While booking a ride with Uber very recently, when I was prompted to provide , I was quick to take a moment and give a rating for my last ride. It was later that I realized how Uber had made customer optional, after it being a mandate for the longest time. I realized that I had become so used to providing to the past rides, I was not opposed to it anymore.

Uber’s feedback screen for last ride

Why is there a need to gather feedback?

Any system that communicates directly with the customer needs to have impeccable experience so that not only is the able to perform the intended task conveniently, but they are also able to enjoy it enough to return back to it. This is the reason designers conduct extensive research to understand exactly what the customer needs, and then build a product fit for their use.

Even once that is done, there are multiple rounds of user testing done with potential customers to understand what is not working for them, and fix it before the product is released into the market.

User Testing before release

But even after all these processes have been performed and the application is launched, there are key insights that can ONLY be received from the real user. For this reason, gathering customer feedback from users is essential. Following are the two fundamental reasons why user feedback needs to be gathered –

1. To collect insights —

There are certain issues that can only be identified by the user once they have used the application. To address these issues as designers, the first step would be to gather all possible feedback points from the user.

Before creating a mechanism to gather feedback from the user, it is essential for the business and the designers to decide the kind of answers they need from the users to improve their product.

When asked the correct questions, useful data and insights can be gathered which can be used to create meaningful modifications to make the product delightful and easy to use for all customers.

Credit

2. To make the customer feel heard —

To complain about a product after using it is human nature, but the ability to be able to do something about it is what makes a user feel empowered.
 By giving the customer an avenue to provide feedback directly for the product they are using, it helps them feel heard.

Furthermore, if users are able to see their feedback being incorporated and their experience being improved after every update, there is a certain level of trust that gets established between them and the business.

Incorporating a mechanism for the users to vent out their inconveniences not only creates a two-way communication channel, but also allows the business to procure invaluable data around improvement areas.

Customers need to feel heard



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