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When you’re running a business, you might want to believe that you’re doing everything flawlessly, but it’s better to know than it is to believe. As such, customer feedback should be considered a highly valuable asset. That said, asking a customer to their face how they thought of your products or services isn’t always the most reliable way to collect data. Here, we’re going to look at a range of ways you can get their opinions, thoughts, and complaints so that you can use them to make real improvements in how you run your business.
Keep Customer Service Records
Many of the complaints and issues that your customers have are going to come out during the customer service and support part of their journey. After all, that’s where they’re likely to go when they’re having a problem, which can be some of the most valuable data of all. As such, you should make sure that not only do you have a robust customer service team, but that you have the means to note down the issues that most customers are having. Regardless of how well-designed your business and services are, someone is going to have an issue. However, if you spot recurring problems, then you can be confident that it’s more than just an outlier.
Ask Them Right
If you ask customers what they think of your services and products, then you might be able to glean some insights. However, many might not be able to offer any useful answers off the top of their head, because they’re not thinking about it in any great detail. Why should they? It’s not their business. However, with quiz software, you can create a survey to needle down on the most salient issues, and the things that you’re looking for the most feedback on. It can help your customers better think about what their experience was like, and as a result, is likely to generate more helpful and valuable answers. Just make sure that you take the time to think about what the right questions are.
Reach Out via Email
If you want feedback in a more raw form, then you can simply reach out and ask for it. Sometimes, all a customer needs to give their feedback is just a little push. Send them an email, asking them to leave their opinion in a linked form, or to leave a review or testimonial. You’re likely to get a lot more positive responses, this way. After all, people who have had a negative response typically want to be heard more than those who had a good experience. You can ensure that you’re getting a more balanced picture of what your customer base thinks of your products and services overall. This can be combined with the quiz survey above if you’re looking for more specific data, too.
There is a real benefit to simply sitting down with your customer, face to face, and asking them about how they found their experience. First of all, conducting customer interviews allows for a more personal approach, which can help your customers open up. Make sure that they feel comfortable to share their experiences, positive and negative, and that their feedback is valued. You can use this to learn a lot more about their needs, pain points, and any emotional connection they form with your products and services as an individual, serving as test cases, rather than just data. Empathizing with your customer’s viewpoint is just as important as finding the objective changes that you can make to improve your services, after.
Track Your Own Data
If you provide a lot of your services through your own website or your app, then you could have a lot of data that can help you gain real insights into how your customers use them. After all, there is always at least a little distance between how customers say they feel about products and services, and how they actually use them. Make sure that you’re set up to collect analytics from your website and any apps that you have, and track how users engage with it. What keeps them engaged, what are they likely to click on, and what makes them bounce? These can all be very valuable questions to answer.
With the tips above, you will be able to get a real idea of what your customers think of your products and services, as well as how they use them. How you make use of that data is up to you.