Customer feedback is about more than giving customers a forum to complain. A strong connection between product owners and customers is necessary for the growth and development of an internet business. Each contact with a customer is an opportunity to learn something. Customer feedback channels like a simple feedback card form a connection between Product Owners and their market. They are not to be trivialized.
Create a river of customer feedback and jump in: the current will push your organization in the right direction.
Some websites bury their feedback forms on their sites; much like an ostrich buries its head in the ground. When you put your feedback form out of the way, you’re making your users work to give you a valuable present. The only people that go that far out of their way to share their thoughts are usually either really happy or really pissed off. This is just plain insufficient. Product owners need to get smart about how and when to ask for user input.
Prominent placement of a feedback collection vehicle will result in more feedback and better feedback. A more enlightened approach is Move.com‘s “Feedback” button at the bottom right corner of the screen:
Everywhere you go on the site, the Feedback button provides a convenient way for a user to tell you about their experience with your product. Other solutions use a “dumb” approach asking questions at the beginning and/or end of a visit. These are important events, but collecting data only at the beginning and end of a visit is like taking a hamburger, eating the buns, and tossing out the meat.
More intelligent solutions give you the power to actively intercept the visitor when you want, and ask questions that are immediately relevant. By contrast, an intercept is like a 5×5 (5 patties) animal style at In n’ Out. Now that’s what I call some beefy research.