In every business, it is very important to gather feedback in order for them to provide the products or services that their customers need. Feedback guides and informs your decision-making and influences your product roadmap. It’s also essential for measuring customer satisfaction among your current customers.

It’s considered invaluable for a business to have a clear visibility on how customers view your product, support, and company. Here are some of the best ways you can gather insights from current and prospective customers who visit your site.

How to Collect Customer Feedback

Before you begin collecting feedback from your customers, you need to make sure that you have a clear and definite reason why you are seeking feedback. Outlining the process, as well as desired outcomes, is important in gathering customer feedback the smart way; otherwise, you may be blindly asking for feedback that will only blur your understanding of your customers.

There are a variety of ways to gather feedback from customers these days, but you can essentially group these methods into the following categories:

Empower customer-facing employees

The key to getting useful customer feedback is not to rely solely on phone, email, and print surveys, but to create a culture in which your employees are always looking and listening, and, at the right time, are empowered to act. Employees are able to be much more valuable when armed with the knowledge and the support or resources to address customer concerns. And they are more likely to give feedback to someone they believe is empowered to act. Appoint someone within your company to be the champion of customer feedback and have them consider both formal and informal methods of gathering information, and acting upon it.

Hire a third-party customer feedback provider

Outside consultants can deploy a variety of methods to gather unbiased customer feedback. It’s not a bad idea to hire a consultant every few years to make sure you are hearing your customers. Consultants can set up focus groups, design customer surveys, and deploy other methods and then analyze the results that your company can better meet its business goals. Customer feedback studies can provide loads of data, but only some provide meaningful insight. The conductors of the study have useful information about the voice of the customer, and your time is being spent gathering that input rather than translating all the data together. Some questions you might want to ask: “What words did our customers use to describe us?,” “What is the profile of the customers who will stay with us, and who is easily tempted by competitors?,” and “Which of our products do they love?”

Monitor customer behavior

In the online world, it’s easy to see what your customers are doing and draw conclusions from their behavior. Using Google Analytics and other Web analytic tools, you can spot problems in the shopping experience. You may find that 90 percent of customers exit your website on a certain page and that should be a red flag for you to troubleshoot. You can also use these tools to understand shopping cart abandonment, whether customers are finding what they are looking for and other customer issues just by observing behavior.

Use customer feedback tools

The data you gather by observing customer behavior on your website can be enhanced through a variety of online tools to gather customer feedback. The tools range from feedback forms featuring happy faces and sad faces to instant polls and online surveys. The feedback forms can be strategically placed on different website pages so that the customer can show that they think a price is too high, for example. In addition to polls, companies can solicit feedback through e-mail newsletters or online surveys that are sent to customers via email.

Another technique that some companies are finding useful in hearing what their customers have to say is monitoring special media, such as Twitter and/or Facebook. Support staff will engage customers quickly if they learn of a problem and help the customer solve that problem.

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This entry was posted by Staff Writer on Wednesday, August 31, 2016 at 6:41:59 AM and is filed under Small-Medium Business.

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