As a business owner, your work doesn’t end after gathering customers’ reviews. You must understand that a feedback collection process does not equal improved experiences. Collecting what your users and consumers think about your brand is just the first step of an extensive process. What marks the most important step is what you do with the collected data. This is where several brands make the irreversible mistake of dropping the ball.
Be it positive or negative; you must address every online review. So, what can you do as a business owner to tap the potential of customer feedback?
1. Clearly Acknowledge Feedback
The foremost thing to do when you receive an online review is to acknowledge it. A staggering number of brands, almost 90% of companies, do not acknowledge when a customer leaves feedback for the brand's offerings. As a result, they feel neglected as do not come back again.
If you do not want your customers to abandon you, make sure to let your customer know that you have heard them. Ensure them that you actively listen to what they have to say about your brand to come across as authentic and trustworthy. That said, do not acknowledge customer feedback with an automated “We’ll get back to you shortly” message — that can be worse than not replying at all.
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2. Categorising Customer Issues
If you survey the feedback you get from your large customer base regularly, the variations in the reviews can be overwhelming. This is why you must have a plan in place to segregate the collected customer feedback into different categories.
“Whenever we collect MyAssignmenthelp review, the first thing we do is classify the feedback based on its nature – positive, negative, about the products and services, about the after-sales services, etc. Classifying the feedback will help you ensure that the relevant teams take the right actionable steps to address every review”, says Emilia Eckhart, the PR manager of the brand.
3. Addressing Negative Feedback in Real-Time
When a customer leaves feedback, you get to boost customer loyalty by addressing their issues promptly. Always remember that what makes the real difference is how quickly you take action on a piece of customer feedback. Your speed and dedication to serving your customers better can stop them from switching to a competitor brand. So, how do you address customers’ feedback in real-time?
The first thing you need is a net promoter score (NPS) to conduct accurate customer satisfaction surveys. Such surveys will help you gauge customer sentiment regarding your brand. Once you have an NPS in place, set up the customer service software you use to alert your team about a negative review.
4. Using Positive Feedback to Drive More Business
Always remember that one of your objectives would be to leverage happy customers to boost your company’s reputation. Many people decide to buy products and services offered by a brand based on what other customers say. Evidence, a report by SurveyMonkey states how 82% of people trust other customers before making a purchase.
After you have collected positive feedback from your happy customers, let your marketing team showcase it on your website, on a third-party platform, or in an ad. Also, display the positive ratings that your brand has received from review platforms on your website.
5. Having Company-Wide Customer Huddles
Most companies limit gathering and assessing customer feedback to the support team. As a result, the feedback data isn’t used to its optimum to improve customer experience. Since a customer review is tied to a product, the marketing, sales and support team should actively participate in analysing the feedback.
Have regular huddles with all the teams present and let the support team share the lessons they have learned after collecting customer feedback. Such company-wide meetups ensure that everyone gets a thorough understanding of what the customers feel about your brand. Accordingly, each team can draw up actionable goals aligned with the customer's current needs.
Parting thoughts,
The data you collect from customer feedback is rich and insightful. It can go beyond giving you a peek into the mindsets of your customers and provide an all-encompassing view into how your organisation works. So, make sure to tap the potential of customer feedback and usher in sure-fire success for your brand.
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