Top Rules For Better Client Feedback on Web Design
Have you ever made the mistake of sending an email with a finished design to a client and asked them what they think of it ? Am I correct in assuming that waiting for the answer was a somewhat dreadful experience?
Designers who succeed in showing their designs successfully doing this two things better they other never do. First, they understand that their clients are not designers and communicate with them using normal words. Secondly, they invite their clients to collaborate on the design.
Also Check: UX Principle: How to Design your Homepage for eCommerce site
In this article, I’ll share four Top rules that will help you get better and more actionable client feedback.
1: Make Sure Your Client Gives Feedback from Their Audience Point-Of-View
During the project, many of your clients will give you feedback based on their preferences and their personal taste. And you know what? It’s your fault. You never gave them a chance. What you need to do is find a common base.
And the best base, is focusing on the goals of what you’re trying to create. The easiest way to go about this is thinking like your target audience. So tell your client that when they’re reviewing your mockups and your drafts, their job is to put themselves in the shoes of their audience and think about what their wants and needs are.
It goes without saying that, who the target audience is, should be defined before you embark on any design phase.
It’s a surprisingly effective guideline.
Now, most of your clients will have to be reminded about this. It’s easy to fall back into personal taste. When that happens, gently nudge them back on giving feedback that takes their audience point-of-view rather than their personal taste.
2. Don’t Come on Too Strong – Respect Your Customers
A third of consumers say they experience rude customer service at least once a month, and 58% of them tell their friends. This is exactly how word of mouth can work against your company’s reputation for the long term. It’s very important to be respectful of a customer’s mood when trying to resolve an issue they have with your company.
Keeping your patience is key to giving your customer the time to air out their issue. And, in turn, it creates the opportunity for you to help resolve the issue and make them comfortable. The more comfortable the customer is the more likely they’ll share valuable feedback that can help prevent similar issues from occurring again in the future.
3. Ask Why?
When that happens, simply ask your client “Why?”. Not in a rude way, but like you’re genuinely curious. You’re asking why because you want your client to explain why they’re saying what they’re saying. You basically want to see if their suggestions/objection is tied to any pre-defined goals of the project. Or if it applies to any special segment of their audience.
Try it in your next design presentation meeting. It’s simple and very effective.
Just ask your client to give you better feedback by asking:
- “Why”
- “What do you think is important about that?”
- “Tell me more about that” etc
4. Continue to Satisfy – Offer Ongoing Support and Specials
The #1 reason for customer attrition is dissatisfaction with customer service. Do everything in your power to provide excellent service to your customers on an ongoing basis. Respond quickly and enthusiastically, and be ready to present a special offer or discount with the hope of up-selling the customer to buy more.
There’s never any reason to slow down on satisfying your audience, especially when they’re chatting with you live over the phone. It’s important to note that 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. Take note, customer satisfaction is a key differentiator in a sea of other companies.
5. Explain the Design Process for Your Client
The last guideline is about making your client understand that design is a process. The best you can do is give your client a quick run-through on what things can be changed in what part of the process. And maybe more importantly, what changes will come with a high cost if asked to be changed later in the process.
Layout, for example, is best defined early in the process. But changing the body font of the project can be changed later, without too many repercussions on the project as a whole. These kinds of things are obvious to you, but they’re not obvious to your clients.
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