Use Customer Feedback To Improve Marketing

How Your Business Can Use Customer Feedback To Improve Marketing


Your customers are a valuable source of information for your business. By getting their feedback on their experiences with your company and the products and services that they purchase, you can identify any problems and work to correct them to make them better. 

Engaging with your client base is a smart step to make sure that you are tailoring your product line to the actual needs and desires of potential customers to encourage brand loyalty and word-of-mouth recommendations. 

You should focus on existing customer feedback as well as reaching out to potential new clients to get their opinions. The data you get from them will provide you with greater insights on further development and the areas where you should focus the most attention.

Collect Data

Data collection from customers and online platforms is a great tool to help you improve your business. There are so many ways that you can gather the information that you need to make adjustments and appeal to a wider customer base.

Online marketing research through focus groups is one way that you can obtain valuable information. You may want to have a panel of people that you select to interact with through a video or phone session. You can choose to send out a survey in advance to get some responses and give them time to thoroughly think through their answers. Or, you can just dive into your questions during the session to get organic answers. Sometimes the first thoughts that someone has about a product or experience are the most truthful and hold the most value for study.

There are plenty of other ways that you can collect customer and community data to help your business. Satisfaction surveys that are sent out by email or paper after a purchase is made will let your customers have a chance to use the product and see how it functions. This way they can suggest improvements to make it more effective and easy to use, as well as offer criticisms over something that didn’t work or that they found difficult.

You can also reach out to past and potential clients via phone, email, or social media to get their unbiased opinions. take a look at comments that were posted in the review section of your website and anywhere else that your products are sold. These will give you a look at both the good and the bad experiences that people have had. Social media is another place that will give a lot of truthful feedback. This type of communication is more informal and people are likely to tell it as it is and give their honest praise or criticisms.

Recognize Patterns

Once you have collected enough data, you need to sort it into categories for analysis and to recognize any patterns. Take a look at product satisfaction, customer experience and ease of use of the website and support functions, and opinion of your overall brand.

Customers aren’t usually shy about telling you when something went wrong. No one wants to spend their money on something that is faulty or doesn’t meet their needs. When you sort through your collected data you can look for any trends that mention the same issue. One complaint could be a fluke, but several that mention the same problem means that you need to look into the issue and fix the problem before your company becomes known for inferior quality.

The experience that a customer has when working with your business is another important factor to consider. Did they get answers to their questions quickly? Were their concerns addressed and fully satisfied? Did they have trouble finding the information that they needed on your website? Even when a problem arises, if you make it right and respond in a timely manner, most people won’t hold it against you. As long as you pay attention and treat your customers with respect and work with them to fix the issue, most will be happy in the end.

Another area that would be useful to explore further is the general level of excitement and interest that your customers show with the products your company offers. Are they eager to try out your next release? Maybe they have suggestions on how you can further develop a line to include more products because they can’t get enough. These are all positive signs and show that you’re on the right track. If there is a lackluster response, it may be time to branch out a bit or work to make your website and offered goods more appealing.

Take Action

The next step is to act on the data that you have collected and reviewed. What are the key areas that need improvement? If there is a known defect in one of your products, fix it immediately. Find a better way to manage production and quality control to prevent the same type of thing from happening again. Use better materials, or correct a design error that leads to malfunction. Offer a replacement product or coupon for a future purchase to those that had a bad experience. This way they will be more likely to give your company another try.

Any overwhelmingly positive responses or glowing recommendations and satisfaction with a particular product can be used as an opportunity to engage with your clients and show your thanks and appreciation. You could offer a discount on their next purchase, or run a contest for a giveaway of your most popular products. This will show people that you are listening and you care what they have to say. It’s also a way to encourage continued feedback by showing that their words are taken seriously and will influence what your company comes up with next.

Taking action to correct the wrongs that have happened will go a long way to building trust and loyalty for your brand. Your customers want to know that their satisfaction matters to you and that they can be comfortable giving their hard-earned money to your company. 

If you use the goldmine of information that is provided to you through your customers and community, you can tap into what people really want and market your business in a way that appeals to the most people to ensure your future success.