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Building A Positive Customer Feedback Strategy

December 7, 2020 - 8 minutes read - Business Management, Contributed Posts

Customer feedback can bring inestimable value to your company. It helps to see a business process from a customer’s perspective. Customer feedback drives product development, marketing strategies, and service expectations. What’s more, feedback is the way to warm up to your client community. Before we look at the steps on how to build a positive customer feedback strategy, you should realize all the benefits!

Reasons to Gather Customer Feedback

  • It reveals customer’s pain points, needs, and preferences.
  • It drives more traffic.
  • It helps to identify your mistakes and do better.
  • It increases customer satisfaction levels and shows how it evolves over time.
  • It reduces customer support cases.
  • It encourages unfamiliar people to use your product.
  • It helps with customer retention.
  • It improves your brand quality.
  • It creates customer loyalty.

So, what are the steps you need to follow to reach it? Let’s get to the point!

Main Ways to Collect Customer Feedback

#1 Keep in Touch with Customers

Customers don’t keep you in mind all the time. They’ll remember to give feedback either when they’re extremely happy or disappointed about interaction with you. That’s why you don’t have to wait. You should remind them about your product and ask for feedback immediately after the purchase. Many companies report that the following channels have appeared to be the most effective ways to collect customer feedback.

Set up Short Surveys

You can use Intercom for it.

Send an Email Asking for Feedback

Ask only the questions that are relevant to your objectives.

Ask for a Star Rating

It’s an easy way to see the general impression you make.


Here are the main tricks on how to encourage your customer to leave feedback:

  • Let people know that the survey will take no longer than a minute.
  • Provide a discount/gift card/free shipping if the customer leaves feedback.
See also  Increasing Customer Loyalty In Time Of Crisis

Use Live Chats on the Website

A live chat allows your customers to communicate with you directly and helps you always stay in touch. Live chat gives your site a personal, “human” touch. Customers feel they are talking to a real person and not a machine. Besides you can find out the difficulties visitors face on your website while using it.

#2 Regularly Check Your Social Media

People express their emotions about the new experience on social media. Veronica Markey, Head of Communications at dissertation help UK suggests monitoring the majority of comments you get there about your product. What is even more important – you should respond to it. Thus customers who leave a review will be sure it won’t be ignored. When you give one thorough answer or advice, you resolve the problem and avoid a lot of potential similar complaints. 

What’s more now you can make the process easier with tools like Brandwatch and Mention. They let you know when your brand’s been mentioned so that you can immediately react.

#3 Display Positive Customer Feedback on Your Website

Firstly, after your customers see reviews from others, they’ll feel more confident to trust your brand. Also, they will be more likely to share their experience, if they see more and more people expressing their thoughts. That’s how social proof works. 

Secondly, it serves as motivation and recognition for the customers who have shared feedback. People know you take into account their opinions and that builds stronger connections. 

#4 Encourage Your Customers to Share Their Ideas

Create a kind of an online community for those who are in. You can do it right on your website or some social media. It is important to make your clients feel free about expressing their opinions. 

This method is easy, but it requires constant monitoring. It means you will have to find a full-time moderator to start and moderate discussions, post and update regularly, and respond to feedback.

Being active will help you to increase user engagement and strengthen your relationship with the customer.

Ways to Analyze Customer Feedback

#1 Make a Clear Summary

You can receive Customer feedback chaotically from a variety of channels: email, social media, or messenger tools. Now you have to categorize the feedback into different buckets that are meaningful to your business.

Feedback Types

Feedback types you can use:

  • Bugs
  • Usability issues
  • New feature request
  • User education issues
  • Pricing etc.

Feedback Theme

What exactly did the customer have a problem with? Here you can name the exact product or its feature. 

Feedback Code

Rewrite the feedback in a more clear, laconic, and structured way so that any of your team members can understand the main problem and gain relevant insights. That is how it looks:


As soon as you categorize feedback, you have to calculate the amount of feedback per theme or code. After that, you can prioritize your feedback data and base it on issue popularity. In this way, you’ll discover the most widespread problem to work with.

#2 Discuss the Feedback  Receive with Your Team

Now that you’ve categorized feedback, you can create a Top 10 Customer Issues and discuss it with the product team, customer support team, or marketing team.

You should also ask your teams at what regular intervals they want to receive feedback. It will help them to take it as an integral part of their work, prepare better for thorough analysis, and reach the best solutions.

#3 Share a Follow-Up Plan With the Customer

Finally, when you’ve come up with the ideas to resolve the problem, share a follow-up plan with the customer who gave feedback. If we don’t make customers feel appreciated for their feedback, they will hardly give feedback at all. So let the customer know you care about them and explain what changes have been made after their feedback. Ruby Newell-Legner’s “Understanding Customers” states that it takes 12 positive experiences to make up for one unresolved negative experience.

See also  Connecting With Customers: How To Improve Engagement [Contributed Blog]

Wrap Up

Getting negative and positive feedback are both important. Luckily, now you know a lot of tools to generate and analyze feedback. Don’t forget to experiment to figure out what works best for your brand! What methods will you now use to collect customer feedback? Let us know in the comments!


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