Every business wants customers who sell their product or service for them. We call these customers Raving Fans, and to get to the level of Raving Fans you need to CONTINUALLY engage with them – that’s why you need to feed the feedback!
What does ‘feed the feedback’ mean?
The world we live in provides us with access to the majority of businesses anywhere in the world at any time of day. It is this international instant access that means we need to keep up-to-date with our output, and have a clean, warm and welcoming front-of-house (eg website, social channels, actual shop). Unfortunately, this is where a lot of businesses stop. If the front door is enticing, people will shop here.
Well, maybe some will, but will they come back? Would they tell others of the great service they have had (assuming the business has great service)? And, how does the business know it IS great service? This is where ‘feed the feedback’ helps out.
It is commonplace for businesses to ask customers for feedback. The problem with this is there is little or no incentive for a customer to exchange their opinions with the most precious commodity on the planet – TIME. Think about a survey that someone has asked you to fill out, or that annoying phone call for a ’30 seconds of your time’ questionnaire that took over 5 minutes (weirdly, the business will get negative reviews for this which can skew actual review scores).
However, feedback is valuable. So, if it is valuable why wouldn’t a business pay for (feed) it? Well, the cost is the obvious answer, but this is a narrow mindset. Let’s look at these two scenarios:
ONE – Doesn’t feed the feedback.
A company sends out countless forms, surveys, questionnaires through numerous channels without reward. Only a minor percentage of actual customers return a completed feedback item. Most of these are filled in by people who are time rich – those retired or without full-time occupations or responsibilities. So the feedback is weak and can lead to incorrect action being taken regarding marketing and sales.
TWO – Does feed the feedback.
A company offers something significant in return for accurate and detailed completion of feedback assets. A large percentage of those asked return with a rich source of customer information. The demographics are large and the information covers many key areas the business can focus on. The data can determine what type of products or services are preferred; who buys what, when, and how frequently. The feedback is strong, full of many ways to improve the customer experience.
How much should I feed the feedback?
The question isn’t so much about cost. It should be seen as an investment. You are gaining as much vital knowledge about your existing customers as possible, and thanking them in the process. Special offers for the participants are a great way to start. As you become more at home with the idea of this data gathering, you can begin you will be able to try new ways of extracting information. Private buyer groups for businesses with large customer bases really works well. Plus, customers feel special when involved in these development processes as they feel like someone is actually listening to them!
Feed the feedback is one part of our unique customer journey programme.