How to Get Valuable Customer Feedback

Valuable customer feedback is one of the pillars of running a successful business. This is because feedback can identify pitfalls within the customer service experience, improve products and services, as well as collect useful information for case studies. 

In fact, according to Wells Fargo and Gallup’s data, 52% of U.S. small business owners planned to obtain feedback in order to attract and retain customers. 

Feedback can be quantitative and qualitative, and there are benefits of both of these forms. For example, while quantitative feedback can allow a business to more easily account for performance-based results, qualitative feedback can provide detailed information about what a business could do to improve in terms of its products, services or customer service experience. Both types of feedback can help a business identify key trends. 

One way to get valuable feedback from customers is through the use of online surveys. These polls can be in the form of questionnaires that allow customers to provide their own answers in text. Alternatively, a survey may encompass either a ranking or rating system. 

Customers can access digital surveys through various mediums. For instance, a prompt can be put on receipts. As for ecommerce stores, a survey link or button may be added to a confirmation email. 

Writing a dedicated email message that asks for feedback is another way to gain more survey respondents. For this method to work, an effective call-to-action (CTA) should be used to entice customers into taking a few minutes of their time to answer some questions. A business may also consider offering an incentive for completing a survey as part of a points program, customer loyalty program or even a chance at winning a giveaway.

However, it should be noted that feedback does not always have to include an incentive. Feedback and focus groups, for example, can be a way for customers to voluntarily be part of a business conversation. This type of feedback can result in more detailed information about what customers want and don’t what when it comes to certain products and services. 

Of course, the power of social media platforms such as Facebook and Twitter can be used to promote a feedback survey as well. The amount of valuable information from the public can be useful in trying to understand an industry as a whole, as well as how a business is doing in terms of customer satisfaction. However, it should be noted that a business should have customer identifiers put in place to prevent individuals who take a survey multiple times. These identifiers can also be used to ensure that the target demographic is taking the survey and providing valuable information. 

A company should have other measures in place to identify different groups of survey participants as well. While there can be a survey for current customers, there can also be one for potential ones along with individuals who have not heard of the brand in the first place prior to the survey. 

Other means of gaining valuable customer feedback could also be physical forms that individuals have to fill out. For instance, a customer can be given a short checklist that asks for their thoughts and rating on the level of service they received during a restaurant visit. The customer can then simply drop that feedback off into a ballot box. 

There are countless ways to get feedback from customers, but each business is unique in terms of which method would work best. That’s why the Find Your Audience team is ready to work with business leaders and marketers to take customer feedback strategies to the next level. 

To reach the Find Your Audience team, call 647-953-5042 or email Equipped with years of experience within a variety of industries, each team member is ready to work closely with clients and help them reach their business goals.

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