November 12, 2020
Issues that look glaringly obvious to a customer are often invisible to employees. The best businesses are able to find and solve these issues quickly. Their secret: customer feedback.
In this guide, we’ll explore the following:
3 reasons why customer feedback is your competitive advantage
Collecting customer feedback may not seem like the best use of your team’s limited time, it’s an investment that pays off. Here’s why.
Prospective customers value the opinions of their peers. Soliciting feedback through online reviews makes it more likely that customers will try out your business. Studies show that a stunning 92% of consumers consult reviews before making a purchase decision.
When you have a process to respond to customer feedback, you can listen to dissatisfied customers and deal with their complaints before they do major damage to your brand. If an angry customer doesn’t hear back from you, they might dissuade others from trying out your business entirely. But a quick response makes a big impression. According to Bazaarvoice, 41% of consumers say that when they see brands replying to reviews, they believe the company really cares about their customers.
No matter how talented your team is and no matter how much work you’ve already put in, there’s always room for improvement. There might be certain seemingly minor parts of the customer journey that can lead to significant improvements in overall satisfaction. Maybe your customers hate the atmosphere of your waiting room. Maybe there’s a way you can make your payment process more seamless. Whatever the issue may be, customer feedback can help uncover it.
Collecting feedback through reviews and surveys
If you want to get started collecting customer feedback, we recommend that you start with two things: online reviews and surveys. Both these methods can work together to help to identify operational problems.
Improving your operations based on customer feedback
Once you’ve started to collect customer feedback, you can use it to identify problem areas and start making improvements. Here are three ways you can get started today.
Once you identify areas for improvement, set a specific goal so that you can measure if you’re making progress. That can be something like an increase in net promoter score or overall star rating.
Once you have feedback and an action plan, loop in relevant leaders who can implement these goals and hold employees accountable. Make sure that the relevant team leaders are aware of the changes they need to make and the metrics you’re using to measure performance.
It’s important that employees at all levels understand the importance of the metrics so that they’re motivated to hit the targets. Consider using improved feedback as an opportunity to reward employees. Feel free to offer incentives or bonuses for teams who make progress towards goals.
Following up on negative feedback
No matter what method you choose to collect feedback, you will eventually hear from an angry or disappointed customer. When this happens, don’t stress out. Here’s what you can do.
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