# Customer-initiated Feedback

Customer-initiated feedback enables users to provide you with proactive feedback from wherever they are on your website. Implementing customer-initiated feedback is a great way to ensure that you are always listening to your customers.

## The User Experience

<div align="left"><figure><img src="https://563760996-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkJBdddbwa2Hgh4yTRC5g%2Fuploads%2FiA4vHgLV9S3hdzb3vJr0%2FUX%20Customer%20Initiated%20Feedback.png?alt=media&#x26;token=85f81589-9d75-42af-93da-887c42ec1f7a" alt=""><figcaption><p>Examples of Feedback Tab or Footer Link Placement</p></figcaption></figure></div>

On every page of your web experience, an invitation for users to give proactive feedback will display. The two most common mechanisms for inviting feedback are a fixed feedback tab docked to the side of the browser or a link in the footer of your web and mobile web experiences.

When a user clicks the invite, a modal All-at-once (AAO) survey will appear to collect the user's feedback.

<div align="left"><figure><img src="https://563760996-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkJBdddbwa2Hgh4yTRC5g%2Fuploads%2F7GtqF1Zjy6y9JNsGudCO%2FModal.png?alt=media&#x26;token=82756a78-8d70-46fd-a000-02d829babd29" alt=""><figcaption><p>Examples of AAO modal survey on desktop &#x26; mobile.</p></figcaption></figure></div>

## How customer-initiated feedback works

Customer-initiated feedback is comprised of two key components:

1. The on-page invitation has an on-click behavior to trigger the appropriate feedback form using the [Present Method](https://docs.pulseinsights.com/implementing-pulse-insights-dev/implementing-on-web-and-mobile-web/presenting-a-specific-survey). This method optionally passes data, such as the market and language.<br>
2. The survey(s), which are typically configured to use AAO mode to resemble a form, are displayed as a modal widget.

## Your code snippet

In order to display the feedback tab or footer link, Pulse Insights will modify your code snippet.

{% hint style="success" %}
If you'd prefer to control the footer link or feedback tab, Pulse Insights will give you the JavaScript method necessary to enable trigger the feedback modal upon the user's click.
{% endhint %}

## Recommendations for what to capture

Common fields include:

* Feedback category: Create a dropdown menu so that you can contextualize and route the feedback internally. For example, users might choose between:
  * App, website, in-store location, etc.
  * Returns, Product Pages, Search/Browse
* A comment field to capture the proactive feedback that users want to give<br>

&#x20;Customer KPIs that measure website performance, such as:

* Intended task or the primary purpose of their visit
* The user's ability to complete their primary task
* Audience profile
* Satisfaction with the website or brand

{% hint style="success" %}
We recommend limiting the number of KPI data points to one or two, if feasible, to minimize the friction of users providing you feedback.&#x20;
{% endhint %}

{% hint style="info" %}
Results may be biased by the fact that customer-initiated feedback is proactively given. Despite the bias, results still provide value and trend analysis over time.&#x20;
{% endhint %}

## Inputs we'll need from you

In order to configure customer-initiated feedback on your behalf, we'll ask you about:

* User experience of the on-page invite (tab, feedback link)
* If and how your mobile web experience differs from desktop
* Who will host the on-page invite (Pulse Insights or you)?&#x20;
* Questions and formatting decisions for the feedback form, so we can configure it on your behalf
* If your implementation is global or multi-language. If so, we will need the method for identifying the market and language
* Any contextual data you'd like to ingest, such as authentication status
* Any special reporting or integration needs for the data

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