Читать книгу 99 Marketing Mistakes - Kenyon Blunt - Страница 21
ОглавлениеMistake #15
Not Asking For Customer Feedback
We all know that customers are the key to any business, and not communicating with them is a sin. Soliciting feedback from customers helps you improve and innovate.
As digital marketing has exploded, the need to collect customer feedback has skyrocketed. Customers are sharing their views in a variety of ways, such as surveys, online reviews, social media, comments, posts, Facebook, Twitter, etc. And their feedback has a direct correlation to the success of your business.
Why Ask for Feedback?
Proper feedback gives insight into your customers. Their unbiased viewpoints help you deliver better service and improved customer satisfaction. There are eight reasons why small businesses should make this a focal point of their marketing:
Understanding your customers. You want to know more about your customers, what problems need solving, and how your company can help. Receiving feedback is crucial for improving the customer experience.
Improving products and services. Customers will gladly tell you about any negative experiences, but they’ll also give you some ideas on how to improve. Benchmark their response and use it to get better.
Engaging your customers. Asking for regular feedback is an excellent addition to any nurturing program you have.
Uncovering opportunities. Customer feedback not only helps your business grow, but it uncovers unexpected opportunities. Feedback helps you fix customer problems or stop them from leaving.
Building loyalty. 13 percent of unhappy customers will share their problems with 20 or more people. Instead, head off these problems before they spread and build more loyal customers.
Getting referrals. Feedback also brings you more business. When you make customers happy by asking their opinions, they are more likely to refer new customers.
Making better decisions. Proactively listening to your customers helps you make all sorts of decisions. If you’re thinking about a price increase, change of hours, new products, etc., run the choices past your customers in advance.
Boosting your online presence. Customer feedback also works behind the scenes to make your business more visible on Google and improve your SEO rankings.
Asking for online feedback is free, and getting reviews means that your customers are marketing your business for you. What could be better than that?
How to Get Feedback
Small business owners should get feedback continuously. When the data is recent, it’s much more actionable. There are different ways you can ask customers for information. You can use the standard 5-star scale, the NPS (net promoter score) method, or ask for a third-party review. The methods of collection are even more varied:
Customer surveys. A well-designed survey will help you get honest answers. If you’re using email, it’s especially easy to include a link to 8SurveyMonkey or other survey sites.
Review sites. Identify the top review sites (e.g., 9Google reviews) and register with them by setting up your business account.
Your website. Leverage your site by including a ‘customer reviews’ section on the homepage, so whenever a customer visits, they see what your customers are saying about you.
Social media. Another easy way to get feedback is to ask for it on your social media accounts. You can ask your followers to write an online review through Facebook posts, tweets, and direct messages.
Once you get the data, make sure you act on the results (see Mistake #8). If you are going to take the time to gather feedback, you have to take the time to look at it.
