For any business, obtaining customer feedback is more valuable than gold. And once it’s gathered, what should you do with it? Here at Teckst, we’re slightly obsessed with customer care, so we’ve put a bit of thought into the ‘whys’ and ‘hows’ so you don’t have to. Read on for tips on gathering actionable insight to improve your services and products and how to use this valuable feedback to help drive innovation.
- Inspire innovation and improvement
Customer feedback is the holy grail of tangible data. Using customer feedback is the ideal way to ensure that the end product is something that solves a customer’s problem or fulfills a need. Companies that combine product development and customer feedback are the ones that stay ahead of the curve, have strong customer loyalty and earn raving customer endorsements. Use feedback to make changes quickly and clear the path for innovation and change.
2. (Really) Measure customer satisfaction
Measuring satisfaction helps you determine if you are meeting or exceeding your customers’ expectations. Actively solicit BOTH good and bad feedback, which shows that you value their business and are willing to do whatever it takes to address any issues. Proactively.
3. Create a better customer experience
Offer an amazing experience that keeps your customers coming back and they’ll refer their friends and family to you in no time flat. Make it a point to ask your customers what they need (and want) and use this insight to create a pleasurable, personalized experience. You want the mere mention of your brand to bring a smile to each customer’s face.
4. Improve customer retention
Keep the lines of communication with your customers wide open and you’ll have the rare opportunity to gauge their satisfaction levels before you lose their business. Keep your customers happy and they won’t even think about leaving.
5. Identify customer advocates
Customer advocates are your best marketing campaigns. Keep your eyes and ears open for those customers that rate you with the highest scores as those are your advocates, or super users. Outreach to these customers should be a top priority for your brand. Keep those communication lines open and strong in order to develop a mutually-beneficial relationship.
6. Display customer love
Displaying customer feedback on your website serves as motivation and recognition for the customers who have shared feedback, making them feel more valued. This also encourages other customers to provide feedback, because they see that it will not go unnoticed. Be sure to use these testimonials as inspiration for your advertising and marketing efforts.
7. Motivate your employees
Share customer feedback throughout the organization to serve as motivator and idea generator for your team. Responsibility for customer feedback belongs to everyone, not only the customer care team. By sharing customer feedback with the entire organization, product and service will strengthen as a result.
Unless the experience is terrible, customers rarely share feedback about an experience that was simply subpar. Instead, they decide to take their business elsewhere. That’s a high price to pay for lost feedback, but that’s not the only casualty. Dissatisfied customers WILL share their unsatisfactory experience with 8 to 10 (or more!) others. This sounds like the perfect reason to engage customers in seeking feedback proactively, doesn’t it? A few ideas on HOW to generate feedback…
8. Reward your customers
Reward those customers who provide you valuable feedback with exclusive previews, freebies and promos, and personalized communication. This is about showing them that their feedback matters, and that you truly value it (and them).
9. Use technology to gather data
Online survey tools are fast, efficient, inexpensive and virtually pain-free for your customers.
10. Measure your customer care performance
Keep surveys short and simple – allow your customers to rate their experience on a scale of 1 to 5,or ask simple yes or no questions. With modern tools, you can even ask them to reply with an emoji of their experience! A negative response provides the opportunity for you to dig a bit deeper to see how the situation can be improved next time.
11. “Listen” to feedback on the web
“Social listening” tools help listen in on and gather conversations on social media about your brand. They can also monitor the social presence of your competitors. Some tools to consider: HootSuite, Klout, Social Mention. Other websites, such as online communities, blogs, and local listings are loaded with valuable inside scoop too. Trackur monitors conversations about a brand on all platforms. Yext lets you manage local listings, including monitoring reviews and ratings. Google Alerts provides you with up-to-the-minute mentions of your brand (and competitors) by simply setting up alerts to be send straight to your inbox. Listen to ALL feedback and record everything. Why? Feedback is the key to improvement and innovation.
Collecting customer feedback is an integral part of your business. Getting negative and positive feedback is equally important. Using a combination of the above-mentioned methods will help you obtain quality customer feedback that will give you the appropriate ammo to build stronger relationships, provide ideas for innovation, and set you apart from your competitors.
How do you currently gather YOUR customers’ feedback, and what do you do with it?