In this article, we will show you how to write the ideal customer feedback report. We will not only provide you with how to write a good report for customer feedback, but we will also show you how to turn those perplexing comments and quantitative data into actionable insights.
What is a Customer Feedback Report?
A customer feedback report is a document that summarizes and analyzes customer feedback, opinions, and comments. Here, you will gather insights about the company’s products and services and the overall customer experience.
Benefits of Customer Feedback Reports
Customer feedback reports provide insights into customer satisfaction. This information provides valuable insights for customer success teams as it helps measure and track customer sentiments.
Feedback reports also help identify pain points that reveal different needs within various customer segments. Based on this information, the company can tailor its offerings and marketing strategies to meet the needs of different types of customers.
Customer feedback reports improve customer retention. Satisfied customers become loyal customers, leading to high retention rates. This can have a significant impact on your business. According to Zipia, loyal customers spend 90% more than their disloyal counterparts. Loyal customers also spend 60% more per purchase.
Feedback reports also help uncover challenges and potential improvements early on. Customer feedback reports assist product development teams in identifying areas for improvement. They then implement enhancements and new features or modifications based on customer feedback.
Feedback reports also help bring the company’s attention to emerging issues before they become major problems. This early detection allows for proactive solutions.
Dissecting Customer Feedback Reports
You may have all the elements needed to provide great insights, but the structure of your report has a significant impact on how it is received. If your words are scattered, you won’t be able to communicate your findings effectively.
“A good customer feedback report structure should include a summary of the feedback, an analysis of common themes, specific examples, and recommendations for improvement,” says Irina Haida, Head of Sales and Customer Support at Relokia. “It’s about providing a comprehensive view.”
To help you create your customer feedback report, let’s break down the sections you should include. To illustrate this, we will share images from the customer feedback report of NHS Property Services.
Section 1: The Foundation – Data Collection
Your customer feedback report should start with an introduction.
“Start with a brief executive summary that highlights the key findings and recommendations. This provides a quick overview for stakeholders who may not have the time to dive into the full report right away,” suggests Olivia Langford, Senior Editor at NY Crossword Today.
Then, discuss the type of feedback you collected and how you collected it. Are you focusing on sentiments through social media? Did you conduct a customer survey via email? All of this should be included at the beginning.
Make sure to include any valuable metrics. This includes the number of people you surveyed and information related to their demographic details – for example, age, location, and industry.
Derek Hathaway, Sales Director at VEM Medical, emphasizes the importance of discussing how the data was obtained.
“At VEM Medical, the process of creating the ideal customer feedback report starts with accurately gathering data. This includes various touch points such as post-purchase surveys, customer interviews, and support tickets,” says Hathaway.
Section 2: The Foundation – Data Analysis
Once the data is collected, the next critical step is presenting most of the results you have obtained. Here, you will delve into the heart of the report where the data you’ve gathered is cleaned, organized, and analyzed.
You will…
You should include relevant graphs and charts whenever possible. If you conducted a survey, include the questions you posed to the recipients and how they responded. Visual representations of data make information easier to absorb.
In addition to the quantitative aspect, you will want to include what your customers said. This includes quotes from your survey, on social media, or in support tickets. If you have representative stories from specific customers, you can provide detailed case studies.
Section 3: Analysis – Actionable Insights
This section will contain insights derived from data analysis. Here, you will identify the strengths and weaknesses of your operations. Identify customer pain points and propose ways to address them. This often leads to the development of new products or changes in workflow.
Now, let’s dive into the details of how to create the ideal feedback report.
How to Create a Customer Feedback Report
Step 1: Define Goals
First, set clear goals for your customer feedback report. Do you want to measure overall satisfaction or assess the impact of recent changes?
For example, a restaurant might evaluate the impact of recent renovations on customer satisfaction. Therefore, the customer feedback report will ask questions about the changes made in the restaurant.
Step 2: Describe How You Collected Data
There are various ways to collect customer feedback. Describe the method you used and the details of your sample. If you created customer satisfaction surveys, specify how they were delivered to customers: via email, in-app, phone, or in person.
Additionally, specify the number of customers who participated, when you sent out the surveys, and whether they were targeted at a specific segment of your customer base.
Step 3: Organize and Analyze Data
Now comes the critical analysis stage. Identify patterns, trends, and insights using feedback data. If you are unsure how to analyze survey data, check out this article on how to analyze survey data like a pro.
Sometimes, the data can be massive, making it hard to process. While you can analyze it manually, it will take a lot of time.
Fortunately, AI technology makes it possible to analyze large amounts of data quickly and accurately. With Hubspot’s customer feedback analytics tool, for example, you can view summaries and charts of your customer feedback metrics.
With an AI-powered tool like Hubspot’s customer feedback software, you can:
- Create and customize customer surveys to your needs.
- Share customer insights easily with your entire team.
- Analyze customer feedback data to enhance their experience.
Sign up for a free demo and start your journey.
Step 4: Present Key Metrics and Visualize Insights
Data points and metrics are the heart of your report. Highlight them prominently, focusing on the key data points. Consider including a Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES) to gauge overall customer sentiment.
Raw numbers are helpful, but describing your results with compelling graphs can help clarify your findings. The ideal customer feedback report should be visually descriptive. Add graphs, illustrations, and charts wherever possible.
“Long paragraphs are out, and snazzy graphs are in,” says Sudhir Katwari, founder of The Money Mongers. “My favorite way? Mixing cold hard numbers with real customer words. There’s something about seeing the graph next to Mrs. Johnson’s heartfelt review that makes it all come alive.”
Step 5: Focus on Customer Quotes
Include direct quotes from customers to add credibility and emotional impact to your report. Those personal stories humanize the data and help readers connect with customer experiences on a personal level.
Step 6:
6: Extracting Actionable Insights
“Our goal is to make the report as valuable and actionable as possible – it should not just present the data we’ve collected, but become a useful tool for other teams in the company while working to improve the product,” notes Korzeniowska, a customer support specialist at Survicate. “We believe that insights from our users are the best guidance.”
According to Gartner, 95% of companies collect feedback from customers. However, only 10% of them use the feedback to improve their business, and only 5% of customers are told what is being done in response to what they have heard. Transform your data into actionable insights by identifying areas that need improvement and creating a strategy to make the necessary enhancements.
This means that it is not enough to just have the data; you must also act on it.
“We believe that insights from our users are the best guidance,” says Korzeniowska.
Step 7: Share and Implement
Share your report with relevant teams and stakeholders so you can get approval for your action plan. You will want to include product managers, service teams, and even relevant executives.
If you still need more inspiration for your customer feedback report, here are some metrics and industry principles from our experts that can guide you.
Best Practices for Customer Feedback Reports from Experienced Professionals
Start with the Key Points
Your customer feedback report should grab the readers’ attention from the start. Therefore, you should include the most compelling or surprising information right away.
Jason Smith, CEO of the content marketing agency Contentellect, calls this “starting with the key points.”
“Put the big wins upfront to showcase the momentum. Provide context around the goals, strategies, and obstacles. Tell the story behind the numbers through stories and visuals. Make it relatable,” says Smith.
Provide Context in Your Report
Was there a service interruption affecting users? Did the economy change, causing customer concerns about pricing? Did a new feature launch that users love? All this context should be included in your customer feedback report.
“By understanding the circumstances behind customer feedback, we gain valuable insights into their experiences and can better address their concerns,” says Sarah Jeffries, Executive Director at First Aid Course Leicester.
To gather this context, Jeffries recommends asking follow-up questions. This is where you can get additional information about their interactions.
“This empathetic approach not only enhances our understanding of customer feedback, but also allows us to craft personalized and meaningful responses that address their specific needs,” says Jeffries.
Reframe Negative Feedback
No one likes hearing complaints. However, every negative comment contains a constructive point from which you can improve customer experience. Therefore, David Godlewski, CEO of technology company Intelliverse, recommends not just listing complaints.
“Instead, analyze the root causes and provide context and possible solutions. Integrate data trends to determine whether negative feedback is an isolated incident or a recurring issue,” says Godlewski.
From here, you can also categorize negative feedback based on severity or impact to effectively prioritize areas for improvement.
Conduct Regular Reporting
The customer feedback report is not a one-time activity. How your customers feel and the forces that shape their lives are constantly changing. To stay informed, you will need to collect customer feedback regularly.
For instance, Derek Hathaway’s team at VEM Medica reports on industry metrics every three months.
By following these good practices and the layouts provided above, you can create customer feedback reports that are not only useful but also actionable, ultimately leading to improved customer satisfaction and business success.
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