Over a decade ago, two entrepreneurs started a web hosting company based on two things: their own experiences, and actively using customer feedback to provide people with the products and services they need. This is a legacy that has carried through to the present, and hundreds – if not thousands – of customer suggestions later, we are who we are today. Put simply, we’ll never stop valuing customer feedback, no matter how big or small the suggestion.

However, one thing has changed, and that’s the amount of feedback we get. Every single submission via the control panel feedback form is read by higher management, and much of the feedback raised via ticket goes that way too. It’s an incredible amount of information, and for the most part it gets distributed to various teams and lists to be actioned.

Depending on what it is and what else is happening at the time, it may take time to be actioned, especially if it forms part of a bigger project. We always have a lot of projects and ideas on the go in each team, from improving control panels to new ways to optimise servers. There are some ideas – both internal and from customers – that just can’t go any further, and there are all kinds of reasons for that, from the way our systems work to other changes being prioritised to conflict with another idea. You can find out more about our feedback process with this video and slide deck on Collecting and using feedback from Chris.

In short, we welcome all kinds of ideas, suggestions and feedback; even if you haven’t heard back, it’s definitely been read and most likely been added to a list somewhere accompanied by the wish for a few more hours in the day, and finally its progression towards being live. Although ideas with more support and demand are always on the radar, it will always ultimately come down to what that team is currently working on, how it fits into their roadmap, and what other things need doing first.

So, how can you help provide good feedback, and how can you get good feedback from your own customers? Here’s our take on it.

Use dedicated channels

From the start, we’ve provided feedback forms in your Heart Internet control panel that you’re welcome to use to submit ideas. If a suggestion is raised via another channel, we try to direct you to that. The people that you interact with via ticket, email, social media and so on are people who may well be enthusiastic about your suggestion, but need someone higher up the chain to consider it and fit it in to a team.

For your own customers, having a form or dedicated email address is always a good idea, because it means you have written copies of all feedback in one place, and you can choose who accesses it. It doesn’t matter if your customers give you feedback via another channel (they often will); simply direct them to the right place.

Have realistic expectations

This applies whether you’re giving feedback or receiving it. Although you may want to action everything suggested, it’s not going to be practical no matter what the size of your business, because you’re always going to have a finite amount of time and resources. As long as you have a plan for moving forward with some realistic timeframes, you’ve got a strong starting point. If you’re giving feedback, remember that the will is always there on behalf of our teams, but nothing happens overnight. It may be weeks, months, or even longer before something comes into play. That doesn’t mean it’s been ignored or forgotten about; it means it’s being worked towards as part of a bigger plan, and it involves dozens of people, perhaps internationally, across myriad roles.

Be honest

It’s not always obvious to the company that you’re not happy, particularly if they’re dealing with hundreds, thousands, or tens of thousands of customers a day. If you’re unhappy generally, make a list of the issues you’ve had and why you’re not happy with the way that they’ve been resolved. No one can help you if they don’t know your problem exists or your experience of the company as a whole. Almost all companies will do their best to help turns things around for you generally and keep an eye on the service you receive or escalate issues as needed. Don’t give up.

Encourage description

The more in-depth the feedback you give (or get from your own customers), the more useful it is. Descriptive feedback doesn’t have to be long; clear, succinct and factual works best. If you have any specific requirements for the feedback you receive (e.g. browser and operating system), it’s worth including it as a required field or specifically asking customers to include it. You may also want to separate technical feedback from general ideas to make things easier. 

Promote questions

Especially before a customer buys something. It’s one of the most complex industries out there, and it’s important to make sure that people are buying what they need. It’s one of the few examples of a situation where a customer may buy something without really understanding what it is, how it works or how to look after it, so asking/encouraging the right questions is vital.

Offering your customers custom solutions can really help here, because most web services aren’t a one-size-fits-all solution. Encourage your customers to contact you/your sales team directly for services tailored directly to their needs.

Deal with negatives consistently

Not all feedback is positive; that’s life. But it still needs to be dealt with, and it can be broadly divided into two categories: helpful and unhelpful. Unhelpful comments are generalised statements such as ‘Your service sucks’. Helpful comments are more specific statements like ‘Your service sucks because I have X problem browsing my control panel from my iPad’. It’s possible to turn unhelpful comments into helpful comments by asking one or two questions, but it really depends on what the recipient wants; some people just want to rant, some people want their problem fixed. In the former situation, it’s really a case of trusting your judgement. In the latter, it’s a good opportunity to turn a customer’s experience around.

In many cases, negative feedback comes from a customer not understanding the product or system. This is a 50/50 responsibility on behalf of the company providing clear information and good UX and UI, and the customer actively familiarising him/herself with the services, their presentation, and the company’s protocols. Allowing your customers to sign up for a free account or demo to explore what’s on offer helps, as does encouraging customers to do with the proper research about what they want (e.g. being able to cancel services online or having 24×7 support).

When you’re giving feedback, it’s also important to be conscious of how you’re coming across and how the company deals with negativity. Many people assume that they have to complain aggressively to get attention, whereas with most companies the opposite is true. You have the power to make another human being’s day bad or good by the words you choose and the attitude you adopt. Being civil makes people happier about interacting with you and increases the likelihood of reaching an outcome that both parties are happy with. It indicates to your customers and visitors that you have a professional attitude and cope well regardless of pressure or negativity, which gives them more confidence in and respect for your own services.

How do you approach customer feedback? Let us know your top tips in the comments.