The secret to gaining actionable customer insights
In a recent podcast episode of The Intuitive Customer, Tim Waterton, Chief Revenue Officer at HappyOrNot, shares his expertise on how businesses can capture and use customer feedback to drive meaningful improvements in customer experience.
One key insight Tim offers is the importance of capturing feedback at the right moment — immediately after the customer experience. According to Tim, quick, simple feedback methods like micro-surveys encourage participation and provide more accurate insights.
Tim also discusses the difference between feedback and reviews, explaining that while feedback is company-initiated and often short and direct, reviews are more detailed and initiated by the customer. Both are important, but they serve different purposes in understanding customer sentiment.
A key takeaway from the episode is the need for balance between positive and negative feedback. Tim explains that relying too heavily on either can lead to skewed insights. He also warns about over-automation, sharing a cautionary tale about the risks of losing personal connection with customers in the drive for efficiency.
Key topics covered in the episode include:
- The distinction between feedback and reviews and why both matter
- How to avoid “survey fatigue” and keep customers engaged
- The power of micro-surveys in capturing real-time feedback
- Why balancing automation with personal interaction is crucial in today’s digital world
- The importance of acting on feedback to improve the customer experience
Listen to the full episode on The Intuitive Customer podcast on Spotify or Apple podcast.