We all know that customer satisfaction is the key to a successful business. But where does that satisfaction come from? What is inspiring your customers to continue to do business with you? You can answer these questions and more by collecting customer feedback. Customer feedback is information and data provided by customers on how they have experienced your product or service. Customers often have insights and opinions that can help the company. They may also know what’s going on in their industry or what’s up with current market trends.

Why collect customer feedback

Several studies have shown that simply the act of asking for customer feedback, whether or not customers actually respond, is enough to create a more lasting relationship between brand and customer. If showing your customers that they matter isn’t enough of a reason to collect feedback, there are many more compelling reasons:

1. Knowing what your customers like and don’t like, whether related to your product tangentially or directly, is extremely informative.
2. Hearing from customers helps you see your company objectively.
3. Candid feedback helps you learn market trends.
4. Using customer feedback can lead to actual change and improvements with your product, positioning or packaging.
5. It’s great for your employees. People love hearing from customers and consider it a compliment when they respond positively, and motivation to do better or solve problems if they respond negatively.

How to collect customer feedback

So, now that you’re ready to collect customer feedback, you are asking the important question of: how? What are the most effective ways to gather your customers’ thoughts? The most effective ways to gather feedback depend on the type of business you have and how often your customers interact with it. You can use surveys, focus groups, or live one on one interviews; each has its own benefits depending upon what information is needed as well as what level of time and monetary investment you are able to make (e.g., surveys may be less expensive and faster than one on one interviews which may provide deeper insight but take longer to execute). Here are a few ways to collect feedback that you can consider:

1. Long form survey. This is a classic form of research, but that’s because it works. Many experts say to keep surveys under 10 questions to keep maximum attention.
2. Welcome email. You can ask new customers for their opinions, or what they are hoping for, right as they join your service or purchase your product. Your customers will feel appreciated immediately and will often respond with insights about themselves that will help you service them.
3. In-app (or website) live chat. Consider adding a live chat widget to your website. This will allow visitors who need assistance or have feedback regarding their experience with you, to offer it in real time, while they are on the site.
4. Phone calls. It’s old school, but having a real conversation with a customer can be priceless. You can get a lot of feedback from one-on-one conversations with customers. This may not be the best way to reach everyone in your audience, but it’s great for getting pointed data on specific topics that matter most to you and them.
5. Open forums. There’s no better way to show your customers that you are listening than with an open-ended feedback system. This will allow them the freedom of discussing what they think about their experience without fear of being judged or criticized, allowing for honest conversations which can lead to new ideas and improvements.

Act on customer feedback to improve your business

Now that we’ve established the importance of customer feedback, and found out how to get it; now comes time for action! This means figuring out what you’re going to do with all your new knowledge.

1. Identify areas of improvement. There is no doubt that your users will come up with some interesting ideas or changes that you have not thought of; take these changes and incorporate them into your roadmap. You can also evaluate negative feedback and hold on to customers you might otherwise lose by implementing some of their suggested changes.
2. Carve out your place in the market. Looking at feedback can cement what vertical your product or service really belongs in. It will answer: “who do we best serve?” You’ll begin to see where your happiest customers are and you can work on continuing to strengthen those connections.
3. Share feedback with your company. Share customer feedback with everyone from top to bottom. Customer feedback can energize your entire staff. You can even frame negative feedback in a way that is a learning experience, and a tool for development. This approach gives your employees more drive and more of a reason to come to work, and love what they are doing.
4. Discover brand ambassadors. Your happiest customers could double as brand advocates; get them even more excited about your product and have them start spreading the word to friends and colleagues through an ambassador or referral program.

There are endless insights to gain from collecting and analyzing customer feedback; to miss these opportunities is to miss a huge way to grow your business. In fact, collecting customer feedback is one of the most important things your company can do. It provides insights that you can use to improve your products and services, as well as your marketing strategy. The process of collecting feedback can be daunting, but it doesn’t have to be. We hope this article has given you a few ideas about how to get started. Now it’s time for you to go out and talk to your customers!