How To Lose Less Customers Using Passive Feedback

Start using passive feedback to reduce customer churn, make crucial business improvements and acquire new customers.

Many companies do active feedback, where they contact their customer base asking for feedback.

The problem with only doing active feedback is that it’s only feedback from the moment that you ask the customer. It’s not when the customer decides they’d like to give feedback or when their feeling changes.

Only passive feedback empowers customers to do this.

By adding passive feedback to your customer feedback strategy, you will create a 360 view of your business, where you can identify how customers feel as soon as they become more, or less, happy with your business.

It’s a fantastic method for improving customer retention, reducing churn and also acquiring new customers.


Step 1

Place weblinks, QR codes and NFC on business material

Empower your customers to give you feedback at any time by using passive feedback methods so they can access your surveys whenever they decide to.


Step 2

Ask your customers The One Question

The customers will answer The One Question: “How do you feel?” by clicking on one of five emoji faces that resemble their feeling. Once they’ve clicked on a face, they’ll be prompted to “Tell us more…” to find out why they feel the way they do.

By keeping the survey simple, you will get up to 20x the responses of other feedback surveys.


Step 3

These are your unhappiest customers

You Actively Unhappy customers are your biggest risk to your business’ reputation as they’re the ones who write damaging reviews. Whereas, Unhappy customers have problems with your business but have more of a chance of being turned around.

These customers are unlikely to buy from you again without your business intervening.


Step 4

Go into service recovery and resolve the customer’s issue

Using The One Question, you can easily enter into direct conversations with your customers from their feedback.

Show you have listened to their feedback and understand their perspective. Then offer an apology where required and explain how you aim to resolve the issues.


Step 5

Respond within 24 hours to prevent a negative review

Act swiftly to reply to these customers before they go online and tell the world. This should be done as soon as possible, but definitely within 24 hours.

Ensure you prioritise responding to your Actively Unhappy customers first, as they are your biggest danger.


Step 6

Follow up within 7 days to explain the actions you’ve taken to resolve their issue

By showing how much you have done to rectify the problem, you may be able to turn their feeling around and earn another chance to impress them.

Even if you can’t turn an unhappy customer around, at least you have brought closure to their issue and shown that you’re a business who cares.


Step 7

Neutral customers

These are poachable customers who will be looking towards one of your competitors after their latest experience with you.


Step 8

Acknowledge this feedback and resolve any issues

Enter into direct conversations with your customers to acknowledge their feedback and any issues they may have.

Then offer an apology where required and explain how you will take their points onboard for the future.


Step 9

Send these customers win back marketing material

Channel your neutral customers into win back campaigns to earn another chance to impress them.

This is an opportunity to not lose them, and instead convert them into a happy customer next time.


Step 10

Happy Customers

Your happy customers enjoyed their experience, but thought it could have been better and might be tempted by competitors.


Step 11

Thank them for their feedback and find out how to make them even happier in the future

Although these customers are happy, something wasn’t perfect. That means you have an opportunity to gather key insight on how to improve because, despite liking their experience, they thought it could have been better.

Thanking them for their feedback is a great way to stand out from your competitors and build a strong relationship with these customers.


Step 12

These are your Actively Happy customers who had a fantastic experience

They enjoyed their experience with you and are the customers who are most likely to be loyal and recommend you to others.


Step 13

Thank your happiest customers for their kind feedback

This shows how much you appreciate your customers and value any feedback they can give you.

It is very rare that customers are thanked after giving feedback to a business so it will be appreciated.


Step 14

Build relationships with these customers through conversation

Use your “thank you” message to start the conversation and help you build rapport with those customers.

Invite them to do business with you again soon and make them feel really valued as a customer.


Step 15

Ask them to refer their friends and family

Once you’ve built a rapport with that customer, then politely ask them to refer others to your business.

Referral clubs with membership benefits work very well. See Growth Blueprint #0033 to start one.


Step 16

Add them to your social media audiences to get new customers

Use your Actively Happy customers to create a lookalike audience in Facebook Ads Manager.

This audience of potential prospects share similarities with your happiest customers, so are likely to engage with your ad and become Actively Happy customers themselves.

Lookalike audiences are a great way to get new customers through social media. Find out more in Growth Blueprint #0037.


Step 17

Use their comments as social proof on marketing material

Actively Happy customers’ comments make for superb social proof and testimonials on your marketing material.

Remember to ask your customers whether you can share their thoughts on your website, social media and on any printed marketing.

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