One customer well taken care of could be more valuable than $10,000 worth of advertising. – Jim Rohn
An integral part of running a successful business is asking for and using customers’ feedback. This should come as no surprise, since companies must first know what their target market wants from the product or service before they can put it on the market.
Surprisingly however, a large number of companies today have forgotten the age-old and still valuable tradition of asking the buyer what they want.
Why customer feedback matters
Suppose you have a company that caters to a convoluted market with a number of excellent similar offerings. How can your company compete in such a market, you may ask, especially in light of today’s ultra-competitive business practices?
Well, the answer is quite simple: gather and use customer feedback. The significance of customer feedback has been recognized by businesses throughout history, and today companies are coming up with innovative ways to engage the customer. By doing so, they are maximizing their output, developing products that address key customer requirements, and providing not just a product or service but an experience.
How to obtain useful customer feedback
To deliver the best in today’s market, you have to know how to ask customers for reviews in a way that will engage and retain them. To that end, following are some practical, useful, and innovative ways to glean feedback from your target customers to improve your product or service.
- Concise yet comprehensive surveys: The survey has been the go-to for the vast majority of companies worldwide for obtaining customer feedback. However, today’s consumers don’t have the time or patience for yesteryear’s excessively detailed, convoluted, and just plain boring surveys. Short and concise is the way to go in this day and age in order to get any productive reviews or feedback at all.
- Direct feedback requests: Reaching out to customers directly to ask for feedback, constructive criticism, reviews, and general improvement tips can be massively beneficial in the long run. Not only does personally engaging customers make them feel more involved in the creative process, but it also allows them to paint a much clearer picture of how the product or service can be improved, allowing the company to take specific action to improve their offering.
- Individual customer usage analytics: While Web analytics are useful, the fact remains that they don’t provide much in the way of individual user data, which is more revealing than total usage. By incorporating individual customer usage analytics, companies can determine how specific customers feel about their product and how to improve it to meet individual requirements.
For more on managing customer feedback, read 6 Ways To Make Your Customer Service Stand Out.