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Austin, TX—Feedback forms are a retailer’s unsung heroes, says Word of Mouth.org, an organization focused on building better word-of-mouth marketing. It’s one of the easiest ways to find out what your business needs to be better for customers.

Here are four tips to get better results from online feedback forms:

1. Make it easy. You don’t like having to create and account and log in to write a review; don’t make your customers do it, either. Make sure your feedback forms are easily accessible immediately.

2. Make it anonymous. People are more likely to be honest if they have the option of anonymity. Ask for too much personal info and they may not be honest—and they may rant to all their friends instead, without giving you an opportunity to fix whatever’s bothering them.

3. Make it freeform. Leave plenty of room for customers to say what they want in their own words. (Often people have an answer that doesn’t fit neatly into a multiple-choice category.)

4. Make it meaningful. Ask what you can do better, ask if they’d tell a friend about you, and of course include a checkbox for permission to use a glowing review in a marketing testimonial.

Read more here.

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