Gathering feedback – The how and why?

There are many types of feedback you may be interested in finding out as a business owner. Whether it be a public review or a direct email from a client, gathering feedback and utilising this feedback is extremely valuable for business improvement and reputation.

In a world where user-generated content, user reviews and influencers can sway and shift an audience’s opinions with a click of a button, it pays to know what you’re doing right and what you could improve on.

As consumers, we are often bombarded by requests to provide feedback, which makes it challenging for business owners to cut through and receive a thought-out review from a customer. So, how do you go about asking for feedback that will get you results?

Here are a couple of ideas HOW:

• On-site feedback using verbal cues or a digital aid like an Eftpos machine or iPad.

• Immediate request for feedback after a service has been completed i.e. an SMS or email system prompts customers to leave feedback either written in Google or directly back to the business

• Incentive-based feedback – getting your users to complete a survey with more detailed answers and a Net Promoter Score (NPS) may require a little more enticing, and in this instance offering a voucher or the draw to win something could get this kind of feedback gathering over the line.

WHY is it beneficial to collect feedback?

• Learn what your customers like and don’t like. When you ask your customers to give you feedback on your product and or service, you’re going to learn what they like and don’t like about it. This information is extremely useful. If you know what’s working for your customers and what isn’t, you can tweak things to better serve your customers. For example, we’ve learned consistently that people love the intimate atmosphere at our events. But after one event, we learned that people felt the lobby for networking was too small and uncomfortable. We fixed that by choosing a venue for the next event with a much bigger area for networking, and our attendees liked that.

• Make customers feel important and involved. By asking for your customers to provide you with feedback, you’re communicating that you value their opinion, and you care about what they have to say. Your customers feel important because you’re treating them as such and they feel involved in shaping your product.

• Constantly improve. You can consistently improve your products or services, and keep them being the best they can be. If you’re consistently listening and seeking feedback, you always have a pulse on what’s working for your customers and what’s not. Ultimately, this will lead to better business, better sales, and a better customer experience (which starts the loop all over again!).