Everyone’s a critic, especially in today’s always-online environment. Sending comments and suggestions have been made easier with the Internet. You can see review curation websites—such as Yelp or TripAdvisor—filled with comments ranging from praising to just plain seething. And with the customers’ impressions becoming more important to your brand’s reputation, it’s no wonder why you must use customer feedback to your advantage.
In this fast-paced environment, you must do everything you can to deliver quality customer service. Otherwise, you’re just waiting for bad reviews to pile up, slowly increasing your customer churn rates, your customer satisfaction decaying, until they’ll cost you your business.
Your customers serve as outside evaluators (and promoters) of your products, and it’s paramount that you take note of what they have to say. That said, here are some reasons why your customers’ comments and suggestions (whether positive or negative) can help your company grow.
1. Utilizing feedback shows you listen to your customers
When customers see their comments and suggestions implemented, they feel that the company listened to them. It shows that you value their opinions, that they have a right to be heard. This can result to better customer retention rates.
2. It can serve as a roadmap for further development.
While you should never take negative feedback personally, use it to let your company grow. You can use such comments as a way to know if you’re on the right path. Are you doing the right thing for your customers? Or are you misunderstanding what they want?
3. It gauges your customers’ preferences.
Customer feedback can be used to determine what your customers want. For example, you can learn how many prefer the older service you provide over the new one. Or how many liked the new promos the company’s been dishing out. You can measure what works for them and what doesn’t.
4. It allows you to see the current trends.
You can use your customers’ comments to identify new or upcoming trends. Customers may be asking for a self-service system so they’ll be relieved of the hassle of having to call your contact center. Or when customers find it unsatisfying when they have to repeat their information over and over compared to other call centers, you might be needing a better customer relationship management (CRM) software.
Properly utilizing customer feedback allows you to pave the way for customer centricity. To focus on your customers, you must first listen to them. Feedback can guide your way to success as much as innovation can. Without such, how can you determine if you’re customers are happy or satisfied? How sure are you that you’re giving an enjoyable customer experience? Let your customers help your company reach new heights.