How can customer feedback help you grow your business?
By giving you a better understanding of what your customers want and need.
Instead of offering your customers what you think they want and need, you will be able to offer them what they actually want and need.
And the end result?
You will dramatically increase their levels of satisfaction and loyalty to you, which in turn will help you grow your business.
So, let's look at how to make a business grow with customer feedback in more detail.
Sources of Customer Feedback
You can gather feedback from your customers at every point of contact with them.
Here are some examples of customer feedback channels:
• If a customer phones you up
• If a customer visits your shop
• Via your website (contact us and feedback pages)
• If a customer makes a complaint
• If a customer returns an item
• If a customer exchanges an item
• If a customer sends you an email
• If a customer sends you a letter
• If a customer talks about your product or service when using social media
• If a customer posts a comment about your blog
Do you see the value here?
There are so many simple ways that you can gather powerful information from your customers on a daily basis.
But take note!
You need to listen to your customers and store every single snippet of valuable information you receive about them to help you fine tune your products and services so that you can grow your business.
Let me give you an example.
Imagine a customer returns a cardigan she bought for a refund and leaves a comment to say how much she loved the cardigan, but would have preferred 3/4 length sleeves instead.
Now, if you're getting a fair number of customers saying this, you could trial a cardigan with 3/4 length sleeves and send out a targeted promotion to your customers saying that you've listened to your customers and are introducing a new range of cardigans with 3/4 length sleeves as a result.
When a customer buys something from you, send them a quick email to thank them for their order once you know it has been delivered.
Decide what’s important for you to know and ask them it in the email.
And the replies you get back will help you grow your business further.
Let me give you some examples...
• Please explain how you feel about the order you received?
• Please explain how you feel about the service you received?
• How did you hear about us?
• What made you buy from us?
• What’s your birthday (don't ask for their year of birth)?
• What radio stations do you listen to?
• What free advertisers do you read?
Do you see where we're going with this?
This information is like gold!
You can use it to improve your products and services, make better use of your marketing budget, make your customers feel special...
The possibilities are endless.
Just imagine if you knew what really made people buy from you. Well, you could stress that on your website and in all your marketing material.
Or how about this?
If you found out the majority of your customers heard about you through your small paid for advert in the local gazette, you might be able to save yourself a fortune on the other advertising you are doing.
This money could be invested in better ways to help you grow your small business.
Here's another idea...
Twice a year email all or some of your customers a short survey.
You might use a company like SurveyMonkey. As long as you don't have too many questions in your survey, it's free.
Decide before you pen the very first question what you want to achieve from the survey. What are your goals?
Then be ruthless with your questions. Only include questions that will help you achieve your goals.
For instance, if you don’t need to know the customer’s name, don’t waste a question on it.
What do I mean?
Don’t ask people if they were happy with their order and the service they received in the same question.
Well, someone might be happy with their order, but not the service they received.
See what I mean?
Start the survey with quick to answer, closed-ended yes/no answer questions so the customer has the feeling of moving through the survey quickly at the start.
If you are using multiple choice answer questions, make sure you stick to the same grading system for each question, or you might confuse your customers.
For example, if 1 is Very satisfied in question 4, don’t make it Very dissatisfied in question 6!
Always include “I don’t know”, “Other” or at least something like this in case the customer’s desired response isn’t covered in your list of answers.
Open ended questions are great for finding out what a customer really thinks, but too many can be off-putting.
Oh, and don’t put them at the start of the survey as they may put people off.
No leading or loaded questions.
For example, instead of saying
“How many times a year would you like to receive our fantastic newsletter?”
“How many times a year would you like to receive our newsletter?”
Offer people a small incentive for completing the survey and let them know that you will share the results with them, although they will remain anonymous.
When they complete the survey, send them a thank you email.
Then, once you have collated all the responses, make sure to get back to them with the results.
The next step is to implement the changes…
I hope you've found this blog post useful. You can find out more about what we can do to help your business grow by visiting our Marketing Services page.
Or even better, go ahead and contact us now by phoning 0131 629 5117 or dropping us an email at firstname.lastname@example.org.
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