Capturing customer feedback can drive business growth and lead to improved service, more efficient business processes, product innovation, better marketing and (most importantly) a happier, larger customer base. For customer-centric small businesses, being able to gather this feedback is an essential skill.
5 Unique Methods for Capturing Feedback
1. Set Up a Suggestion Box
Why not try out a classic feedback tool? By displaying a suggestion box prominently on your premises, you can encourage customers to leave anonymous feedback.
2. Reach Out to Your Customers in Person
Before customers leave your facility, ask them if they have a minute to answer a few questions. Many will appreciate this opportunity to talk face-to-face.
3. Create Email or Online Surveys
Send your customers short surveys by email, or set up a survey that they can take on your business's website.
4. Engage in Social Listening
There are a variety of inexpensive tools that you can use to search for powerful keywords that are related to your business. You can use these keywords to monitor social media channels to learn what customers are saying about your business, industry and competitors.
5. Take Advantage of Website Analytics
There are easily accessible tools that you can use to collect feedback on how your customers are interacting with your website. For example, you can use different metrics to see which pages and products are the most popular among your audience.
Tips and Tricks
1. Define Your Customer Satisfaction Indicators (CSIs) to Measure What Drives the Customer Experience
Ask your customers what factors are important to their overall experience. How important is quality? What about price, distribution and delivery? How important is service and responsiveness? The answers to these questions will enable you to understand when and why things go wrong, allowing you to plan solutions accordingly.
2. Prepare a Consistent, Manageable List of Questions, and Don't Deviate From It
These questions should focus on the key drivers of the customer experience. Consistency in what you ask your customers is essential in order to measure your performance and make comparisons over time. For instance, if you discover that your customers place a greater emphasis on quality than on price, you can adjust your business plan accordingly.
3. Link to Your Feedback Survey in All Customer Communications
In order for customer feedback to be relevant and representative, you need to cast a wide net. Reference and link to your feedback survey in all of your customer communications, whether in store, face-to-face or through digital channels such as social media, email and mobile apps.
4. Offer Incentives
You might want to compensate the customers who take a few minutes out of their day to complete your survey. Perhaps you can offer them a gift card, enter them into a contest or extend a discount for their next purchase.
By capturing customer feedback systematically, you can establish a road map for growth.
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