6 Ways to Get Good Customer Feedback
Consumers today have quickly changing wants and needs, and a business needs to fully understand their target base in order to better fulfill those wants and needs and maintain an edge over their competitors. Customer feedback can be a great way to gain valuable insight into how well your brand is doing.
Too many business owners and managers make the mistake of ignoring or dismissing customer feedback, instead relying upon their own knowledge to best determine how to market to their customers. If they’re off the mark, it could greatly hamper success and cause their customers to turn to a competitor instead.
This is a great shame, because customer feedback is one of the most cost-effective and reliable methods of making sure you are serving your customers properly. And it’s fairly easy to acquire good customer feedback too—here are 6 ways to get good customer feedback.
1. Customer Reviews
It should be fairly evident by now that consumers love to leave reviews. Give them the opportunity to leave a review, and you’re bound to get plenty of them. Of course, this can have some drawbacks too, as you may garner some negative reviews as well. But negative reviews can quickly be turned into a positive. See what customers are saying in both positive and negative reviews—the negative ones especially can tell you a great deal and lead you to make changes in the organization that can improve both the business and customer relations.
For example, if you have a number of reviews focused on poor customer service, then obviously you need to change things in that department.
Note: While consumers have review sites and social media platforms to post reviews, you should also allow for reviews on your website as well. The continuous stream of new content helps with search engine rankings.
2. Address Customer Reviews
As mentioned above, you can learn a great deal from negative reviews. They also give you the chance to retain unhappy customers if you act in a timely and positive manner. Respond to the negative review in a manner that shows you are concerned about the customer’s issue, along with a possible solution that remedies the complaint.
If you succeed, this encourages the customer to continue doing business with your organization and also shows others that you care about their concerns.
3. Conduct Surveys
Surveys can yield a great deal of actionable information. You just have to be sure you ask the right questions. Don’t just ask questions that require a simple yes or no answer—the lack of details doesn’t give you much to work with. Instead, ask questions that require the customer to explain why they feel the way they do about customer service, products or services, etc. The details give you the information you need to make any necessary changes to improve the customer shopping experience.
4. Follow Up Surveys Via Phone and Email
You’ve probably noticed that many companies already ask if you’d like to complete a survey after a phone call or an online transaction. It is also good business practice to follow up via phone or email to ensure any issues or complaints were resolved in a satisfactory manner, or even just to ensure that customer service performed their duties effectively.
5. Engage Your Target Base on Social Media
Consumers love to engage with the companies they do business with, and social media gives you plenty of opportunity to do so. Ask questions, post pictures of products, start conversations, etc. The capability for receiving feedback on a diverse array of business-related topics is exceptional. Additionally, engaging with your customers improves brand recognition and loyalty.
6. Make it Easy for Customers to Complain
While you certainly would like to hear nothing but good comments, allowing customers to voice their complaints gives you ample opportunity to learn and improve. Which is, essentially, what all of the above methods for gathering customer feedback are all about. Whether it’s by reviews, surveys, emails, phone calls, or even comment cards, giving customers the avenue to voice their complaints or concerns in both private and public manners gives you the chance to not only resolve those complaints and keep those customers, but also to diminish the chance of the same complaints in the future.