You’ve convinced customers to complete your feedback surveys and provide insightful information. Some customers are happy with what you’re doing and don’t need you to change anything, while others have nothing but complaints. Most of your customers likely fall somewhere between those two extremes.
Collecting customer feedback is only the beginning. What you do with that feedback is essential to your customer relationships. After taking the time to give their thoughts and opinions, customers will want to see that actions were taken as a result. While you can’t address every single customer’s feedback, there are a few things you can do to make the most of the feedback you’ve received.
Contact At-Risk Customers
The first thing you’ll likely do is hone in on individual responses, especially those that fell into the most negative areas. Identify customer relationships that are at highest risk and personally reach out to those people to find out what you can do to resolve the situation. Sometimes a simple phone call can transform a departing customer into someone who continues to buy from you for many years. They actually could become your biggest asset.
Study Aggregate Data
Once the results are in, it’s time to study them and determine how you can use them to improve your business. Look for trends and note commonalities in the responses, since they’ll usually be the best indicator of what you’re doing right and where you need to improve. If your surveys are built into your customer support software, find ways to compare customer feedback to the calls you’re getting on a daily basis. You may find small things you can do that will make a big difference to your customers.
Tell Your Team
To truly put the feedback to work, you’ll need to involve everyone on your team in making the changes. Bring your staff together, veterans and freelancers alike, and review the results in presentation form or distribute the information to each employee directly. When employees are a part of that journey, they’ll be more effective in helping you make any necessary changes. If you simply order that the changes be made, they might not be as responsive as if they understand why you’re asking for them.
Publicize the Results
After you’ve gathered data and studied it, consider ways you can promote it to your customer base. This shows that you’re listening, while also helping customers learn more about others who buy from you. If your results are relevant to others in your industry, create an infographic and use it as part of a press release that you distribute to media outlets. This will help you get publicity for your brand while also showing that you understand what customers want and are working hard to meet those demands.
Many businesses choose to make customer surveys a part of every interaction with customers. They deploy automatically following a purchase or a support ticket resolution. When these feedback results come in on a daily basis, it’s important that businesses monitor them in real time, responding as quickly as possible and personally contacting customers who have had unsatisfactory experiences. Assign employees to follow-up duties on these surveys and ask that they pull reports on a regular basis to identify trends that need to be addressed by upper management or the product development team.
Customer feedback surveys are a great way to get information on how customers feel about your products and employees. Collecting the information is only the beginning, however. When you learn to analyze the information and take action on it, your business can make improvements that meet customer requests and directly contact customers to resolve serious issues. This will help you over time to build a sustainable business.