6 reasons to focus on feedback
If you’re considering launching a new feedback initiative and need some fodder to convince others (likely execs) in your organization that it’s well worth the time and money, here’s a short list of six direct and immediate benefits that will help you state your case.
These are not pie-in-the-sky results by any means; they can be achieved somewhat easily if you build your feedback channels and surveys strategically (i.e. focus on the results you want). For some help in doing so, click here to see a post on building successful surveys and click here for an article from CX expert Annette Franz on 20 real-world tips to develop better surveys.
Please note also that if you’re working with Clicktools, you may want to consider relying on our Professional Services and/or Support teams to help you with your feedback program from the outset. It will probably save you time in the end to work with professionals from the beginning and ensure that the program design is built for success and longevity.
Your company should sharpen its focus on customer feedback because:
- It enables you to base product / service improvements and strategies on facts, rather than assumptions. Good customer feedback programs will help identify the trends that lead to meaningful changes in your products and services. Customer input reveals both what’s broken in your organization and what’s beloved. That’s an important point to keep in mind. Both negative and positive feedback should be included and analyzed to prioritize projects across the business.
- It provides the data points needed to continually assess and improve business processes. Similar to the point above, customer feedback will also allow you to see what internal processes could be streamlined. Your customers may be delighted with your actual products, but have complaints about your telephone support or your billing processes. Be sure to ask customers about rough spots in their journey beyond just product satisfaction. Being easy to do business with is just as powerful a loyalty driver as having excellent products.
- It gives you insight into the real reasons why your customers are your customers and how to find more of them. Many companies leverage win/loss surveys to analyze why new customers are won and why some deals fall through. The input from these surveys will not only help you develop a more effective sales team, it will also provide powerful insight into building a better marketing strategy. If new customers are being won because they love something you offer that your competitors do not — by all means, run marketing campaigns that shine a spotlight on it.
- It builds stronger relationships, which drives advocacy and repeat purchases. When you show your customers that you value their input and opinions, you’re building the kind of mutually trusting relationship that brings them back again and again. Simply by acknowledging that they took the time and effort to respond, your customers will feel a sense of satisfaction. Take this one step further and communicate how you’re using their input and you’ll not only generate repeat buyers, you’ll see your referrals and positive online reviews increase, as well.
- Customer-focused cultures promote team work and collaboration. Solving issues in the customer journey often requires more than one department. Customer feedback may reveal that the hand-off between sales and service, for example, may need some smoothing. As you bring teams together to fix problems, you inherently drive better team work and collaboration to work toward common goals. A strong customer feedback program will reduce silos and other inefficiencies in your organization.
- It will increase employee engagement. As a direct result of Benefit #5, you’ll nurture happier, more engaged employees as they feel more involved in team efforts to serve customers. Aligning internal departments on the ultimate goal of optimizing customer experience not only serves to keep management focused on that goal, it also lets staff members know that their efforts matter and are appreciated by the people at the top. Your customer feedback program may help you discover where additional training is needed, as well as provide opportunities to reinforce great employee behavior and reward internal superstars. Lastly, don’t forget to formalize an employee feedback program and use their input to build a better culture.