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Customer experience

Why is non-buyer customer feedback important and how to capture it? 

Creating a unique brand experience strategy that resonates with your target audience is essential. To succeed, you need valuable insights that go beyond the usual customer feedback. That’s where non-buyer customer feedback comes into play. 

For most companies, customer insights are a goldmine waiting to be tapped. But here’s the truth: typically, surveys sent out after the transaction fail to catch feedback from non buyers as potential customers often leave without leaving feedback – or even without being given the opportunity to do so.  

Why is non-buyer feedback important? 

Understanding the intricacies of customer feedback is the cornerstone of a successful brand experience strategy. It’s not just about retaining existing customers but also about attracting potential customers who have never made a purchase. Here are 4 reasons why it’s important. 

Why is non-buyer feedback important HappyOrNot infographic

  1. Understanding the true brand experience

To create a unique brand experience, it’s worth noting that capturing feedback from non-buyers is as essential as feedback from customers who’ve made a purchase. This process goes beyond the sales cycle – it deepens into understanding the overall brand experience and the emotional connection it forges, and why potential customers might not be turning into buying customers. 

  1. Valuable insights from direct feedback

The non-buyer survey offers candid feedback, helping companies identify why people might not purchase. Direct feedback allows businesses to focus on areas that may not resonate with certain target audiences, such as product selection, payment options, queue time, messaging, or any aspect of the service provided. Understanding these aspects enables businesses to fine-tune their operations to ensure better experiences. 

  1. Optimizing in-store experience

Feedback from non-buyers can uncover flaws in the in-store experience, allowing businesses to make improvements. Even just a few minutes spent on analyzing the non-buyer feedback can lead to significant enhancements, making the business more appealing to all customers. 

  1. Strengthening the sales funnel

Non-buyer feedback is critical to the sales funnel optimization process. Analyzing data from non-buyers who didn’t purchase can help companies optimize their offering and service to cater to a wider audience, as well as create more effective content marketing and tailor their services to the market, turning potential customers into actual buyers. 

How to capture feedback from non-buyers 

Having customers who make repeat visits can greatly impact a company’s success. However, the feedback of those who do not make any purchases can also be extremely valuable. Here are 5 key elements to effectively gather feedback from non-buyers and turn it into actionable data to guide your business in the right direction. 

How to capture feedback from non-buyers HappyOrNot infographic

  1. Instant feedback terminals

In-moment feedback kiosks can help gather important visitor feedback from those who leave the store without purchasing anything. Placed strategically throughout the store’s key areas, they provide insight into which stage of the customer journey might be responsible for the high turnover. 

  1. Leveraging QR codes

QR codes are an additional way to bridge the gap between non-buyers and getting feedback. By strategically placing QR codes alongside instant feedback surveys, you provide non-buyers with an additional path to sharing their thoughts and experiences. 

  1. Personalized email outreach

Contacting non-buyers individually through personalized emails containing a survey question is a commonplace strategy to capture their feedback. Make them feel valued by acknowledging their presence and inviting them to share their thoughts. When you show that you appreciate their input, it can lead to more comprehensive and honest feedback. 

  1. Data-driven insights with analytics

Harness the power of advanced analytics to understand why non-buyers abandon their carts or leave your store without making a purchase. Analytics provide the tools to analyze patterns and potential pain points at each touchpoint, all day, everyday, helping you to pinpoint where improvements are needed and adapt accordingly. 

  1. Encouraging all the feelings with reader feedback

Encouraging non-buyers to share their thoughts, opinions, and all the feelings they experienced while interacting with your brand can uncover invaluable insights and gain a comprehensive understanding of their experiences and perceptions. 

Improve non-buyer customer experience with HappyOrNot 

HappyOrNot’s solution is a game-changer for capturing both buyer and non-buyer feedback, boosting customer loyalty and ensuring your brand stays top-of-mind. Here’s how. 

  1. Real-time feedback for real results

HappyOrNot’s strategically placed in-moment Smiley feedback terminals enable businesses to gather real-time feedback, putting you in direct contact with your customers and visitors. You can build enduring customer loyalty by addressing their concerns and acknowledging their satisfaction levels promptly.  

  1. In-depth customer analytics

Business leaders can harness the power of HappyOrNot’s platform to understand customer sentiment comprehensively. This data-driven approach empowers you to tailor your services and offers to match the ever-evolving preferences of your existing customer-base and target customers. 

  1. Multi-channel engagement

In a digital landscape, customer engagement takes various forms. HappyOrNot offers QR codes that lead customers to the same in-store survey, but online. This versatility ensures that their opinions hold great value and are considered. Additionally, HappyOrNot Smiley Digital offers an opportunity to strategically place web-based surveys at different touch points before, during and after the actual purchase, for example at your product page, deliveries, or customer support chat. 

  1. Cultivating customer loyalty

HappyOrNot’s in-moment feedback mechanism encourages customers to become loyal patrons and for non-buying visitors to return and give your shop another chance. Addressing their concerns and showing them that you value their input is key to turning non-buyers into buyers, buyers into advocates, and building long-lasting customer relationships.  


Whether from buyers or non-buyers, customer feedback is a pivotal asset for businesses in today’s competitive landscape. 

HappyOrNot has revolutionized how companies collect and analyze this feedback, enabling them to gain valuable insights into customer and visitor sentiment and tailor their offerings accordingly. The Smiley system, QR codes, and other innovative tools have encouraged customers to leave feedback, transforming their experiences into data-driven improvements. 


Frequently asked questions 

In what ways can non-buyer customer feedback collected by HappyOrNot contribute to improving the overall customer experience? 

Non-buyer customer feedback can enhance the customer experience by identifying pain points in the customer journey. This data can reveal areas where potential customers are dissuaded from purchasing. 

How can capturing feedback from non-buyers help enhance social media interactions for businesses? 

Capturing feedback from non-buyers can improve social media interactions by highlighting the factors that deter potential customers from engaging. This information allows businesses to tailor their social media content, addressing concerns and driving more meaningful interactions. 

What role does HappyOrNot’s real-time feedback system play in helping businesses gather customer feedback? 

HappyOrNot’s real-time feedback system allows businesses to collect customer feedback at multiple touchpoints, providing actionable insights to enhance satisfaction, revenue, and growth. 

How can companies measure the return on investment (ROI) of their efforts to collect customer feedback? 

To measure ROI in collecting customer feedback, companies can track key metrics such as increased customer retention, higher conversion rates, and reduced support costs. 

How can businesses balance respecting customer privacy and obtaining valuable feedback? 

Businesses can strike a balance between respecting customer privacy and obtaining valuable feedback by making data collection entirely voluntary and anonymous. HappyOrNot data is anonymous by default and personal data is only collected when customers willingly provide it, and stringent security measures are in place to protect this information. 

  • Customer experience