We can’t help ourselves, we survey our customers to death. They attend an event, we send them a survey. We finish a services project for them, we send them a survey. We want input for our product roadmap, we send a survey. Not to mention the NPS surveys we send out once or twice a year. The problem with surveys is the responses are one-dimensional. Either rankings on a scale of 1-10, or short 2-3 word text responses. So much meaning is lost.
Now imagine you can capture your customers’ feedback, in their own genuine voice, where you can hear the tone and sentiment. Think about the additional insight you gain. Once you’ve collected the feedback, don’t compile it into a Powerpoint and send it around.
Instead put the actual audio or video clips on a single storyboard, and send them around to all your stakeholders that need customer insight to make more informed decisions. Not only that, close the loop with your customers. They want to know that they weren’t the only ones asking for something, so share that storyboard with all the customers who contributed. And even those who didn’t to motivate them to contribute next time.