Ever wonder what separates a bustling café or a beloved boutique from the ones that fade into the background? It’s simple: they listen. Customer feedback isn’t optional—it’s your lifeline. It reveals what’s working, what’s not, and how to stay relevant in a world where expectations change at lightning speed.
Running a business is like steering a ship, and customer feedback is your compass—without it, you might think you’re on course, but you’ll never know if you’re heading straight for trouble. In today’s fast-paced market, failing to listen to your customers can mean losing customer loyalty, damaging your brand’s reputation, and watching your competition sail ahead.
So, curious how listening to your customers can be the key to your business’ success? Read on to find out how the art of listening makes your brand stand out.
Understanding Business Objectives Before Collecting Feedback
Let’s be real: What’s the point of gathering feedback if you don’t know what you’re going to do about it? Or you have no idea what you’re aiming for?
Before diving into the feedback pool, think about what you want your business to achieve. Think of it as setting up Waze or Google Maps before hitting the road. It’s important to know where you’re headed to set yourself on the right path.
Here’s how understanding your goals makes all the difference:
- How You Collect Feedback: If your goal is to improve product design, food taste, or food variety, you might focus on surveys and questionnaires. Your goals determine the best ways to gather the most useful insights.
- When You Collect Feedback: If you want insights into your checkout process, ask for feedback immediately after purchase. Clear objectives determine when feedback will be most impactful. And ‘when’ you ask for feedback is also crucial!
- Who You Collect Feedback From: Are you targeting new customers to understand their first impressions? Loyal customers to refine repeat experiences? Or perhaps lapsed customers to uncover why they left? The “who” changes depending on what you want to know.
Business Objectives
- Product Development: Customer feedback is like a treasure map for product development—it points you straight to what your users really want. By tapping into their needs and wishes, you can zero in on the features or services that will make them happy.
- Continuous Growth: Building a rock-solid feedback loop keeps you on the right track. By constantly gathering and acting on feedback, you create a culture that’s all about leveling up. Plus, it ensures your business stays ahead of the game, always in tune with what customers want and where the industry’s headed.
- Raise Satisfaction Levels: Spot areas where customers are left wanting more, then swoop in and fix them. Happy customers are more likely to come back to you!
Marketing Objectives
- Improve brand reputation: Acting on feedback shows you care—and customers love a business that listens. That’s instant credibility right there.
- Boost sales: Feedback isn’t just chatter—it’s data you can use to tweak pricing, bundle popular items so customers buy more, and create irresistible promotions.
- Acquire more customers: Wondering why some people walk away? Feedback reveals barriers, letting you fine-tune your marketing to reel in fresh clients.
- Developing customer loyalty: Talking to your customers regularly builds trust.
Feeling a little bit overwhelmed? Don’t worry—we’ll start slow. The next step is all about understanding the different types of feedback you can collect and how they fit into your strategy. Each has its own purpose and value, and knowing when to use which can help you build a well-rounded approach to customer insights. Let’s break it down together!
Two Types of Feedback
Feedback is like a toolbox—it comes in different shapes and sizes. Knowing the difference between public and private feedback helps you figure out which one works best for your goals.
Public Feedback
Public feedback is what customers shout from the rooftops—or, most likely, post online. Think Google reviews, Yelp comments, TripAdvisor ratings, or social media shoutouts. These reviews shape how the world sees your brand.
The public nature of this feedback can influence other customers. In fact, about 92% of consumers read online reviews before making a purchase, and a positive brand reputation can tip the scales in your favor. Each review acts as social proof, helping build trust with potential customers and driving word-of-mouth marketing.
Pros:
- Instant Visibility: Public feedback is visible to everyone, so it builds your brand’s reputation fast.
- Social Proof: Positive reviews are like magnets for new customers.
- Word of Mouth Marketing: When happy customers share their experiences publicly, it acts as free marketing for your business.
Cons:
- Risk of Public Backlash: Negative feedback shared publicly can harm your reputation if not handled appropriately.
- One-Sided: Public reviews often lack the context needed for deeper understanding.
- Lack of Actionable Detail: Many public reviews are brief and vague, making it harder to draw meaningful insights.
High risk, high reward, right? Public feedback gives you the exposure you need, reaching a larger audience with your brand’s message. But what if you want to start small, focusing on those specific details before going big? Well, that’s where private feedback comes in.
Next, let’s talk about how private feedback can give you more control, helping you dive deeper into your customers’ experiences without the noise of a bigger audience.
Private Feedback
Private feedback is more like a heart-to-heart conversation. Customers share their thoughts directly with you—via email, surveys, or even from those suggestion cards by the cash register.
Private feedback allows for open, detailed communication between customers and your business. Because it isn’t shared publicly, customers may feel more comfortable offering honest insights about their experiences. This feedback often contains actionable details that can guide improvements and innovations, all while protecting your public reputation.
Pros:
- More Detailed Responses: Customers are more likely to share in-depth opinions when their feedback is private.
- Tailored Insights: Private feedback can be customized to target specific customer experiences, products, or services.
- Builds Personal Connections: One-on-one feedback creates personal connections.
Cons:
- Lacks Public Reach: Since it’s private, you miss out on the public kudos.
- Hesitancy to Share Negative Feedback: Some people may hold back negative feedback to avoid confrontation.
Feedback Management Tool Recommendations
Collecting and analyzing customer feedback doesn’t have to be overwhelming! There are plenty of tools designed to help you manage, collect, and analyze feedback efficiently.
These tools are suitable for any business size, packed with unique features to make gathering insights easier and more effective.
Here are four customer feedback management tools recommendations:
| Feedback Management Tool | Description | Unique Features |
| Zonka Feedback | A dynamic tool for engaging with your audience. | – AI-Powered Text Analysis – Engaging Survey Form Templates – Free Website Widget – Multilingual Surveys – Data Visualization |
| Chisel | Ideal for innovation-focused businesses and customer collaboration. | – Idea BoxSurvey Templates – Actionable Roadmaps – “Free Forever” Limited Option |
| Survicate | User-friendly and advanced feedback collection tool. | – Automatic Translation – Drag-and-Drop Survey Builder – AI Chat Assistant |
| SurveyMonkey | A trusted tool for flexible and convenient feedback collection. | – Anonymous Responses – Unique Survey Links – Team Collaboration |
Now, you’ve learned about the differences between public and private feedback, and maybe you’ve even chosen a feedback tool to get started. But then it hits you: When is the right time to ask for feedback? Timing can feel like a tricky puzzle, but don’t worry, we’ve got you covered. Let’s dive into when is the right window to approach customers for their valuable insights without missing the moment.
When Should You Request for Feedback?
Timing can make or break your feedback efforts. Too early, and customers might not have formed an opinion. Too late, and they’ve moved on.
Take a page from Amazon’s playbook: they wait 24 hours after a package is delivered before sending a feedback request. This sweet spot gives customers time to experience their purchase before sharing thoughts.
Research shows that the best time to request feedback is between 10 a.m. and 2 p.m. during the week. These are hours when customers are generally more alert and engaged. Conversely, avoid sending requests between midnight and 5 a.m., as customers are less likely to respond during these hours.
Feedback requests sent on weekdays typically receive the highest response rates. Weekends, on the other hand, often see lower engagement as customers are focused on personal activities.
For best results, aim to ask for feedback during these golden windows:
- Regular check-ins: Monthly or quarterly touchpoints keep you tuned into how customers feel over time.
- In-store: Asking for feedback in-store allows for spontaneous responses, which can be particularly valuable.
- After Big Moments: A new product launch or holiday sale, is another prime opportunity to gather insights.
- After resolving an issue: Customers love to share their thoughts after you’ve gone the extra mile.
It might take a little while to find that sweet spot for timing when it comes to asking for feedback, and that’s perfectly fine—keep at it, and soon you’ll be swimming in valuable insights! Once you’ve nailed the right moment, the next step is targeting your audience with precision. Let’s dive in!
Who Should You Target?
Alright, you’ve got your goals, tools, and timing ready—now it’s time to answer the big question: Who should you ask for feedback? Spoiler alert: It’s not “everyone.”
Different customers bring unique experiences and insights to the table, so it’s all about getting the right feedback from the right people. Otherwise, you’ll just be thrown back and forth with no clear goal.
Think of it like assembling a dream team for your business insights. Each segment of your audience plays a specific role in helping you improve and grow.
To inspire you, here’s a success story: Procter & Gamble nailed segmented marketing by diversifying its product lines to meet the unique needs of different consumers. They target some customers who prefer luxury skincare, but they also provide budget-friendly hygiene for people looking for affordable self-care. And they didn’t stop there—eco-friendly options are also added to attract environmentally conscious consumers.
This tailored approach is a masterclass in knowing your audience and using segmentation to drive growth and satisfaction!
So, how can you start segmenting your audience? Let’s break it down:
Frequent and Returning Buyers
These are your business best friends—the customers who can’t get enough of what you offer. They’re full of info about what you’re nailing and where you could up your game. Want to know what makes people stick around? Start here.
- What to Ask:
- What makes you come back for more?
- Are there any perks or products you’d love to see?
- How can we make your experience even better?
New Customers
Fresh eyes, fresh insights! New customers are great at pointing out things seasoned buyers might overlook. They’re the perfect source for finding out what’s working (or maybe not) in your first impressions, from marketing to onboarding.
- What to Ask:
- What made you choose us over the competition?
- Was your buying experience smooth?
- Did anything not quite meet your expectations?
Other Specific Demographics
Different groups = different needs. Whether it’s based on age, location, lifestyle, or even hobbies, tailoring your approach to specific demographics can unlock golden opportunities. For instance, a 20-something might care about sustainability, while a retiree might value simplicity and great customer support.
- What to Ask:
- Does our product/service meet the needs of [your demographic group]?
- How can we better serve your community?
- How do you prefer to interact with us (online, in-store, social media, etc.)?
Great! You’ve got a handle on who to ask for feedback and when to strike that perfect balance between being proactive and respectful. Now, onto the next section: how to distinguish between good and bad feedback?
Good vs Bad Feedback
As the feedback starts rolling in, it’s time to shift gears. Not all feedback is created equal—some will inspire action, while others might feel more like noise. Knowing how to identify constructive versus destructive feedback is your next power move. So, keep reading, because what comes next will show you how to focus on the right type of feedback and the opportunity for improvement!
Why? Because not every comment will provide value, and some might even harm your team’s morale. And you should always focus on the comments that are actually trying to help and improve your business.
Let’s explore how to spot the gems and turn even the toughest critics into opportunities.
Constructive vs Destructive Feedback
| Type of Feedback | Description | Characteristics | Examples |
| Constructive Feedback | Feedback that is specific, actionable, and respectful, aimed at helping businesses improve. | Specific: Targets particular aspects of the experience. Actionable: Provides clear suggestions for improvement. Respectful: Encourages dialogue and growth. | “The pizza was delicious, but the crust was too chewy. I’d prefer a crispier crust.” “The lighting is nice, but it was too dim at the back where we sat. Brighter lights would help.” |
| Destructive Feedback | Feedback that is vague, overly critical, and often hostile, offering little or no actionable guidance. | Vague: Lacks detail and clarity. Overly Negative: Dismissive and non-constructive. Hostile: Aggressive or offensive in tone, focused on venting frustration. | “The food is bad.” “This is the worst restaurant I’ve ever been to.” “Your staff is clueless, and the store is a joke. This place is garbage!” |
Recognizing the difference between good and bad feedback is like learning to sift through a treasure chest—keeping the gold and leaving behind the fool’s gold. But once you’ve identified the gems, how do you know if you’re truly making progress?
Let’s step up your feedback game: benchmarking your progress.
Benchmarking
Let’s talk benchmarks—your secret weapon for turning customer feedback into measurable growth. Without them, it’s like driving without a map and just hoping you’ll get there.
Benchmarks show you where you are, where you’re headed, and what “success” really looks like. Imagine running a bakery: you’ve introduced new menu items, sped up service, and offered free samples. Customers seem happy, but your competitors are always packed. What gives? Benchmarks can help you compare, track your progress over time, and find out what’s working (or not).
They keep you focused on your goals, so you can grow at your own pace without constantly chasing others. Remember, the grass might look greener elsewhere, but your side is where the real magic happens!
How to Set Benchmarks
- Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking how likely they are to recommend your business to others. The score is divided into three categories:
- Promoters (9-10) = Loyal customers who will continue to buy and likely to recommend your brand.
- Passives (7-8) = Satisfied but unenthusiastic customers.
- Detractors (0-6) = Unhappy customers who are unlikely to return and may share negative feedback.
Now, the question is: what is a good NPS score?
Well, that depends on your industry, goals, and benchmarks, but generally:
- A score between 0-30 is a good NPS score, indicating that you have more promoters than detractors.
- A score beyond 50 is excellent and considered world class.
For context, most retailers and e-commerce businesses typically score between 40 and 60, while Food and Beverage businesses usually score between 30 and 50.
To calculate your NPS, you subtract the percentage of detractors from the percentage of promoters. The passives are not factored into the calculation.
Formula:
NPS = % of Promoters – % of Detractors
Passives are ignored in the calculation.
Once you calculate your NPS, you can set a goal to improve it over time by focusing on converting detractors into promoters, ensuring your business is consistently growing and improving.
- Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score (CSAT) measures how happy customers are with a specific interaction, product, or service. This score is typically collected through surveys where customers rate their satisfaction on a scale from 1 to 5.
A good CSAT score generally falls between 70% and 85%. For example, in the Food and Beverage industry, the average score is around 79%, while retail businesses typically score around 70%.
Here’s how to interpret your CSAT score:
- 0-50% = Needs Improvement
- 50-70% = Fair
- 70-85% = Good
- 85-100% = Excellent
Formula:
CSAT = (Number of satisfied customers (ratings of 4 and 5) / Total number of survey responses) x 100
- Customer Effort Score (CES)
Customer Effort Score (CES) gauges how easy or difficult it is for customers to interact with your business. This can include making a purchase, resolving an issue, or navigating your website. The goal is to measure how much effort customers need to expend during these interactions.
Here’s why CES matters: 94% of customers who report having an effortless experience are more likely to make another purchase. Ensuring ease of interaction can directly boost loyalty and repeat business.
Unlike NPS and CSAT, there isn’t a universal cross-industry benchmark for CES, as not all companies use the same 7-point scale, and different services naturally require varying levels of effort. However, here’s a general guideline:
- Aim for an average score of 5 or 6 on a 7-point scale.
- A perfect score of 7 might indicate that customers didn’t rate your business honestly, often due to timing issues (e.g., receiving the survey long after the interaction).
If your score is below 5, it’s a clear sign that customers are struggling at some stage of their journey, and you should investigate and resolve these issues promptly.
Formula:
CES = Total sum of all responses ÷ Number of responses received
Phew! Now that we’re past that, it’s time to roll up your sleeves and get to the heart of it all—your feedback journey. From setting the stage before collecting feedback to following up after the fact, we’re diving into the nitty-gritty.
Grab your favorite notebook (or just bookmark this), because the next part is packed with actionable steps to take your customer connections to the next level. Let’s go!
Making the Most Out of Customer Feedback
Customer feedback is a treasure trove of insights, but only if you know how to collect, analyze, and act on it effectively.
Here’s a detailed guide to help you maximize the value of customer feedback. We’ll take you through a journey. First, let’s start with what you need to prepare before starting to collect feedback.
Before Gathering Feedback
Collecting feedback isn’t just about asking questions—it’s about engaging your customers in a way that feels natural, valuable, and fun. Here’s how you can craft questions while also encouraging their participation:
State Your Objectives Clearly
Be upfront about why you’re asking for feedback. Are you trying to improve your menu? Want to get insight about how people are rating your service speed? Customers are more likely to respond when they understand how their input will be used to improve their experience.
This is an example from the M&M’s World feedback portal. They clearly stated the purpose of the feedback and what they’re going to use it for.
Avoid Jargons
Nobody wants to decode a question while sipping their latte or browsing your website. Use straightforward, conversational language that makes it easy for customers to understand and answer.
For example, look at the feedback question above. It’s straightforward, no unnecessary jargon, and easy to understand.
Make it Quick and Simple
People are busy. Respect their time (and yours!) by keeping your questions short and to the point.
Ask one or two questions, like this example below:
Offer an Incentive
Sweeten the deal! Incentives will most likely boost your response rate and potentially leave your customers with a positive impression of your brand. Who doesn’t like exciting promos?
Look at the example of Aldi, a grocery store chain in the UK. They encouraged customers to complete a survey and win a voucher.
So, have you got your questions ready? Now it’s time to get them out in the open! Remember about your timing windows to get the most response rate.
Next up, we’ll cover what to do during the feedback collection process. This is where you’ll be ready to be engaging with customers in real time and gathering their insights.
Collecting Feedback
This stage is all about creating a smooth experience for your customers while getting the valuable input you need. Here are a few tips to engage and respond to your customers’ input:
- Communicate Directly
The best way to collect meaningful feedback is to engage with your customers one-on-one. Whether it’s through personalized emails, follow-up texts, or in-person conversations, direct contact shows you’re invested in trying to understand their experience.
For example, after a purchase, send a friendly email:
“Hi [Customer Name], thank you for choosing [Your Business]! We’d love to hear about your experience. Your feedback is valuable to us!”
- Responding to All Feedback
As we know, feedback comes in all forms. Sometimes pleasant words, while other times constructive criticism—or even the occasional vague comment.
The key here is that you try to respond to all of them, even the negative ones. Whether it’s praise or criticism, always thank your customers for taking their time to share their thoughts.
For example, after receiving a negative review, you could try responding with:
“Thank you for bringing this to our attention. We’re sorry to hear about your experience and would love the chance to make things right.”
Here’s a fun fact: 33.1% of customers say they’d give a business a second chance after a bad experience—as long as they see a sincere effort to make things right. That’s huge!
So, don’t write off those unhappy customers just yet. Fix the issue, show them you care, and who knows? They might come back, fall in love with your business, and even become one of your most loyal regulars!
Ask for Clarification if Needed
Sometimes, feedback can be a riddle, something like: “The food was bad.” Sure, they didn’t like the food, but where did it go wrong? Was the temperature not right? Was the portion too small? When you come across vague or unclear reviews, it’s perfectly okay to ask for more information.
Try reaching out with a friendly, non-intrusive tone:
“Thank you for your feedback! We’d love to understand more about your experience so we can make it better. Could you share additional details?”
Hold on—but what if they don’t respond?
Here’s the deal: not every customer will get back to you, and that’s okay. If they do, fantastic! Use the extra insight to make improvements and let them know you appreciate their time. If they don’t, let it go. You’ve shown effort and professionalism, which is a win in itself.
The key is to always leave the door open for future dialogue, but don’t chase a response too hard.
Leveraging Positive Feedback
Now, let’s focus on the good stuff: positive reviews. They increase your brand’s reputation and they’re also powerful tools for marketing and motivation. Be sure to express your gratitude to the customers who give you praises.
Take advantage of positive reviews to grow your business even more! Here are a few ways you can use them:
- Showcase Those Real Quotes: Glowing customer testimonials can be your business’ strongest weapon. Incorporate them in your website page, make your brand worth the spotlight. You could also post them in social media or email campaigns.
- Monitor the Positive Trends: Keep an eye out for recurring compliments from your customers. For example, if several customers pointed out the friendly staff, you could emphasize that as a core value in your business for your marketing strategy.
- Celebrate Positive Reviews: And don’t forget—celebrating positive reviews can boost your team’s morale. Recognizing these wins not only motivates the team but reminds them that their hard work is truly making a difference. Happy employees lead to happy customers. So, keep those positive vibes flowing!
Remember to be patient as you listen to your customers. We know it might feel overwhelming at first, especially when you’re balancing all the feedback, but with practice, you’ll get better at it. Take your time and don’t rush the process.
And while you’re at it, don’t forget to keep leveraging those positive reviews to boost your brand—celebrate those wins and let your customers know they’re being heard. Ready to turn all that feedback into real progress? Let’s move onto the next step: making the changes.
After Collecting Feedback
Congrats! You’ve collected feedback from your customers, and your inbox is full of golden nuggets of information. Now comes the best part: how do you turn all that data into meaningful action? This is the final piece of the puzzle—it’s time to gather them all together and see the bigger picture.
Let’s break it down step-by-step so you can digest your customers’ opinions properly.
- Focus on Actionable Points
It’s nice to hear “Your garlic bread is amazing!” but it’s the constructive critiques like “I wish you had more pasta options” that point you toward specific actions.
Highlight those innovative suggestions that can actually lead to improvements.
- Look for Patterns and Recurring Complaints
If one person mentions slow service, it’s worth noting. If ten people mention it, you’ve got a trend on your hands! Pay special attention to recurring themes—they’re like flashing signs pointing to what needs fixing.
- Compare Feedback Across Channels
If you’re monitoring multiple channels, you can try to compare those results. Often, different platforms tell different stories. Maybe your email surveys rave about your online store, but Google reviews say your in-store service needs work. Don’t abandon the latter! Comparing feedback across channels will get you a more complete picture of customer experience.
- Follow Up and Reach Out to Customers
Your feedback journey doesn’t end when the results come in. The exciting thing happens when you show customers that their voices have been heard.
So, you’ve added more pasta dishes to your menu based on customer requests—don’t stop there! Follow up to see if you nailed it.
You can send a follow-up email or try asking them directly the next time they visit your store.
- Determine if Your Objectives Were Met
Now, circle back to the goals you’ve set at the beginning of your feedback program, and refer to your benchmarks.
How have you improved? Did you reduce delivery times as you wanted? Are customers happier with your customer service? Tracking your progress ensures you’re moving in the right direction.
Wow, look at that! We’re almost at the finish line of the feedback milestone. You’ve gathered tons of insights, and now it’s time to fine-tune your feedback program to get the best results. Patience is key, but you’re well on your way to making meaningful changes!
But wait—did you know you can make improvements without directly asking your customers? Yes, you can! By paying attention to customer behavior, you can gain valuable indirect feedback. Curious? Let’s dive into a few things you should keep an eye on to spot these hidden insights.
Leveraging Insights From Customer Behavior
Actions speak louder than words—literally! Not all customer feedback comes from surveys or direct comments. Sometimes, simply observing what your customers do can uncover powerful insights that they might never put into words.
Tapping Into Social Media for Trends and Ideas
And don’t forget about the goldmine that is social media! Platforms like Instagram and Facebook are filled with unfiltered customer opinions and trends waiting to be noticed. People tag your business, post their experiences, and even suggest improvements (sometimes without realizing it).
Here’s a real-world story to inspire you: Rekliniec Restauracja Myślenice, a small family-owned restaurant in Poland, hit a home run by simply paying attention. A customer had posted on Facebook about how the restrooms lacked baby-changing tables—something crucial for parents dining with little ones. Why is this such a big deal for a restaurant to address? Rekliniec has built its reputation on being a family-owned eatery, deeply rooted in a tradition of welcoming families for generations. For them, creating a comfortable environment for parents and children becomes a core part of their identity.
Suddenly, the restaurant wasn’t just a nice place to eat—it was the place for families. Social media buzzed with appreciation, and their reputation as a customer-focused business soared.
It just goes to show that sometimes, the most valuable insights aren’t handed to you on a survey form. By keeping your eyes open and responding to what your customers do—not just what they say—you can create a business that truly stands out and wins people over.
Conclusion
Customer feedback isn’t just nice to have—it’s the backbone of strong customer loyalty. When you listen to what your customers share and act on them, you’re not just improving your services; you’re building trust, enhancing satisfaction, and creating an experience that keeps customers coming back for more.
So, what are you waiting for? Start utilizing customer feedback as a core strategy for your business growth. Integrate your customers’ input into your loyalty programs and daily operations, you can turn occasional visitors into lifelong fans.
Start listening to your customers today and build loyalty that lasts—explore our proven strategies with SimpleLoyalty. Get started now!
