Feedback buttons empower your customers and employees to give you instant feedback when they face difficulties with – or enjoy – an experience. They are quick, accessible, and universal. They take a moment of somebody’s time, integrated into an experience rather than a separate jarring process.
But, as with most things, implementation is everything! Whilst push button surveys are simple to use, some thought into the process is required. Over the years we have encountered a number of dilemmas and learned the hard way, so we thought we’d share what we discovered.
Top tips of things to avoid when designing a feedback button survey
Make sure the meaning of the button is clear. Push button surveys are best when they do not take too much thought – you capture the feeling. If your user must take a moment to decipher your questions or answer buttons, that pause can influence the response. To keep the insight as accurate as possible, the buttons must be quick to understand. Simple wording, icons, and often smiley faces are quick and easy to recognise and associate with.
Feedback buttons are well suited for quick pulse feedback – they are not a deep dive into the detail. Keep questions and answers reflective of that, by keeping them short and intuitive.
#3 Excessive options
Too many buttons on a screen can create uncertainty – so again users might overthink, but also dilute your responses for analysis. In-the-moment feedback should be actionable, and if you dilute responses too much it can make it difficult to focus on what needs to improve.
#4 Forcing a decision
Give your users an out – a neutral button, N/A or skip. If you force a customer to give an answer you not only annoy them, but you also force them to give an answer that might not truly reflect their feelings. It can be tempting to stop people from skipping a response to guarantee the number of responses, but this payoff might be the quality of the data output.
#5 Being Irrelevant
Asking irrelevant questions – if a customer has said they are happy with the service don’t ask them what you could have done better. It will jar their thought process and take them on a tangent, instead about they about what they felt was good. To do this well, you will need to route your survey questions to ask different questions to those that are happy and those that are unsatisfied. Using routing on your feedback buttons will enable you to do that.
Avoid narrowing access to your survey – either by making it accessible to only customers that have made a purchase or only to employees with instant access to technology. Enable access in a variety of ways – across channels to ensure there is an equal chance to leave feedback. Feedback buttons can be access via kiosks in spaces, by scanning codes with mobile phones, embedding in to websites or via an online link. Same surveys, multiple ways to access.
We hope this guidance is useful to you, as you start – or continue – your journey of capturing customer and employee feedback.