What does calling a service provider, shopping at a clothing store, and going to the doctor all have in common? They all ask for customer feedback. While almost every business asks for customer feedback, not all know what to do with it. When used strategically, customer feedback can help uncover areas of opportunity, strengthen customer relationships, and drive growth. Here are 5 ways companies can use customer feedback to their advantage.
Speak the customers’ language
Oftentimes, one of the biggest gaps between organization and audience is the language that they speak. Companies invest heavily in their marketing to create the perfect messaging, visual identity, and positioning. However, if the customer isn’t using – and more importantly searching for that language– there will undoubtedly be gaps in your customer journey and conversion rates. By routinely collecting and reviewing customer feedback, companies gain insights into how their audiences organically discuss their industry, products, services, and more. This provides an opportunity to tailor messaging, website, and keywords in order to speak the language of the customer.
Identify what matters most
Not all feedback carries the same weight. Companies can use customer feedback to their advantage by identifying trends in what matters most to their customer. Regularly reviewing feedback will undoubtedly show recurring themes in customer experiences and pain points, and can provide insights into customers favorites products or services. By identifying these themes, companies can zero in on what changes will create the biggest, most meaningful impact.
Use as social proof
Reputation is everything. In today’s digital age, nothing boosts reputation and proves credibility more than positive testimonials and customer reviews. Research from BrightLocal showed that 83% of consumers use Google to check online reviews about local businesses. What’s more, DataReportal found that nearly 4 in 10 consumers use reviews as a main channel for online brand research. Highlighting positive reviews on your website, social media channels, and other content such as pitch decks and emails is one of the best ways to use customer feedback to your advantage.
Close the loop (communicate the changes)
Asking for feedback is only one step in the process, communicating the impacts of that feedback is what matters to the audience. When customers know their feedback has led to changes in an organization, they feel heard and validated . Communicating changes made based on customer feedback showcases customer centricity and builds trust. When the customer sees that their voice matters, they’re more likely to purchase again and remain loyal.
Improve customer experience
Customer expectations don’t stand still. By continuously gathering feedback, your company remains in tune to the needs of your customer and flexible and agile with any shifting expectations. Collecting feedback regularly allows you to spot behavioral trends, identify pain points, and improve the customer journey.. Refining your customers journey leads to a better experience, which improves retention and loyalty.
Customer feedback isn’t just data – it’s direction. The companies that use feedback as a strategic asset, rather than a box to check, create stronger connections with their customers and achieve measurable business outcomes. Leverage your competitive advantage by listening differently and acting decisively.