How To Get More Customers Using Customer Feedback
One of the most overlooked aspects of the customer relationship is that it is, indeed, a relationship. And one of the top reasons why the customer is so often taken for granted is because it’s difficult to maintain a relationship between a business (you) and all of its customers (them).
It’s not hard to understand how this happens. Imagine if you had 100 or 1,000 or 1,000,000 personal relationships in your life. What’s the size of the customer support and success team you’d need to maintain healthy relationships with all of them?
It’s a monumental task to please everyone. So where do you start?
Look, the truth is, you can’t be all things to all customers. In fact, it’s difficult enough just to reach a significant sampling of your customers to check in with them. So when you do get their attention, you need to make sure that you maximize that communication — get the best feedback that produces the best product that appeals to the greatest number of the most well-aligned customers.
In this post, I’ll use the components of a customer survey (your own feedback mechanism may vary) to talk about what kinds of questions and answers you need to be thinking about in order to build a healthy — and prosperous — relationship with your customers.
First: You Might Be Taking Feedback Out of Context
How you get customer feedback is important, of course, but there are very few wrong ways to go about it. In fact, the option for your customers to initiate feedback on their own should be prevalent, everywhere, and easy to use.
That said, the context of the feedback is a very important consideration, and often-times misconstrued. For example, a customer support survey that follows a customer-initiated support call might incorrectly give low marks to a good support tech who is forced to deal with an inferior product.
The channel you use to obtain the feedback, the timing of the contact, even the makeup of the questions asked of the customer — all of it needs to be aligned correctly in order to directly assess the…