- \n
- What is customer feedback?\u00a0<\/li>\n\n\n\n
- Why is customer feedback important\u00a0<\/li>\n\n\n\n
- Examples of customer feedback\u00a0<\/li>\n\n\n\n
- How to improve your customer feedback strategy\u00a0<\/li>\n\n\n\n
- How can\u00a0Forsta\u00a0help?\u00a0<\/li>\n<\/ul>\n\n\n\n
What is customer feedback? <\/h3>\n\n\n\n
To put it simply, customer feedback is the information and opinions that your customers tell you about what they think and feel about your products and services. This information can take many forms: a written response to an email survey, a video, a text via mobile\u2026 <\/p>\n\n\n\n
Customer feedback needs to be relevant and timely so it can be used to get people within your organization to do the right thing. Knowing a customer is so annoyed they\u2019re about to switch to your competitor is useful\u2026 but if you ask them about it a month after they\u2019ve already switched, you might just confirm they took the right decision. <\/p>\n\n\n\n
And it\u2019s not just getting the feedback that needs to be relevant and timely\u2026 How you get the information in the right manner to the people who can act on it is equally important. It\u2019s clear that you need to gather, analyze, visualize and act on your customer feedback to get the full story of your audience \u2013 their human experience. After all, it\u2019s good to listen, but doing something to help the situation, that\u2019s what separates the leaders from the rest. <\/p>\n\n\n\n
Why is customer feedback important? <\/h3>\n\n\n\n
Customers know best what they need. Period. What they think about your brand can make or break your organization. So why exactly is customer feedback so important? <\/p>\n\n\n\n
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- Supplying\u00a0the \u2018why\u2019\u00a0<\/strong>Understanding what your customers think and feel is key to\u00a0explaining their actions.\u00a0By asking them questions after\u00a0key\u00a0interactions,\u00a0you\u2019ll\u00a0have a much better feel for the way they viewed their\u00a0experience.\u00a0Getting the \u2018why\u2019 behind your customers\u2019 behaviors\u00a0can ensure you make the right improvements, helping them\u00a0along\u00a0their journey.\u00a0<\/li>\n\n\n\n
- Making\u00a0your\u00a0products and services better\u00a0<\/strong>A long-term goal for your company, no doubt! But how often do you make your customers\u00a0an integral part of this process?\u00a0The way they view what you sell\u00a0should be\u00a0at the center of your product development strategy.\u00a0\u00a0<\/li>\n\n\n\n
- Measuring\u00a0customer\u00a0satisfaction\u00a0<\/strong>\u201cIf you can\u2019t measure it, you can\u2019t manage it.\u201d This quote attributed to\u00a0management guru\u00a0Peter Drucker\u00a0says it all.\u00a0A satisfaction or loyalty score like NPS or\u00a0CSAT\u00a0might not be the end goal of customer\u00a0feedback, but it sure is a good start.\u00a0And it will help you\u00a0spot trends\u00a0as your program evolves.\u00a0<\/li>\n\n\n\n
- Engage with your customers\u00a0<\/strong>Asking customers for feedback is\u00a0in itself\u00a0a great way\u00a0to engage with your customers\u2026 if you do it right (again,\u00a0relevant\u00a0and\u00a0timely) and if you show you care about their opinions. Feedback can and should become part of your overall engagement strategy.\u00a0<\/li>\n\n\n\n
- Decrease churn\u00a0<\/strong>Now\u00a0we\u2019re\u00a0getting into the meat of it\u2026 Customer feedback can link directly to\u00a0better customer retention. By doing what your customers are asking, and showing it improves their loyalty,\u00a0the sky\u2019s the limit!\u00a0<\/li>\n\n\n\n
- Promote word of mouth\u00a0<\/strong>Turning\u00a0positive\u00a0customer comments into rave reviews has never been easier.\u00a0So\u00a0don\u2019t\u00a0just focus on rescuing unhappy customers,\u00a0find ways to activate\u00a0your happy ones into\u00a0brand advocates.\u00a0<\/li>\n\n\n\n
- Make better decisions\u00a0<\/strong>Last but not least\u2026 Customer feedback\u00a0lets you\u00a0put\u00a0customers\u00a0at the heart of everything you do.\u00a0By taking the pulse of their thoughts and feelings\u00a0when it matters, you\u00a0have the power to make\u00a0them part of your\u00a0business decisions.\u00a0<\/li>\n<\/ol>\n\n\n\n
Examples of customer feedback <\/h3>\n\n\n\n
Customer feedback can take many forms, be sent through many channels, cover many interactions. Here are a few examples. <\/p>\n\n\n\n
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- Surveys\u00a0The most widely used\u00a0feedback method\u2026\u00a0Surveys let you ask the questions you need to get your customers\u2019 opinions\u00a0when it matters, to them and to you.\u00a0Through technology and common sense,\u00a0surveys\u00a0have\u00a0evolved\u00a0so they take less time and give you better\u00a0insights.\u00a0From online NPS\u00a0questionnaires\u00a0to\u00a0web pop-ups to one-question\u00a0mobile texts,\u00a0surveys give you\u00a0access to your customers where and when you need it.\u00a0Pros:\u00a0Easy to set up and send out at specific interactions.\u00a0Cons:\u00a0Response rates can be low, so follow guidelines to\u00a0foster engagement.\u00a0Top tip: Make sure you ask a\u00a0\u201cscore\u201d question in your survey, like\u00a0NPS<\/a>\u00a0(Net Promoter Score)\u00a0or CSAT.\u00a0\u00a0<\/li>\n\n\n\n
- Digital\u00a0diaries\u00a0Wonder what it would be like to spend the day with your customer?\u00a0With digital diaries, you can do just that.\u00a0Observe every action they take, step by step.\u00a0See\u00a0their world, through their eyes.\u00a0Dive deeper into their lives than ever so you can really understand\u00a0what they think or feel. Use tools like heatmaps\u00a0to find out\u00a0things your customers\u00a0don\u2019t\u00a0even know.\u00a0\u00a0Pros:\u00a0You get deeper\u00a0insights\u00a0on\u00a0how\u00a0your customers use your product.\u00a0\u00a0Cons:\u00a0Information is collected one customer at a time, and does not always\u00a0stand for\u00a0your\u00a0customer base\u00a0as a whole\u00a0Top tip:\u00a0Use this method to engage your\u00a0top customers, those willing\u00a0\u2013 and proud –\u00a0to share their day with you.\u00a0<\/li>\n\n\n\n
- Social listening\u00a0When angry, some customers\u00a0don\u2019t\u00a0bother to call or\u00a0fill in a survey. They go straight to Twitter or Facebook and\u00a0won\u2019t\u00a0hesitate to slam your brand in public. And it\u00a0doesn\u2019t\u00a0get more public than social media.\u00a0So put in place social listening methods to find out what\u00a0people are saying about you on social channels.\u00a0That way you can\u00a0address issues before they become\u00a0viral, or\u00a0amplify positive stories.\u00a0\u00a0Pros:\u00a0What you get is unbiased, unfiltered, raw feedback\u00a0\u00a0Cons:\u00a0What you get is unbiased, unfiltered, raw feedback\u2026 Yes, it works both ways.\u00a0Top tip:\u00a0Put\u00a0the right\u00a0people and processes in place to respond quickly to social\u00a0feedback.\u00a0There\u2019s\u00a0a right way to \u201ctalk\u201d on these channels\u00a0\u2013 no corporate\u00a0speak\u00a0there!\u00a0<\/li>\n\n\n\n
- Focus groups\u00a0One of the more traditional methods of getting in-depth\u00a0information about what customers think of you and want from you\u2026 But\u00a0they\u2019re\u00a0hardly traditional these days. Digital focus groups became\u00a0really popular\u00a0during the pandemic and offer\u00a0virtual features that\u00a0make\u00a0them even more powerful\u00a0(drawing tool,\u00a0extensive\u00a0video chat\u2026).\u00a0They\u2019re\u00a0now\u00a0the natural extension of\u00a0surveys, when\u00a0you need to go below the surface.\u00a0Pros:\u00a0They let you dive deeper into\u00a0survey responses.\u00a0Cons:\u00a0They can be quite expensive\u00a0and time-consuming.\u00a0Top tip:\u00a0Pay attention to which customers you put together in\u00a0a room, digital or face to face.\u00a0You\u2019ll\u00a0get much more from your focus group if they\u00a0feel\u00a0they\u2019re\u00a0among like-minded individuals.\u00a0<\/li>\n<\/ol>\n\n\n\n
How to Improve your customer feedback strategy <\/h3>\n\n\n\n
So where do you start? Just choose a feedback method and that\u2019s it? Well, not quite. That\u2019s how many customer feedback programs get off the ground\u2026 and how they come crashing down a few months later. So how do you improve your customer feedback strategy? Here are 7 pointers to get you on your way. <\/p>\n\n\n\n
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- Define your goals\u00a0And no, getting feedback from customers\u00a0doesn\u2019t\u00a0qualify as a goal. What you need is a SMART goal (strategic, measurable,\u00a0achievable,\u00a0relevant\u00a0and\u00a0timely). Something like: \u201cwe want to decrease customer churn by 5% in the next two\u00a0years\u201d.\u00a0Many strategic goals\u00a0depend\u00a0on customer feedback as a data point:\u00a0increasing cross\/up-sell,\u00a0decreasing cost-to-serve\u2026 Use them to define what it is you want to achieve with your feedback program.\u00a0\u00a0<\/li>\n\n\n\n
- Select the right\u00a0metric\u00a0Some people\u00a0will\u00a0tell you metrics\u00a0don\u2019t\u00a0matter.\u00a0But\u00a0that\u2019s\u00a0not quite right.\u00a0There are right metrics and wrong ones\u2026\u00a0for\u00a0YOUR\u00a0business, for\u00a0YOUR\u00a0goals.\u00a0So,\u00a0spend time researching\u00a0the metric that will work for you.\u00a0Start with the goals\u00a0you defined earlier, and make sure your\u00a0customer satisfaction metric links to this, directly or indirectly.\u00a0<\/li>\n\n\n\n
- Understand who needs to know what\u00a0Again, that step is often missed at the start of the program. People dive right into\u00a0getting feedback without thinking of what information needs to go to which people within the organization.\u00a0Not only is this important so you can correctly set up your reporting, but also because\u00a0it\u2019s\u00a0likely to\u00a0tell you what you need to know, and what feedback to collect.\u00a0<\/li>\n\n\n\n
- Pick the feedback method\u00a0We mentioned some examples above\u2026\u00a0You need to pick the ones that will\u00a0tell you what you need to do to improve things, not just give you data. A combination of two\u00a0or three\u00a0methods \u2013 or more \u2013 is\u00a0usually\u00a0best\u00a0to get to that point.\u00a0Bear in mind\u00a0it pays to be consistent, when spotting trends,\u00a0expanding the program, etc. So, think carefully at the start.\u00a0<\/li>\n\n\n\n
- Stop asking what you should already know\u00a0Yes,\u00a0it\u2019s\u00a0easier to ask a customer what they bought in the last three\u00a0months than to find that out for yourself.\u00a0And\u00a0no,\u00a0that\u2019s\u00a0not an excuse. Your customers\u00a0don\u2019t\u00a0have the time to tell you\u00a0stuff like that,\u00a0and\u00a0you\u2019re\u00a0not showing them respect if you\u00a0ask them. So,\u00a0bring in data from systems that have the right info. Bit of an effort at first, but it will pay dividends as you can apply these integrations across all customers and\u00a0get higher response rates in the process.\u00a0<\/li>\n\n\n\n
- Close the loop\u00a0So,\u00a0you\u2019re\u00a0now listening to\u00a0your customers\u2026\u00a0Now what?\u00a0Well, now you\u00a0have to\u00a0do something\u00a0with that feedback.\u00a0And you\u00a0can\u00a0start with closing the loop\u00a0and letting customers know\u00a0you heard them.\u00a0That means resolving issues\u00a0and\u00a0escalating complaints.\u00a0And\u00a0for promoters, that means a thank you, and\u00a0maybe an\u00a0opportunity to turn their comments into reviews.\u00a0<\/li>\n\n\n\n
- Make improvements across the business\u00a0Closing\u00a0the loop\u00a0has a short-term\u00a0ring\u00a0to it\u2026\u00a0But\u00a0customer feedback\u00a0holds the power to\u00a0resonate\u00a0well\u00a0into the future.\u00a0Use it to infuse all your business decisions, giving your\u00a0customers prime position in your organization.\u00a0So,\u00a0their voice\u00a0can\u00a0help to\u00a0guide the way you do business,\u00a0day in, day out.\u00a0<\/li>\n<\/ol>\n\n\n\n
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\u201cThe combination of Forsta\u2019s data integration capabilities and advanced reporting means that we can pinpoint the actions that will really make a difference to customers \u2013 and we see the results on a daily basis.\u201d <\/p>\n\n\n\n
Michael Harris<\/strong> Head of Customer Research, Virgin Money\u202f <\/p>\n<\/blockquote>\n\n\n\n
How can Forsta help? <\/h3>\n\n\n\n
Wonder how you can do all this successfully? Forsta can get you there. We have the technology, services and tools to help you put together a customer feedback program quickly and easily. <\/p>\n\n\n\n
Use our tech to the max to speak to your customers through any channel, any method, any language. <\/p>\n\n\n\n
Turn their voice<\/a> into knowledge and insights through advanced analytics. Let their feedback become part of your organization, sit at the board table, influence your business decisions. <\/p>\n\n\n\n
With\u202fForsta\u202fyou can break down the walls between\u202fcustomer feedback and research. Between the qualitative and the quantitative.\u202fSo,\u202fyou can move beyond data and see the human beings behind them. <\/p>\n\n\n\n
With Forsta by your side, you can focus on what really matters: more customers, higher revenues, lower costs. And of course, standing out from your competition. <\/p>\n\n\n\n
Conclusion<\/strong> <\/p>\n\n\n\n
Wait no longer. Get customer feedback to change your business for the better. Let in the customers, spread out the insights and power up your transformation. <\/p>\n\n\n\n
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\u201cThe demands we face are constantly evolving. Every client has their own unique set of needs \u2026 Forsta has shown they are willing and capable of rising to whatever challenges we have presented \u2026 Other tools tend to focus either on the visual, or the data processing nuts and bolts. With Forsta you have both in one box.\u201d <\/p>\n\n\n\n
Patrick Diamond <\/strong>Managing Director, Yonder Data Solutions <\/p>\n<\/blockquote>\n\n\n\n
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- Making\u00a0your\u00a0products and services better\u00a0<\/strong>A long-term goal for your company, no doubt! But how often do you make your customers\u00a0an integral part of this process?\u00a0The way they view what you sell\u00a0should be\u00a0at the center of your product development strategy.\u00a0\u00a0<\/li>\n\n\n\n
- Supplying\u00a0the \u2018why\u2019\u00a0<\/strong>Understanding what your customers think and feel is key to\u00a0explaining their actions.\u00a0By asking them questions after\u00a0key\u00a0interactions,\u00a0you\u2019ll\u00a0have a much better feel for the way they viewed their\u00a0experience.\u00a0Getting the \u2018why\u2019 behind your customers\u2019 behaviors\u00a0can ensure you make the right improvements, helping them\u00a0along\u00a0their journey.\u00a0<\/li>\n\n\n\n