Udesh Jadnanansing
Udesh Jadnanansing 27 December 2016

The Island Called Digital Customer Feedback: Is It Still an Island?

It has been a few months since my first blog, “The Island called Digital Customer Feedback”, where I talked about some of the findings and realisations that come up in daily practice. I left you all with the question: will Digital Customer Feedback take a step forward? I had my doubts, but thanks to our latest Benchmark survey, we now have some solid insights.

Fortunately and unfortunately…

Fortunately I was right and unfortunately I was right. Nearly six months ago, I predicted that there wouldn’t be much movement in terms of the growth (to maturity) of Digital Customer Feedback.

With this, I’m referring to the often amateurish setup of online feedback forms and the fact that many digital teams still work in organisational silos: the (drifting) island of Digital CX. In other words, digital teams are not thinking about the rest of the organisation when it comes to measuring, analysing and acting upon (digital) customer feedback. And this is not something the customer bears in mind. The customer sees one company and expects that this one company as a whole is responsible for the entire Customer Experience.


So upon further analysis – by means of our second Digital Customer Experience Benchmark Survey – my previous prediction is supported. Well spotted, but no cause for celebration. And while it’s nice to know my gut feeling hasn’t abandoned me, what does that really do for me? As the Dutch author of Ik heb altijd gelijk (I’m always right), W.F. Hermans says, “If you’re right, you’ve got nothing”.

Things are not always as they seem

It seems so simple – “just put a feedback form together”. But you’d be surprised. Let’s take a look at an example. During an evening workshop a few weeks back, we split up 15 online marketers and web analysts into small groups and asked them to outline a digital feedback program based on a (not too difficult) case study, including coming up with one or more concrete feedback forms.

What was interesting was after a few hours, it was evident that complete business strategies were being linked to one single feedback form. This is fine, of course, but it’s not quite as effective as a short and powerful form with a clear (at least for the website visitor) start and beginning. In any case, there were a lot of insights on what NOT to do, which gave us all a good laugh in the end.

Marketers working vigorously on their digital feedback programs

Lifting a corner of the veil

So what should be covered in ever self-respecting Digital Feedback Program? Well at least these two things:

  • A structural understanding of Goal Completion Rate (GCR) – understanding the degree to which your visitor achieved his/her goal is key. A customer who cannot find their way around your website, will not be inclined to visit your website again (truck systems aside).
  • The second metric is Customer Effort Score (CES) – a client shouldn’t just be able to reach his/her goal, but they should be able to reach it without too much trouble. If a customer has to make too much of an effort, they will be more likely to drop off your website, which is obviously not good for the position of your brand, especially when it comes to competitors who have a superior website/webshop functionality in terms of user experience.

In practice, these seemingly simple metrics are either not measured properly and not measured at all, resulting in impure data. So you can probably guess what this means for any decisions made within online marketing that are based on this data…

Equally as important, but often neglected is the manner in which a visitor/customer is asked to share his/her feedback. I’m talking about the technology behind the feedback form. Here you see a lot go wrong. This is also because many DIY tools (often offered at lower prices) only offer one-dimensional form solutions that are typically not very useful. What I have seen results in even less attention to the online feedback program, which completes the self-fulfilling prophecy.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
From Success to Setback: Lessons in MarTech Decision-Making

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative...

Andrew Addison
Andrew Addison 29 November 2023
Read more