5 Ways to Act on Customer Feedback

Whether you like it or not, customer feedback is an essential part of improving your business. Feedback can be both positive and negative. Without it, you won’t know where the weak points in your product management process lie or which parts are already doing well. This feedback can come from a variety of sources such as online reviews, support requests and general conversations with your customers.

At times, the feedback you get can overwhelm you. As the stress builds up, you are more likely to respond negatively and set off a series of other problems. In this article, I will cover five ways on how you should act on customer feedback.

Collecting feedback

You can’t act on customer feedback if you have none, to begin with. Unfortunately, most customers who have a bad experience would leave, rather than complain. This leaves you clueless about what needs to be improved.

Therefore it’s essential to collect feedback, and a convenient method is by using dedicated customer feedback software, where an automated custom e-mail campaign can be sent to your customers and encourages them to write a review of your business. You also have the option of responding directly to the negative feedback.

Other methods include:

  • Using live chat
  • Offering incentives such as coupon codes for feedback provided
  • Have a customer survey form pop up after they complete a purchase

Acknowledging your mistakes

Statistics show that 89% of consumers read how businesses respond to reviews. Yes, people are judging you based on how you respond to a negative comment.

The best thing to do is to admit that there was a mistake, and if possible, find a way to make it up to them. This is usually enough to convince the customer to give you a second chance.

This shows that your business is customer-centric and you’re willing to do what it takes so the customers receive the best experience. I, for one, would do business with a responsible and empathetic company.

Ask questions!

Instead of just acknowledging your mistakes followed up by a bland apology, surprise the customer with a “what else could we have done to make your experience better?”. There is no doubt in my mind that a customer will change his or her perception of your company.

Be sure to listen and take note. Asking questions will make you seem like you care (and you should), rather than trying to be defensive. And of course, take action!

This is also the perfect way to retain a positive relationship with current customers and set you apart from the competition.

Using positive feedback as testimonials

This is pretty obvious, but it is a foolproof way to highlight your great reputation. Five stars are great, but there’s nothing more convincing than a well-written, thought out, honest review of your company on your website written from a legitimate source.

If you’re willing to go the extra mile, kindly ask the reviewer if it would be okay to publicize his name and company on your testimonial page. No one will doubt your business then and serves as a reference for other potential customers.

Using feedback to motivate the team

Business owners tend to underestimate the power of team morale. If you’re always hounding them about the negative crap you get online, it’s time to cheer them up with the positive comments you receive. Don’t keep it to yourself, because you wouldn’t have done it without them.

This will keep them motivated, set the bar higher, and have something exciting to get up to. It’s a win-win for all parties, including happy customers.