What are the best ways to get feedback from non-tech-savvy customers?

We must ensure that our feedback questions and answers align with the language commonly used and understood by our customers. When there is a communication gap, it creates resistance, and customers may either refrain from responding or provide inaccurate feedback. Furthermore, it is crucial to keep the customer at the center of our feedback-seeking efforts. The focus should not solely be on what we need from the feedback, but rather on what we can do for our customers if we better comprehend their perspectives. When this approach is evident, customers are more likely to actively engage and collaborate with us, creating a win-win situation.

Using simple language is always the best option as it is readable for a wider audience (techies and non-techies). Better to have our communication with the perspective of what's our plan to help in achieving 'what they are looking for? ' so we need to have a clear understanding of what the customer expects as a business outcome and ROI. They won't bother whether we use K8s, Docker or microservices, all they want to know is how it is going to reduce the operation run cost, increase uptime, Improve quality, improve security & add value to business.

Keep your explanations simple, use plain English and skip the jargon. Always talk in terms of results; explain why and what you are doing for the client, not how you are doing it. Try using familiar references (i.e., use scenarios/examples that are relatable to their background). If you’re going to introduce a technology, app or process, demonstrate how it relates to the client and the benefit it brings. Find out what their preferred method of communication is and use that method.

I've learned that understanding non-tech clients is crucial. Their feedback, though conveyed in different terms, holds valuable insights. Overcoming the communication gap meant simplifying my language, avoiding jargon, and using visuals like screenshots. This opened the door to honest feedback, leading to improved products and happier customers, making it a win-win situation.

Feedback from laypeople (non-technical) should first be Qualitative - how did they feel about an experience? Segment your Qualitative responses based on the feelings described or expressed from the audience. To improve or increase engagement from a segment of respondents, make iterations to the experience and test those outcomes with the same respondent population. One may need to budget for an incentives package since peoples' time is priceless. Consider thanking respondents for their time and attention. Providing gifts to respondents who contributed the most time/value to the study would be a nice touch.

Calibrate all available feedback methods to short list what is more effective for non technical users. For instance, getting feedback in person can support using plain language and helps us understand the user behavior better. The other easy feedback method to collect opinions during in person interviews is showing visuals of the product UI/prototype and ask them what they feel and would they use it.

Best not to bias the interview/feedback by defining questions to be answered. Probably the best way to get unbiased feedback is to provide the ability to generate free low text that describes any issues the customer may have. Yes, this may involve more work in leveraging the feedback into your feedback process, but very much worth the effort.

Customers are the best source to accelerate and improve your tech. since they bought your product, they justify their choice; you have to help them to continue doing it. customers don't buy technology but a solution to their needs. Tech is a part of the solution. They understand their business better than you do. Let them be the stars. I prefer to get their feedback in 2 phases: A. in-person: Rating usual factors. Leave a free-text area to express their experience. B. in a group, in case a team. Before the meeting summarize Averages and elevate up to 3 opinions for each factor. While presenting the results, could you encourage them to talk? don't try inclining their words to yours. They'll give you a lot of valuable knowledge

It’s not just about what you say but how you say it and for that reason, sometimes, it’s about WHO says it. When communicating with non-tech savy users, the key skill is communication, not technical knowledge. So discuss as a team, WHO has the skills to deliver the message/training. Who has the emotional intelligence, self-awareness and communication skills/techniques to not just read the room but read the faces of the individuals in the room. That person…is who stands up first. And the irony is…it’s usually NOT the most senior or knowledgable. P.S. This also underlines why having DIVERSITY OF SKILLSET in all areas in your team is so important.