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“If you reject feedback, you also reject the choice of acting in a way that may bring you abundant
― John Mattone

While the importance of taking feedbacks is manifold, we have come out with 3 most compelling and pragmatic reasons for capturing feedbacks.

Feedbacks are the easiest way that convey product or service improvements. Also, they offer the best way to measure customer satisfaction, employee satisfaction or product feedback, website feedback and general sentiment about what you’re offering.  The feedbacks you receive can also give actionable insights that can be used to create a better customer experience. Direct Feedbacks deliver tangible data that can be used to make better business decisions.

Well, all these reasons mentioned above add to the importance of collecting customer feedbacks but here, we’ll talk about the 3 key reasons for the same.


The worst thing is not to have dissatisfied customers, but rather to have customers who leave without saying a word, thus leaving the company with no way to win them back and identify ways to improve.



This could only happen because of 2 reasons. One – the customers simply don’t care and churn. Two – lack of a mechanism to vent out their feelings. Businesses should respect the fact that customers are willing to giving them good advice to help improve their business for all current and future customers to witness. But unfortunately, maximum businesses are failing to provide them with a platform to do the same. Provided that feedbacks are the cheapest and the most powerful tool, yet they are the most underused management tool that businesses have at their disposal.

Businesses must provide a platform for customers to vent out their feelings. Let it be frustration, anger, compliment or any general suggestion, feedback acts as a platform for customers where they can give voice to their feelings and express themselves. Also, businesses can be rest assured of the feedbacks as they are personal and direct and even better if taken at the very moment.

And before a customer turns towards social media to express frustration or a bad review, it is better you provide them with a feedback system on your premises itself. Once you start taking feedbacks and begin acting on them you will gradually see more feedbacks coming in as it will become customers go to place to communicate with you easily and unhesitatingly.


Emotions become permanent with time. It’s best if an effective intervention to takes place as soon as possible. Practice good customer service by catching problems before customers even realize there’s an issue, and then present them with a solution; such is the art of interception.

The second most vital reason for capturing customer feedbacks is that it facilitates intercepting the customer problems as soon as you catch one. After you intercept a potential customer issue, you should remember the two golden rules to make your involvement a success -

  1. Timing is everything!  
  2. It’s always better to approach customers with a solution than an apology.

Real-time feedbacks allow the timely interception of the concerned authority. A customer does not always remember and cherish a business with which they haven’t had any turbulence, but they tend to remember the one that was right there when they had even a slightest of the issue. Also, intercepting a negative feedbacks at the right time reduces the impact and the damage it could have created if it wasn’t intercepted initially. Businesses that do not collect feedbacks or measure customer satisfaction have to face backlashes from their audiences publically on platforms like social media. While in the case of well-implemented feedback mechanisms everything remains up close, personal and direct.

Trend Analysis

A single negative feedback should never be something that should lower the morale of the company or its employees. Top performing companies are not only good at accepting feedback, they deliberately ask for feedback and measure it. Feedback is helpful only when it highlights weaknesses as well as strengths.

For getting a clear picture of the company’s performance and measuring its customer satisfaction, it is not the number of negative feedbacks that should be considered or positive ones but the overall feedback trends. Analyzing feedback trends is the best way to gauge the customer satisfaction over a fixed period of time.

Continued feedback analysis is important as it conveys the real condition of what customer think about the company and thus helps them to remain aligned to goals and create new ones, create strategies in accordance with the trends, foster improvements in products and services, improve relationships, and much more.

Feedback trends help businesses determine what the preferences of their customers are. Knowing your customers’ likes and dislikes is also one sure route to success as it gives you a precise idea of what matters to your customers so you can act on them.

Trends, therefore, play an indispensable role in analyzing the true performance of a business in their customer’s eyes and help businesses to keep up accordingly.

Not collecting customer feedbacks yet? Start now!

Feedbacks are never too much! The more the better. Your customers will appreciate if you provide them with a platform to vent out their feelings and opinions personally and directly through feedbacks. Also, any comment/review coming in from your customers about your products and services should never be underestimated. Try to always be responsive and intercept the real-time feedbacks receive and solve or tend to issues before they become big. Your responsiveness will always be valued by your customers. Keep a track of the feedback trends in order to really understand what are your customer sentiments and the level of their satisfaction with your company. Customer feedbacks are priceless so if you do not collect them yet, begin now!


Real-time feedback notifications that your company needs and how to set them up

Real-time feedback notifications that your company needs and how to set them up

Our feedback platform is all set to collect feedbacks? Good. It captures feedbacks in the moment. Great! What’s next? Is that all you’re doing – capturing feedback and nothing after? Then what’s the feedback being captured for? Real-time feedbacks have no essence whatsoever if you’re only capturing feedback in real-time but not really addressing them in real-time. If you’re not really ‘listening’ to the feedbacks, you might as well not take feedback at all. We’re serious – at least it will save you and the customer a whole lot of time and effort and money!

In Zonka, custom notifications can be set which help curb the turbulence in the customer experience by reporting and addressing the same in real-time.

In this guide, you’ll learn the types of alerts and notifications available and tips to ideally set up them in Zonka for closing the feedback loop.


Types of alerts and notifications available in Zonka


Alerts are the instant emails or SMSes that are sent to the registered email id or registered mobile phone number. You can set two types of response alerts -

SMS & Email Alerts for new response

In this alert, the details of a new response received will be sent to the registered email address or mobile number instantly. The user can choose between short or detailed alerts; where short alerts have limited details and detailed alerts have all survey questions.

capture image 2

SMS & Email Alerts for low rating response

In this alert, the details of a new low rating response received will be sent to the registered email address or registered mobile number instantly. The user can choose between short or detailed low rating alert email. Short and detailed work exactly the same as in new responses wherein short alerts have some limited details about the feedback and the detailed alerts have all details including all survey questions and their answers. 


The SMS alerts are crucial for the on-duty staff as well as the managers because these help them to identify an unpleasant customer experience, right at the moment that it happens, which they can acknowledge and probably resolve on the premises too.

Task Updates via Email

In order to resolve customer issues, complaints and follow-up with them ‘tasks’ can be created and assigned in Zonka’s collaborative response manager to be accomplished by the team/staff collectively.

Email me when a task is assigned by me

You can assign a task to anyone in the staff and to yourself too. You can select this option if you want to receive an email whenever you assign a task to someone or to yourself. 

Email me when a task is assigned to me

Other people like the manager or fellow staff members can also assign tasks. Select this option if you want to receive an email as soon as a task is assigned to you by any staff member or yourself.

Email me when a task is due

Select this option to receive an email update of the tasks that are due for that particular period.

Task update summaries can be set as you like – Daily, Weekly or Monthly.

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Feedback Summaries & Digests

Digests are the summary of feedback and survey data. The feedback data captured is summarized into a digest which Zonka automatically emails to you (every evening or morning).  All the digests are location-wise and survey-wise (if you have multiple locations or surveys set up). Enable daily, weekly or monthly email digests which provide a crisp overview of the responses without you having to log into Zonka reporting at all.

Types of feedback digests

Quick Trends

Gives you a super quick idea of your day, week or month in comparison to the previous period highlighting the upward or downgrade trend.

Short Daily Summary f


Quick Trends with Comments

Same as the Quick Trends digest which gives you the comparison between present day, week or month with the previous period but with open-ended comments, as entered by the survey respondents.

Detailed Feedback Digest

Detailed Feedback Digest gives you the Quick Trends report and in addition, provides an analysis and comparison of each question with the previous period.

Detailed Daily Summary 2


 Detailed Feedback Digest with Comments

Detailed Feedback Digest gives you the Quick Trends report and in addition, provides an analysis and comparison of each question with the previous period. Open-ended comments as entered by the respondents are also provided.


How alerts and notifications should ideally be set

Based on our experience working with many companies spread over various industries we have zeroed down to an ideal set of alerts and notification settings which can be set by the users. Needless to say that setting up the notifications and alerts depend upon the type of business, organization structure, and many other factors but users can choose to set alerts in the manner we have prescribed to kick-start with receiving feedback alerts on their devices. We have recommended the alerts to be set hierarchy-wise and based on the person’s level of involvement with the customers.

On-duty Staff

The on-duty staff is closest to the customers. They hold the power to turn the table around for the customers. The staff gradually should be given enough permission and authority so that they can become self-sufficient in not only collecting feedbacks but resolving customer issues and ensuring proper follow ups. Thus, along with the SMS and email updates of the responses they should be given the access to the detailed digests gradually over a period of time. Also, the staff should be trained not to get startled by a negative feedback rather treat it as an opportunity to improve and deepen their relationship with the critic.

Suggested Survey & Feedback Notifications and Alerts for On-Duty Staff

  • Real-time Email notifications for – 
    • New Feedback
    • Negative Feedback
  • Real-time SMS Alert for –
    • New Feedback
    • Negative Feedback
  • Daily, Weekly and Monthly Task Summary Emails for facilitating quicker resolutions

Set up email alerts for all feedbacks including negative feedbacks to stay in the loop.

Managers and Process Owners

The high-level positions in the hierarchy consist of the Managers and process owners. They tend to play a key role in feedback management process. Though other staff members are the ones who are closely connected with the customers the accountability always lies with the manager. A manager should ideally receive the alerts for the negative feedbacks so that he can immediately get notified and then handle the situation accordingly. At such times, he can also assign tasks to the staff members to be accomplished by a due date. He should be entitled to receive the detailed digests so that he can keep an eye on the daily feedback trends and customer’s sentiments about the business as a whole.

Suggested Survey & Feedback Notifications and Alerts for Managers & Process Owners

  • Real-time email alerts for all low rating feedbacks in order to initiate corrective actions.
  • Set SMS updates for all low rating feedbacks to ensure quicker resolutions.
  • Set Digests with detailed feedback trends + comments to be delivered daily.


The involvement of the management in the feedback process depends highly on the frequency of feedbacks received by the business and the business type. The businesses which receive say 200+ feedbacks every day, the new response or negative response alerts would obviously bug the management. They rather can opt in to receive the detailed digests monthly or weekly and have a feedback or performance review session based on the same. While other businesses where the size of the business is small and they receive comparatively fewer feedbacks, the management can opt in to receive daily and weekly feedback trends and digests.

Suggested Survey & Feedback Notifications and Alerts for Management

  • Digests with detailed feedback trends + comments to be delivered weekly and monthly basis
  • Email updates for all the tasks pending on weekly and monthly basis

Setting up notifications and alerts in the right manner is not only important for the people in the organization but also for key stakeholders – to really hear what the customers are saying and to take some real action – people who can ensure that issues are resolved or at least feedbacks are addressed to and customers are reassured that someone is really listening. Of course, a miffed customer who has left some feedback expects some action, but even a happy customer gets even happier when his feedback gets acknowledged. And none of this is possible if you’re only capturing real-time feedback but not really setting up any notifications and alerts to hear the feedback in real-time.


How Responsive Surveys are Changing the Game

How Responsive Surveys are Changing the Game

Planning to conduct a survey among your customer base? Then go mobile. As for many, mobile is the internet. Responsive mobile surveys are developing fast, adapting to keep pace with the development of technology.

With people’s leisure time very often squeezed to the bare minimum, they do not have the time or the inclination to devote even 15 minutes to answer questions for little or no reward. For such situations, responsive mobile surveys fit best where companies get to their customers quickly, draw a response, and make a swift exit.

Mobile surveys do not intrude the personal space of the customers rather it comes with an impression saying that – Hey I am sitting right here in your inbox, fill me up when you feel like. It draws the required customer attention with a swift arrival and makes an even swifter exit when filled. Surveys disseminated on mobile are vital if feedback is required at relatively short notice. Relevant surveys allow businesses to act, and react, quicker than ever before.


Check out this infographic about some impactful statistics backing the importance of responsive surveys and feedback forms

Responsive survey infographic (3)


Introducing Device Management

Introducing Device Management

In order to capture feedbacks from multiple locations, various devices are deployed in each of them. Device Management feature gives top management the central control of all the devices deployed throughout the network of their enterprise.

Suppose you have feedback collection requirements in 5 of your business locations and you have deployed 20 devices in totality to fulfill it. This new feature update will help you to manage and track all of these 20 devices from a single web panel remotely at any time.

How it Works

Follow these steps to access Device Management feature on your Zonka web panel:

  • Visit web.zonkafeedback.com and log in with your details.
  • Click on Setup drop-down from the top menu and then click on Devices.
  • A list of all the deployed devices in all your locations will appear here.
  • Click on the device name from the list whose profile you want to access.

Pro tip: You can give friendly names to your devices to recognize them easily.

3 Most Powerful Attributes of Device Management


Device management reporting tools give you real-time visibility into your organization’s feedback scenario, including device status, battery, uptime, response collected, device location, access log and much more.

Remote tracking

Various tablets and mobile devices would be deployed in your business locations to capture responses. With Zonka you can track all these devices remotely. Be it 10 devices or 100, you can access all of them all at once on the web panel. You can track the devices by leveraging device details such as app status, battery, last communication, uptime, location, etc.

Device security

Protect devices from unauthorized access and can take away the access from any active device by deactivating it from the web panel directly. The admin can also view the access log along with the IP Address from where the device was logged in ensuring utmost security.

Feature Highlights

Here are the highlights of some of the most crucial features under device management that you can leverage for your business.

App Status

It shows the present status of the device – whether it is Online, Offline or on the App Dashboard – all in real-time.  Inside a device’s profile, you can control the device access by turning the slider off and deactivating the device.Device_info_2


Uptime is the time when the device was functional for response capturing. This information can help you counter any negligence or problem in the employment of the device.Uptime_New


Name of the business location where the device is installed appears here. This information is very crucial if you have multiple business locations active for feedback collection.Location_new

Response Collected

This shows the number of responses collected on that specific device over different dates and time period. You can select date/ time period from the calendar provided above.responses_new


You can define various tags for your device from here. These tags can help you to identify specific devices. For e.g- you can tag the devices by their area of implementation; reception kiosk,  washroom kiosk etc.Tags_new

Access Log

It shows the details regarding the accessibility of the device. The username i.e. the user who accessed the device is mentioned here along with the IP Address using which the device was accessed is stated here. It also shows the date and time when the device was accessed.Access_Log
Device management for Zonka comes packed with amazing features for managing your devices with utmost efficiency. For detailed information regarding what all can be done with it please visit- 


Using Zonka for US opinion polls

Using Zonka for US opinion polls

US opinion polls are favoring Clinton, could Trump really win despite this fact? Maybe, who knows.

Opinion polls are used and believed throughout the course of election campaigns by candidates. Also, they are believed by the media to see which candidates are ahead and who is likely to emerge victorious.

But sadly, the polls yet so far have been successful in the contrived shaping of public opinion rather than reflecting it. How can we say this so confidently? Let’s hear a story from the vault of erstwhile US Presidential elections.

In the 1948 Presidential election, the US opinion polls predicted certain victory for Republican Thomas E. Dewey. Without waiting for the official count of the votes, Chicago Daily Tribune on November 3, 1948, throughout the country proclaimed in their headlines, “Dewey Defeats Truman.” The rest is history … Harry S Truman was elected the 31st President of the United States.

Wondering how did that happen? Let’s dig deep.

It is hard to get a representative sample of the population to answer survey questions. Due to this most polls weigh their response data to match the expected composition of the electorate. Also, the methods used to collect poll responses lead to discrepancies in actual opinions of the electorate and rolled out opinion polls.

Majorly, there are 3 methods that are used to collect US opinion polls-

  • Telephonic polls
  • Online polls
  • IVRs

But the problem with all these three is that they involve high human involvement. And it further leads to bias and miscommunication. Moreover many questions on the way polls are conducted through these methods arise such as-

  • Do they ask the right questions?
  • Are they manipulating the wording of questions to get the responses they want?
  • And whom did they interview?

Some of the doubts are wrapped up in a mistrust of the political parties, marketers, and media giants that pay for the polls.  Thus, for collecting US opinion polls a contemporary method is required. A method that can dig in the honest, unadulterated, genuine or near genuine opinion of the electorate.

The ideal polling technique for collecting honest public opinion

Simulator Screen Shot 03-Nov-2016 12.50.25 pm

Creating the poll

With Zonka’s survey form builder, create customized, good-looking polling surveys.

  • Monitor the tone and wordings of the polling questions. Make sure questions are drafted in a clear and neutral fashion.  
  • Avoid question wordings that will bias voters towards or away from their own particular point of view.

Collecting the poll

Collect opinions of the electorate as per their own convenience and personal space.

  • SMS/ email links of web polls to the voters for collecting their opinion about the two presidential candidates.
  • What differentiates average polls from good ones is the level of transparency. So, make sure the electorate can access the original source material.
  • Add actual content of the poll to the website. Add the questions that were asked of participants, the dates during which the poll was done, the number of participants, and the sampling error.

Interpreting the poll

Save time, effort and money while interpreting results of the opinion polls.

  • Zonka offers an Intuitive Web Interface which can be used for examining ongoing polling behavior. At the end of the opinion polling, results can be presented with the help of crucial reports and insights.
  • One Click Reporting with Graphs and Insights enabling the real-time view of the voting behavior during the polling session.
  • Zonka enables Comparative Reporting. Thus, a comparative analysis for US opinion poll results amongst each of the 50 US states and congressional districts can be drawn.