Feedback Apps: Do They Work?

March 22, 2018

Customer feedback has always faced a dilemma when attempting to gather that information. When pressed into delivering feedback, a lot of customers will ignore the request because they have better things to do, even if they do have a genuine complaint they want to address.

The days of delivering feedback via letters is well and truly over: nobody wants to fill them out and hand them in or mail them because of the time, money and effort expended, and your staff probably don’t want to read a mountain of feedback letters. Feedback forms on websites tend to pop up when the user’s trying to do something else, which leads to it getting ignored. Perhaps it’s time to consider a new method?

On the face of it, a mobile feedback app falls into the same trap as paper feedback forms – who’s going to take the time out to fill it in and send it back? Well, most Apps allow you to send feedback almost instantaneously to who needs it, so that isn’t an issue. Apps, like paper forms, can also be customised to make filling them out easier, but you obviously need a balance. Too little info and the data’s useless, too much and it’s likely to never get filled out.

You can also take advantage of the smartphone’s features to make data gathering even easier. Feedback with location data can be used to figure out exactly where the trigger for feedback being sent happened. It can also be integrated into whatever discount/nectar card system your company might use, or it can be just one part of an app with things like news, press releases, online payments and so on.

Other features of the smartphone that can be harnessed include being able to send a photo with the feedback, which can help indicate the seriousness of the problem or make it easier to find. At Soft Intelligence, we are passionate about gathering customer feedback and soft intelligence from your employees, clients and customers, transforming it into straightforward and accurate data that turns the hassle of feedback processing into a breeze.

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