374: Feedback Is A Touchpoint, Too

Brands want customer feedback, and Forrester research shows that customers are willing to give it—when asked properly. But too often, brands will send out a never-ending stream of ill-timed, poorly designed surveys that even the most helpful customer declines to answer. Forrester VP, Principal Analyst Maxie Schmidt joins the podcast to argue the case for treating feedback as a customer touchpoint. Featuring: Maxie Schmidt, VP, Principal Analyst Show Notes: Brands want customer feedback, and Forrester research shows that customers are willing to give it—when asked properly. But too often, brands will send out a never-ending stream of ill-timed, poorly designed surveys that even the most helpful customer declines to answer. Forrester VP, Principal Analyst Maxie Schmidt joins the podcast to argue the case for treating feedback as a customer touchpoint. We discuss: What types of questions should brands ask customers--and which should they avoid? How do surveys reflect the relationship that brands want with their customers? What do customers want out of surveys? How can brands design better surveys? Additional Resources Why And How To Pretest Surveys With Customers Companies have our data. Why do they keep asking if we like them?