Why Use Feedback Channels?
You all know this story; sky is always the limit when you want to up your business game: You may train your employees, redesign your store / web site, organize special discounts on social media, have a social media influencer to advertise your brand / product and so on. Some may work, some don’t; the whole process is related to independent elements such as the industry you operate in, the right tool / people to use when campaigning and even the interior design company you work with. Although, these “seemingly” independent elements share one basic question that everyone who feel the need to “up their game” should consider: Wait, but why? Is it because the boss said so? Or is it the urge to change the color of the store because “it is that or this season”? Whatever the reason is, you better have a background story to it, preferably a practical one.
That practical reason is simply called feedback management. You listen to the people, take great consideration over what they have to say about your brand / store / web site and then move forward from there. There are numerous reasons for you to make use of feedback: market / field research, customer experience management, lead generation, user / customer support, permission marketing, user / customer satisfaction measurement etc. The key element here is to neatly organize their outcomes, interpret that big data you have and up your game according to those feedback. That’s why it’s crucial to create feedback channels at every touch point and give them a meaning.
OK. So What Is a Channel?
Think of channels as the mailboxes in an apartment. In that case, letters are the feedback and the receiver is the company. If all the letters would be sent in one mailbox, it would create a very disorganized pile and you would not know where to look for your mails. Feedback channels prevent this at the first step by simplifying and organizing your feedback flow to relevant receivers.
Let’s say you communicate with your customers / users in more than one way: Through emails, maybe via phone, if you have one; during their visit to your store or even by a call to your customer services line. These are the “touchpoints” of your company and if you decide to listen to your customers and set up a feedback system, they become your “channels”.
What Would I Gain from Collecting Feedback with Channels?
Simple: You would gain invaluable feedback from real customers about your service. Moreover, you classify them in parallel to your departments and create reports accordingly, establish continuity over your actions over time and create customized reports with feedback data you receive. Let’s take a closer look at these features.
Tailored Reports: Once you take heed, follow the trend and finally set up channels to all your touchpoints, here comes the “big data” part: You have your hands full of feedback from all your channels, classified and organized just as you liked them. Now it is time to listen and understand. What you do with this feedback data is important as much as collecting them from customers / users. In order to take action according to the feedback you get, first you need to give it a meaning. You can compare and contrast this data with previous months / quarters, follow trends, consider changing things (remember the time we talked about decoration?) and get target oriented reports if you collect feedback through channels. Also you can use Pisano and we will deliver it you you as daily, weekly and monthly reports. Pisano can also help you to create a strategy towards your new customer experience design.
Overall Continuity: Get feedback, give it a meaning, learn, adapt, get feedback, get feedback, give it a meaning, learn, adapt. This is continuity. Let’s elaborate on that with an analogy: In team sports, coaches don’t wait until the game or season is over to give feedback to the team. They constantly give feedback before, during and after each game. Sometimes they give it to one player to distribute and sometime they give it to the whole team. They look at the game, listen to their assistants and see what works and what does not to take relevant action. You can associate this model when you think of continuous feedback: Set up feedback flow, give it a meaning, learn, adapt.
Different channels supporting each other: Combining different types of feedback channels give you better insights. This enables you to listen more from a much more varied customer base. You can select, combine and compare feedback from different channels. For example; if you’d like to get offline and online feedback at the same time, you can use kiosk channel in your stores and email channel in your website. You can add a web widget channel to give real time support again use email channel in order to collect information on your website’s contact page. In this way, you address different customers via different channels get meaningful and relevant feedback from each.
Why Does Pisano Have Channel-Based Pricing?
Channel-based pricing is straightforward and clear: that’s why. In contrast to alternatives, Pisano users know exactly what to pay when they sign up for our services. If you think you need data from different channels in order to have a wider picture about your company, you automatically know how much to spend on a channel. Other alternatives mostly offer form-based or user-based pricing and that makes the estimation about the budget blurry.
Other various advantages of having channel-based pricing are as follows:
Scaling according to the need: Form-based or feedback-based pricing doesn’t give a clear idea about the amount the user needs to pay. On the other hand, Pisano users know exactly how much they’ll get billed. For example, if you own a small business that has 3 stores, you need 3 kiosk channels independent of the number of feedback you get. If you are a big company that owns hundreds of chain stores, then you know you might need more channels.
It encourages you to get more feedback: After a Pisano user creates his/her channel, the price is fixed, even if the number of respondents or feedback flows increases. Therefore, Pisano users can think about getting more feedback without worrying about having to pay more. Go ahead and unleash the power of feedback without getting lost in the details. You can have a look at Pisano’s pricing options. Keep in mind that the first feedback channel is free for you to try.