How to Capitalize on Customer Feedback

Customer loyalty isn’t given, it’s earned. Consumers today want to feel engaged and connected with the brands they interact with and positive customer experiences play a heavy role in retention and long-term sales. With over 92% of consumers relying on reviews before making a purchase, obtaining first-hand information about your brand from your customers is imperative to not only understanding the perception of your product with your audience, but also to help you bridge the gap between your customer’s expectations and your brand’s offerings.[1]

Obtaining customer feedback is invaluable to your company in more ways than one. Aside from identifying pain points that your customers have with your brand, it can also be a source of innovation for new ideas to improve your processes, customer service, brand satisfaction, and overall business success. Companies frequently overlook that fact that customers are often willing to give feedback to brands they’ve done business with, some even eager to do so, and by failing to listen to what their customers have to say, they miss a big opportunity to leverage these testimonials to drive sales. To take advantage of your customer feedback, check out these tips for utilizing your customer testimonials and reviews.

Encourage customers to share their honest feedback.

Instead of waiting around for your customers to give you feedback, seek it out. Instead of only reaching out to your customers with sales pitches, you can show that you care more about them and not just their money by reaching out to offer support, guidance, and advice. By asking consumer-pointed questions about the direction or current state of a product, it helps you implement strategies that are more closely aligned with your customer’s needs.

Stay honest.

You may find that customer feedback isn’t always in your favor, and that’s okay! If you get a negative review, use that as an opportunity to respond and address the problem. If a customer is unhappy because of a mistake on your end, fix it, and if a customer is unhappy about something out of your control, still acknowledge them and thank them for their feedback. By addressing all reviews, bad and good, with respect and integrity, you show that your company is actively listening to all input.

React and reach out.

When a customer has a complaint, reach out promptly. Understand all of your communication touchpoints with your customers and dedicate a portion of your time each week to address all feedback. View customer complaints as opportunities to rectify issues and redirect customers’ focus on your value. Showing your customers that you’re truly hearing them out and adapting your business processes to satisfy them is an easy way to win their business back.

Overcome objections with testimonials.

Your satisfied customer testimonials can serve as a powerful tool to address potential customer concerns upfront. Capitalize on your customer feedback by managing all of your reviews in one central location and then pull from these to help you confidentially approach your marketing and sales efforts. Use your customer feedback as a sales points and let them do the talking for you!

[1] https://www.dixa.com/blog/3-important-statistics-that-show-how-reviews-influence-consumers/#:~:text=In%20fact%2C%20according%20to%20their,there%20are%20no%20customer%20reviews.