When you’re running a business, your customer’s opinions are a valuable resource that can help position you above the rest. A 2017 survey found that 84 percent of companies that improve the customer experience see an increase in their revenue. That’s why it’s vital to get a full picture of how your customers perceive your business and use that customer feedback when making business decisions.
Let’s explore how collecting reliable and diverse customer feedback data throughout a shopper’s journey can give you the insight you need to make meaningful customer experience decisions.
Why customer feedback is important
You can’t afford not to listen to your customers. Customer feedback can influence your business’s overall perception and customer experience. It can provide actionable insight into how your company operates and expose areas that need improvement. Allowing your customers the opportunity to submit feedback also makes them feel involved and valued – further improving the customer experience.
Feedback is more than just collecting commentary; it’s also about listening and considering your customer’s insights. According to a Microsoft survey, 52 percent of people believe that companies need to take action on the feedback provided by their customers. With this in mind, you should ensure that you allow your customers ample opportunities and channels to leave feedback throughout the shopping experience.
Ways to collect customer feedback
Consumers value easy and seamless processes; the less friction, the better. When it comes to collecting customer feedback, providing them with easy-to-complete options is essential. Traditional approaches like comment cards are a thing of the past. Keep in mind that there’s no one-size-fits-all feedback survey. Incorporating channels like SMS surveys, mystery shopping, and eCommerce evaluations allows customers to submit their feedback during every step of the shopping process.
Collecting data from various feedback sources can help you paint a complete picture of your customers’ needs and desires. Whether someone is a prospective customer or they’ve already made a purchase, the chance to evaluate different areas of their experience can provide your business with much-needed insight into what it’s doing well and how it can improve.
Get the data that your customer experience decisions need
No matter your industry, one thing is clear – data is king. Data and analytics are only valuable if you know how to use them. Gathering an array of customer feedback data provides endless opportunities to improve the customer experience. By leveraging the right data, you can optimize the shopping experience, refine your strategies to meet customers where they are, and increase brand loyalty.
From receiving insights from an in-the-moment SMS survey to gaining feedback from a mystery shop, collecting customer feedback across multiple touchpoints is critical to compiling valuable information to inform customer experience decisions. Brands that provide a high-quality customer experience bring in 5.7 times more revenue than their competitors that provide a lesser quality experience.
Are you ready to diversify your customer feedback channels to help you take purposeful steps towards improving the customer experience? Contact us today to learn how offering your customers various options to submit feedback can boost your decision-making!