How to get valuable customer feedback online with chatbots

“Your feedback is useful to us…” is a common refrain among feedback mechanisms in companies. But what good is that if a customer can’t tell you what they want, mainly if it can’t be summed up in a 10-5 rating?

Chatbots can give a better feedback loop and improve customer relationships while providing better business data.

Market experts, business leaders, and data-based analytics tools like excellent round numbers. That’s why most consumer satisfaction surveys are fixated on 1-5 ratings, whether numerical, starred, or thumbs up.

Even worse from the customer’s point of view is the request to “please leave feedback” but only tick a list of “very good,” “good,” or “neutral.”

And where have “could be better” or various other feedback options gone?

As a consumer, even with simple feedback, I want the companies I am in contact with to improve their performance or acknowledge successes. I love to praise vendors who put a small giveaway in a package or go the extra mile to provide excellent service, whether through the service staff, a service associate, or another team member.

In various other sectors such as wellness and education, patients and students are often asked to rank their level of service. A chatbot provides the ideal mechanism to generate feedback or increase engagement prices when a higher level of detail is required to see precisely how these audiences are progressing.

When companies ask themselves, “How can I get customer feedback online??”, the answer is increasing: via a chatbot. But where can you describe these kinds of feelings and endorsements in a 1-5 rating?

Would a “3” or “4” be okay – and what if a company goes out of its way to help you? Where is a “5+” or a “6” then? That’s why a chatbot is more likely to take over the customer feedback form, imagine:

“Hi, how did we handle your last transaction. Was it great, did we do well, or can we improve our service?”


Look at how much space a customer has to think about the fact that the pet shop added a few extra treats to his order, or that the dentist made a child feel relaxed and took away his fear, or that the new workshop discovered and fixed a random fault that the previous workshop had overlooked for a few years!

How to collect customer feedback with a chatbot

Businesses are using chatbots in large numbers for customer service, internal employee services, and other purposes. The non-tech-savvy consumer and business world has become accustomed to chatbots, and the technology is not new, or something people are afraid of.

According to a 2018 survey, 72% of chatbot users find them helpful and informative – a percentage will increase throughout 2019 as bots become more intelligent, more accessible, and more valuable.

Adding a feedback mechanism to a chatbot is a trivial task. Extending the original chat or providing a reminder message at some point after the original chat and any resulting transactions or interactions have taken place can be added to Facebook Messenger, SMS chatbots, your app, or to solicit feedback about your website the next time a customer visits.

Provided the chatbot stores legitimate and legal interaction logs and ensures the user agrees and opts-in to future messages, all it takes is a cheerful “Hi, can I have your feedback for a minute, please?” And then the key questions that provide data for the company to seriously improve its service.

Make sure you add balance or a positive factor to the chatbot by labeling it a feedback/compliment bot, rather than falling into the easy trap of calling it a ‘complaint bot.’

With the ratings ticked, the options chosen, and the data or other feedback accepted by the chatbot, the company can collect and analyze customer feedback.

Some companies still wonder how to analyze all this random, unsorted data. Well, the most convenient point to do is to keep the 1-5 points as part of the chat, but perhaps after the customer has had a chance to think and respond.

However, chatbots and artificial intelligence can analyze the text and understand the sentiment, looking for negative or positive words to infer the general tone and specific verbs or nouns to understand product or performance comments.

While positive thoughts increase the score, negative ones at least provide a reason for the low feedback, be it:

  • “Delivery was too slow”
  • “The agent didn’t understand my problem”
  • “Your script sucks”

Using AI to understand sentiments from a chatbot feedback questionnaire or chatbot satisfaction survey can analyze a large volume of chat messages. If your business is smaller, a short text log of feedback can also reveal what your business is succeeding or not so well.

Creative ways to ask for and collect feedback

If your business offers a feedback option and no one cares, you need to get creative about how the feature works.

Most grocery shops, McDonald’s, and other fast food places offer this option, which shows how vital soliciting feedback is even for large companies that can afford to do all kinds of research.

Other ways to encourage feedback include a discount voucher for the next purchase or use of your services. If you offer a time-limited voucher along with the feedback session, people are more likely to take advantage of it, which helps build a positive reinforcement loop.

Brands or companies with more short-lived businesses can solicit feedback by, for example, creating a quiz for Facebook in which they weave feedback questions in a fun and exciting way.

Perhaps a “we’re sorry” discount could help turn that negative sentiment into something positive if they have something negative to say.

There are many ways to shape the conversation. Still, even those developing their first chatbot, most companies can create a helpful chatbot question list based on existing examples or by talking to regular customers to find out how they would like to be answered.

As it’s their feedback, feel free to make the bot more conversational and personal than usual, using names and information to encourage engagement.

Statistics on chatbot feedback and how not to do it

When it comes to recognizing the value of a chatbot, whether a feedback form or another application, customers have several priorities, personalization, understanding the customer’s value, and automated actions are at the top of the list.

Every business needs to consider these needs, no matter how simple or complex the chatbot and its questions are.

Businesses also need to ensure that the feedback bot is friendly and engaging, rather than a formal bot, as might be the case with an introduction bot or a proper sales tool.

What to do with customer feedback

Do something, do anything – that is the general desire of customers. Regular customers like nothing more than “Our consumers asked for this, so we did xxx,” and they feel they have contributed something.

The worst feeling is the uncertainty that their feedback will disappear into a black hole, never to be seen again.

Therefore, the company needs to develop a data strategy when planning the feedback chatbot session.

One approach is to set thresholds for positive feedback (perhaps rewarding the responsible staff or departments with a bonus) and for negative feedback (launching an investigation into what happened). Finding ways to improve business efficiency or product features can be based on feedback if enough information is available.

All of this requires more than a 1-5 rating, no matter how much TripAdvisor and others tout it as a critical metric. As chatbots become a daily part of the business discussion, customers expect feedback to be built into the bot and available on-demand or by tapping an option.

Building and preparing feedback into chatbots, and developing an ROI case if needed, will help any business improve its performance and take the consumer feedback loop more seriously.

Chatbots can provide live data that alerts the business to an issue or useful dashboards that assist businesses to move in the right direction and keep the customer base happy.

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