going to take and probably how boring it is going to be to complete!

For Example, which of these two surveys would you prefer to fill out?

You know as well as I do, when you see a lot of those red asterisks it is generally not going to be a great experience and probably will take up a good bit of your time. Consequently, design and layout are central to the customer’s experience.

However, there are some opinions that the color and design can skew results because it could lead customers to give one answer over another. For the Net Promoter type question which asks “How likely would you recommend…. to a friend or colleague?” using a scale from 0 (not likely) to 10 (very likely) we implemented the following color scheme:

Net Promoter Score Scale and Color Scheme

For us, the most important thing is that the customer wants to give it you feedback. They must want to fill out a survey or leave a comment for your company so if we can make that experience better, then we will.

The key message here is that you need to turn something which is capturing important business metrics and make it into an engaging experience. When done right you get engagement, feedback and information that can be acted on.

One Question + Many Answers = Great Insights!
The formula for simplicity!

Start by creating your own free question here:

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