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What are the challenges of collecting customer feedback in a multichannel environment?

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Collecting customer feedback is essential for any business that wants to improve its customer experience (CX) and loyalty. However, in today's multichannel environment, where customers can interact with your brand through various touchpoints, such as websites, mobile apps, social media, email, phone, chat, or in-store, gathering and analyzing feedback can be challenging. In this article, we will explore some of the common challenges of collecting customer feedback in a multichannel environment and how to overcome them.

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Amber Fida

Head of Customer Experience, Chughtai Lab & Healthcare | Customer Management and Insights Expert | Drive Customer…
Rick Mans

Making Complexity Understandable | Delivering Value through Digital Transformation & Customer Experience for over 20…
Ivaylo Yorgov

Working to create better customer and employee experiences

1 Align feedback channels with customer journey

One of the challenges of collecting customer feedback in a multichannel environment is to align the feedback channels with the customer journey. Different channels may be more suitable for different stages of the journey, such as awareness, consideration, purchase, retention, or advocacy. For example, you may want to use email surveys for post-purchase feedback, social media polls for brand awareness, or in-app pop-ups for feature usage. However, you also need to consider the customer's preferences, expectations, and behavior on each channel, and avoid overloading them with too many or irrelevant requests for feedback.

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Amber Fida

Head of Customer Experience, Chughtai Lab & Healthcare | Customer Management and Insights Expert | Drive Customer Engagement
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It doesn’t matter how many channels you have. The more channels you have, the more data you will be getting. What matters is how are you making sense out of data by building correlations. Data without any action is nothing. If there is no strategy to act upon the data then all efforts are useless.

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Rick Mans

Making Complexity Understandable | Delivering Value through Digital Transformation & Customer Experience for over 20 years
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Asking for feedback is only good if you act upon it. It's not enough to gather feedback; you need to use it to make meaningful improvements. Another important aspect of asking for feedback is ensuring you only ask the same question once on different channels. While asking additional questions on other channels is okay, asking the same question multiple times can be spammy or annoying. It's better to focus on showing improvement and making changes based on the feedback you receive rather than constantly asking for more feedback.

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2 Ensure feedback consistency and quality

Another challenge of collecting customer feedback in a multichannel environment is to ensure the consistency and quality of the feedback across different channels. You need to have a clear and consistent feedback strategy that defines the goals, objectives, metrics, questions, and methods of collecting feedback. You also need to ensure that the feedback is reliable, valid, and representative of your customer base. This means that you need to use appropriate sampling techniques, avoid bias and ambiguity in your questions, and follow ethical and legal guidelines for data collection and privacy.

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3 Integrate and analyze feedback data

A third challenge of collecting customer feedback in a multichannel environment is to integrate and analyze the feedback data from different sources. You need to have a robust and scalable system that can capture, store, and process the feedback data from various channels, formats, and types, such as quantitative or qualitative, structured or unstructured, solicited or unsolicited. You also need to have the tools and skills to analyze the feedback data and extract meaningful insights that can help you improve your CX and business outcomes. This may involve using advanced techniques such as text analytics, sentiment analysis, or voice of the customer (VoC) analysis.

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Ivaylo Yorgov

Working to create better customer and employee experiences
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From what I've seen, the technical challenges are considerably less difficult than the organizational ones, or to put it bluntly - than turf wars. It is the silos that prevent an integrated view of the customer, not the data aggregation itself.

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4 Act on feedback insights

A final challenge of collecting customer feedback in a multichannel environment is to act on the feedback insights and close the loop with your customers. You need to have a clear and effective action plan that prioritizes the feedback issues, assigns responsibilities, sets deadlines, and monitors progress. You also need to communicate the actions taken and the results achieved to your customers, and thank them for their feedback. This way, you can show your customers that you value their opinions, address their pain points, and enhance their satisfaction and loyalty.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the challenges of collecting customer feedback in a multichannel environment?

1

2

3

4

5

1 Align feedback channels with customer journey

2 Ensure feedback consistency and quality

3 Integrate and analyze feedback data

4 Act on feedback insights

5 Here’s what else to consider

Customer Experience

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What are the challenges of collecting customer feedback in a multichannel environment?

1

2

3

4

5

1 Align feedback channels with customer journey

2 Ensure feedback consistency and quality

3 Integrate and analyze feedback data

4 Act on feedback insights

5 Here’s what else to consider

Customer Experience

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