Most forms of lead generation involve some sort of signup form. The user fills out a form to sign up for a newsletter, for promotional emails, or to receive a free goodie such as an ebook or template. But you can also use feedback forms as a source of lead generation.
With a feedback form, the user is encouraged to ask a few questions about their experience and any feedback they might have for your company. They can include their email address, and you can have a lead going forward. There are a few benefits to this, but there may also be challenges.
Conceptually, using feedback forms for lead generation allows you to improve your business while also generating leads. Some of the benefits of this method include:
You can ask specific questions about your website, products, or services. You can also leave text boxes where users may elaborate if they so choose on these issues. This can help you to spot the weak points in your business. If you notice a complaint that comes up frequently, you will be able to improve that issue.
A feedback form can show users that you care about their experience and their thoughts. If they had a negative user experience, you want to improve it. This is a good step forward when forming leads. Lead nurturing is much like nurturing a relationship. There needs to be trust and a sense of caring. If you utilize feedback forms and you actually act on the feedback when needed, that can make a great impression on your leads.
If a customer has a bad experience with your business the first time they use it, they might be inclined not to come back to your company. But when you take their feedback and then follow up with negative feedback to potentially repair the issue, you could repair their opinion of your company. They may be more willing to come back if they believe that you are willing to make changes needed to improve their experience.
Of course, there are drawbacks to using feedback forms to generate leads. You may need to be prepared to face challenges such as:
Technically, a feedback form is not a traditional lead generation method. Leads are individuals within your target audience who have shown an interest in your products or services but have not yet purchased them. Feedback forms are typically provided if not after a purchase, then at least after the resolution of an issue. After a user has reached out to customer support or utilized a portion of your website or services in some way.
Feedback forms can be helpful for getting a lead who is already interested to finally make a purchase or turn customers into repeat customers. It would be more accurate to call this a customer generation tactic, however.
It is actually a myth that dissatisfied customers are more likely to fill out feedback forms than satisfied customers. In fact, the numbers show that satisfied customers are generally more likely to give feedback to your company. They have become invested. However, one way or another, if they’re filling out a feedback form there’s a chance they’ve already made up their minds.
If they provide scathing negative feedback, you might not be able to change their minds. Of course, there is a chance, so it might still be worth the effort. If someone has already decided that they will not trust your business, though, you’re not going to get a lead out of that. If, on the other hand, they provide glowing feedback, you probably already have them.
Consumers have a lot of thoughts about things that would improve their experience. Many of those thoughts are insightful, but not all of them will be the right call for your business. Some of them might be impractical while others might be impossible. So, sometimes, you will receive customer feedback that can’t be implemented. If you receive a lot of feedback from responses, chances are that most of that feedback will not be implemented.
Of course, there might be other ways to appease the customer. Sending a free replacement or refund can be a good apology for their trouble. It might even solve the issue for some, such as those who received a product that wasn’t what it was advertised to be. However, other customers or leads may become jaded if they provide feedback that seems to be ignored. They may also seek out competition that is more responsive to their feedback.