Don't Limit Feedback Options
As a consumer, we want to believe that we are rational and logical versus emotional. At least that is what we want to tell ourselves. The truth though, is that our emotions usually drive purchases. Business ads are carefully put together to manipulate these spending habits and tug at the emotions of the consumer to buy.
"Emotional spending is when you buy something you don’t need, in some cases, don’t even really want. This happens because it improves the mood. Some people allow this to occur:
to cope with stress,
bring one out of a bored or listless mood,
to increase self-esteem,
to feel special
In fact, we even spend when we are happy. Do you remember what you bought yourself last time you got a raise or when you found out your BFF was going to have a baby?" Money Funk
I point this out because the other day I was asked to fill out a survey of my experience with booking a trip through an online travel agency. They asked questions such as how easy was the site to maneuver, did I find what I was looking for etc.. but not once did they ask why I picked them over other options. The truth is that I loved the pictures. As silly as it sounds, the pictures sold me because I could imagine myself at the location. It is the emotions I experienced that sold me.
The travel agency is missing out on a large part of feedback because they are limiting the feedback by restrictions of the survey. It is true that what they did ask could be valuable but sometimes the consumer has more valuable information that the business is missing out on.
Forums encourage people to talk about what drives them emotionally to buy. It is a place for conversation so that users can open up and talk about their experience and to put things in their words. By getting feedback using forums, businesses can find out what is most important to the consumer.
If you want to know how to encourage your customers to buy more, gather feedback in a way that allows you to find out how your consumer feels about it.