Customer Feedback: What to Collect And When

Customer feedback is an invaluable part of any business. It helps you to assess how well your company is performing and what changes or improvements need to be made.

But not all customer feedback is created equal.

Some types of feedback provide actionable, specific insights that can help you improve your product or service. Other types of feedback are less valuable and can be more difficult to act on — think complaints, inevitable questions, and more.

In this article, we’re going to cover the different types of feedback, what you should pay close attention to, and when to do it.

Let’s get started!

Different types of feedback

Customer feedback comes in many flavors — from the simple to the complex — and the specific type of feedback has implications for how to deal with it.

Here are some of the most common types:

1. Compliments

Compliments are typically easy to act on and provide a quick win for your team. They also make customers feel appreciated, which is always a good thing.

When you receive compliments, take the time to thank the customer and let them know that their feedback is valuable. You may also want to share it with your team so they can see what they’re doing well.

2. Suggestions

Suggestions can be more difficult to act on than compliments because they often require a change in process or a new feature or product. However, suggestions are still valuable because they provide specific feedback about what customers want and need from your product or service.

When you receive suggestions, take the time to read them and see if there’s anything you can do to address them. If there is, make a plan to implement the change and let the customer know when it will be done. If there’s not, thank the customer for their suggestion and let them know that you’ll keep it in mind for future products or updates.

3. Questions

Questions provide insights into how customers are using your product or service and what they don’t understand. They can also help you to identify areas where you need to improve your documentation or customer support.

When you receive questions, take it as a message that you need to do a better job of explaining your product or service. Make a plan to update your documentation or customer support, and let the customer know when it will be done.

4. Complaints

Complaints are always difficult to receive, but they’re also a great source of earnest feedback. Complaints tell you what’s wrong with your product or service and give you a chance to fix the issue.

When you receive complaints, understand that they’re a normal process of doing business. Take the time to read them and see if there’s anything you can do to address the issue. If there is, make a plan to fix it and let the customer know when it will be done. If there’s not, thank the customer for their feedback and let them know that you’re sorry they felt that way.

Though manually categorizing customer feedback is an important part of developing a strong customer support process, platforms like Retention360 let you use AI to automatically analyze customer sentiment for faster actionable insights.

Prompt customer responses significantly improve almost every outcome in sales, onboarding, and customer support. It’s one of the reasons why Retention360 is a leader in customer retention.

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When to collect your feedback

Ideally, you should be collecting customer feedback on a continual basis. However, there are specific times when it’s especially important to gather feedback from your customers.

1. After you’ve released a new product or service

It’s crucial to get feedback from customers after you’ve released a new product or service. This feedback can help you determine whether the product was successful and identify areas that need improvement.

2. After a customer has had a negative experience

If a customer has had a negative experience, it’s important to gather feedback as soon as possible. This feedback can help you identify the cause of the problem and take steps to correct it.

3. After a customer has had a positive experience

Similarly, if a customer has had a positive experience, you’ll want to collect feedback to find out what made them happy. This information can help you replicate those successes in the future.

Retention360 can automatically send review requests to customers that report positive experiences. This boosts your rating on platforms like Google and is an invaluable part of customer engagement.

4. Periodically (at least every quarter)

You should also be gathering feedback periodically, even if there haven’t been any major changes or releases. This feedback can help you track your progress and identify areas that need improvement.

By regularly collecting customer feedback, you can ensure that your business is always making the best possible impression on customers.

Struggling with customer engagement and retention? Book a demo call with Retention360 to learn more about our all-in-one software solution!

Nick

Nick