One of the most underutilised tactics that business can use to grow is feedback. The feedback loop usually consists of some form of communication between the customer and the business itself, but there can be many hurdles and barriers that the communication needs to get over before it reaches the correct people.
In most cases, customers have to speak to a service before their feedback reaches the right ears. It could take days, weeks or even months for a piece of advice to reach someone who’s responsible for making changes in a product or service, which is why it’s incredibly important to establish open communications so that your company’s most valuable testers (the customers) have a say in how your products are shaped.
In order to do this, we’ll be exploring a couple of ways to keep communications open that your business is always ready for feedback. We’ll also be discussing the mentality that you should have in order to make effective use of feedback and criticism.
1. Establish Multiple Methods of Communication
Using phone systems and networks is perhaps the easiest way to create an open channel of communication with your customers. Phoning is instant, simple and everyone knows how to do it. However, it can often become congested especially if you only have a couple of call staff that are available to answer calls. Once your business grows and you need to take dozens of calls every hour, it might be more cost-effective to outsource your calling services but then it defeats the purpose of establishing an efficient feedback loop.
This is why you also need to use other methods so that your customers can spread the way they contact you over a number of different platforms. You could try social media platforms such as Facebook and Twitter, or you could even try snail mail if a suggestion or feedback doesn’t need to be urgently heard.
2. Pay Attention to Online Discussion
Things like customer reviews and comment sections are often seen on most websites, but how often have you paid attention to yours? Comments can be quick, snappy and often useless, but if you’re willing to sift through every review of your product and every little comment, then you might find a useful nugget of information that can help you grow your business and improve our product.
Don’t ignore how useful this type of information can be. If someone mentions that your software is hard to use for certain reasons, then you need to take that feedback with a grain of salt but you also can’t neglect it. If it’s a simple feature to implement, then you can easily do it and update it for the next version. Even if only one person voiced a complaint, that doesn’t mean they are the only person to experience the issue.
In short, make sure you keep business communications open so that you can improve your products, services and ultimately your company.