August 9, 2022|Checkbox Blog|

Happy customers define thriving companies. For many businesses, it’s a differentiating factor, separating flourishing companies from their lackluster competition. 

In the digital age, customer experience is especially critical. Technology allows customers to share their experiences and opinions with a vast audience through online reviews, social media posts, and other digital platforms. For better or worse, customer experience is everything, so brands need to make sure they get it right. 

That’s why collecting customer feedback while aggregating, analyzing, and responding to the results is vital to your business. For companies looking to surpass the competition, enhance the consumer experience, and support long-term sustainability, customer feedback is the place to start. 

What is Customer Feedback?

Customer feedback gives consumers a voice, allowing them to share their opinions and experiences directly with brands. Most importantly, it provides companies with a customer satisfaction metric to analyze, which can highlight potential problems before they become consequential disasters. 

More specifically, customer satisfaction surveys can produce meaningful metrics that measure various elements of the customer journey, including product quality, customer service efficacy, and process effectiveness. 

For most businesses, customer feedback is the most effective and reliable source of information about their company, 

In today’s digital-first online ecosystem, companies can reach their customers through several channels, including: 

  • Website 
  • Text/SMS messaging
  • In-app 
  • Email 
  • Social platforms 
  • Phone 
  • One-on-one interviews. 

Armed with customer insights, companies can remain agile, building better business practices that keep the customer experience front and center. 

Why is Customer Feedback Important? 

Insular organizations that fail to account for outside perspectives frequently fail. Collecting customer feedback breaks this loop, identifying aspects of a business’s product or service that need modification or improvement. 

Since products are made for customers, companies benefit because they can align consumer expectations with real-world deliverables. 

According to a McKinsey & Company analysis, 75 percent of consumers have changed their buying habits since the recent pandemic began in 2019. Meanwhile, 39 percent of buyers have changed their brands or retailers. Nearly 8 in 10 plan to continue exploring new companies moving forward, making it more important than ever that businesses deliver a compelling customer experience. 

At the same time, customers respond positively to the opportunity to give feedback. It makes them feel involved in a platform and important to a brand’s success. Brand loyalty is a powerful factor, turning ordinary consumers into recurring buyers and product advocates. 

Of course, companies have to act on customer feedback for it to be effective. When brands respond to feedback and advertise customer-focused changes through social media, blog posts, and other platforms, they more fully bring customers into the fold. 

Often, this enhances brand loyalty, which presents itself as positive online feedback, peer-to-peer recommendations, and customer retention. 

Learn More About Checkbox For Your Organization’s Survey Needs

What Are the Benefits of Customer Feedback?

If you’re still not convinced that customer feedback is important, there are several ways that customer satisfaction surveys can support marketing or sales efforts as businesses collect customer feedback, discuss customer satisfaction, and provide excellent customer service. 

Enhance Website Design

More people are buying online than ever before, making it essential that a website is easy to navigate on mobile and desktop devices. One industry report found that 43 percent of internet websites “feel the majority of websites are not designed around the end user’s needs.” 

In addition, cart abandonment rates approach 90 percent when the online experience is too difficult, while 81 percent of shoppers conduct online research as part of the buying process, underscoring the centrality of effective web design for every business with a digital element. Receiving and responding to regular customer feedback about web experience will help ensure that website design is a response to shifting customer needs and expectations. 

Send Customer-focused Offers 

Businesses thrive when they meet customers where they are. Whether a company is selling new office furniture or SaaS products, customer-focused offers can convert leads at scale. As an extensive Ernest & Young consumer survey notes, today’s digital-first shoppers “expect you to have exactly what they want.” Regularly requesting input from customers about the products, services, and experiences they want empowers brands to tailor their offers and development priorities appropriately. 

Boost Customer Satisfaction 

Customer loyalty is incredibly valuable, and it’s predicated on customer satisfaction. According to a Gartner analysis, 80 percent of a company’s future profits come from just 20 percent of their existing customers. What’s more, these repeat customers are nearly ten times more likely to convert than their cold lead counterparts. 

In other words, customer satisfaction is the key to a thriving business today, tomorrow, and forever. A customer satisfaction survey provides feedback that empowers businesses to continually improve the customer experience, ensuring that customer satisfaction never lags for long.

Understand Customer Journeys 

Understanding how customers find your company or land on your website can help direct marketing efforts, content strategy, and other initiatives. A simple “How Did You Hear About Us” survey can provide these insights, helping brands differentiate organic traffic from spam while identifying origin channels, including social media, personal referral, search engine, or other discoverability mechanisms. 

Create Better Content

Content is king. Hubspot’s 2022 B2B Marketing Guide reports that 80 percent of business decision-makers prefer to learn about a company from an article rather than an advertisement. Whether you’re creating blog content to boost your brand or publishing thought leadership articles in influential publications, content can boost brand awareness, build customer trust, and develop and convert leads into sales. 

However, these efforts require time and consistency, and they must be relevant to your target audience. Capturing and sustaining peoples’ attention in a crowded online ecosystem is very difficult. Understanding how customers receive and respond to content allows creative teams to better cater to their audience. Simply put, your customers are searching for the solution that you provide, making it essential that your content is well-developed and discoverable.

Evaluate Buyer Personas 

Buyer personas are imaginary people with real-world implications. Creating buyer personas is critical to crafting a brand and marketing strategy that impacts your target audience, and these personas can change with time. Customer feedback can help brands modify and mature their buyer personas over time. 

Effective marketing and brand positioning is predicated on accurately identifying buyer personas. An online survey can validate or refine those personas, maximizing marketing return on investment. 

Demonstrate Customer Care

People need to feel heard, and customer surveys give them a place where their opinions and experiences with your company or brand can be expressed. When brands create opportunities to receive and respond to customer feedback, the benefits are twofold. 

First, customers feel cared for. They feel like their voice is heard and their opinions are valued. As a result, customers feel more connected to a company, creating brand ambassadors, and repeat customers who drive outcomes over time. 

Meanwhile, customer feedback, even when it’s negative, helps businesses make customer-centric decisions, creating a cycle of responsive care that continually enhances the buyer experience, enhancing customer retention, engagement, and satisfaction. 

In other words, when companies create opportunities to gather feedback, they demonstrate customer care, which benefits everyone, including existing and potential customers and organizational outcomes.

Receive Customer Feedback with Checkbox 

Successful business owners know that customer feedback is one of the best ways to connect with and hear from your customers. It provides businesses with valuable insights that support everything from product development to customer service initiatives. 

With Checkbox, companies can leverage customer feedback to build brand loyalty by creating a personalized feature-rich customer survey experience that includes white-label branding and ready-to-use survey workflows. Equipped with beautiful, custom-branded, intelligent customer satisfaction surveys, companies can easily gather customer feedback to improve customer satisfaction. 

In this way, brands can work smarter, not harder, valuing happy customers and ensuring customer satisfaction by incorporating customer feedback. Undoubtedly, it’s a priority worth pursuing today. 

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