{"id":2257,"date":"2017-12-12T17:42:57","date_gmt":"2017-12-12T17:42:57","guid":{"rendered":"https:\/\/blog.qualaroo.com\/?p=2257"},"modified":"2026-06-26T09:59:36","modified_gmt":"2026-06-26T09:59:36","slug":"using-feedback-to-fuel-a-better-customer-experience","status":"publish","type":"post","link":"https:\/\/web-staging.qualaroo.com\/blog\/using-feedback-to-fuel-a-better-customer-experience\/","title":{"rendered":"Using Feedback to Fuel a Better Customer Experience"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Without customer feedback, you\u2019re basically operating in the dark.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">If you don\u2019t know what you\u2019re doing right, you can\u2019t do more of it. If you don\u2019t know what you\u2019re doing wrong, you can\u2019t do less of it.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In short, feedback is the lifeblood that allows us to course correct points of failure and double down on what we\u2019re doing well. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">It can help almost any team throughout the organization, and nowadays, it\u2019s so easy to collect, that there\u2019s no excuse not to do so.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This article will outline the importance of feedback with regard to multiple teams and then cover some tangible ideas for using feedback to improve the customer experience.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Customer_Feedback_is_the_Breakfast_of_Champions\"><\/span><span style=\"font-weight: 400;\">Customer Feedback is the Breakfast of Champions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<p><iframe loading=\"lazy\" title=\"What is Customer Feedback\" width=\"1120\" height=\"630\" src=\"https:\/\/www.youtube.com\/embed\/NAz7Fe-ARsg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400;\">\u201cFeedback is the breakfast of champions.\u201d &#8211; Brian Halligan, HubSpot, CEO<\/span><\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Customer feedback is important, primarily because we\u2019re all too close to our own company and product to see things objectively. In addition, in the big drive to become more customer-centric, it\u2019s rare that companies actually, well, listen to their customers.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Real-time feedback is the remedy, the course corrector to help inject some customer-centricity into your organization.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">If you\u2019re familiar with marketing and <\/span><a href=\"https:\/\/qualaroo.com\/beginners-guide-to-cro\/\"><span style=\"font-weight: 400;\">conversion rate optimization<\/span><\/a><span style=\"font-weight: 400;\">, you know there\u2019s a whole class of quantitative behavioral data that can help you understand problems with your product, sales, support, or marketing operations. Tools like Google Analytics can really help you understand where your funnel is broken and what potential issues you may have.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">However, while this information gives you great insight on what\u2019s going wrong (e.g. users are dropping off on the checkout page, or no one is using your product\u2019s newest feature), it\u2019s not very good at giving you insight into <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> that is or what the problem could be.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In fact, here&#8217;s a video for you to choose your customer feedback tools smartly:<\/span><\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"5 Best Customer Feedback Tools I Wish You Found Sooner | Qualaroo\" width=\"1120\" height=\"630\" src=\"https:\/\/www.youtube.com\/embed\/DyRcNm_NNRU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">That\u2019s where feedback comes in. When you combine the quantitative with the qualitative, you can come up with truly evidence-backed A\/B test hypotheses to continuously improve the customer experience.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">You can use this insight everywhere, in fact. Marketers and optimizers can churn out better experiments, but you can also use it to inform product and feature design, customer service operations, sales messaging, and more.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Offline teams can apply the same approach. At live events, in-the-moment polls and post\u2011session surveys surface issues like audio dropouts or slow changeovers so organizers can act fast. Translating those insights into staffing decisions&nbsp;to manage rigging, load\u2011ins\/outs, and backstage cues helps deliver smoother production and a measurably better attendee experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">As <\/span><a href=\"https:\/\/www.aarronwalter.com\/\"><span style=\"font-weight: 400;\">Aarron Walter<\/span><\/a><span style=\"font-weight: 400;\">, VP of Design Education at InVision, <\/span><a href=\"https:\/\/24ways.org\/2013\/data-driven-design-with-an-annual-survey\/\"><span style=\"font-weight: 400;\">put it<\/span><\/a><span style=\"font-weight: 400;\">: <\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span style=\"font-weight: 400;\">\u201cDesigners aren\u2019t the only ones who stand to gain from the data collected in a survey\u2014anyone who makes things for or communicates with customers will find themselves empowered to do better work when they know more about the people they serve.\u201d<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Outside of insight for iterative customer experience changes, some forms of customer feedback, such as\u00a0Customer Effort Score\u00a0and\u00a0Net Promoter Score,\u00a0have been shown to\u00a0correlate with customer loyalty. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Metrics like NPS and CES can correlate with customer loyalty in many contexts, and <a aria-label=\"undefined (opens in a new tab)\" href=\"https:\/\/www.hubspot.com\/customer-satisfaction\" target=\"_blank\" rel=\"noreferrer noopener\">satisfied customers<\/a> do tend to have higher lifetime value and refer others more often. That said, the relationship between survey scores and business outcomes is directional, not deterministic. Treat these metrics as useful signals that warrant investigation, not as standalone predictors of revenue or retention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">As Rob Markey, Fred Reichheld, and Andreas Dullweber <\/span><a href=\"https:\/\/hbr.org\/2009\/12\/closing-the-customer-feedback-loop\"><span style=\"font-weight: 400;\">put it in an HBR article<\/span><\/a><span style=\"font-weight: 400;\">: <\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span style=\"font-weight: 400;\">\u201cIncreasing positive customer feedback and meeting conventional financial objectives are becoming one and the same goal.\u201d<\/span><\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Three_Ways_to_Use_Feedback_to_Create_a_Better_Customer_Experience\"><\/span><span style=\"font-weight: 400;\">Three Ways to Use Feedback to Create a Better Customer Experience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">These aren\u2019t the only places you can utilize the customer feedback you collect; if you get creative you can use <\/span><a href=\"https:\/\/qualaroo.com\/features\/\"><span style=\"font-weight: 400;\">real-time surveys<\/span><\/a><span style=\"font-weight: 400;\"> or other forms of feedback collection to capture data at almost any point in the customer journey. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">But the following three ideas will give you a valuable place to begin collecting and using feedback.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Customer Service Touch Points<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">One of the most basic ways to use customer feedback is to improve customer service touch points. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This could mean active support encounters like <\/span><a href=\"https:\/\/conversionxl.com\/blog\/how-to-make-live-chat-convert\/\"><span style=\"font-weight: 400;\">live chat<\/span><\/a><span style=\"font-weight: 400;\"> or support tickets, or it could mean self-service support using a <\/span><a href=\"https:\/\/www.proprofskb.com\/\"><span style=\"font-weight: 400;\">software like ProProfs Knowledge Base<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The easiest way to get started &#8212; if you\u2019re not doing this already &#8212; is to ask for feedback after a support encounter. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Most customer support tools do this automatically and you just have to analyze and act on the data. If, for some reason, you\u2019re not doing this already, simply implement a post-support survey, like the following:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Stepping back, though, the actual support experience itself can serve as <\/span><a href=\"https:\/\/www.hubspot.com\/customer-feedback\"><span style=\"font-weight: 400;\">customer feedback<\/span><\/a><span style=\"font-weight: 400;\">, too.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">For instance, if you <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Coding_(social_sciences)\"><span style=\"font-weight: 400;\">codify customer service tickets<\/span><\/a><span style=\"font-weight: 400;\"> and find tons and tons of people are asking the same question or struggling with the same thing, you can a) fix the problem (if that\u2019s possible) or b) create self-service content in your knowledge base to help scale your support efforts in the meantime.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Which leads to my next point: you should be collecting customer feedback in your knowledge base articles as well. Here, it\u2019s as simple as asking a binary question: was this article helpful? <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">With this simple question, you can gather some straightforward data on what articles aren\u2019t helpful and if you\u2019re improving the helpfulness of your knowledge base over time.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Asking a binary feedback question on help content tends to be more effective than using a proxy metric like time on page.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">While you may have an opinion on the matter, there\u2019s a lot of ambiguity over the effectiveness of engagement metrics. In other words, do people stay on site longer because they\u2019re more engaged with the great content or because they found their answer fast and are super satisfied? <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.hubspot.com\/customer-success\/how-to-create-a-knowledge-base\"><span style=\"font-weight: 400;\">In an article for HubSpot<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/twitter.com\/avramescu\"><span style=\"font-weight: 400;\">Adam Avramescu<\/span><\/a><span style=\"font-weight: 400;\"> talked about how they measure success at <\/span><a href=\"https:\/\/community.optimizely.com\/\"><span style=\"font-weight: 400;\">Optimizely\u2019s Optiverse<\/span><\/a><span style=\"font-weight: 400;\">. Essentially, they use Discoverability and Value as the key variables. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">They measured Discoverability in terms of pageviews, but also looked at typical referral paths to see where people are coming from. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">They measured Value through a one-question feedback survey asking a simple question: did you find this article helpful?<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">They then ran a basic calculation where the number of &#8220;Yes&#8221; responses out of the total is that article&#8217;s helpfulness index. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">That way, Optimizely can determine which articles in relation to the rest of them is helpful, unhelpful, or otherwise. With this data, they can also determine helpfulness over time and see if things are generally improving, both at the aggregate and single article level.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Product Suggestions and Improvements<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">If you sell a software product, it\u2019s easier than ever to ask for feedback directly inside the app. Heck, even if you don\u2019t sell software, you can usually get \u201cproduct\u201d feedback and suggestions if you ask. Here\u2019s a form in an apartment complex, for instance:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">While it can be daunting to determine which question to ask in the product experience (you want to avoid disrupting the UX too much but also get valuable insights), there are a few popular questions to ask depending on your goals:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\">\u201cWhat is {product feature} helping you accomplish?\u201d<\/span><\/h4>\n<\/li><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\">\u201cWhat issues, if any, are you having with {product feature}?\u201d<\/span><\/h4>\n<\/li><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\">\u201cWhat features do you think we\u2019re missing today for {product feature}?\u201d\u201d<\/span><\/h4>\n<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Using questions like this you can accomplish goals as different as learning your customers\u2019 <\/span><a href=\"https:\/\/hbr.org\/2016\/09\/know-your-customers-jobs-to-be-done\"><span style=\"font-weight: 400;\">Jobs to Be Done<\/span><\/a><span style=\"font-weight: 400;\">, hearing complaints and frustrations, and crowdsourcing desire for new features.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Furthering that last point, many companies are now collecting feedback on feature requests using a straightforward \u201cfeature request board. For example, here\u2019s the page we use at HubSpot to source feature requests:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Note, however, that this tends to be biased towards your most passionate, highest-intent customers. That\u2019s not a bad thing in itself, as you can clearly still get good ideas from these people, but it\u2019s good to know that they may not reflect your customer base at large.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In summary, using real-time surveys, feature request boards, and qualitative data from live chats and support tickets, you can gather a variety of product-level data, including:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\"><strong>Major product bugs<\/strong>: Things that are detrimental to the customer experience and should be prioritized.<\/span><\/h4>\n<\/li><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\"><strong>Minor product bugs<\/strong>: Minor annoyances that may not destroy the value of your product, but can build up frustration in users.<\/span><\/h4>\n<\/li><li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\"><strong>Feature requests<\/strong>: Forward-facing new ideas to consider in balance to bugs and frustration issues.<\/span><\/h4>\n<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Listening to the customer opens up powerful product design insights. As <\/span><a href=\"https:\/\/techcrunch.com\/2017\/01\/20\/in-a-tech-saturated-world-customer-feedback-is-everything\/\"><span style=\"font-weight: 400;\">Jeremy Bailey wrote in TechCrunch<\/span><\/a><span style=\"font-weight: 400;\">, \u201cI\u2019ve found that the most valuable design tool in the 21st century is rather old-fashioned: customer feedback.\u201d<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400;\">Side note: <\/span><\/i><a href=\"https:\/\/www.thesprintbook.com\/\"><i><span style=\"font-weight: 400;\">Sprint by Jake Knapp<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> outlines a framework for solving big problems that is largely based on modeling early iterations of a product or experience and getting early feedback. The plot doesn\u2019t quite fit this article, but the book is worth a read if you\u2019re into innovation.<\/span><\/i><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. A\/B Test Ideation<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">On-site surveys are a crucial tool used in <\/span><a href=\"https:\/\/conversionxl.com\/conversion-optimization\/conversion-research\/\"><span style=\"font-weight: 400;\">conversion research<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">I\u2019ve used Qualaroo and other tools extensively both with clients and in my work at ConversionXL. Almost every project proves that &#8212; if you\u2019re asking the right questions &#8212; real-time surveys are one of the most insightful data points for test ideation and spotting issues and opportunities.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In the past, I\u2019ve used on-site surveys mainly as an extension of my research goals. For instance, if I\u2019ve found via analytics analysis that a certain page is converting poorly or has a much higher bounce rate than other similar pages, I may add a survey that asks one of the following questions:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h4><span style=\"font-weight: 400;\">\u201cWere you able to find the information you were looking for?\u201d<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><li><h4><span style=\"font-weight: 400;\">\u201cDid this page meet your expectations?\u201d<\/span><\/h4><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Or if, for example, I\u2019m doing more general persona research and want to understand visitors at a deeper level than their digital behavior shows, I may simply ask one of the following questions:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h4><span style=\"font-weight: 400;\">\u201cWhat\u2019s the purpose of your visit today?\u201d<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><li><h4>\u201cWhy are you here today?\u201d<\/h4><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Finally, when I want to get broader Voice of Customer insights into why users prefer our brand and end up purchasing, what hesitations and doubts they may have had, or what their comparison shopping experience may have been like, I could ask one of the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h4><span style=\"font-weight: 400;\">\u201cWhat persuaded you to purchase from us?\u201d<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><li><h4><span style=\"font-weight: 400;\">\u201cIs there anything holding you back from completing a purchase? Y\/N\u201d (and then ask for explanation)<\/span><\/h4><\/li><li><h4><span style=\"font-weight: 400;\">\u201cWhich other options did you consider before choosing our product\/service?\u201d<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">So there\u2019s really an unlimited variety of questions you could ask, depending on your goal (the above are just a few common ones I\u2019ve used). In addition, when you pop the question depends a lot on your goal as well.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">For instance, the above example question, \u201cWhat persuaded you to purchase from us?\u201d would be best suited for a Thank You Page. But something like, \u201cWere you able to find the information you were looking for?\u201d would be better off on a product page or somewhere the visitor is seeking information.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Here\u2019s a tangible example from <\/span><a href=\"http:\/\/www.ryanjfarley.com\/\"><span style=\"font-weight: 400;\">Ryan Farley<\/span><\/a><span style=\"font-weight: 400;\">, founder at <\/span><a href=\"https:\/\/www.lawnstarter.com\/lawn-care\"><span style=\"font-weight: 400;\">LawnStarter<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">They had created a pillar page of sorts for SEO purposes &#8211; the definitive guide to lawn care service. It worked to that end and garnered a bunch of traffic. But compared to other blog articles, it had a high bounce rate and strange user behavior patterns.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">So Ryan ran an open-ended survey on the page, asking \u201cWhat did you come here for?\u201d As expected, many people were looking for info on lawn care, but many were also seeking to purchase lawn care services.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">They took the open-ended question data, coded them into four variables, and then put up another poll with four choices. Here are the options and the corresponding response numbers:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">I want to\u2026<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h4><span style=\"font-weight: 400;\">Learn about lawn care (33%)<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><li><h4><span style=\"font-weight: 400;\">Answer a specific question I have about my lawn (14%)<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4><\/li><li><h4><span style=\"font-weight: 400;\">Read reviews about local lawn care professionals (7%)<\/span><\/h4><\/li><li> Hire a lawn care professional (47%) <\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Most SEO pages they had done had a pretty singular intent, but this one was split between 1) informational and 2) transactional intent. So, they split the page. &nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In the new version, the top part of the page explains how LawnStarter works and how to book lawn care, and the bottom has their lawn care guide, broken up into chunks.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The results: an increase in conversion rate, a decrease in bounce rate, and even an increase in traffic (presumably because <\/span><a href=\"https:\/\/moz.com\/beginners-guide-to-seo\/how-usability-experience-and-content-affect-search-engine-rankings\"><span style=\"font-weight: 400;\">Google values better engagement metrics<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Survey-driven hypotheses are a strong starting point. They are not a substitute for properly run experiments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A few principles worth applying before you move a survey insight into a test:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Define Your Success Metric Before You Design the Test:<\/strong> If your survey found that users were confused by your pricing page, your A\/B test needs a primary metric, such as clicks on the pricing plan CTA or signups from that page, agreed upon before the test runs. Post-hoc metric selection is one of the most common sources of false positives in CRO.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Run Tests Long Enough to Reach Statistical Significance:<\/strong> A test that runs for three days and shows a 30 percent lift is almost always noise. As a baseline, aim for a minimum of two full business cycles (typically two weeks) and a sample size large enough to detect a realistic effect. Most A\/B testing tools will calculate the required sample size if you input your baseline conversion rate and minimum detectable effect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Treat Survey Insights as Directional, Not Prescriptive:<\/strong> A survey that says users want feature X does not mean building feature X will improve conversion. It means that feature X is worth hypothesizing about and testing. The test result, not the survey, is what validates the change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Still not sure what to ask after all that? You could just follow Avinash Kaushik\u2019s <\/span><a href=\"http:\/\/www.kaushik.net\/avinash\/the-three-greatest-survey-questions-ever\/\"><span style=\"font-weight: 400;\">\u201cthree greatest survey questions ever.\u201d<\/span><\/a><span style=\"font-weight: 400;\"> He says that when he was asked which analytics tool to recommend to a VP on a short time frame, he responded that she shouldn\u2019t install an analytics tool. Instead, she should install a customer feedback survey tool and ask these three questions:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h4><span style=\"font-weight: 400;\">What is the purpose of your visit to our website today?<\/span><span style=\"font-size: 16px;\"> <\/span><\/h4> Were you able to complete your task today? <\/li><li> If you were not able to complete your task today, why not? <\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">There you have it: Avinash Kaushik, an analytics Evangelist at Google, wants you to start listening to your customers. What are you waiting for?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_You_Turn_Feedback_Into_Decisions_Not_Just_Data\"><\/span><strong>How Do You Turn Feedback Into Decisions, Not Just Data?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Collecting feedback is the easy part. Most teams have surveys running. What separates teams that improve the customer experience from teams that just measure it is what they do after the responses come in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Validate themes before acting on them.<\/strong> A single comment about a confusing onboarding step is anecdotal. Twenty comments about the same step across different user segments is a pattern. Before escalating any piece of feedback, group responses by theme, filter by volume and recurrence, and confirm the pattern holds across multiple cohorts or channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Separate signal from noise with a simple triage framework.<\/strong> Not all feedback deserves the same response speed. A useful starting point:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th scope=\"col\">Feedback Type<\/th><th scope=\"col\">Criteria<\/th><th scope=\"col\">Response<\/th><\/tr><\/thead><tbody><tr><td>Critical<\/td><td>High volume, high negative impact, affects core workflow<\/td><td>Fix in current sprint<\/td><\/tr><tr><td>Improvement<\/td><td>Moderate volume, clear friction point<\/td><td>Add to backlog with priority score<\/td><\/tr><tr><td>Feature request<\/td><td>Low volume, forward-looking<\/td><td>Log and review quarterly<\/td><\/tr><tr><td>Outlier<\/td><td>Single report, no corroborating data<\/td><td>Monitor; do not act immediately<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Assign ownership at the point of collection, not after.<\/strong> Feedback without a named owner tends to stall. Before you launch any survey, decide which team is responsible for reviewing responses, who escalates critical findings, and what the expected response window is. Build this into the survey workflow, not as an afterthought.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Validate qualitative findings with behavioral data.<\/strong> If survey responses suggest that users find a particular feature confusing, check whether session recordings or drop-off data from that feature corroborate the claim. Qualitative feedback tells you what people say. Behavioral data tells you what they do. When both point in the same direction, you have a strong basis for action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Close the loop<strong> with users and internally.<\/strong> When feedback leads to a change, communicate it. A brief changelog note, an in-app message, or a follow-up email to the respondent cohort builds the trust that keeps response rates healthy over time. Internally, share what you heard and what changed in a regular cross-functional review so that product, support, and marketing are working from the same feedback picture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer feedback is only as valuable as what you do with it. Collecting it is a starting point, not an outcome.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This article covered three practical entry points for <a href=\"https:\/\/app.qualaroo.com\/signup\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">feedback collection<\/a>: customer service touchpoints, product improvements, and A\/B test ideation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the work that creates a measurably better customer experience happens after collection: validating themes, assigning ownership, cross-referencing with behavioral data, and closing the loop with the people who gave you the feedback in the first place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No single department owns this. Product, support, marketing, and leadership all benefit from feedback when it flows to the right place. The teams that get the most out of it are the ones that treat it as an operational input, not a reporting exercise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Without customer feedback, you\u2019re basically operating in the dark. If you don\u2019t know what you\u2019re doing right, you can\u2019t do more of it. If you don\u2019t know what you\u2019re doing wrong, you can\u2019t do less of it. In short, feedback is the lifeblood that allows us to course correct points of failure and double down&#8230;<\/p>\n","protected":false},"author":28,"featured_media":2293,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[48,49,50,51],"class_list":["post-2257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-customer-experience","tag-customer-feedback","tag-customer-success","tag-hubspot"],"_links":{"self":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/2257","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/comments?post=2257"}],"version-history":[{"count":18,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/2257\/revisions"}],"predecessor-version":[{"id":25282,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/2257\/revisions\/25282"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/media\/2293"}],"wp:attachment":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/media?parent=2257"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/categories?post=2257"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/tags?post=2257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}