Managing your customer feedback can sometimes feel like a daunting task. And sometimes mistakes will be made, even if you are perfectly prepared. However, here are 5 basic, silly mistakes that many customer feedback managers make, which could be so easily avoided:
1. Sending customer survey requests out in batches
Many feedback managers make the mistake of sending out survey requests in batches, either at the end of the working day or week. This, however, will rarely lead to a high participation rate. A much better option is to send out customer review invitations while your customers’ involvement is still high, for example after making a purchase or visiting your store.
2. Using only email
Using only email is a thing of the past! Nowadays, successful companies optimise other methods of contacting their customers. A good example of this is text messages. Did you know that text messages have a 99% open rate vs. only 23% for email (Tatango, 2018)?
3. Ignoring negative reviews
We have talked about this before: never ignore your negative customer reviews! Even though unpleasant, negative reviews are a part of doing business. In fact, a negative review is a great opportunity to learn and you should value it as such! In this situation, it is important not to ignore this feedback, even if the customer is too critical or irrational! Address their concerns and most importantly apologize for what has happened. It doesn’t really matter if it was truly 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 reply to their feedback but also make sure that this doesn’t happen again with other customers. If you want to read more about why negative reviews can increase your customer retention, click here.
4. Not using follow-ups
If a customer doesn’t fill in your initial survey request, don’t give up! Sending a good follow-up email can increase your response rates dramatically. To do so, make sure that your follow-up is short and concise. Don’t waste your customer’s time with unnecessary frills, but simply get to the point. Find out more about how to increase your participation rates with the help of follow-ups here!
5. Not analyzing the data you receive from your customers
Collecting customer data shouldn’t be done just for its own sake! It is done with the goal of analyzing the data and taking actions to improve your customer experience. Once you have collected your data, there are many things you can do with it. For example, compare the answers among your various customer segments (e.g. “daytime shoppers” vs “nighttime shoppers”) 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. How has a product performed this year compared to the last one? How much has your customer satisfaction levels improved this year vs. last? What can you do to further improve your metrics next year?
Finally, by using a reputation management tool, 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.