Leveraging Customer Feedback

No matter what type of business you’re in, you will always receive feedback from customers. Many businesses take the time to listen to customers and collect feedback, but not all know how to respond to that feedback and leverage it to better their business. It’s important to determine the proper protocol for responding to that feedback from customers.

With SMS marketing, the systems in place often allow businesses to receive text messages from customers with feedback. Customers will say exactly what is on their mind (not always good), and we must be monitoring these incoming comments for positive feedback!  Customers may leave feedback on other channels as well, for example by calling, emailing, posting on social media, etc.  Businesses should have a general understanding on how to manage their own PR and respond to and utilize those comments in the proper way.

I’ve outlined some strategies on how and when to respond to customer comments, as well as how we can leverage them:

What Messages to Respond to:

Positive Feedback

  • Obviously businesses can’t respond to EVERYONE who leaves positive feedback, so there’s really no need to respond.
  • Businesses can, however, show their appreciation for certain pieces of feedback (for example on social media) with a quick “Thanks for your feedback!”
  • Save positive comments to share with prospects.

Negative Feedback

  • Only respond if you can do it promptly–a delayed response may cause confusion. Responding to customer feedback 3 months later is pointless–the time has passed, the opportunity was missed.
  • Always offer to point the customer to your business’ customer service phone number.
  • In SMS marketing, if you receive an opt-out request:
    • No need to respond–simply delete that customer from the list.

When Responding to Feedback

  • Identify who you are.
  • Try to avoid ongoing dialog back and forth.
  • Address the need/question in one message, if possible.

Leveraging Positive Comments

  • Demonstrate customer demand for rewards.
  • Have a process in place to understand where customers could be finding problems in their dealings with your business.
  • Use screen shots from time to time to provide an element of value in your emails to your prospects.

Obtaining feedback is one thing, but knowing what to do with it AFTER you receive it, is what will really affect your business’ long term success. By embracing your customer feedback, you can achieve transparency into customer buying behavior and gain insight into future buying behavior.

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