The difference between a good and a great company is how much importance is put into customer feedback! However, what are the top 5 things everyone gets wrong about customer feedback? Continue reading to find out:
1. Negative feedback is actually good
We have talked about this before: never ignore your negative customer reviews! Even though unpleasant, negative reviews are an integral part of doing business. In actuality, negative feedback is a great opportunity to learn and you should value it as such!
Even when a customer is too critical or irrational, it is important to keep your cool and to take their feedback as a learning opportunity. Address their concerns and most importantly apologize for what has happened. It doesn’t really matter if it was indeed your fault, the important thing is that your customer perceives it to be so. Who is to say that other customers won’t feel the same way?
Therefore, you should not only respond to negative feedback but actually value it as something good that you can learn from. If you want to read more about how negative reviews can increase your customer retention rates, click here.
2. Not having clear customer feedback goals
Something many people get wrong is that simply collecting customer feedback is enough. However, what those managers don’t consider is that one should collect feedback and have clear, predefined goals. What are you trying to achieve with your customer feedback? What insights are you trying to find out? Are you trying to improve your products and services or are you figuring out who your customers are? Think about your goals so that you can send targeted surveys and discover more precise information.
3. Just having a website is no longer enough
In 2019, simply having a company website as the only form of representation of your company is not enough. Social media has overtaken the role of being a point of contact for your customers. Nowadays, when customers have a question or are not satisfied with the product or service you are offering, they will directly go to social media. There, they will either try and contact you or simply post about how disappointed they are, so that all their friends and family, as well as the whole world can see. Therefore, if you don’t offer your customers the opportunity to contact you on social media, they will simply lash out for everybody else to see.
4. Not sending surveys
Another thing everyone gets wrong about customer feedback is that you don’t need to send customer surveys. In fact, you need to be proactive about your customer feedback and sending surveys is a great way to gather targeted information about specific product or from a certain customer segment. Therefore, make sure that you send customer surveys. Click here to find out what are the common mistakes when sending a survey and make sure to avoid those.
5. Not analyzing the data you receive from your customers
Collecting customer data is done with the goal of analyzing the data and taking actions to improve your customer experience. Once you have collected your data, you can compare the answers among your various customer segments and outline the differences in buying behaviour, preferences and needs.
Another way to analyze your data is by breaking down the answers by popularity. Furthermore, the data you collect will give you historical insights as well. Finally, you can easily create graphs to illustrate your results. This could prove to be helpful when making presentations for the management or creating performance reports.