How To Apply Customer Feedback To Drive Business Growth

Collecting customer feedback isn’t a new concept, but the tools and technologies that make it possible to collect customer feedback effortlessly have really improved. Now we can get to know customers on a deeper level, and apply that customer feedback to drive business growth. It will help you improve your products and services, marketing techniques, and customer journeys. When creating a feedback form, it’s imperative that you make it simple and pleasant to complete. Make sure the survey itself takes less than 10 minutes from beginning to end. Use multiple choice instead of asking the customer to come up with their own response. If a feedback form is long or seems mentally taxing to complete, it’s more likely to get abandoned. Try using a net promoter score to measure the customer’s overall level of satisfaction on a scale of 0-10. If you have any questions about how to collect customer feedback or use to it drive business growth, reach out to us at Prebuilt Sites or The BBS Agency. We’d love to help you out!

Customers’ feedback isn’t a new concept. It’s been a concern of marketers’ since the beginning of commerce. What has changed, though, are the tools and technologies that have made it possible to collect customer feedback effortlessly.

Feedback allows you to understand what customers really want and how you can improve your products and services to make their experience better.

To find out the needs and the concerns of your customers, you need to have a process in place for feedback collection. And most importantly, you need to put that process into action.

In this post, you will learn how to collect customer feedback and how to use it to drive business growth.

So, let’s get started.

How Can You Collect Customer Feedback?

Traditionally, marketers used to overwhelm their customers with long-form surveys to collect feedback. But in modern times, when more effective feedback collection techniques have evolved, there is no sense in asking customers to put so much effort into surveys.

In fact, Survey Monkey confirms that 60% of people don’t want to participate in a survey longer than 10 minutes. And for surveys taking longer than 20 minutes, that number is 87%.

To be frank, I have bailed out of many long surveys from airlines, hotels, and others just because of possible mental fatigue.

Marketers need to prioritize the feedback collection techniques that really work. Here are some effective ways to collect customer feedback:

Use the Net Promoter Score

You can understand your customers’ satisfaction level by asking a straightforward question like—“How likely are you to suggest our product/service to your friends or colleagues?”

The response ranges from 0 to 10, where 0 is for not likely at all and 10 for extremely likely.

Averaging the responses across the entire customer base provides you with a clear measurement of customer experience. To improve the average score, you need to follow up with the customers who gave a score of less than 7 and understand their reasons for doing so.

Here’s an example of a simple NPS at work:

The responses received are classified as below:

• 0–6 are Detractors— Unsatisfied customers that are more likely to cause damage to your brand image through negative word-of-mouth.
• 7–8 are Passives—satisfied but indifferent customers who could easily switch to your competitors.
• 9–10 are Promoters—brand advocates who make repeat purchases and promote your brand in their social circles.

Connect with customers immediately after an interaction

Getting customer feedback immediately after providing a service or a purchase is crucial because it allows you to get feedback when their experience is fresh in their minds.