For years, email has been the default channel for customer feedback. While it remains central to most customer feedback strategies, relying on it exclusively is not enough.
Today’s customers live across inboxes, apps, and messaging platforms. To cut through the noise and gather meaningful data, you need an omni-channel customer feedback strategy that meets your customers where they are spending their time.
Here is how to move beyond the email inbox and match the right channel to the right moment.
1. The "Meet them where they are" philosophy
Your customers aren't all in one place, so your feedback strategy shouldn't be either.
While traditional email is excellent for detailed, post-purchase reviews, inboxes are increasingly crowded. A thoughtful multi-channel approach—one that layers different touchpoints based on customer behaviour—consistently outperforms single-channel approaches.
2. Breaking down the customer feedback channels
Different channels have different strengths. Understanding them is key to boosting engagement:
- Embedded Email (In Mail): Remove friction by allowing customers to respond directly inside the email without clicking through to a browser.
- Success Story: Not On The High Street used this functionality to achieve an 88% increase in response rates and a 92% completion rate.
- SMS: The king of speed. With an open rate of 82%, SMS is perfect for quick metrics like NPS or CSAT, though it offers limited depth for detailed qualitative feedback.
- WhatsApp: Best for conversational and visual feedback. With 76% of UK adults using it regularly and a 77% open rate, it is ideal for collecting rich responses, including images.
- QR Codes: The bridge for physical experiences. These are essential for real-time feedback in retail, hospitality, or events.
3. Match the channel to the goal
If you are unsure which channel to use, look at your objective. The guide below helps map your channel choice to your business goal:
- Goal: Quick NPS / CSAT
- Recommended: Email, SMS, or WhatsApp.
- Goal: Deep Product Experience
- Recommended: Email, In-Mail, or In-App.
- Goal: Visual or Rich Feedback
- Recommended: Email or WhatsApp.
4. Start small and layer up
You don't need to launch every channel at once. If you are unsure where to start, stick with email as your foundation and layer in one additional channel based on your specific customer demographics and behaviours.
Key takeaways
An effective feedback strategy isn't just about asking the right questions; it's about asking in the right place. By diversifying your channels—from WhatsApp to embedded emails—you make it easier for customers to respond, leading to richer insights and higher engagement.
Whether you're looking to improve your customer journey, boost response rates or make smarter decisions with better data, we’re here to help.
Watch the whole masterclass on How to Collect Better Feedback or read our guide for more useful content.
For more insights about how to display this feedback, sign up to our next Masterclass.
FAQs
How does a multi-channel feedback strategy improve response rates?
By meeting customers where they already spend time—messaging apps, mobile, and email—you reduce friction and make it easier for them to respond, boosting completion rates.
How many questions should I include in a feedback request?
Keep it brief. Aim for five questions or fewer in your initial survey. You can always follow up later with more detailed questions for engaged customers or brand advocates.
What makes a good feedback question?
Email, SMS, WhatsApp, and QR codes each serve different purposes. Email works for detailed reviews, SMS for quick metrics like NPS, and WhatsApp for conversational or visual feedback.
When should I use SMS vs WhatsApp for feedback?
Use SMS for quick, simple metrics like NPS or CSAT. WhatsApp is better for richer, conversational feedback and sharing images.
What is In Mail and how does it improve feedback collection?
In Mail allows customers to submit feedback directly within the email without clicking through to a browser, reducing friction and increasing completion rates.
Why isn’t email enough for customer feedback?
Email is effective for detailed feedback, but inboxes are crowded and response rates are declining. Adding channels like SMS and WhatsApp increases engagement and provides richer insights.
