4 Ways to Improve Customer Feedback Metrics

Focus on key drivers

Driver analysis is the process of identifying the key factors -- or drivers -- influencing an outcome. In the context of customer feedback surveys, driver analysis is used to determine the product attributes that most influence satisfaction rates. This is usually done through a regression model, with the overall satisfaction rate as the predictor variable and product attribute ratings as the predictor variable. By identifying the key drivers of customer satisfaction, businesses can better focus their efforts on product attributes that matter most.

The above output shows the results of a Relative Importance Analysis regression from a bank satisfaction survey. The survey polled customers on their overall level of satisfaction, along with their level of satisfaction with specific aspects of the bank. With this data, we can see which bank attribute correlates most strongly with overall satisfaction. The results show that branch service and bank fees hold the most relative importance. In other words, the quality of branch service and the level of bank fees are the strongest drivers of bank satisfaction.

From this, the bank can conclude that improving branch service and lowering bank fees are the most effective way to increase customer satisfaction.

Pay attention to open-ended responses

Reading through open-ended feedback responses can be a tiring and time-consuming process. Not all feedback is useful and some can be downright indecipherable. However, it's in the open-ended responses where customers will tell you how they really feel, often in painful detail. It's likely that specific themes and issues will keep popping up, which will help you understand what really matters to your customers.

Looking through the feedback responses above, there are a couple of popular themes that keep emerging. One is "ease of use," which appears to be an extremely important attribute to customers. Another popular word is "innovative," which is clearly a desirable brand attribute. With this information, a company can improve customer satisfaction by better positioning itself in the market and improving their product.

Identify product issues and user pain points

A small issue can have a huge impact on user experience, and unless you are tracking user journeys or prompting customers to report issues, it's easy for these things to slip under the radar. Bugs and difficulty using a product are two of the most common reasons for low customer satisfaction. By staying on top of product issues, you can ensure a seamless and problem-free customer experience.

The Sankey diagram above shows the breakdown of reported problems from a technology product. It's clear that the bulk of issues have come from mobile users trying to open a sidebar, which implies that there is a bug within the app. Something as simple as a broken sidebar will drive down customer satisfaction and can even lead to significant customer churn. By identifying these problems early on, you can nip the issue in the bud.

Consider demographic and geographic factors

Customer satisfaction rates can vary wildly across different demographics and cultures. Younger users may find your product intuitive and easy to use, while older users struggle. English-speaking users may be very satisfied with your product, but non-English speaking users could feel neglected. Understanding how different market segments respond to your product is crucial to maintaining and improving customer satisfaction.

The above output is an example of how the Net Promoter Score can vary by region. If your product is only geared towards an English-speaking market, then there's a chance that non-English speaking users will have difficulty using your product, reading your documentation, and communicating with support staff. If there is a segment of your customer base with a significantly lower-than-average satisfaction rate, look into whether there may be issues specific to that group.