How real-time customer feedback helps you to build a brand!

There was a time when customers & businesses used to choose their vendors based on the price alone. Even quality as a factor is not a big yardstick to measure when compared with customer experience. Surprised much? There are so many competitors these days that the only way you can show your differentiation is by offering a kick-ass customer experience.

Customer experience is a generic team because it encompasses everything that the average customer comes across including their first interaction with you till the time they make the payment to become your customer. No, it does not stop with that. The kind of experience that you give your customers after they have become one is also of paramount importance.

How would you get to know if your business is treating your customers in the right way? This is where getting real-time customer feedback becomes a huge part of your identity. Imagine being presented with real-time data from your customers as and when they are using your product. Another reason why you should try real-time customer feedback is that there are high chances of customers forgetting the experience of using your product after a period. This is where real-time customer feedback makes all the difference. A study by Gartner says that feedback collected at a customer touchpoint is 40% more accurate than one that is collected after 24 hours. Imagine that!

Also, do you realize that while asking for real-time customer feedback, you are creating an atmosphere that makes the customer’s experience positive and productive with you. If you can take the customer’s grouse with you and close the feedback loop by solving the customer’s issue, you are gold! You will have a customer for life when they see that you care and will not certainly think of your competitor unless they can promise the moon and deliver the same on an a mavasya (no moon day).

Here is how and when you can ask for real-time customer feedback!

So when do you ask your customers for feedback in real-time? Thankfully, people are tuned to expect a customer feedback survey when they sign up for a product. Real-time feedback should be asked when they are using your product. You can ask your customers for their feedback at each customer interaction touchpoint. As a business, you need to map out a strategy to find out all the areas where a customer interacts with you, it could be the contact page, email newsletter, CX call and so on. Write down the questions that can be asked at each of these junctures without putting them off. Remember that there are a lot of things that you can learn from your customer at specific touchpoints.

The data that you get from collecting customer feedback in real-time can not only help you change your customer’s experience in real-time, you can also use this data to find patterns when collating all the feedback and make drastic changes to your business processes.

#Respect the time of your customers

#Keep questions to a minimum

#Close the feedback loop

#Create CTAs for each response

#Make answering surveys effortless

Remember, when you go above and beyond for your customers, they will know it even if you don’t go advertising it. The positive reviews that you get for your service will only increase your resolve and make you provide greater service in the times to come. Empower your customers to close the feedback loop and you can certainly keep saying ‘Hello’ and ‘Welcome’ to new customers.

7 Advantages of real-time customer feedback

1. Most effective to right your wrongs

The first step in creating a fantastic customer experience is to identify if there are any problems that your customers are facing. There are customer feedback surveys to do that, of course. There were times when it was all right to send surveys every quarter or once in a month, but here is what you need to do- real-time customer service. Real-time customer service helps you identify the problems immediately and if you have agents who have been empowered to close the feedback loop, you can gain back their trust and business if you resolve their issues immediately.

When there is no provision or process to close the feedback loop, the customer will have to get back to you to resolve the problem. It is highly dissatisfactory for a customer to do that since according to them they have already mentioned the shortcomings to you in the feedback survey.

Also, this is the age of social media where a negative feedback loop can easily go viral and tarnish your reputation in ways that are irreparable. The only way you can minimize such a damage is by getting real-time customer feedback and having a provision to solve the problem immediately by closing the feedback loop.

2. Real-time feedback goes beyond vanity numbers

When you associate a face with something, there is more seriousness involved. Empathy for the customers increase when they are not regarded as a mere number that adds to the company’s bottom-line. When the CS executive receives real-time feedback, there are higher chances of them having empathy for the respondent and will be able to respond more intuitively and with more consideration.

Also, the onus to create such a culture lies entirely on the management who also should get their hands dirty sometimes by taking care of the customer service. This will open them up to a lot of issues that they missed because they were handling the entire operations of the business. With a hands-on C-suite team, it is impossible to go wrong.

3. Creates a culture of learning & improvement

There are huge positives in planning strategies to collect real-time customer feedback and concentrating on closing the feedback loop simultaneously. There is no need to create separate KPIs for your employees, all you need to find is how well they are handling the feedback. Simple things like how they are wording the replies, the speed at which they are attaining resolution and if they were able to satisfy the end customer is a parameter that is big enough to consider as a KPI.

4. Builds customer engagement & trust

When customers freely engage with you, the same can be expected in the real-time customer feedback responses that you get from them. All you need to do is close the feedback loop by asking follow-up questions and taking appropriate action. Equip your employees with the ability to deal with tools to engage with your customers.

Once you set up a process to resolve a customer issue, it behoves a well-oiled machinery like your business to follow it to the T. The ability to respond to your customers in real-time improves customer engagement by keeping the conversation between the respondent and CX executive run smoothly.

5. Increases your competencies and reduces shortcomings

The weaknesses that you find through the real-time customer feedback should be rectified immediately. If it is a process-based issue, you need to entirely overhaul the mechanism with which you work and make the necessary changes. If it is a problem that happened with the particular customer alone, you need to make amends immediately so that they are not put off by it. Offer some sort of apology gift to reduce the damage caused for your customer.

6. Improves performance of your employees

When you go out of your way to create an amazing experience for your customer, you will end up with rave reviews. Would it enthuse you to create more such experiences for yourself and your customers? Yes, of course. So your employees will put their heart and soul into delivering more for your customers.

7. Helps build customer loyalty


The only way to create promoters is to get real-time feedback from your customers so that you can understand their experience with you and if there are ways to improve that. Ask them how you have delighted them and if they find a reason to complain as well.

While getting real-time feedback is pivotal to your business, please do not forget to close the feedback loop since acting on solving the problems faced by your customers should be your aim. Also, the process of asking customers for feedback creates a deeper bond for them with the brand.

Guest Blogger at SurveySparrow

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Originally published at on February 21, 2019.

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