What’s the best way to grow as a business? Listen to your customer base. Even better: use modern technology to grasp what your customers are saying. And – that might be the most important step – use your customers’ feedback to improve your operations, products and even your whole business.
Why you need feedback
Gathering and analysing feedback is a crucial step in optimising your business. Because what’s the point if you are clueless about your customers’ experiences? When you only trust your ‘gut feeling’, you’re likely to have a biased view. Moreover, customer feedback can pave the way to opportunities that you wouldn’t have considered otherwise. Use these 3 essential steps to get the most from your customers’ feedback.The ideal approach is to analyse your processes, and identifying each step by asking yourself: can it be automated or not? By improving each step, you will improve the entire experience your customer has with your company.
1. Choose the right solution
No matter what you use to gather feedback, it’s always useful. But some solutions are more effective than others.
Do you want an effective, quick and budget-friendly way to provide your business with the right answers? Use an IVR survey. With automated scripts, voice recognition and a direct link to your database, you instantly have the information you need.
Another attractive solution is the SMS survey. With just one automated SMS and one question, you make sure that your response rate is at its highest. And you also have instant information.
Email is also a powerful tool to gather feedback from your customers, but the response rate is generally lower, because you are competing with hundreds of other emails in you client’s mailbox. The best way to use e-mail is through an auto-responder, for example right after your client has contacted your customer support, or right after a purchase has been made on your website.
If you want to grasp the sentiments of your customers, analysing social media is a good way. But it’s limited: you only know what people are saying proactively. In most cases, you only see the extremes: very positive or very negative. Also, you need to invest some time for it, or purchase a social media analytics tool.
Do you want to thoroughly compare all alternatives? Read our blog post about it.
2. Act accordingly
Getting feedback is important. But the magic is in the interpretation. And in the action plan you set up based on the feedback. There may be some quick fixes that you can easily implement to improve customer satisfaction: if they want your customer support to be faster, make it faster. For example, by introducing a bot for frequently asked questions.
3. Share the feedback
Every piece of feedback is useful, if it reaches the right people. The feedback you gather should be shared with the right employees. Develop a company culture where the successes are shared and where negative aspects are resolved as soon as possible.
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