Ultimate Guide: Avoid These 3 Customer Feedback Mistakes and Boost Your Business Success
Are you just getting started on your customer feedback journey? We are here to help you on your way! Gathering customer feedback is helpful to your business in so many ways. It informs you on potential pitfalls in your processes, so you can provide better service. It can help future customers learn about your business through online reviews. It lets you know who your super-fan customers are, and you can receive valuable testimonials to showcase your business!
We are so happy you are starting your customer feedback journey, and we want to be here to help you along the way. To get you started, here are three top mistakes you should be on the watch for when gathering customer feedback (read on for even more tips and ideas from Forbes)!
1. Not Making An Easy, Accessible Process
Your customers are your business and you want them to have a positive experience during their customer journey – that includes when they are giving you feedback. Being thoughtful of their time shows that you value them and respect them.
Make sure when you are collecting feedback that it is brief, succinct, and accessible. Just as in marketing and sales you are trying to make the right offer to the right person at the right time – the same is basically true after the sale when you are collecting customer feedback.
You know who you are reaching, and you want to reach them at a convenient time with the right question. We have all been asked to take surveys that will take 'just a few minutes' that feel like they take ages. Keeping it brief and convenient will yield higher response rates, better information, and happier customers.
2. Not Making Any Changes
Your customers want to be heard, and – more importantly – you should listen! Collecting customer feedback, and not learning from it nor making any changes based on it, is a waste of everyone's time. Don't be one of those companies that sends surveys, but the results just get lost in the organization. The ultimate punishment for gathering feedback but not taking action is the eventual loss of that customer.
When customers give feedback about a negative experience, and they continue to have that same negative experience as time goes on, it is highly likely they will move their business elsewhere. You took the time to ask their feedback, they took the time to give you feedback, you owe your customer the courtesy of listening and improving.
3. Not Closing The Loop
This third one trips up most companies. So you've made the feedback process easy and accessible, and you actually listened to your customers and made improvements. Hmm? What did you forget? Did you remember to close the loop with your customer(s) to let them know you heard them, and you made improvements based on their feedback?
The simple act of closing the loop with your customer can be so powerful. Not only is it courteous, but you will clearly demonstrate how much you value your customer's insights. If you don't take this final step to close the loop, your customers may wonder if their feedback has been heard.
CAUTION: Do not assume your customer will figure out that you heard them, when they experience your company the next time. If you don't close the loop, there may never be a "next time"!
For more ideas on collecting customer feedback, check out these "12 Common Mistakes to Avoid When Seeking Customer Feedback" from Forbes.