After you’ve created your product or service and have made sales, how do you know if your clients are satisfied with their experiences with your business?
The only way your business can grow is by creating happy customers, and the only way to know if they are happy is to ask them. When you ask for and then use customer feedback correctly, it can be a major source of improvement for your product or service.
How to use feedback
Their positive comments will let you know what’s working. You’ll learn the specifics about your product that appeal to your customer base, and these are the features and benefits you can highlight in future marketing materials. If you pay attention to the language they use to describe what they like about your product, you can use that language to speak directly to potential customers in sales and promotional copy.
Learning what your customers like will also provide insight into future products and services that you can create. If a particular aspect is appealing, look for ways to expand or scale that feature into additional offerings.
But positive comments are only half the value you receive when asking for feedback; the negative feedback is just as important.
You’ll never be able to please everybody all the time, so you should expect to receive some negative feedback, and when you do, use it to your advantage: it lets you know what is not working and shows you where you can improve.
Is there a problem with the product itself? Maybe your customer service team is not performing up to your standards. Perhaps the market is trending in a different direction and your offerings need to be updated.
The temptation to take negative feedback personally is strong, but if you can resist the urge and instead view the comments as instructional, you may find you have an invaluable resource teaching you exactly what needs to be changed for your company to grow.
How to ask for feedback
When it comes to asking for feedback, we recommend being specific so you have data to work with when you receive responses back.
For example, a five star rating option is fine, as long as you’re asking for a rating on a specific aspect. Rather than asking, “How would you rate our product?” ask, “How would you rate the speed of delivery of the product?” or “How would you rate the team communication?”
Starting a conversation with an open-ended question is also a powerful way to get useful feedback. Rather than asking a yes/no question (Was your experience positive?), ask a question that requires more detail (What could we have done better?).
When asking for feedback, you may also want to offer an incentive for their responses – such as a coupon or another valuable gift. This is especially helpful if your customer base has a poor participation rate.
How to respond to feedback
Finally, interact with those who give you feedback. Responding to both the positive and the negative comments lets them know you value their opinion and that their time has not been wasted.
Look for ways to right any wrongs for those who have had a negative experience and for those who are happy with your company, it’s a perfect time to express your gratitude and to ask for referrals.