Receiving customer feedback is unavoidable when doing business. Positive reviews help your company look competent and reliable. But no matter how hard you try, you can still have one bad review that could potentially tarnish everything you’ve worked hard on.

Don’t let the negative customer feedback get to you. Instead of finding ways to avoid it (which is unlikely to happen), use it to your advantage!

Discover why customer feedback is important and how you can leverage positive and negative comments for your brand’s image and boost your sales.

Why you should pay attention to customer feedback

Customer feedback is data conveyed by consumers whether a product or service helped them meet their expectations.  A study revealed that 89 percent of online shoppers in the US, UK, and France consider customer feedback as a reliable source when purchasing from a brand. Forty-nine percent of respondents also say that positive reviews have a significant influence on their choices. Consequently, companies should start being proactive in paying attention to what shoppers are saying.

Here’s why your business must take heed of customer feedback:

  • Feedback helps your products and services improve. 

With several competitors in the market, it is crucial to considerably enhance a product or service based on what appeals to your target market. Paying attention to reviews helps you see how you can make your offerings more exciting and marketable.

  • Seeking your customers’ opinions makes them feel valued. 

People feel that they are valued when they feel heard. Asking customers for feedback makes them assume that their appraisal is genuinely appreciated. It may also lead to them feeling that they have a genuine connection with your brand. 

  • Customer feedback attracts new customers and helps you gain loyal customers.

If you’re trying to figure out the best way to market your brand, word of mouth (WOM) marketing would be a smart decision. This marketing strategy allows your buyers to talk about your product to other people. This approach becomes an instant promotion ideal for drawing new shoppers without putting too much effort and budget into it.

You may gain new customers, but there’s no guarantee that they will return to you. Rather than being a company that focuses solely on developing quality products, learn to value customer service and relationships. How do you accomplish this?

  • Respond to their comments. 

Responding to their feedback can make their buying experience more personal since it creates an interaction between you and your buyers. Applying this principle may not only satisfy your shoppers’ experience.

Reviews from your clients are impactful on your business. That said, discover how you can make use of positive and negative customer feedback to your advantage.

Four Ways to Convert Customer Feedback into Sales

Four ways to generate sales with customer feedback

Customer feedback, positive or negative, can help enhance your sales when applied the right way. Here’s how you can turn feedback into revenue:

1. Fill in the gaps with customer feedback. Gathering and collating customer feedback can help you create a customer journey map. It tells the story of how your clients deal with your brand across multiple touchpoints. 

A study by Infiniti Research stated that customer journey mapping is a useful method to identify rifts between buyer expectations and their experience. The process also allows you to optimize the customer onboarding process, understand your buyers’ personas, and help manage client expectations.

2. Learn valuable lessons from negative reviews. It may seem unpleasant, but negative feedback is necessary. Bad reviews can provide you points of improvement and help you realize what went wrong. They can also encourage you to strive to:

  • Improve your product. Feedback will encourage you to make the necessary enhancements based on what your customers want. It will help you learn what’s relevant to your buyers and know how marketable your product is, compared to other brands.
  • Deliver better service. More than offering excellent products, customer experience matters to your buyers. Providing exceptional assistance and exceeding your customers’ expectations will let them return to you and grow your sales.
  • Improve your marketing. Hearing directly from your customers can make it easier to create content for your target market.
  • Acknowledge your customers’ pain points. Identify their needs and figure out how your business can help them. Doing so can narrow down the topics, products, visuals, and other elements that are appealing and relevant to them.

Martin Bomba, the co-owner of Window World TX, shared what negative reviews taught him and his team. “Through negative reviews, we learned that some of our processes still need improvement. Our communication could be more effective, and our quality control practices could be better.”

Those types of reviews encouraged their company to develop inter-office communication and customer interaction. They have also produced job roles to guarantee quality control and more efficient processes.

How you deal with negative feedback is crucial since it can make or break your relationship with your customers. Considering their opinions and efficiently working on resolving issues will help you make them stay instead of seeking out your competitors.

3. Leverage customer feedback for your marketing collaterals. Can you use positive feedback on your marketing? Why not! Customer reviews can increase conversion rates by up to 270 percent. Certain types of buyers, especially the more discerning ones, meticulously read through every review and study the pros and cons of your product.

Instead of people taking you for your word, they find your business more credible through what your customers have to say.

4. Add value to your blog content with customer feedback. Gathering customer feedback will not just help you come up with testimonials but also content for your blogs. Knowing what your consumers say and are interested in will make it easy to create content that keeps them engaged.

Influenster is a site that features comprehensive customer reviews on a consumer product. They use customer feedback on their site to highlight skincare, body, and health products. Their approach helps beauty businesses attract new customers and partake of what they offer.

If readers find value in your blogs, it will help your business grow its sales and lead production.

Positive or negative feedback can further improve your product, service, marketing, and even sales conversion. 

How to gather customer feedback

Reading comments and checking your inbox for customer feedback can be tedious and overwhelming. There are practical ways of how your team can gather and manage reviews from your clients.

Below are some methods on how to collect customer feedback. Check them out to see which one you think is suitable for your business.


1. A survey is a method for collecting data from a target group of respondents to obtain information and opinions on a particular topic. It involves asking people for data through a questionnaire.

You can conduct three types of surveys on your customers: website surveys, in-message surveys, and traditional surveys.

A website survey can appear when and where you want it to, making it a convenient means of collecting feedback. This approach is also an ideal and effective way to gather input since consumers typically deliver the highest response rates on surveys after purchasing from a website.

An in-message survey is sent via email or chat. People will click an answer to a pop-up question, and a new tab with the rest of the survey opens in a new browser tab. Customers are more likely to respond to the in-message questionnaire because it requires minimum interaction from customers.

A traditional survey is a questionnaire with multiple questions and is available on email, chat, social media, or your business website. You only need to provide the target people with a link.

2. A feedback button is a static switch that floats to the side or at your website’s footer. Once opened, it allows your clients to leave comments or questions.

3. The Net Promoter Score (NPS) quickly and effectively measures customers’ loyalty and satisfaction in a hassle-free way. Using a scale of zero to ten (zero as the lowest and ten as the highest), customers will answer questions such as: “How likely are you to recommend our brand to a relative or friend?”.

Customer feedback management will help you gather data easier and not miss any critical input from your clients. Also, choosing which method suits your business will allow you to communicate with your customers efficiently.

How we make things better

Today, where most businesses are customer-centric, feedback is more significant than ever. It may either highlight your strengths or draw opportunities for product or service improvement. Positive and negative feedback can be useful and profitable when gathered and managed appropriately. However, employing this practice in your organization does not rely only on what you need to do but also on who will do it for you.

If you are a start-up company or a firm that plans to expand your customer service department, SuperStaff is here to help you.

Like any other outsourcing company, our solutions are flexible and cost-efficient. What makes us a cut above the rest is our customer support service. We exceed our clients’ expectations and leverage their insights to make their customers satisfied. We are also committed to working hard, paying attention to details, and developing a genuine partnership. Our people are equipped with the best technology, ready to provide your customer engagement needs.

Learn more about Customer Service Outsourcing

Related Articles
We’re so excited to hear from you!

Please let us know how we can help by filling out the form, and you’ll hear back from us within 24 hours.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

This website uses cookies to ensure you get the best experience on our website. Read our Policy Privacy and Cookie Privacy Got It