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8 Best Practices to Improve Customer Feedback Management

Customer feedback is essential to the success of any business– whether you’re an utterly brand-new startup. It can help you improve your products and services, identify new opportunities, and understand what your customers want. You might think you’ve done enough for your customers, but do they feel the same?

That’s why it’s important to have a feedback management system in place. The thing is,  collecting customer feedback can be a daunting task.

Sometimes, customers are reluctant to give feedback or might not know how to provide it. Other times, they might be too busy to complete a survey or leave a review.

Here are some best practices that you can use to improve your customer feedback management:

#1. Make it easy for customers to give feedback

Today’s customers are always busy, have less time to spare, and expect things to be easy and convenient. It would be best if you made it as easy as possible to collect feedback from them. 

The best way to do this is to use an online survey tool. These tools allow you to create surveys that can be completed in a few minutes, and they’re also mobile-friendly so that customers can fill them out on the go.

Another way to make it easy for customers to give feedback is to integrate a feedback form into your website or app. This way, they can provide feedback without leaving your site or app.

#2. Provide multiple channels for customer feedback

Customers should be able to provide feedback in the way that is most convenient for them. That’s a powerful way to keep them engaged. And this means that you need to offer multiple channels for customer feedback. 

In addition to online surveys, you can also collect feedback via phone, live chat, email, or in person. You can even use social media as a channel for customer feedback. Ensure you’re monitoring your channels, so you don’t miss any feedback.

For example, you can provide social media videos to encourage customers to leave feedback. That way, people will be more likely to follow your guideline because it’s provided engagingly.

#3. Make it personal

Isn’t it always nice to feel like you’re being heard? That’s why it’s essential to make your feedback process personal. Customers should feel like their feedback is going directly to you and that you care about what they say.

One way to do this is to send a thank-you note after each customer interaction, whether positive or negative. You can also give customers a way to contact you directly if they have any concerns or suggestions. This shows that you’re interested in hearing from them and value their feedback.

#4. Only ask for feedback you need

When creating a feedback form or survey, only ask for the necessary information. If you ask too many questions, customers will get bored and might not bother to finish the survey. 

So, always understand what kind of feedback you need the most, and focus on those questions. It’s also crucial to keep your questions short and to the point and ensure they’re relevant to your business and will match your business objectives. It would be much easier for you to get the most helpful feedback from your customers.

Here’s an example from Airbnb. They use an email for their feedback channel and mention how long it would take for a survey. This way, their customers know that the survey is quick and hassle-free.

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#5. Save everything in a centralized system

All the necessary data or information should be in one place. This way, it would be easier to monitor and evaluate. 

A centralized system also allows you to keep track of customer feedback over time. This way, you can see how your business is improving and identify areas that need more attention.

#6. Don’t forget to follow up

Once you’ve collected customer feedback, it’s essential to follow up with them. Especially when a customer leaves negative feedback, you should reach out to them and see how you can improve the situation. 

This shows them that you’re taking their feedback seriously and committed to providing a great experience. That’s how you can turn a negative experience into a positive one.

#7. Don’t wait too long to act on feedback

Once you’ve collected customer feedback, please don’t wait too long to act on it. If you take too long, your customers might think that you don’t care about their feedback or that you’re not doing anything with it. Respond to feedback as soon as possible, and let your customers know your actions.

#8. Be transparent about changes

Customers want to know that their feedback is being heard and making a difference. Be transparent about the changes you’re making based on customer feedback. 

This could mean sending out an email blast or posting updates on your website or social media. Whatever method you choose, make sure your customers know your changes and why you’re making them.

Below is an example from Fitbit. The company lets its users know that they are making some improvements to their app based on some surveys they conducted in 2018.

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Wrapping Up

The key to customer feedback management is to ask for it and then act on it. It’s not a one-time effort but an ongoing process that should be incorporated into your business.

By collecting feedback, you can show your customers that their opinion matters and that you’re working to improve your experience. These handy, actionable practices mentioned above are a great way to start. 

Author’s Bio: Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).