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Ways To Translate Customer Feedback Into Effective Action

Indra Nooyi: The basics of business is to stay as close as possible to your customers

Photo by Charisse Kenion on Unsplash

Customer feedback is the most integral part of the growth of any business. Getting customer feedback is a tricky process. This is just one part of the story. Many businesses fail because they are unable to use this customer feedback in taking effective action. “The basics of business is to stay as close as possible to your customers,” said Indra Nooyi, former CEO of PepsiCo.

Use customer feedback to understand your customers, analyze their behavior, preferences, and purchasing patterns. Acquiring customer feedback is much easier these days now. You can use customer satisfaction survey Apps to get real-time feedback from your customers and employees. Using this data to your benefit is where most businesses fail. As found by the Aberdeen Group’s report The ROI on Customer Feedback: 77% of companies don’t have established methods for responding to customer feedback.  Therefore, we will discuss in detail how to convert customer feedback into actionable data. 

Defining Customer Feedback

Customer feedback is the insight or information provided by your customers about their experience with your product or service or your business. It is the information recorded from customers based on their experience. It provides data for making positive changes to your business. It is up to you, how you use this data for your benefit. Different businesses employ various techniques and methods to incorporate feedback into actionable data.

Transcribing Feedback into Action

Nowadays, most companies are getting feedback from their customers regularly. What they lack is constructively using this information. When utilized properly, customer feedback can be a powerful tool in your arsenal. Let’s discuss in detail how to turn feedback into productive action and what steps are necessary in this regard.

Define Goals at the very beginning

When starting a new business endeavor, most companies just throw stuff at the wall in hope that something will stick on. These might happen in some cases, but to rely on this is nothing but naive. When launching a new business or starting a customer feedback survey, your goals should be predefined. When collecting customer feedback, it should be well-intentional and driven by specific, actionable, applicable, and definitive goals.

The goals and objectives can vary according to the ground realities and unique features of every business. At every stage of business development, there are different goals for the customer feedback survey. One common thing is the deriving force. The vision that you have in mind while moving forward with your product or service. You can not only examine your current standing but also work on prospects to decide how the customers will react and how will it affect your business. 

Gather Real-time Actionable Feedback

Customer feedback without a sense of direction is as good as nothing. It is worthless if you have no idea what it means and what to do with it. Even exact figures like a satisfaction score of 8 or 9, don’t tell you what your customers exactly want. Designing a survey is as critical as any other part of it. If you asked the right questions, you will get some valuable information. A well-crafted survey can be the difference between success and failure. 

To craft, a productive survey includes questions that reflect your intention and achieve your goals. Always include follow-up questions for better understanding. You can also use smiley face surveys, or ask them to rate a product or service from 0 to 10. The end goal is to ask questions that help you understand what the customer wants without being ambiguous.

Be Proactive in Approach

Conducting a survey is not enough. The management should be much more invested in customer feedback. Management should be proactive when conducting surveys. They should be focused on analyzing the findings of customer feedback surveys and the actions that are taken based on this feedback. It is critical that management place great emphasis on monitoring and managing customer feedback. Pro-actively acting on the findings of the feedback and making sure that the data recorded is being used effectively. When you take steps in advance to use customer feedback for a better understanding of what customers think of your product or service. You stay ahead of the curve which helps you beat the competition to achieve success.

Bottom Line

Getting customer feedback and using this data is crucial. How you use this feedback can define your standing among your competitors. Gathering customer feedback through surveys is one part, using this feedback to determine what steps to take is a whole other thing. The integral part is to gather actionable data and use this data to determine what customers think and want from your service or product. Customer feedback surveys can help you create a system that ensures productive, efficient, and effective results.

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Abdullah Sadiq
Written By

Abdullah Sadiq is a Digital Marketer enthusiast at Smiley.pk having years of experience in the field of Internet Marketing. He is a Social Media geek, a complete foodie, and enjoys trying varied cuisine. A perfect day for him consists of reading his favorite novels with a hot cup of coffee. Follow him on his website and LinkedIn.

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