The best way to know the level of customer satisfaction is to use a customer feedback form. Every marketer has made such forms, but there’s a difference in how you make a customer feedback form in B2B and B2C. This blog will walk you through the same.

B2B: Partnership First, Kpis Next

Designing customer feedback forms for B2B isn't simply about tracking KPIs; it's about fostering strong partnerships. Now that you know why is customer feedback important in the B2B space, use the following 4 tips to improve your forms:

Go Beyond Standard Formats: Typical surveys can be restrictive. Design customer feedback forms that give a feel of in-depth interviews, focus groups, and shadowing exercises to understand individual decision-makers, motivations, and concerns. Keep the "MOM Test" in mind when designing these non-standard forms. Tinker with different input types because not all things can be answered in MCQs or Long Text.

Let them tell their Story: Don't just collect data; design a customer feedback form with open-ended questions to know a little “more.” This “more” will help you improve your product offerings, services, and problem resolution.

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Understanding the customer’s "why" of using your product can often lead to innovation and empathy to help them succeed. It will be used in the customer feedback analysis to categorize users according to their intent, usage, and goals.

Design for Informality: Create a customer feedback form that initiates a comfortable conversation rather than collecting data points that will later turn into an email newsletter content your customer didn't sign up for. Consider visual elements that align with your brand, have rewards to acknowledge progress, and keep each section descriptive of what the customer can expect to be asked about.

Emphasize Transparency: B2B customer feedback doesn't end when you receive the form. At the end of the form, tell the customer what they can expect in the coming days to make them feel heard. We have all been part of surveys where we didn’t know the next step. Avoid this mistake; your customer feedback form will be ahead of the curve.

B2C: Adapt to Preferences and Trends

How to ask for feedback from customers is quite different in the B2C world. The customers use various products and services and are constantly bombarded with bots, texts, and emails. To stand out among the noise, you must go beyond standard designs and use the 4 tips:

Design for Segmentation: Demographics are necessary but not sufficient.

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Make a customer feedback form that captures purchase history, social media interactions, and website behavior, enabling precise micro-targeting. This will come in handy during customer feedback analysis.

Use Personalization: An adaptive form makes the interaction with the form more user-friendly. To make this happen, build forms that can ask personalized questions based on the previous response. This is what WorkHack forms have as a feature.

Capture unspoken feedback: Online mentions, complaints, reviews, and comments can also serve as indirect feedback not taken through a customer feedback form. Plus, during the customer feedback analysis, you can opt for a sentiment analysis to quantify the emotional context of customer conversations.

Make the feedback journey Fun: Engage your users with gamification elements in your forms. For example, in the B2B customer feedback form, give away rewards for participating. In the B2C, another fun thing you can do is publicly recognize the winners to encourage organic growth and promote brand awareness.

Recap: What All to Keep In Mind

Whether designing a customer feedback form for B2B or B2C, remember that for higher conversion rates and minimum drop-offs, you must start with an engaging form that includes a mix of closed- and open-ended questions.

Play with input types, target the messaging vis customer segmentation, and break down the customer feedback form into sections for a smoother customer feedback analysis. Lastly, gamify with rewards to make the experience fun.

A B2B and B2C customer feedback form isn't just a box-ticking activity. It is the path to knowing your customers. Pay attention to it, and you’ll soon improve your product, marketing, and customer success metrics!