8 out of 10 customers agree that online feedback and reviews help them decide whether or not to buy something from a company or to hire its services.
But if you’re not getting into customer feedback analysis, your business is also missing out. It’s a great way to learn more about what your target market wants, what you need to improve, and how customers are interacting with your brand.
In this post, we’re going to show you how communicating with your customers and then implementing a customer feedback analysis plan help you to maximize your profits and help to build your brand.
The Benefits of Customer Feedback Analysis
In today’s increasingly digital world, real, one-on-one interactions between customers and brands are getting harder and harder to come by. Since so much of online business can be very transactional in nature, it can be easy for customers to feel like once a brand has made a sale, it no longer cares about the customer.
Prove to your customers that’s not the case. Ask them to complete customer surveys, and make sure that yours include the opportunity to write in a few answers. While ranking-only surveys are helpful for you, they don’t do a lot when it comes to letting your customers get a word in.
Letting those taking your survey express their full thoughts shows you care about their opinions – something many large companies don’t take the time to do.
Remember too, that it’s much more expensive to sign a new customer than it is to keep a new one. Making sure you’ve done everything you can to keep customers coming back isn’t just good business – it’s also cost-effective.
How Can I Collect Data Effectively And Honestly?
Luckily, the digital aspect of doing business is also a great way to connect you with quality, accurate customer feedback analysis. Plus, you want to find out what today’s shoppers want. But how can you create a survey, questionnaire or another method of online customer satisfaction?
You’ll need to create a solid plan when developing your questions. Make sure your first-party survey plan includes…
- A clear statement of what you’re hoping to get out of the survey (get specific!)
- Which audience you’re asking to complete the survey (you can even narrow it down to age and gender if you feel like a certain demographic is lagging)
- The kinds of questions you want to ask, as well as how many
- How you’re going to get your customer feedback analysis out to your clients. Will you email, post the survey on social media, or just put a link on your website’s homepage?
- Where are your customers going to be taking your survey? At home at night, during a lunch break at work, on their commutes? How might that impact their answers?
Now that you’ve got a solid implementation plan for creating and distributing your surveys, let’s look at the actual methods of customer feedback analysis you’re going to use.
Look At All The Feedback You Get
Tough news: only 1 out of every 26 customers who are unhappy with the experience they’ve had with your brand actually complain Most just bounce from your site, never to return.
This means that to really get the truth about shopping experiences, you’ll need to develop a real strategy for customer feedback analysis.
But once you’ve developed a basic strategy, when you’re started the analysis phase, you really need to look at everything you get. Resist the urge to pick and choose, or to focus more on one customer experience asset over another.
Plus, ignoring sections of feedback will throw off the accuracy of the rest of your data.
Categorize Your Feedback
Especially in the write-in sections, you’ll notice that your feedback will get more and more specific. Likely, trends in your answers and specific categories will start to emerge.
These might mean things like comments about your shipping process, they may address specific locations of brick-and-mortar stores, they could relate to your pricing or even certain products.
Make sure you’re accurately categorizing these answers. It won’t just make finding the answers you need easier, it will also help you to paint a clearer picture of exactly what’s working and what isn’t.
Focus On Using The Findings To Outline Customer Value
You know that every customer is important. Still, when it comes to satisfaction, different things will matter to different people, especially higher volume clients.
When analyzing your feedback, look at how the problems or suggestions for improvement differ according to customer order size and frequency of order.
This will certainly help you to prioritize which phases of your action plan you’re going to put into place first. Likely, first in line will be the things that are the most important to helping your larger, existing customers have a better experience.
Also look at when customers have bought from you. Do they only shop during sale time? At a specific time of the year? If so, how can the results of your survey help you to turn them into more long-term, consistent clients?
Create A Plan Of Action To Implement Your Findings
Obviously, you’re ready to start using what you’ve learned to make your entire customer experience better. But without a solid, methodical, step-by-step plan, it will all have been for nothing.
First, let your team know what’s working and what isn’t, and tell them the kinds of adjustments you’ll be expecting them to make – with a timeline included.
Make sure that you don’t just focus on the negative results, but that you’re also ready to maintain the positive aspects of working with you. Don’t get too comfortable in certain areas and let quality begin to slide.
You’re Ready To Tackle Customer Feedback Analysis!
If you’re ready to make this your most productive year ever, customer feedback is one of the best places to start.
But good digital marketing doesn’t start and end there. For more tips, tricks, and trend analysis when it comes to optimizing your website, check out our blog or get in touch with us.