How to improve your business by using clients’ or customers’ feedback
It doesn’t matter what type of business you have or since how long you have been running it. Customers’ are the backbones of your brand. In IT companies, customers’ service needs to be one of your top priorities. However, you offer the best services in the world; taking customers' feedback needs to be one of your top priorities. If you don't treat your customers well, then it will affect the direct organization's bottom line. On the flip side, you could have a product that is average, even subpar and be extremely profitable if you will offer extremely good customers' services.
"Adopting a customer-centric mindset is just as critical in B2B dealings as it is when serving retail customers, but players face special challenges that can trip them up".
Analyzing the website enables managers’ to given many insights into what customers’ like or dislike. But sometimes, this is not enough; wouldn’t it be better if you could just ask them and get straight answers? Yes, here we are talking about customers’ feedback.
Why Customer Feedback Is Important?
Anyone who is running a business, whether small or large knows the importance of customers' feedback. It is an extremely persuasive method that is used to improve your marketing. Equally well-known is the difficulty involved in generating quality of customers' feedback.
As said that, "for every customer who complains makes 20 other customers' remain silent".
Unless the experience is really bad, customers’ often don’t bother to share feedback about their purchases that it didn’t meet their expectations. Instead of this, they never decide to choose that service provider again. The lost customer isn’t the casualty. Research shows that every dissatisfied customer typically shares their unsatisfactory experience with 8 to 10 others. With the rapid use of social media, it is so easy to go viral and hurt a brand’s credibility.
There is no need to say that without getting quality feedback, managers can't create customers' loyalty. A customer would prefer that you care about him/her, if you value your customers' by asking their issues and taking feedbacks, you can keep them engaged with you for the long run.
In order to achieve this, IT giants are finding attractive ways to engage customers' and seek positive responses.
How to Get Quality Customer Feedback?
1. Provide proactive live chat support
According to a survey, 44% of people feel that live chat is the best feature can a website or business can have. It enables to determine many issues, for instance- it assists customers who are unable to reach the product or service they are seeking or answer questions about availability, shipping, payment etc. In addition to this, you can increase the efficiency of online chat by making it more productive; set the live chat window to make appear whenever a customer has been reading the page for a long time, i.e. 20-30 seconds.
2. Provide dedicated customer feedback forms on the website
Make available a dedicated email- for instance- firstname.lastname@example.org. So, if there would be any complaints or issues customers' can directly communicate their grievances through this email. It is one of the most effective methods for generating feedback. As the best practice, the form should include all relevant questions related to feedback but shouldn't be too long.
3. Call your customers regularly
Calling your customers is a personalized and effective way to seek relevant customers' feedback. This proactive method generates the best responses. In addition to this, the advantage of this method is you get firsthand feedback, straight from the customers. The key is here that the personnel making the call should come over as genuinely wanting in order to help or benefit the customer and not as someone conducts a mere formality or a sales call. While executed well, it strengthens the customer relationship and makes customers' feel valuable.
4. Monitor social channels
Social media sites, i.e. Facebook, LinkedIn, Twitter etc. can be an invaluable resource for customer feedback. A wide range of tools is available which assists in social listening or collecting information on social media about a brand. Furthermore, some tools are also assistive in monitoring the social presence of competitors. Just like other methods do, social listening renders a great opportunity for you to improve user experience and quickly respond to any issue that might arise. However, social listening requires dedicated resources to monitor and respond to feedback properly.
5. Create an online community
Creating a forum or community on your website or a social network can generate excellent feedback. The method is easy to execute but also requires constant monitoring and a full-time moderator. It is the responsibility of a moderator to make new discussions, moderating discussions, updating and posting regularly, responding to feedback and so on. Along with this, the method enhances user engagement and improves the relationship with the customer; as the key theme of this method is engagement.
6. Use polls
Polls are an efficient way to seek feedback due to their user-friendliness. You can conduct polls on your website, via emails, newsletters. Polldaddy and SurveyMonkey are some tools which enable to conduct polling through social media website. It plays an essential role in determining trends which can assist to make business decisions.
7. Ask feedback right after purchase
If you want to get feedback about purchase experience on your site, you have the best chance probably right after the purchase. Displaying a popup after making the final purchase can be effective.
What to Do With Customer Feedback?
Most of the companies often ask for feedback, but don't do anything with it. I understand that responding to all the negative and positive customer feedback can be overwhelming, but still, you have to deal with it. To do this, take a deep look at the answers, categorize them, and then share the feedback with others at your company who can implement those changes, likewise – customer support team or your product team. Those executives or teams have better insight on the subject will be able to decide and prioritize to decide where to start. Furthermore, it is also important to pay attention as if customers are complaining about similar things. If almost people agree on something, then it will give you a great hint where to start.
Therefore, collecting customers' feedback is an integral part of every business organization. Getting negative feedbacks are equally important as positive. Fortunately, there is available wide range of tools which you can use to generate feedback. Hopefully, the methods I have mentioned will provide you with some ideas on how to get quality customers' feedback on your site.