Gaining usable data from feedback
It’s one thing to seek feedback from your customers, but another to gain usable insight from it. It’s then a totally different league to gather this usable insight quickly and economically, and know how to use it.
That’s why it’s critical to find a system that gathers feedback effectively and efficiently, distils it into usable insight and allows you to take action.
So what exactly do we mean?
Feedback, feedback everywhere
Businesses gather feedback all the time in all manner of places. From the loyal customer who repeatedly buys products or services to the Facebook or Google review posted on the internet.
In addition, businesses might actively seek feedback through surveys and questionnaires. But what happens to all that feedback once it’s gathered?
How is feedback analysed and distilled, who’s responsible for managing it, how much does it set you back economically, and where does it lead to then?
Seek the missed opportunities
While feedback comes from a variety of places, one important factor to consider is how do you tap into the customers who have considered your brand, but chosen not to engage?
Often the feedback provided through social media, questionnaires or even email surveys targets engaged clientele – as in those who have previously provided their email address or phone number, or who have purchased something from your business in the past.
Although valuable, these customers have already been ‘converted’ at some point. They have chosen to impart their details, buy something or engage with the business.
But what about those who walked in, then walked away? What prompted them to say no rather than yes, and which element of the purchasing journey brought about that decision.
That’s where businesses need to devise a strategy to ascertain the thinking of their ‘missed opportunities’. In other words, they need to tap into anonymous and quick feedback that allows them to understand why someone said no, rather than yes.
Know the what and the why
Feedback might come from a multitude of places, but it’s important every business is crystal clear and what they intend to do with it.
When a customer provides feedback they are investing in the business, offering their perspective on why it works or how it could be improved. And they expect something in return, whether it’s action, acknowledgement, or change.
- Immediate wins that can be actioned quickly by customer-facing staff
- Revenue actions, that improve the bottom line
- Long-term maneuvers that shape the business’ strategy
How is feedback distilled?
Once a business has collected feedback, how is that information analysed and distilled? Sifting through feedback can be a time-consuming, expensive process, which is where technology and software comes into play.
Feedback should be collated into a central area and condensed into usable reports that quickly illustrate which areas need improvement and where a business is doing well.
If possible, this should be instantaneous, allowing a business to adapt to feedback in real-time. It should also enable the business to benchmark through tools like net promoter scores and then set key performance indicators in a bid to improve customer satisfaction.
Who is responsible for addressing feedback?
Finally, a business should be crystal clear on who is responsible for addressing feedback and implementing the required change.
This should be evident in staff roles and responsibilities, addressed through a culture of improvement, and reflected in resulting systems and procedures.
Affordable, instant, actionable
If you’re looking for an affordable feedback system that can gather instant information on what your customers are thinking, including identifying missed opportunities, Moodly can assist.
Our easy to install ExpressPODS can be positioned wherever you choose in your business to gauge the customer experience.
This feedback is then quickly distilled into usable reports complete with actionable tips on what needs to be addressed.
You can learn more about Moodly ExpressPODs and how they can simplify and improve the feedback process here.