Quick Guide: Ask the Right Questions in Feedback Forms

A lot of companies out there heavily rely on the same feedback strategy: ‘tacking’ a feedback button on various webpages and waiting to see what comes in. Although this is a good start, what they don’t realise is that in order to receive truly valuable feedback and useful insights into the customer experience, a more sophisticated strategy is required.

In this 8-page Quick Guide, Mopinion provides a quick and easy breakdown of how to build effective feedback forms using scoring & research elements, smart question routing, and form triggering.

Mopinion: New Quick Guide: Asking the Right Questions in an Online Feedback Form - Question Mark

It also includes some practical tips on how to ask the right questions depending on three common feedback goals:

  • Understanding/increasing customer loyalty
  • Improving online sales funnels
  • Optimising web page usability

About the Authors

This Quick Guide was written by Udesh Jadnanansing & Kees Wolters, both co-founders at Mopinion, who have guided and advised national and international businesses with setting up dozens of projects relating to digital customer experience and the use of online customer feedback.


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