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Making the most of your customer feedback survey

Posted on 8/7/2013 by Elizabeth in category: survey software articles
Customer feedback surveys are widely used in businesses today. They can be great tools to help businesses make more sales, improve customer retention, and greatly improve overall customer satisfaction. Not to mention that they help with brand recognition and reputation management. But, before you take action on the results of your customer feedback survey, it's a good idea to learn about the importance of gathering customer feedback. To obtain the most benefit from investing in sophisticated online survey software, it is prudent to have a few ideas of how to use the information you gather from this incredibly useful survey tool.

Here are three key areas where you can put the information gathered by your survey tool to good use for the betterment of your business.

1) Respond to Customer Suggestions, Criticisms, and Compliments

Customers who take the time to respond to customer surveys are giving you something valuable. They are letting you know how they feel about the business, service, or product they've purchased from you. They are also giving you their time. For many customers in today's busy society, that is the most precious commodity they possess. Let them know you recognize their sacrifice and appreciate their responses. Let them know you hear their voices. It makes them feel like they're contributing. It helps you build a better relationship with your customers and it keeps them engaged.

2) Use Feedback to Build a Better Customer Experience

Customer service before and after the sale is vital for any business. According to the Forum of Private Business, "70 percent of businesses change suppliers simply because they are receiving adequate (rather than poor) service." What this means is that you need to be providing an experience that is far above adequate. Customer feedback can help you identify areas that are already there as well as areas where improvements need to be made. You can also pinpoint weaknesses in your customer service chain and make corrective measures simply based on the results collected by your online survey software.

3) Base Product Improvements on Customer Feedback

Customers are all too happy to tell you what they like and dislike about the products they have purchased. You just have to provide them with a platform for doing so, and make them feel as though you're really listening to what they have to say. With the right survey tool you can learn a great deal about what really works with your product, what resonates well with customers, and areas where your existing products can be improved. You may even discover ideas for new and exciting products based on feedback alone.

The most important thing you, as a business owner, can gain from using online survey software is a broader understanding of customer behavior. The better you understand your customers, the better the relationships you're able to build with them will be. And of course, the more sales you will make.
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