The best way to truly serve your customers is to listen to “the voice of the customer” through frequent customer feedback.
So you’ve done everything possible to satisfy your customers. You’ve exerted all efforts to better your products and customer service. You treat customers like kings and queens, and provide everything to match their wants and needs all the time.
Now how do you know if your strategies are working? How do you know if your customers are happy with their experiences in your company? What do they like and dislike about your products and services? How do you keep up with their demands?
The first step to fully understand a customer’s perception of your brand is by asking them directly, and the best way to get “the voice of the customer” is through customer feedback. Call centers, being the focal point for customer interactions, holds a huge opportunity to gather customer feedback that can provide valuable insights to improve every aspect of your business.
Gathering customer feedback is important for five key reasons:
1. Gives you a clue about what your customers like and dislike
Customer feedback helps businesses determine what the preferences of their customers are. According to the article Why Customer Feedback is Valuable to Your Business written by entrepreneur Tim Jahn, “When you ask your customers to give you feedback on your product and or service, you’re going to learn what they like and don’t like about it.
This is extremely useful. If you know what’s working for your customers and what isn’t, you can tweak things to better serve your customers.” Knowing your customers’ likes and dislikes is one sure route to success as it gives you precise idea of what matters to your customers so you can act on them.
2. Shows customers that their opinions matter
Tim Jahn also explained in his article that “by asking for your customers to provide you with feedback, you’re communicating that you value their opinion and you care about what they have to say. Your customers feel important because you’re treating them as such and they feel involved in shaping your product.”
When your customers are listened to and heard, a positive feeling is directed back to you as their supplier or service provider which can eventually result to more sales and positive customer retention.
3. Gives you an outside opinion of your company
Customer feedback also helps businesses figure out strengths and weaknesses of its products in a consumer perspective. Savannah Coulsen said in her article titled Why Customer Feedback is So Important to Have, “When you look at your own company, its operations and its goods or services, you might not see a lot of flaws.
Being in the midst of a business often makes discovering problems a difficult task. However, when you ask for customer feedback, you are obtaining an outside perspective of the situation. A person looking is often better able to note your flaws than you are.”
4. Helps you learn the market trends
Customer feedback can also be valuable in gauging market trends. Rick Suttle explained in his article The Importance of Customer Feedback that “Customer feedback is important in detecting certain technological trends among consumers.” He cited as an example a new competitor in the market with latest and improved technology versus an old company with out-of-date technology. He explained that if customers indicate they would prefer and buy the company with new technology, the old company may think of considering switching to the new technology.
In other words, it is important to know what trends are popular for customers, so that businesses can keep up accordingly.
5. Improves your products and services
Still from the article Why Customer Feedback is Valuable to Your Business, Tim Jahn said “You can consistently improve your products or services, and keep them being the best they can be. If you’re consistently listening and seeking feedback, you always have a pulse on what’s working for your customers and what’s not.
Ultimately, this will lead to better business, better sales, and a better customer experience.” With customer feedback, businesses can make appropriate changes to their offerings to ensure that the product meets the needs and expectations of their customers. Such changes are likely to increase customer satisfaction that, in turn, is sure to improve the profitability levels of any business.
Customers are the most important stakeholders of every business. That’s why it is important to hear their feedback. But collecting customer feedback is just the first step to ensuring a successful customer experience. It’s what you do with the feedback that truly matters.