We’ve waxed poetic many times about the importance of customer feedback in its many iterations--but instead of, or in addition to asking folks to rate their experience on third party sites, having your own official ‘Contact Us’ page is invaluable.
These days, there’s no excuse for having a poorly-designed or difficult-to-navigate feedback page. If you do, you risk losing out on important information from your top consumers--those being the clients invested enough in your business to take the time to help you improve your services. Because of this, your contact page must be welcoming, humble, and designed to record specific data while making it as easy on the commenter as possible--think rating different items on an alpha/numerical scale. Making it too lengthy, difficult or inconvenient for people to leave feedback unfortunately implies that you don’t care enough. Whether they recognize this subconsciously or obviously, this turns consumers off.
When you have a well-designed, simple method for quantitative and qualitative feedback, you are reaffirming your promise to customers that you care about them in every way. Below are some examples, showcasing the good, bad and ugly of digital contact forms. Learn from other’s victories, learn from other’s mistakes--and never be afraid to ask, “how are we doing?”
Border Grill. The artsy landing page design may be fun, but instead of welcoming feedback with a simple form, you are rather encouraged to send an email. For most people, this would seem like more work than it’s worth, and they end up keeping their comment to themselves or resorting to other means of publicizing their feelings--perhaps a scathing Facebook post or negative Yelp review. You minimize so much risk by inviting customer feedback through your own portal or page, because then you can control the outcome and the way it’s made public. Additionally, it is notoriously difficult and inefficient on the backend to sift through emails and glean usable data or unbiased commentary. You may be opening yourself up to a 2-page missive from someone essentially complaining about a bad day they had and circumstances outside of your establishment’s control. Check out software like PLEY that easily turns customer feedback into usable data.
McDonalds. This reads like a corporate job application. Pretty sure it’s easier to register to absentee vote than filling out this McDonalds contact page. Most consumers willing to share their useful feedback will be instantly turned off by the length and complexity of this page, and will turn to more public and less useful-to-you methods of airing their frustrations. Sometimes people just want to comment anonymously, and you should let them! What’s more--despite the sheer amount of blank boxes waiting to be filled in, this contact form asks no questions, gives no categories for rating consideration, and again, would be extremely difficult and inefficient for customer service teams to translate into anything useful and actionable. Oy vey.
Mamouns Ah, yes. Someone doing it right. NYC-based powerhouse Mamouns isn’t only home to fantastic pitas and fresh ingredients...they also have an incredibly simple, almost laughably-easy, mobile friendly digital contact page. After identifying the location which they are evaluating, commenters are given bubbles numbered from 0-5 for a few different categories like ATMOSPHERE, ORDERING, SPEED, etc. Each header contains a simple one-sentence explanation or prompt below, and the software is well-designed, clear, attractive, and welcoming.
There you have it. When designing your own, keep in mind the core tenants of simple, clear, attractive, quantitative. Try making the process as easy, quick and simple as possible to keep things running as smoothly as you would your ordering station. It helps to look at other establishments’ pages as inspiration, and check out software like PLEY that can amp up your data collection and turn this feedback process into a mutually beneficial endeavor.