Loretta Jones says, “Customer feedback is important. Period. It’s useful for everything from employee training to product improvements to marketing. There’s no denying its value.

But mobilizing customer feedback is still a challenge for businesses — not just how to collect it, but also how to use it. While Gartner Research says more than 95 percent of organizations measure customer feedback in some way, Temkin Group reports that only 10 percent of companies consider customer experience metrics in day-to-day decision-making. Below are three tips for making sure you’re getting the most out of customer feedback.

1. Let your customers tell you what they want to tell you

You may think that asking more questions in a customer survey means you’ll get lots more valuable feedback to help you improve your business. However, it’s actually having the opposite effect. Your customers do not have infinite time to answer a long survey of questions that you may think are important but your customers find tedious.

Instead, make it effortless for your customers to share feedback. That’s the beauty of using Net Promoter Score (NPS) programs. You ask one simple question and leave an open-response field for customers to tell you what they think is important for you to know”.

Take your customers off mute: 3 tips for customer feedback

Marketing Land

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