The Importance Of Customer Feedback And How To Improve It

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Business owners know the value of the customer to the sustained success of the business.

As such, they prioritize the customer and address all their concerns. With competition very stiff, not knowing what your customers want or think could be your undoing. But how do you know what the customer wants? This is where customer feedback is essential.

But if you don’t have a system to facilitate customer feedback, there are many online tools such as easy tracking with Whatagraph. Using these tools effectively prevents you from being out of touch with your customers and eventually losing them to the competition.

In this article, you will understand the importance of customer feedback and how best to request and maintain it.


How to get customer feedback

This refers to the information that your customers provide to you based on your services, products, customer services, in fact, anything concerning your business. Their experience with any aspect of your organization can be expressed as feedback.

When adequately gathered, analyzed, and implemented, such information will improve the elements of the business that the customers are concerned about. There are many ways to initiate customer feedback, and each method has its unique advantages.

You can use customer feedback surveys, email and customer contact forms, usability tests, exploratory customer interviews, and social media.


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Reasons customer feedback is important

1. Improvement of products and services

When you set up a business, you envisage a need of the customer that requires addressing. However, companies often shift their attention to services and products more than the customer. And losing touch with the customer is one reason why some companies experience a decrease in patronage.

The customer who uses your products or services, so if you alienate them from the process, you risk not catering to their needs.

Always prioritize the customer and seek their opinion and feedback. Such information will enable you to know the benefits of the product, its flaws, and the customer’s experiences. Note that the tastes and needs of customers evolve, and if you do not get customer feedback, you may miss out on the new trends.

Always seek customer insights on their needs to tailor your product better to meet their needs.


2. Measurement of customer satisfaction

A satisfied customer is a loyal customer. Loyal customers will patronize your business and get other people to buy your products as well.

One happy customer can bring onboard five more, and when these five new customers are also satisfied, the chain grows. With such satisfied customers, the financial performance of your company will improve. Concerning such a financial performance, your market share will increase.


3. Create a better customer experience

This is a simple reason renowned brands such as Apple and Google remain the market leaders in their respective fields.

When you offer the customer a unique and pleasant experience, they will return to relive it. Everyone wants to feel good, and if your product or customer service can offer that to the customer, your products will become sought after. You can only do this if you have customer feedback to know what the customer wants or expects.


4.Making business decisions

Your business revolves around the customer, and if you make any business decision, it must be customer-centered.

Any decisions that do not consider the customer are likely to go awry in the long term. Any business decision you take must include customer feedback to ensure that you do not alienate the customer.


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Tips to improve customer feedback

All feedback is important, but some types of feedback are more important than others. For instance, when a customer says they are okay with your service or product, that is fine.

However, they did not give you specifics of their satisfaction. But when you are offered specifics, you will know what to continue doing and improve or stop. Here are some ways you can improve customer feedback.


1. Get in touch with the customer

Customers naturally will not offer any feedback if they are not asked. They will only show it through their purchasing behavior.

This means that they will keep buying if they are satisfied with the product; if they are not, they will stop buying. However, in extreme situations, either good or bad, the customer will give you some feedback.

But because such spontaneous feedback only happens in extremes, you may be lacking a lot of feedback in the middle ground. It is that middle ground that will propel your company to higher heights.

So as much as you can, try to solicit feedback from the customer during or after every purchase.


2. Make the process simple

One thing that customers do not want is to have their time wasted. So, when putting together your customer surveys or emails, make it simple.

Too many questions or a complicated process may cause the customer to lose interest in providing feedback. The choice of multiple options and ratings can make it easier for you to get feedback from the customer.


3. Stick to specifics

When soliciting feedback, stick to the specifics. Too many unnecessary questions will put the customer off. Make sure you are asking the right questions and make it straightforward.

Yes or no questions, multiple options, and ratings can offer you a better picture.


4. What to do with customer feedback?

Keep in mind that there are different tools and resources to help you get customer feedback. You need to research and find out which ones best suit you. Remember, the need for soliciting feedback is not just for fun.

Customer feedback is meant to improve your services, products and retain the customer. Once you have the input, you need to organize and quickly analyze it. From your analysis, you will have vital information that you can use to implement policies that will improve customer experience.

Customers feel valued when you ask for feedback, and they think they have had a positive input. Remember to be courteous and responsive. Value their opinions and know that the small details will set you apart from the competition.

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