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.
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.
Different channels have different strengths. Understanding them is key to boosting engagement:
If you are unsure which channel to use, look at your objective. The guide below helps map your channel choice to your business goal:
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.
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.