How to Use Customer Feedback to Improve Your Business

Sure, you can work on a business plan that details everything you’ll need to start and run your business. Unfortunately, no amount of preparation and intuition can keep up with the always changing needs and preferences of customers. Sooner or later, you’ll have to adapt lest be trampled over by competition who do. This is where customer feedback comes in. This data set is invaluable to adjusting your business plan in real time so that it aligns with your market demand. But even when you’ve gathered customer feedback in a large enough set that it can be analyzed, it can still be difficult to implement it in a way that improves your business.


See What Works and Keep It

Customer feedback isn’t always negative. From the extracted data, look at the positives, such as specific features that customers loved about your product or perhaps the ease in which they were able to order from your website. Avoid changing anything that’s working. Remember that it’s at least five times more expensive to sign a new customer than to keep an existing one. Changing things that work for your business can make your existing customer base unhappy, which is the last thing you’d want to do.


Prioritize What’s Worthy of Improving

Don’t be surprised to get dozens of different complaints and concerns when you ask your customers for feedback. No matter how good your product is, there’s always going to be some people who will nitpick the slightest imperfections and find reasons to complain about something. Avoid trying to address every concern that lands on your table. You can’t please everyone; trying to do so could lead to spending an exuberant amount of money on upgrades that don’t foster growth or boost sales for your business.


Disseminate the Information to Everyone

For it to enhance your business, customer feedback must be disseminated to the right teams and departments. Let your employees use the information as a tool for sparking lively constructive debates and collaboration. These internal discussions can help better address consumer concerns and reward the right people for their continued support towards your brand.


Leverage the Power of Technology

Effectively leveraging technology can amplify the impact of customer feedback for your business. Cloud-based platforms, like InMoment, optimize user experiences by allowing companies to make more informed decisions based on customer feedback. Ultimately, this yields more meaningful relationships with customers.


Make Sure Customers Know They Are Heard

If you use customer feedback to implement some changes to the way you do business, make sure your customers know that you listened to their concerns and that you’ve done something to address it. Knowing they are heard can strengthen their support and loyalty to your brand. This can be done by informing your customers via email of any recent updates and improvements that you made. If a bug or flaw was found through the help of a customer, make sure to express your gratitude by rewarding them with a gift card or something of value.


Train Your Employees Based on Feedback

You can use customer feedback to construct the training materials for your employees. For instance, if it is revealed through the customer feedback surveys that your website is confusing, you can train your employees to help troubleshoot issues and walk customers through the confusing parts of their online shopping experience.


Final Thoughts

Customer feedback is the raw, unbiased data representing what the public actually thinks of your product, service, and brand. While customer feedback can offer invaluable insight to what your business lacks and what it can improve on, make sure you are getting usable, quality data.


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