Once you realise the value of customer feedback and invest in methods to capture customer feedback at various consumer touchpoints, the next step is utilising that feedback and analysing not only what went wrong but why it went wrong.

It is just as important to analyse what went well and identify how to replicate that experience and train staff to encourage them to standardise the customer journey throughout the company. One must note that staff should not become robotic in their approach but should be encouraged to go the extra mile and naturally guide customers through a positive customer journey.

We all know the importance of relationship building and creating loyal customers, but staff need to learn how to alter their approach in a natural and friendly way.

All of the work does not lie with staff alone. Customer feedback should be incorporated into the overall marketing focus of the business.

The marketing department should map out the customer’s journey as best they can. It is important to create the journey based on what the customer sees and not how management expect them to see. Mystery shopping is a great tool to identify how a fresh set of eyes sees your business and can be used to further identify positives and negatives that staff should be informed of.

If your business promises after sales care for example, do customers feel that the service is good. If a customer has an issue is there an active channel for them to voice their opinion or ask for assistance. This element could be the difference between a customer becoming a repeat customer and switching to a competitor.

Once you map out your customer journey and take on board issues that customer feedback has highlighted, the marketing team should set a goal to change one negative at a time. Rome wasn’t built in a day and neither will a loyal customer base. The team must realise that these negative customer journeys will in the longterm aid maintaining a positive customer journey.

Once improvements have been made, it isn’t time to become complacent and stop looking at customer feedback. New customers may identify different negatives or returning customers may require new features. The key is to constantly be adapting and pleasing customers and they will return.

As well as maintaining the customer journey, positive feedback can be used to attract new customers. Positive feedback should be used on social media accounts and the company website to highlight the positives and differentiate your business from competitors.

For any queries about capturing customer feedback please contact info@tellusfirst.ie.

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