Article

Udesh Jadnanansing
Udesh Jadnanansing 11 January 2017

It’s Time to Speak to your Digital Agency About Online Customer Feedback

Picture this. You are the marketing executive of a company that is currently undergoing massive growth. Your responsibility involves overseeing all digital marketing initiatives within your company which range anywhere from driving online traffic and improving usability to SEO and social channels.

Although you are a very skilled and digital savvy marketer, you are not an expert in every digital tool you are considering to employ. And not only that, but being swamped with the work that goes along with each and every digital campaign might not leave you much extra time to go through the process of truly understanding how each of these digital tools operates, much less implement them.

Sound familiar? If so, then I’m guessing you’ve already approached a digital agency or are looking to do so in the near future. In both cases, perhaps it’s helpful to consider a few of the benefits of doing this first.

The value of digital agencies:

1. You have a limited amount of time and budget with your internal digital marketing team. An agency has the bandwidth and resources to deal with projects that you cannot give 100% to.

2. It’s always good to have advice from the outside looking in.

3. It’s hard to keep up with the pace of the rapidly changing digital marketing space. A study conducted by Ambos shows that over half of UK marketers surveyed by adobe felt unable to cope with the pace at which digital marketing has accelerated over the last few years.

4. It’s beneficial for digital marketers to allocate projects to their agencies because they are specialised and have the bandwidth. This means they can often jump start the programs for you.

Shaking-hands.jpg

Missing the key ingredient

It is specifically points 3 and 4 that I would like to focus on in this blog. While your agency is most likely assisting you with the likes of SEOweb analyticsA/B testing etc., online qualitative feedback from customers tends to be out of the spotlight.

If you do not collect feedback from the customer or visitor you could be missing vital revenue opportunities and suffer from mediocre conversion rates. Sometimes just the most simple piece of customer feedback that informs you of a bug on the checkout page can be valuable in terms of potential revenue and conversion.

The Importance of Qualitative Data

Most of the tools at your disposal today focus on the quantitative data such as heat maps, clicks and page viewing time. While these are important and provide useful insights into understanding the customer journey, they do not provide the full picture. Where’s the “why”? Sure you may be able to see if a visitor has abandoned their shopping cart and left your site but do you know why?

But-why.jpg

Let’s use an analogy. If you worked in a supermarket and spotted a customer suddenly putting their basket down and walking out of the shop the first thing that would spring to mind is why are they leaving. From observing their movement and mannerisms you may be able to theorise why they are leaving but wouldn’t you be better off flat out asking them why as they move towards the exit? “I forgot my wallet/a member of your staff was rude to me/my wife just texted me to say she already has the groceries from another supermarket etc.”

My point here is that qualitative feedback is vital to understand the full picture of customer experience. What is the story behind all these clicks and mouse movements? That is what a real-time feedback collection tool can help you with. If you can trigger a feedback form to appear the moment a web visitor moves the mouse away from the checkout page, you can get the qualitative insights that take out the guess work.

Managing and Interpreting your Insights

It should however be noted that feedback collection is only half the story. What you do with all this qualitative information, how you visualise and action it efficiently, is also critical. You need dashboards and charts to digest the feedback in a way that suits your organisation. It is one thing collecting the data but you need to be able to understand the story behind all of the feedback so that you can take action quickly and in the right areas. You should be able to view and compare data by week or month and also cross compare different areas of your website.

Ask your digital agency about customer feedback

So next time you speak to your digital agency be sure to ask about online customer feedback tools. They can scope out the different tools and jumpstart your digital feedback program for you, saving you valuable time and effort.

Ask-more-questions.jpeg

 

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
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
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 3 April 2024
Read more
The IoT-Connected Car of Today—Case Studies

The IoT-Connected Car of Today—Case Studies

Imagine a world where your car not only drives itself, but also says intelligent things. This would look like an impossibility about five years ago, but today the IoT is already breaking fresh ground for tech...

Ronald van Loon
Ronald van Loon 10 March 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more