Most businesses “do” customer feedback because it’s expected of them. It’s seen as a thankless task where as soon as you hear from a handful of people you have to add their thoughts to a messy spreadsheet or dusty filing cabinet, then leave them alone until next year.
Businesses who treat customer feedback as “yet another job” are missing the point (and the huge benefits it brings). But if you put customer feedback at the heart of your business’ strategy you’ll be amazed by the results.
First and foremost, customer feedback gives you crucial insight to improve your products, services and business overall.
Take the risk out of business decisions by doing what your customers are telling you to improve on. By identifying trends in your feedback, you can rest assured that making the necessary changes will result in a big improvement in customer happiness.
Not only does feedback give you the insight you need to grow your business, but it also gives you a fantastic opportunity to strengthen your customer relationships.
For any unhappy customers, apologise for any misgivings, explain what you’re doing to resolve your issues and show that you care. You’ll be amazed at how someone’s mood changes when they are listened to. And happy customers? Thank them for their kind words, you’ll put a smile on their faces and stand out from all of your competitors.
Responding to customer feedback is one of the best ways to develop a strong relationship.
Customer feedback also helps you pick up on little issues before they escalate into big problems.
Maybe someone noticed your packaging isn’t up to scratch for your latest product? Or your new customer services agent is missing out vital information? These are problems you need to know about immediately, so you can overcome them before it’s too late and minimise the damage they do to your business.
While collecting feedback from your customers in your stores or by giving them a link to a survey, it’s also a great time to collect their marketing information too. Simply give them an option to opt-in after they leave their feedback and watch your email database flourish.
By building your list while collecting the customer’s sentiment, you can use emotional segmentation to personalise campaigns and get better marketing results.
Employees often fear feedback and see it as a criticism of their performance. But you can change this perspective so your employees actually want to hear more.
When your customers tell you how amazing your business is, share this praise with your team and celebrate your success together. This will create a stronger bond, raise morale across your business and unite your team behind making your customers happy.
But you can’t collect customer feedback in any bog-standard way. There are steps you must carefully follow to get the most feedback, and problems you must avoid, too.
You need to create a customer feedback strategy that works and follow it closely. It’s the only way to ensure you’re hearing from as many people as possible, so your business can reap the huge benefits.