You know your business better than anyone else. You want to provide the best service possible, and you want to make sure you’re doing everything possible to give your customers the experience they deserve.
But when it comes to collecting feedback from customers, it can be hard to know where to start—or if what you’ve decided on is even right. Between the sheer volume of data you may have access to and the various channels that are available, it’s easy for things to go wrong.
The best thing to do is to start with some best practices. Once you have those down, it will be much easier for you to implement a robust customer feedback management process that works for your company.
1. Have Clear Objectives
One of the most common mistakes businesses make when it comes to collecting customer feedback is collecting it for the sake of collecting it. You need to have clear objectives for your feedback collection process, and those objectives should be specific enough to allow you to decide what channels are suitable and tailor the customer feedback management process in a way that achieves your goals.
2. Establish a Multi-Channel Feedback Loop
When it comes to gathering customer feedback, you want to make sure you're getting the most out of your efforts. That's why balanced feedback channels are so important—they give you a diverse set of insights into customer trends, sentiments, opinions, and behavior.
When you're listening to your customers, you want to make sure that you're hearing from as many of them as possible. By using different feedback channels together instead of just one or two, you'll get a richer picture of customer trends, opinions & behavior than if you only used one channel alone.
3. Sort the Collected Feedback Into Categories
When you have a ton of feedback, it can be really overwhelming. That's why it's important to sort your data into categories and then plan out what your next move is going to be.
For example, sorting the qualitative vs. quantitative feedback data will make it easier for you to analyze the collected information. This is because when you look at the qualitative feedback, you'll be able to see how people perceive your product or service, which will help you understand their expectations better. Plus, this kind of feedback is more valuable because it provides insights into how users feel about your product or service.
On the other hand, analyzing quantitative feedback can help you understand whether there are any issues with your product or service. For example, if someone mentions that they've experienced an issue with one feature of your product or service multiple times, then there might be something wrong with that feature that needs fixing immediately!
4. Use Feedback for Internal Brainstorming
If you want your business strategies to bear fruit, you need reliable data to fall back on. Without it, your ideas are just hunches—and that's not going to help you grow. It'll become impossible to make any informed decisions about what you need to do and how you should do it.
However with in depth insights from Lucidya at your fingertips, it’ll become easier to brainstorm with the teams about what changes need to be made in order for your brand to be successful. You can also prioritize which changes will make the biggest difference right away so that everyone knows what they need to focus on first.
5. Act on the Feedback
After you’ve collected all of your feedback from customers and analyzed it, you need to act on it. If you don’t, all the effort you put into gathering the feedback will be for nothing and the churn will prevail, depleting your revenue and growth.
However, you need to prioritize which feedback needs to be implemented first and what can wait until later because of other priorities. For example, if a customer complains about easy access to your product features through the app but there is another critical bug that needs fixing first, then focus on that first before going back and updating your app with new features.
Customer feedback management is an important part of the customer experience, and it’s something that all businesses should take seriously.
The process helps companies organize and manage the data, so it’s easy to analyze. A big part of making this process successful is having a customer experience management solution like Lucidya that collects and analyzes customer feedback. But here's the thing: if you don't act on the feedback, it's all for nothing. That's why it's important to strategize the feedback execution with your team, so that you can improve your brand experience and customer retention. When you nail the execution, you'll see positive results!