96: Self-initiated UX feedback

UX Metrix is selling an online self-initiated feedback service. Testing produces customer loyalty and reduces support cost.

Common problems with testing:

Memory
It’s not uncommon to observe people struggling through a website and afterwards they say it was “easy enough.” Surveys are particularly bad at uncovering “memory” issues, because time passed between the user’s actual experience and the survey.
ScreenZest reminds them of what may have been “right” and “wrong”.

Attribution
I probably did something wrong.
Many users blame themselves when website problems occur. Issues that make people feel stupid remain under-reported.
ScreenZest helps uncover issues that people would not report by themselves.

Comfort Level
I don’t feel comfortable making suggestions.
People often assume the website they are using is the best that’s possible. Even if a prominent “Contact” option is provided, this may not encourage people to make suggestions.
ScreenZest voting has a lower threshold than originating ideas like with surveys, etc. Voting feedback gives quantitative insights and adding comments gives qualitative insights.

Effort vs. Reward
Should I bother?
Someone who has just spent a lot of time trying to use a site will not be excited to spend even more time trying to provide feedback. People may also wonder whether their feedback will reach the right person and be considered.
Always dignify the customer’s effort with a response (automated or personal), even if you can’t use the suggestion. Follow up for clarification if needed; few people will object to showing interest.

Discouragement 
Don’t make me jump through hoops.
Companies frequently create obstacles to reduce contact volume, by burying the contact options many clicks deep, or requiring registration (people hate it), or forcing extensive categorization of the type of feedback, or asking for details that don’t make sense or are privacy sensitive.