A business owner would often wonder what the customer thinks about the service, the experience, and above all, the product. But more often than not, getting the customer feedback is more challenging than one might think.
Here’s the thing: unless asked, dissatisfied customers would not tell you how they truly feel; they’ll just stay away from your business. Imagine, only 1 in 26 of them would be vocal about their dissatisfaction while the rest just keeps quiet.
So, how do you get your customers to talk about their thoughts on the whole experience?
Social media polls
Social media opened more opportunities to directly interact with customers and get their thoughts on a few things, whether it be the use of an emoji-poll, yes or no, or even question stickers. These small engagements can also be expanded into one-on-one conversations in the DMs.
The downside of using social media posts to gather customer feedback is that everyone else can see it – whether it’s positive or negative. Also, there’s the problem of filtering who can reply to your poll.
One of the best ways to gather feedback is the use of surveys — whether in store or online. Surveys often utilize the Likert Scale to help the respondents answer in a more decisive manner compared to asking them to answer in a lengthy essay format.
You can have a questionnaire ready in-store, sent via emails, or even through calls. Customize your surveys to cover different touchpoints and assess exactly where to improve. Now you see why it’s important to have a mailing list.
Just ask directly
A foolproof way to get customer feedback is to ask customers directly. This is ideal for the food and beverage businesses where staff can easily ask customers for feedback about the whole experience while settling their bill.
This is a strategic approach that you may do for your brand. It shows the customers that you value them and ensure that they leave your door happy. Moreover, there’s a lower chance that they will be sharing bad experiences with others as well if it’s promptly and properly addressed. With staff training and few adjustments, this can be done as soon as possible.
Popularly known as beta testing, selected users or customers often volunteer for the beta program where they get a firsthand experience with a new product or service—it can be a new app for the store, or a sampler of a new product. In return, the participants will be providing their feedbacks and the nuances they experienced (if any) along the way.
Having regular focus group discussions with your customers is quite a bonding experience. With the intimate setting, they are in the space to give more honest and insightful opinions. Perfect for evaluating the performance of new product launches, these focus groups will give you more definite feedback—whether qualitative or quantitative.
This is also a great way to gauge if a certain group reacts to an approach differently than the others. You can freely ask and discuss to better understand the why.
With more and more people going online to shop, it is important to have a deep understanding and appreciation of what draws your customers to your website, what keeps them scrolling, and what makes them buy.
Moreover, website platforms have more complex analytics that determines demographics and behaviors of your audience as well. There are also heat maps that will help you see where your website visitors lingered most, where they opted out of your website, and what tabs they clicked.
To sum it all up, there are different ways to get customer feedback. Choose which one suits your business more and go through the collated data objectively. Always remember to look at where your business can further improve and see opportunities to grow as well.