In a highly saturated marketplace, innovative campaigns and competitively priced products aren’t enough to stay ahead of the competition. Now that service standards are higher than ever, your ability to provide excellent customer service can also define the success of your business.

Gathering information from your customers is essential for your brand’s success. From product development to advertising, knowing their sentiments can lead to improved levels of satisfaction, smoother transactions, and massive profits. However, simply knowing what your customers are saying isn’t enough to grow your business. 

Gathering customer feedback is one of the most challenging parts of customer service. Even though it may be hard to accept at times, there’s a ton of value you can gain from listening to your clients’ praises and criticisms. If you put things into context, a thorough analysis of their suggestions can give you a better understanding of how you can meet their expectations. 

 In most cases, customers who share their thoughts with you do it because they want to help your business improve. In fact, over 80% of your clients are willing to provide suggestions in order to help you acquire more customers.

As businesses continue to transition towards the digital scape, a data-driven approach is necessary. To give your clients the best experience possible, gather feedback that can be useful in the process of improving your products, services, and operations. Take note of these four types of customer feedback and how you can collect them.

4 Types of Customer Feedback and How to Collect Them

Why Gather Customer Feedback?

Online ads and other kinds of campaign material may give your brand more exposure, but nothing can grow your business faster than customer loyalty. Gathering feedback and information is crucial because it allows you to retain past clients and turn them into advocates for your brand. Ultimately, it is also the most cost-efficient choice since acquiring new customers costs 5–25 times more money than keeping existing ones happy.

Now that brands have gone digital, maintaining an excellent online reputation is a must, especially if your business is product-based. Note that 70% of consumers will check reviews before they close a business deal. If you’re regularly receiving negative criticism and aren’t making an effort to address them, it can be detrimental to your business in more ways than one.

By taking note of the bottlenecks in your customers’ experience, the preferences they have, and their concerns, it’ll be easier for you to make the necessary adjustments and pave the way for meaningful engagements. Nowadays, more and more businesses are starting to see the actual value of feedback and have even invested in customer service outsourcing to improve customer satisfaction levels.

READ THIS RELATED ARTICLE: How to Optimize Customer Experience with Big Data

Types of Customer Feedback

Customer feedback comes in many different forms. Gathering them may vary, from one form to the other, but all of them serve the same function by helping you improve your business. Let’s delve deeper into the types of feedback and what it can bring to the table.

  • Customer Preferences

Analyzing customer preferences can help you improve your marketing strategies, as well as your sales tactics. This kind of feedback is very abundant and can be easily gained by monitoring the comments sections of blog posts, engaging in direct conversations, or asking your customers to participate in post-sales surveys.

When shopping online, what kind of products do they want to see on the homepage? When visiting a site, what type of design appeals to them? Once you’ve gathered enough data, you can make significant adjustments based on their likes and dislikes. This will result in better targeting and higher chances of conversion.

  • Sales Feedback

Sales feedback will help you determine if your sales tactics are working or not. Knowing why customers bounce or choose to partner with your competitor is just as crucial as analyzing why people opt to do business with you in the first place. 

If a customer experiences a specific problem, other customers are likely to encounter the same issue as well. Your services may be priced too high, your product may not have the necessary features, and rival businesses will pick up on this sooner than later.

The best way to acquire the necessary information is by asking them directly through forms. The reasons for lost transactions can go on and on, but it’s important to keep a list of the typical sales objections you encounter. Over time, you’ll be able to see trends in the customer experience, and these will help you make data-backed adjustments to your business. 

  • Customer Support Satisfaction

Compared to sales feedback that relates to your products and services, customer support satisfaction measures how well you’ve served your existing customers. The first time a lead interacts with you, they already form impressions and have questions about your company. 

Acquiring their feedback during onboarding is extremely valuable because their thoughts about your brand are still very raw and free from bias. However, gathering feedback after a support interaction is also just as important because it reveals how well you’ve addressed their concerns. 

The moment a visitor enters your site, inserting a chat box that offers immediate help can make all the difference. Once the transaction is finished, you can follow up with a survey or even encourage them to leave a comment or review.

After some time, you’ll be able to gather enough data to calculate your customer satisfaction score. To ensure that this action is performed, you can motivate your visitors by offering them discounts or other incentives.

  • Brand Loyalty Feedback

Analyzing brand loyalty can give you two important things: it gives you a better understanding of your business’ strengths and weaknesses, and it allows you to improve how you’re perceived in the market. 

The most popular method of measuring a customer’s brand loyalty is through a net promoter score (NPS) survey. It’s a simple 1–10 scale (1 being the lowest and 10 the highest) that asks your customers how likely they are to recommend your business to a friend and why.

The NPS scale hits two birds with one stone by giving you both quantitative and qualitative data. This way, it’ll be easier for you to identify key areas of your business and discover the advocates of your brand. Since customers trust the recommendations of their peers, the importance of word-of-mouth marketing is more important than ever. 

Once you’ve identified your advocates, showing your gratitude to them can lead to positive outcomes. They may post testimonials, leave reviews, and even market your business to others who are looking for the same solutions. 

Don’t Let Feedback Get You Down

“We all need people who will give us feedback. That’s how we improve.” – Bill Gates

Customers who have taken the time to share their thoughts with you have done it to help you grow, so keep an open mind. Provide open communication lines, track vital metrics, and make the necessary adjustments. Once you change your approach towards feedback, your business will eventually reap the benefits of listening.

Are your customer satisfaction levels starting to dip? Are you facing numerous customer service issues in your business? If so, it may be time to look for help beyond the four walls of your company. Contact SuperStaff to learn more about our customer support outsourcing services.

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