How to Design a Customer Feedback Card

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Customer feedback cards are used to collect valuable customer feedback, opinions and suggestions. Through this method, businesses can gauge their level of customer service and determine whether they are creating a positive experience for their shoppers. These cards improve client relationships by allowing customers to feel that their advice and suggestions are important to your company.

  • Determine the purpose of the feedback card. These cards are based on the nature of your business. Retailers may be interested in measuring responses to their staff's performance, the layout of their store and the depth of products offered in the store. Service providers may be more interested in measuring the quality of the services provided, customer service and how their services measure up to competitors.

  • Craft questions to fulfill the card's purpose. Questions included may be multiple choice, short answer or metrics-based (rate on a scale of 1 to 5, with 5 being the highest). Three to five questions is best; any more than five questions may be too much information to pack on one small card and may prevent the customers from filling it out for fear that it will take too long to complete.

  • Decide if customers can remain anonymous or must fill out their name and contact information. While gathering the names, addresses and other information on your customers can be a powerful marketing tool and basis for a mailing list, this may prevent some customers from filling out the card.

  • Determine how customers can return their cards. Many retailers simply set up a station where customers can fill out their cards and slip them into a suggestions box. Service providers may issue feedback cards upon fulfilling the service, or may choose to mail the cards out to their customers to mail back.

  • Format your cards depending on how the customer will turn them in. Traditional cards are 4 by 6 inches or smaller. These cards should include space for customers to write in additional comments, suggestions or other information. The information should be legible and understandably worded. Cards mailed to customers should have a return address and prepaid postage to ensure that customers send the card back.

  • In-store or in-restaurant feedback cards should be placed in an easily accessible and heavy-traffic area. This area should have ample writing surfaces, pens or pencils available and a labeled box for completed cards. It is not advisable to have customers bring their comments to the register or server, as some may be uncomfortable turning sensitive information to a cashier, particularly if the customer has a complaint against that cashier or server.

Tips & Warnings

  • Appoint a feedback manager who will be responsible for gathering the cards, compiling data and creating reports with the information. This person should be well-versed in business statistics and capable of making spreadsheets, graphs and other relevant charts. Ensure that this person continues to periodically analyze this information and compare the data from months past to measure improvements and trends.
  • Few customers take the time to fill out feedback cards. Therefore, information could be potentially skewed if only disgruntled employees take the time to fill it out while satisfied customers add nothing to the conversation. For this reason, consider offering an incentive like a discount, coupon or entry into a drawing for a prize to any customer who takes the time to fill out a feedback card.

References

  • Photo Credit Jean-Claude Winkler/Digital Vision/Getty Images
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