Like many companies, we’re closely monitoring the latest on COVID-19 and thinking about the ways in which we can help our customers during this time. We know that teams are changing the way they work—with more work being done remotely—to help reduce the potential spread of infection in our communities. While working remotely is easier than ever, it requires us to think differently about how we engage with and get feedback from our customers and users.
And customer feedback is critical in this volatile environment. Truly understanding behaviors, motivations, expectations, and needs will give companies the insight they need to pivot business models to meet shifting demands.
As companies respond to the current environment, many are transitioning even more of their customer feedback sessions to remote methods and technologies, and some are introducing new teams to remote approaches in lieu of in-person and face-to-face feedback sessions. Some in the industry are even calling for companies to shift to fully remote research as a way to define their role in “minimizing transmission of the virus.”
To help those who are making or leading the shift to more remote approaches, we’ve created some best practices that may help as you get going:
For those that are used to doing in-person feedback sessions, it’s best to start with interviews over a web conferencing platform, such as UserTesting’s Live Conversation, as they allow you to have real-time conversation over video. Interviewers can interact with customers using verbal and non-verbal queues, ask follow up questions, probe, and see their reactions—just as they would in-person. Some tips for before, during, and after your session:
You can still get rich feedback from your customers without speaking to them 1:1 and in real-time. Self-guided customer feedback is a great way to reach your customers when it is convenient for them, and it adds efficiency to the team’s workflow and processes, as the sessions are completed while they are focused on other priorities. For example, 80% of UserTesting’s self-guided sessions fill within a few hours. If you’re newer to self-guided, recording customer feedback, here are a few tips to get started:
When gathering customer feedback remotely, teams lose the opportunity to observe in a co-located group session. While this can be a challenge, there are several ways to consume insights via remote technologies:
As your practice of customer feedback moves to more remote approaches, you will learn best practices that are specific to your industry and team, and you’ll want to build those into your overall strategy as well.
Don't hesitate to reach out with any questions or comments that we can address in an upcoming post or webinar.
Watch UserTesting's Chief Insights Officer, Janelle Estes, and UX Researcher, Rosa Smith, in this recorded webinar as they share advice for building empathy for your customers, remotely, in just 3 easy steps.Watch now
About the author:
Janelle is UserTesting's Chief Insights Officer and an expert research practitioner fascinated by human behavior and intrigued by data insight. She brings over 15 years of experience conducting large-scale customer research initiatives with both B2C and B2B companies across a variety of industries to help them transform their customer, user, and brand experiences.