Customer feedback: why you need it and how to get it

Customer feedback: why you need it and how to get it.


Why you need customer feedback

In an increasingly competitive business landscape, keeping customers, and keeping them happy, is paramount. Whether it’s figuring out ways to attract new customers, or strengthening relationships with the ones you currently have, there’s plenty of reasons to find out what they think of you:

  • Identify areas for improvement or expansion
    This can be related to your product, processes, personality, perception, place of work… you get it. The point is, your customers have ideas for how your business can benefit them better, and as the saying goes “the customer is sometimes right”. It can’t hurt to find out if there’s a simple change that customers have been crying out for.
  • Strengthen ties with your customers
    The more you know about your customers, the easier it is to personalise their experience. Customers are more likely to come back if they feel like the product or service they’re forking out for genuinely cares about their experience. That can be extra beneficial if it can lead to…
  • Identifying potential brand advocates
    Ideally, your product or service is so good it sells itself. Yeah, that’d be nice. For the rest of us, brand advocates can do a lot of legwork, in lieu of a marketing fee. Through feedback, if you’re able to identify potential brand advocates and cater to their feedback, they’ll be more inclined to spread the good word far and wide.


How to get customer feedback

Now you know why you need feedback… but how do you start collecting? Asking customers in person can be effective, but it isn’t an option for every business. Instead, why not try a few of these more accessible tactics:

  • Surveys
    Of course we had to mention the method we’re currently using; and consider this a reminder to scroll back up and fill out the survey at the top of this email. Surveys are a universal tool for fast, targeted feedback because they’re (generally) effective. Many people feel more comfortable to be honest filling out a survey, as opposed to expressing their views directly to an employer or business owner.
  • Purchasing power
    This one seems like a no-brainer and should be employed by businesses of all sizes. If something sells, stock it. If it doesn’t, bin it. Your customers are providing you feedback daily through their purchasing decisions. Depending on the size of the business, or the range of products or services available, this simple step may slip through the cracks. Keep a record of your best and most profitable sellers and reassess them constantly!
  • Social media monitoring
    The majority of modern businesses will already be harnessing social media in some way. It has emerged as a leading advertising option providing measurable and targeted activity. It’s a direct line to your customer, and a space where most customers feel confident enough to share their unedited thoughts. Search for mentions of your brand or products and keep an eye on comments to your page or pages to give you an idea of how your business is perceived.
  • Employees
    An oft-forgotten resources, employees shouldn’t be excluded from the feedback process. What your staff are hearing and experiencing in their day-to-day roles can form a critical part of the feedback process. It’s important to remember they are customers too!

And if all else fails, have you considered a suggestion box?

If you’d like more tips and information on building a business, we’ve got more resources here. If you would like any assistance finding the right employee for your business, a My Pathway recruiter can help. Contact us today.


Phone: 1800 410 610