Last Updated: February 2024
Salesforce Research found that around 90% of customers are likely to make a second purchase after a pleasant customer service experience. Multiple surveys highlight the importance of offering quick and efficient customer service to forge deep relations with customers. Due to stiff competition and demanding consumers, companies of all shapes and forms are doing their best to widen their customer base.
One aspect that differentiates an average company from a good company is how they respond to customer reviews. Even today, many businesses cannot recognize that they can generate more revenue by noting what their customers say about their products and services.
This article will touch on key topics about customer feedback loops and the importance of a customer feedback loop in businesses.
Let’s begin by understanding a customer feedback loop without further ado.
What is a customer feedback loop?
A loop is anything that is performed cyclically, automated, and constantly. But what does a customer feedback loop mean?
A customer feedback loop primarily refers to an automated process of collecting actionable customer feedback and leveraging it to improve your products and services. Simply put, it is a product or service improvement cycle based on customer reviews and feedback.
As customers continue to be ruthless, providing a flawless customer experience has become a priority for businesses worldwide. If your business is one of them, you must create a customer feedback loop.
While collecting customer information is a key component of the loop, responding to customers is also an essential wheel cog. The most crucial part here is the symbiosis between these two parts of the feedback loop in business.
It is essential to note that not every customer feedback is a complaint. Customers often leave feedback or a review after a pleasant experience or if they want to suggest something. Therefore, staying on your toes and closing the customer feedback loop effectively is very important.
Creating a customer feedback loop
As mentioned earlier, we can segregate a feedback loop in business into three phases:
- Collecting customer feedback
- Data analysis
- Taking action
One should also note that this is a closed-end process wherein the loop begins by collecting customer feedback and closes when you take some action on it.
1. Collecting customer feedback
Businesses can collect customer feedback in many ways. Until now, different types of surveys were considered the gold standard to understand the pulse of the customers. Many companies rely on social media monitoring to collect customer feedback, thanks to social media marketing.
Let’s explore the two options.
1. Customer surveys
Customers can take surveys across various stages of their journey with a specific brand. These surveys are reactive or proactive. Reactive surveys are sent to customers to collect customer feedback in bulk. Proactive surveys are actively taken by customers without any influence.
Businesses should be mindful of the user experience they offer while creating a survey. For instance, a pop-up survey may put off a customer trying to checkout on an e-commerce site.
In addition, B2C businesses should deploy surveys strategically and only across critical touchpoints in the customer journey.
2. Social media monitoring
Customers may not directly engage with a brand while sharing their experience with a brand. Many consumers provide feedback on social media instead. This is where social media monitoring tools come in handy. These tools help businesses understand people’s opinions about their products and services across social media platforms.
When businesses take proactive measures to address customers’ pain points, they convey that you care for them.
2. Data analysis
This is the second step in the feedback loop in business.
Businesses should know what to do with all the feedback they gather from various sources. They can start by segregating customer feedback.
Choose frequent issues and categorize them according to their importance. For example, try to understand why customers don’t purchase your product again. After that, evaluate when and where your customers lose interest, get confused, or face problems and list these issues.
It is now time to take decisions based on your findings. This leads us to the last component of the customer feedback loop – taking action.
3. Taking action
The last stage of a customer feedback loop is responding to the trends highlighted in the data analysis stage. Start by addressing the most critical issues and move toward other issues based on their priority grade.
While doing so, ensure that you offer concrete solutions for customer problems at every step.
Closing a customer feedback loop efficiently
Closing a customer feedback loop largely means following up with customers after communicating with your business. Although it is often overlooked, it is a critical aspect of customer service. When customers offer their feedback, businesses should follow up with them directly. For instance, when customers point out an issue, send them a personalized message to acknowledge their input. This will show that their feedback is important.
Always remember that reaching out to customers who offer both; negative and positive reviews is very important.
By now, we hope you have some knowledge about how to create a customer feedback loop that works. Collecting and collating customer data is not as straightforward as it appears. That being said, following up with customers across different stages of their customer journey is far more challenging. Therefore, a feedback loop in business is very critical.
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