This Is the Importance of Customer Feedback

You like being heard, don’t you? How about feeling valued?

You feel good when your opinion is taken into account. True. Well, so does your customer.

While the back end of operations may look and feel seamless, you only have one accurate measure of your services and product’s success—customer feedback. How about when no one is ordering, and you never see them again if they do? Getting customer feedback is your safest bet to understanding the dynamics of your customers and your business.

Keeping your customers happy ensures repeat business, and retaining customers is your ticket to the elite club in the business world.

But what is customer feedback, and why is it important to your business? Read on to learn.

What Is Customer Feedback?

Customer feedback is the raw information, including opinions you receive from your clients about your services or products.

The report can be either positive or negative, depending on their interaction with your business. How and what makes them satisfied or otherwise after a buying cycle from your organization is crucial for your success.

It’s merely the customer’s voice offering insight into where and how to improve your business and stand out.

Getting your customer feedback can be both direct and indirect. For the former, you actively engage the customer through a strategy to understand their experience. One of the strategies is using social media, which, according to Sprout Social, 47% of customers will use social media to forward a complaint.

The latter is unprompted feedback the customer leaves on other platforms.

With that understanding, why is customer feedback important? This article will delve deeper into some of the reasons.

It Helps Build a Reputation

Competition is everywhere, and the best way to keep ahead of the pack is to get a good reputation.

Customers may forget your product but not how their experience with your organization made them feel. Gone are the days when no one cared about what customers felt so long as they bought. Consumer awareness demands you listen to customers; otherwise, they switch brands super-fast if they feel unwanted.

In turn, your business acquires a name as a listening and caring partner, and the best marketer you can get is a happy customer. Huge brands heavily invest in VoC programs to ensure a listening ear to their customers’ voices.

It’s the Only True Measure of a Happy Customer

Yes, business is profitable, and the sales are hitting your target, but can it be better? One sure way is having happy customers because it means they are satisfied and will bring repeat business.

Getting customer feedback allows you to measure and gauge your customer satisfaction with real data from them. With this measure, you stand a chance to understand your business’s strong suits and what needs to improve to meet your client’s expectations.

For example, you can make use of the NPS feedback metrics. Your customer rates their experience on a scale of one to ten, making it an effective system to adopt. Moreover, you can embrace the CSAT survey. Surveys allow customers to give more information on why they felt a certain way.

You Make Informed Decisions

The more you listen to your customers’ voices, the better you get at devising systems to keep them happy. The data you get is raw and accurate, which helps you make informed decisions.

Suppose you introduce a new product and/or service; how else do you learn about the performance? Your teammates will like it because they worked on it, but a customer will give you real experience with no bias. Customers help you muster processes internally and save you money in the end but only after applying what works.

When you act and improve on what the customer suggests, you build loyal advocates for your brand. Besides, one happy customer brings on nine referrals, but one angry and unsatisfied customer is trouble because they make a team of 26 more angry clients.

Bad news travels faster, we suppose?

You Improve Your Customer Experience.

Need to increase your ROI and excel at retaining customers? Well, customer feedback is the only way. Improving your customer experience with a small margin increases sales significantly.

For example, companies getting around $1 billion in revenue annually can increase their sales by over $823 million in three years. This achievement is from listening to who matters— your customer.

No matter your business size, your customer must remain happy and satisfied always. If 13% of your customers are unhappy, they will share their experience with another 15 or more people. You can’t risk such a reputation.

It Is a Powerful Marketing Tool

Feedback for business is a powerful way to market to customers, both new and existing. Not only do you learn where to make in-house improvements, but you also use it to get more business.

Many potential customers will look up customers’ feedback and reviews online before purchasing in today’s digital world. If the feedback, whether intended or not, is negative, you can expect no business from them.

On the other hand, useful feedback is sweet testimony to new customers.

When introducing products and services to new territories, customer feedback from other segments helps build trust quickly and easily. It can also be part of your marketing campaign in your sales letters, direct mail, or website.

Why Invest in Customer Feedback

Ultimately, no matter how expensive, lavish, or excellent your services or products are, you can’t buy them yourself. You need customers to be in business. Customer feedback is a critical guide to making informed decisions regarding your business.

Many businesses will get the information and sleep on it, reducing business automatically. That phone call, email, or short or long survey to get your customers’ voices is an excellent long-term strategy for staying at the top of the business chain. Remember, the customer is king.

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Diana Muniz
Diana Muniz

With over 20+ years of experience in a variety of corporate and entrepreneurial environments, Diana has developed a great understanding of Marketing Strategy, Brand Development, Customer Success, Public Relations and Management. Her internal drive for developing others and external brands, has allowed her to work in some of the largest cities in the world including Milan, Paris, NY, Mexico, and the Middle East. This experience has been fundamental to Diana’s success and ability to communicate cross-culturally.