Gaining direct, real-time feedback from customers and site visitors is one of the most exciting areas of digital marketing for me, which really takes advantage of the real-time interactions available online.
A few months back I created a post giving my recommendations on the categories and examples of feedback tools that marketers should review to help them understand their customers' needs better.
Of course, Kampyle, was one of the tools featured since this is commonly used as a tool to gain feedback, so it wasn't a complete surprise, when I got a mail from Eran Savir, the co-founder of Kampyle. He said that he sees the categories of tools slightly differently than me, so I thought it would be useful to setup an interview to understand how he sees the market, in order to help site owners and managers review their options.
Categories of web customer and user feedback tools
Q1. How do you see this for digital marketers and the benefits it can offer them?
[Eran Savir, Kampyle] There are two different approaches to online data collection. The early one was objective collection. This category includes tools like Web analytics, behavioral targeting products and other marketing mechanisms that track the user"€™s activity on the site without actually interacting with him or her, and usually answers the questions: "€œwhat"€, "€œwhen"€, "€œwhere"€ but not the "€œwhy"€.
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The more challenging, and in many cases more actionable, approach is subjective data collection, which if done correctly, can answer the "€œwhy"€. In this approach, the business is interacting with the user and the user is submitting data. There are various levels of depth in subjective data collection depending on how interactive the tool is, how free the user is to lead a discussion and how viable it is for the business to manage that discussion in real time.
We see five categories of subjective data collection, from the broadest view of customer actions to the most specific:
- Enterprise feedback management "€“ These tools merely measure the brand and the people that are interacting with it using surveys. This method best fits large companies that want to understand internal and public perception in a general way.
- Usability tools "€“ These tools are specifically created to prompt users to respond to a single usability or design issue of a Web site. They are built so users can point to a specific problem or typo, but that"€™s it.
- Surveys and polls "€“ These products collect data on a site level. Users can answer pre-crafted questions but cannot initiate a more authentic conversation.
- Crowdsourcing/forum community management /idea management "€“ This approach may be useful for businesses looking to use their customers to publicly vote for their next development steps or help each other to solve support issues. However, it does not offer the direct and personal connection many users seek, and a public option can be potentially harmful to brands when users report complaints in a community forum.
- Feedback analytics "€“ In our view, Kampyle is the only company providing this option, which answers the who, what, when and where of customer behavior, as well as the elusive why. "€œWhy are users abandoning my shopping cart?"€ "€œWhy do users from certain countries search for hotels but never book?"€ "€œWhy don't users complete a software registration process?"€ Because users can submit feedback forms in the critical site areas they choose, businesses can collect process-level data and engage customers in real time to improve conversions and increase customer satisfaction and loyalty.
Benefits of user feedback tools
Q2. Tell us more specifically about the benefits of Kampyle - what do users gain from using your services?
[Eran Savir, Kampyle] Kampyle Feedback Analytics delivers Web sites, online retailers and companies a powerful software-as-a-service (SaaS) platform to collect, analyze, measure and manage online user feedback on services, products and customer experiences. We allow companies to generate user feedback on web sites, for software and applications. Our customers are opening brand new communication channels with their users that enable them to answer complex questions behind user behavior online.
Kampyle offers a centrally managed application that provides analysis of customer feedback using a company"€™s business logic and data metrics to highlight important issues and pain points. Detailed reports, real-time alerts by email and rules notify businesses when a critical feedback is submitted, enabling companies to quickly and personally respond and remedy problems that negatively affect conversion rates and sales.
Kampyle provides users with process-level feedback, which provides unique input based on a certain process or area within a Web site such as the shopping cart, resource center or online solution area. This process-level view can then be tied with Web analytics and CRM applications to provide a complete view of user behavior. Kampyle is bilaterally integrated with all major Web analytics platforms such as Omniture and Nedstat. It is also integrated with Salesforce.com and Google Analytics.
Businesses using Kampyle attribute their ongoing success with customers to having the ability to generate actionable process-level feedback based on key performance indicators and feedback metrics, providing them with user insight that goes beyond an individual site or software installation step.
Web analytics integration
Q3. I think integration with analytics systems is particularly powerful for these types of tools. Can you explain how that works?
[Eran Savir, Kampyle] Kampyle Feedback Analytics increases the value businesses derive from more quantitative Web analytics by infusing customer feedback with Google Analytics, Nedstat and Omniture. These integrations let businesses and Web site owners combine unique customer feedback with their numeric data for a complete view of their users, including site interactions, behaviors and thoughts.
By integrating with Web analytics, customers receive real user feedback tied to business logic based on the data and their individual requirements. Viewing the data in this way lets companies synchronize the data and view it in correlation to each other, bringing together the "€œwhat"€ and the "€œwhy."€ For example if a user sees that site visits have lowered, he can search for feedback during this same time frame which can probably provide some insight into why users are leaving. Users can create feedback alerts based on this type of data.
Other user case examples include:
- Feedback based on specific countries or browser type
- Internet Explorer 6 issues have increased compared with overall users
- There was an increased bounce rate yesterday and users provided lower grades
- User feedback suggests that a page is inefficiently located in the navigation path
Examples of analytics integration
Q4. ...and can you give examples of how companies are using this feature?
[Eran Savir, Kampyle] As an illustrative example, a full house may indicate that a stand-up comedian is funny, but he won"€™t know which jokes work best unless he hears the laughs. Whereas analytics systems tell businesses what is happening on their Web sites, Kampyle Feedback Analytics explains the why. Our integrations with Google Analytics, Nedstat and Omniture enable our joint customers to access all the data they need "€“ both numeric and human feedback "€“ from one centralized dashboard in a report format that facilitates decision-making and leads to improved conversion rates and better relationships with users.
Our integration with Web analytics solutions provides a holistic view of all customer behavior. Combining real-time customer feedback with Web analytics lets you create actionable results based from your Web analytics data. How effective is knowing that a user from California abandoned your shopping cart after spending 12 minutes on your Web site if you never know why? Feedback analytics gives you this answer and lets you respond directly to users and customers to potentially win them back.
Examples of insights you can learn from integrating this data include:
- A complete view of shopping cart abandonment numbers and why users leave
- Why users from certain countries search for hotels but never book reservations or are leaving the Web site
- Why users fail to complete a software registration process, and more
The future of web feedback and interaction tools
Q5. How do you see this category and your product evolving in the future.
[Eran Savir, Kampyle] We"€™re looking forward to continuing our expansion of Feedback Analytics as a real-time communications channel with users. In this day of social media and 24x7, customers expect their brands to engage and respond to them immediately, so we"€™re helping our customers achieve this customer service initiative in real time. One of our customers, InkJetSuperstore.com, has had great success in immediately following up on user feedback to ease pain points and close deals with prospects that had initially clicked off the company"€™s site. Since using Kampyle, InkJetSuperstore.com has seen an 8 percent increase in site conversions and reduced customer call support by 5 percent. InkJetSuperstore.com has embraced the value of Feedback Analytics as instantly actionable data collection, and we expect that experience will proliferate across our market. Our online resource center provides a number of ROI and customer case studies.
We also see the product evolving to seamlessly connect with more business applications. Users will have a choice of interface into a completely integrated solution that provides feedback analytics and Web analytics and all the online activities important to businesses. It is our goal that marketers have a unified option for viewing their customers"€™ behavior and needs, and we are progressing quickly towards achieving that objective.