Customer feedback can help guide decision-making and point out opportunities that may benefit your product. It’s also essential for measuring customer satisfaction among current customers. This post will review the best ways to gather insights from current and prospective customers.
Step 1: Define why you are asking for feedback. Before you start collecting feedback, clearly define why you are seeking feedback. This will help narrow the focus on the approaches that meet your objectives and increase understanding of your customers. Key questions to ask before you implement the process:
- What part of the user experience do you want to improve?
- What will you do with the data you collect?
- Which feedback channel and approach works best for your goals?
Step 2: Gather Feedback throughout the Customer Relationship: It is important to implement feedback approaches throughout the key stages of the relationship including:
- Start of the relationship
- Periodic points during the relationship
- Change to a key product or service
- After receiving negative feedback from the customer.
Each of these stages will deliver different insights about the company products and services. It will also allow ongoing monitoring throughout the customer lifecycle to understand any potential changes or areas of concern.
Step 3: Ask the right questions: Often companies implement a standard set of questions to understand customer satisfaction ratings. Although helpful to track any changes in satisfaction levels, the company misses out on gathering richer insights from their customers. By asking open ended questions in addition to ratings and rankings, respondents have a place to share what they really think. It is also recommended to use a mix of feedback approaches to gather different types of information and feedback.
Step 4: Have a Process in Place to Understand (and Act on) the Feedback Collected: This last step in the process is the one most companies forget. Too often survey results are used simply for monthly reporting on “how we did last month.” An organization can respond to their customer’s needs in ways that increase revenue as well as improve satisfaction and loyalty. To do this people and processes need to be in place to analyze the feedback, organize feedback into categories, establish priorities and recommend an action to be taken.
If you respond to items promptly and implement new approaches to meet customer needs, it demonstrates to customers how much you care about their business. If you don’t, the customer will perceive you are wasting their time in asking them to participate in the survey. The goal is to take advantage of the opportunity to show the customer how much you truly care about their needs by listening and taking action.