Feedback timing
#90 - Dec.2023
Listening to customers comes in many forms. We all express our frustration and excitement in different ways. Timing makes a big difference in interpreting such feedback to improve your product and service.
Fresh feedback coming from customers as they experience your product brings a direct view of their emotions. The recent experience might still be very present, with positive and negative feelings. Feedback tends to be much more personal and genuine but also more visceral.
Feedback from customers after a larger timeframe (>1 month) is more retrospective yet might lack details that vanish over time. It tends to consider the multiple interactions over the period. Questions at this stage should explore the big picture of the experience, rather than details.
Combine both approaches and you'll get the best of each.
You can trigger touchpoint surveys after each task within the journey. You can assess the long-term relationships with your product and brand in a larger timeframe. Observing and shadowing customers is yet another way to get context and confirm assumptions.
Listen frequently. Customers will tell you how to stay relevant.
