Omnichannel Feedback
Collecting customer feedback across all interaction channels in a unified system.
Category
Feedback Collection
Full Definition
Omnichannel feedback is the practice of collecting customer feedback across all touchpoints β physical locations, digital channels, and communication platforms β and unifying it in a single system for analysis.
Why Omnichannel Matters: Today's customers interact with businesses through multiple channels: in-store visits, website and app usage, email, phone calls, social media, and chat. Each interaction offers feedback opportunities.
Omnichannel Feedback Channels: - In-person: QR codes, kiosks, tablets - Digital: Website widgets, in-app surveys - Communication: Post-call surveys, email surveys - Messaging: SMS, WhatsApp, chat surveys - Passive: Review monitoring, social listening
Common Use Cases
Real-World Examples
Scenario
A bank collects feedback via branch tablets, mobile app pop-ups, post-call IVR surveys, and email. All data flows into one dashboard.
Outcome
They discover mobile app users rate satisfaction 4.5/5 but branch visitors rate 3.1/5. Focus shifts to branch experience improvement.
Scenario
A retailer unifies QR code feedback from stores, post-purchase email surveys, and social media mentions into a single customer view.
Outcome
They identify that customers who shop both online and in-store have 20% lower satisfaction β the transition between channels is confusing.
Scenario
A healthcare system collects patient feedback via waiting room tablets, post-visit SMS, patient portal surveys, and call center follow-ups.
Outcome
Integrated view shows patients rate doctors highly but administrative processes poorly across all channels. They invest in scheduling improvements.
Related Terms
Touchpoint
Any point of interaction between a customer and your company.
Customer Journey
The complete path a customer takes from first awareness through purchase and ongoing relationship.
Voice of Customer (VoC)
A methodology for capturing and analyzing customer feedback, expectations, and preferences.
QR Code Feedback
Feedback collection using scannable QR codes at physical locations or on products.