Collecting customer feedback is the first step in the long process of reputation management. Analyzing the data is the next part. But how do you analyze all the customer feedback you have collected in a meaningful way? Here’s how:
1. Why collect customer feedback in the first place?
If you have been following our blog, you know already that we are huge fans of customer feedback! Here is a short summary of the reasons why you should collect customer reviews:
- Customer reviews increase your customers’ loyalty towards your brand
- You increase your brand awareness among new customers
- Customer feedback brings you invaluable insights into your customers’ purchasing behaviour and preferences
- And many more
2. How to collect customer feedback?
Do you wonder how to design the best customer feedback survey? Have a look at our article about this here.
This is where investing in a customer feedback tool can save you a lot of time and effort! Collecting customer feedback becomes much easier when you can send customer surveys to your targeted audience. Furthermore, in order to collect data you can use afterwards, you need to start by asking yourself what are you trying to find out. Think about what the goal of your survey is and which questions you should ask to achieve your goal.
In addition, once you have collected your reviews, answering to them or apologizing when necessary becomes much easier to do.
3. How to analyze the data you receive from your customer surveys?
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. For example, what was the most popular answer among teenagers, or among first-time parents, or among young professionals? What does that tell you about the specific demographic group? How can you make their preferences easier to fulfil?
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.
Once you have identified trends and patterns, the next step is to act upon them! Talk to your team and discuss what possible solutions there might be to the problems you have identified.