Your customer feedback dashboard is a powerful tool when used strategically. But dashboards are easy to underutilize and under-impress. Here’s our quick guide to getting the most out of your customer feedback dashboard.
Customer Feedback Dashboards: Strengths & Limitations
No doubt dashboards will make your business life easier but they do have some strengths and limitations worth considering.
Dashboard Strengths:
- Know your KPIs at a glance.
- Align your teams; keep everyone on the same page.
- Filter your data for quick observations.
Dashboard Limitations:
- You STILL need to identify priorities and next steps.
- You STILL need crosstabs to uncover the nuances.
- They ONLY work for ongoing programs, NOT projects.
When Setting Up a Customer Feedback Dashboard
Of course, not all customer feedback dashboards are created equal. Here are a few things to look for when setting up yours:
- Seamless Integration: Make sure your dashboard integrates with your existing CRM systems and customer feedback channels. If it’s not connected to your data in real time, then it’s not any more useful than a PDF report.
- Customization: You need to be able to customize your dashboard to focus on the metrics that are most relevant to your goals.
- Alert System: Choose a dashboard that can alert you to significant changes in customer sentiment or unusual activity. This lets you respond quickly to potential crises or opportunities to earn customer loyalty.
To get maximum impact out of your dashboard, first choose the key metrics that matter most to you. Then, train your team to make sure everyone knows how to interpret and act on the dashboard data. Lastly, use the insights you gain from your dashboard to shape your strategy, whether improving customer service, enhancing product features, or tailoring your marketing.
Dashboards for NPS Tracking Studies
If you’re running an ongoing feedback program, a dashboard is essential for exploring your data quickly and efficiently.
A tracking study dashboard offers real-time visualizations of key metrics, like your Net Promoter Score, making it easy to spot emerging patterns and trends. You can compare different periods, identify issues, and seize opportunities as they arise.
Here’s how tracking study dashboards excel when continuous monitoring and quick pivots are necessary:
- Longitudinal Analysis: Tracking study dashboards allow you to monitor trends and measure the impact of the changes in your business.
- Segment Comparison: You can filter by criteria like market, product line, or demographics—allowing you to make specific adjustments.
- KPI Tracking: With real-time data, you can monitor key performance indicators (KPIs) like NPS, Customer Effort Score (CES), or Customer Satisfaction (CSAT) as they fluctuate.
This dashboard lets you filter by NPS Grouping, Team, Market Vertical, and Customer Type, so you can make meaningful comparisons across different customer segments and make informed decisions.
Dashboard for Interactive Text Analysis
Customer feedback dashboards commonly display business facts like survey scores or marketing progress. But one of the best (yet under-used) applications for a dashboard is tracking customers’ verbatim comments.
Customers’ open-ended comments often go ignored because it’s impossible to synthesize text by reading alone.
The solution is to implement robust Text Analysis that results in an Interactive Customer Feedback Dashboard.
This dashboard has anonymized a few comments so you can see how this kind of dashboard works. Of course, your dashboard will probably have hundreds, if not thousands of customer comments.
It’s a true closed-loop system. You can access and review tagged customer verbatims and determine the actions you need to take–and show that they’ve taken them.
For example, ID 50 needs a callback immediately because they had difficulty installing the product due to poor product documentation. Now, you can use the filters on this dashboard to find that this case is still open and call the customer to resolve their issue.
Dashboards for Customer Service Monitoring
Customer feedback is critical for improving service quality, addressing issues quickly, and training staff. If your customer service team doesn’t have a customer feedback dashboard, getting one should be your top priority.
A Customer Service Dashboard gives your team the insights they need to deliver stellar service consistently. Here’s how:
- Real-Time Monitoring: Your team can see customer feedback as it comes in, allowing them to see what areas they can improve immediately.
- Trend Analysis: By analyzing feedback over time, you can identify recurring issues or emerging trends and look deeper into what needs to change.
- Team Performance Metrics: Dashboards can track individual and team performance metrics, informing specific training needs and goals.
This dashboard shows how the client’s Customer Service Score breaks down into the four dimensions of customer service: Information, Connection, Differentiation, and Efficiency. This allows the client to focus on the dimensions that need improvement.
Other Departments Where a Customer Feedback Dashboard is a Good Fit
Not every department is a good fit for a customer feedback dashboard, and we’re not advocates for implementing unnecessary technology. But here are some departments where having a dashboard as a standard reference can align your team and goals.
- Product Development: User feedback should guide the development team on what features and improvements customers want most.
- Quality Assurance: Customer feedback can highlight bugs, usability issues, or areas that need improvement, guiding the QA team on what to focus on for testing.
- Inside Sales: Customer feedback lets sales teams identify sales approaches that resonate with customers and focus on effective selling points.
- Operations: Customer feedback can identify operational efficiencies, especially in areas directly impacting customer satisfaction, like shipping times, ease of returns, and communication clarity.
- User Experience (UX) Design: For teams focusing on products’ usability and design, customer feedback is essential for making user-focused improvements.
- Executive Leadership: Insights from customer feedback can inform strategic decisions, enabling leaders to align the company with customer needs and market demands.
Data-Driven Decisions Matter
Ultimately, a customer feedback dashboard is essential to any department that makes decisions based on customers’ perceptions. But skeptics might ask why collecting so much data from customers is necessary. Offhand observations should be sufficient to gauge customers’ thoughts, right?
Wrong! Any time a business decision is on the line, it should be backed by reliable data. One critical element to getting reliable data is making sure your sample size is large enough. Our sample size calculator will help you calculate how much data you need to collect for statistical significance. And of course, you want to consider whether your surveys could be skewed before they go live!
Lead with a Feedback Dashboard
Former Apple CEO Steve Jobs said, “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
A customer feedback dashboard lets you to get close to your customers, in a time when customers’ perceptions matter more than ever.
Moreover, with a comprehensive, real-time picture of customers’ thoughts and sentiments, you can align your strategies with customers’ needs.
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Want to see how a customer feedback dashboard could benefit you? Get in touch!
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