Marketing is no longer limited to one small, independent team, which focuses only on logos and a newsletter. Nowadays, many companies have embraced marketing in combination with customer success and sales to design and deliver a marketing message which resonates with their customers. Continue reading to find out how to use customer feedback to achieve your marketing goals:
1. Marketing goals have changed
In the past, marketing efforts were focused on generating many new potential customers, whereas now marketing is targeting the right potential customers. This means that getting one loyal customer with a high customer lifetime value (CLV) is much more valuable than 10 regular customers who would switch to your competitor in a minute. However, identifying who your most valuable customers are and what characteristics they are sharing can be easily done with the help of customer surveys.
2. Why are your marketing campaigns not generating enough sales?
The reason behind many marketing campaigns not generating enough sales is that marketers don’t know what their customers want. Instead, they theorize on what products their customers want to use and never ask their final clients to confirm the assumption.
This is easily fixable by sending customer surveys. With their help, you can gain valuable insights into your customers’ purchasing behaviour and target your campaigns better. In addition, you can implement a survey on your website when customers are about to leave so that you can understand why they didn’t buy from you. Furthermore, use social listening to better understand your customers’ needs and wants.
3. Methods of using customer feedback to achieve your marketing goals
There are various methods of collecting customer feedback in order to gain insights and to achieve your marketing goals. Choose the one which fits your company, products and industry the best.
#1. Targeted website surveys
Having short, targeted surveys on your website will assist you to ask specific questions to your target audience. This increases the chances of your survey being answered. In addition, you can collect valuable information about your customers’ behaviour.
For example, you can have a targeted website survey after implementing changes in the design of your website or asking if the customer had any issues finding the right product, etc.
Advantages of this method include that it is not obtrusive, it has a user-friendly design and you can target it to specific audiences. Disadvantages are that some people might find a pop-up survey distracting or annoying.
#2. Feedback widgets
A feedback widget is a floating button and a comment field on your website which allows customers to directly report any issues. Alternatively, a customer can use it if they have questions or want to get in contact with you. Its advantage is that it needs to be activated by the customer. This means that they are actively leaving you feedback, instead of you asking them for it. On the downside, a feedback widget works only on the pages where it is activated.
#3. Net Promoter Score (NPS)
Net Promoter Score (NPS) is the gold standard in the customer feedback world. By asking your customers how likely they are to recommend you to a friend or colleague, you can directly judge their customer loyalty levels. In addition, you can use NPS to see how your company has developed over time and how it compares to your competitors.
Advantages of NPS include the fact that its design is quite simple with only one easy question. In addition, if needed, you can always add a follow-up open-ended question to further investigate the reasons behind the results. On the other hand, a possible disadvantage might be that the results could be skewed as very dissatisfied and very excited customers tend to be the ones leaving reviews.
#4. In-message surveys
This method of collecting feedback is sent per email or chat and gives your customers a few options for an answer. When they click on one of the answers, they are recorded and the rest of the survey opens in their browser, where you can either add more questions or thank them for their answer and time.
An advantage of this type of survey is that it gives the impression that it will be very short and therefore more customers are likely to answer it. The only disadvantage is that some chat providers might not allow for the proper integration of in-message surveys.
This is the traditional form of collecting customer feedback. Questionnaires are usually a bit longer and more detailed and tend to be distributed via email. They offer a variety of advantages such as more in-depth answers to more complex questions, the possibility for personalized questions, etc. However, a big drawback is that customers are bombarded with survey requests from various companies on a daily basis and often have “survey fatigue”, which might lead to high dropout rates.
In conclusion, customer feedback can be a great tool for achieving your marketing goals when used correctly. Therefore, implement the ideas outlined above and watch your business grow!