Customer feedback guides and informs your decision-making and influences your product roadmap. It’s also essential for measuring customer satisfaction among your current customers.
But the question is: What are you doing with that customer feedback? Are you using those customer thoughts, ideas and opinions to strengthen their experience with your organization? Before you begin collecting feedback from customers, you need to make sure you have clearly defined why you are seeking feedback.
Outlining the process as well as desired outcomes is essential for gathering customer feedback the smart way; otherwise, you may be blindly asking for feedback that will only muddy your understanding of your customer.
I want to focus on some actionable tips that can help you start utilizing that customer feedback to drive performance for your business… There are a many ways of utilizingcustomer’sfeedback but I will only be discussing about some of them;
· Don’t procrastinate.Make sure you’re busy doing something productive and meaningful with your customer feedback. Some organizations have no set or loose discipline, principles and structure to leverage what customers tell them through actions or words, online or offline. Enroll and empower the people within your organization who make decisions (both the direction-changing and the daily kind) to set yourself up for performance payoffs down the road. You must operationalize the change. Act Now.
· Minimize customer effort. Newspaper advertising in Lagos is a valuable marketing tool that helps businesses. So through listening or observation, find out how many times prospects and customers have to interact with you to get what they need. Understand their point of view regarding how hard they’re working to get what they need. This direct feedback can lead you directly to customer “pain points” you could probably easily solve to create added value for a much larger group of customers.
· Turn feedback into ideas. Use customer observations, ideas, answers and feedback to drive product and service innovation for your company. Most times, customers have ideas you haven’t evenconsidered since they’re the ones actually using your products and services on a regular basis. Create simple processes where you can get that direct customer feedback into the hands of product designers and innovation leads for your company.
· Identifyemerging customer needs. Use customer feedback to identify needs that haven’t been solved or even articulated yet. Don’t just take customer comments and feedback at face value,dive in. Social networking tools like Twitter or Facebook may be particularly helpful here. Emerging needs are the headwaters of demand for your organization. Give yourself the opportunity to solve a greater number of customer needs in the future.
· Get involved emotionally. Identify the emotional tone your customers convey when they talk about your product, brand or organization. Does it match what you hoped customers would feel in your defined target, or ideal customer experience? If not, how can you relate with that? Are the emotions you hear consistent across customers? Are they consistent for each customer over time? While the tangible elements of your customer experience most directly solve a customer’s need, the emotional elements build loyalty. You must consider the emotional elements of your customer experience. More often than not, it’s the emotional connection to your brand that is much stronger than rational one. Work to strengthen that by listening intently to customer feedback. As the wise Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”a customer may complain about pricing and after several missed sales, you may adjust prices. A customer may say you don't have a large enough selection and you may consider ordering more inventory. A customer may compliment you about the cleanliness of your store or helpfulness of your salespeople so that you know you are doing something right.
Research has shown that this modern and competitive age, the average business loses about 10% of their customer base every year, and some don't know why. To gain a competitive advantage over your competitors, and to grow a healthy and successful business, intelligent owners and their managers are using customer feedback to their advantage. Make it easy for your customers to provide feedbacks, then use their feedback to find out what is important to them, and focus your effort on surpassing those needs. You will definitely get the benefit of their patronage and that of many new customers.