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Customer Feedback: Why and When Do You Need It

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Listening to your customers’ recommendations and healthy criticism, you will not only show you care about them but also get a chance to improve the quality of your product. Customer feedback is that very tool that may help you promote and refine your product or service… if you are able to use it effectively, of course.

Three reasons to use customer feedback

To satisfy the needs of your customers, it is crucial to understand what they want. Indeed, they have a wealth of information to share, probably even more than you think. Getting their feedback can help you provide better services and develop better products.

Moreover, customer feedback provides business owners with valuable insights that can help them improve the overall customer experiences. According to the statistics, 91% of dissatisfied customers will leave you without any complaint, and you will never know what they didn’t like about your product or service.

1. To improve products or services

Gathering feedback from your customers is a smart way to be sure that your products or services reach them, and that people like what you offer. Your customers are likely to help you in the process of your developing a product so that the end result is precisely what fulfills their needs or solves their problems.

Without customers feedback, a company does not work for real people but rather for an imagined audience. Such position may soon lead to the loss of customers.

2. To measure customer satisfaction

Depending on the types of services you provide or goods you offer to the customers, you are likely going to measure their level of satisfaction only when they leave feedback. Some customers may lack the quality of service, others — the quality of products, and the third group will like both the product and service, but will find prices too high. Asking for the feedback about what you offer to people is a perfect way to detect all the mistakes that you might not have noticed before.

3. To build trust

If you are always in touch with your customers, their level of trust grows. This indicator is one of the most important aspects for your business development. People tend to recommend the service or products which fully satisfy their needs; complaints that have been heard and issues that have been addressed are highly appreciated and make customers get back to the company that cares.

Five ways to collect customer feedback

There are quite a number of strategies a company can use to gather customer feedback.

Survey emails

  • First contact survey

You don’t need to wait until your subscriber makes the first purchase. First contact survey is an option to get to know your potential customers better and subsequently send them more valuable offers and relevant information.

Mabel’s Labels, for example, invites new subscribers to take a short survey to learn the preferences of its audience better.

  • Product development survey

This type of survey will help you understand what your customers want to get, and what they expect from your future offers. Using it, you can minimize the risk of making something needless for your audience.

  • Post-purchase survey

It is all about customer experience with your service or product. Asking about it, you can identify the product’s strong and weak points, or find out what updates your customers would like to see in the future.

In the example below, Moschino is asking subscribers to share their opinion about the brand. To encourage subscribers to take a survey, the company offers a 10% discount on the next purchase as a lead magnet.

  • Net Promoter Score (NPS) survey

Providing your customers with a scale from one to ten, you will be able to understand which of your customers are likely to recommend your product to others. Such rating scale will help you analyze your performance and watch the dynamics of your development.

Look how TechSmith uses NPS survey in its emails:

Social media

Social media is another channel to gather valuable customer feedback. Imagine that there are more than three billion active social media users worldwide, many of whom could be your potential customers.

When a customer has difficulties in using your product or service, he or she may not want to waste time making complaints. Impolite consultants, inconvenient working hours of the company, or awkward website interface won’t become the reason to complain. The customer will simply leave without even letting you know about what was wrong.

Monitoring customer feedback on social media, you can give a prompt response to anything your customers have to say:

  • Offer a solution to the problem to those who leave a complaint;
  • Thank those who leave positive feedback;
  • Give any information about your company that the customers may need;
  • Answer all questions about how to use your service or product.

Apart from receiving customer feedback on the website, Huggies, for instance, has organized its Facebook page in such a way that it is possible to contact the support team through messages during working hours.

Customer Feedback Loop

Once you have gathered your customers’ feedback, try to categorize it according to your business needs. Then use this information to improve the quality of your product or address possible issues. Finally, inform the customers about the applied changes. This step is essential as it shows that you care about customers’ opinions and you will do all your best to satisfy his or her needs.

The analysis of your customers’ feedback will help you build a stronger relationship with them and increase their levels of satisfaction. At the same time, you will get an opportunity to identify whether you are moving in the right direction or not. In any case, collecting feedback should be an ongoing process. So, use these techniques and you will see the number of your happy customers growing.

Customer Feedback: Why and When Do You Need It

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