How important are business surveys and customers feedback

How do we differentiate between serious and not-so-serious businesses? An easy way to make this distinction is to take a look at how eager they are to get the feedback from their customers? More often than not, customer feedback is free but when we look at its value, it’s priceless. Making a product and then vehemently trying to convince customers that this is the product they need, is nothing more than a shot in the dark that mostly misses the target. A much better and more practical approach is to ask customers what they want and then make it available to them. Customers can give you much better advice than any of those high priced consultants, and customer surveys and feedback is the only way to get this information.

Instead of welcoming feedback, some businesses are seen trying to discourage any kind of feedback, probably because they are sure that there's going to be nothing but complains. Not knowing, how imperative these complain can be to their long term success. Don’t think of the complaining customers as unappreciative souls who’ve got nothing better to do but to criticize your product or services, rather take them as courteous friends who were kind enough to take some time out and guide you on how to make improvements to your products. They could’ve just dump your products like others, leaving you in dark as to where did you go wrong? Irrespective of the feedback being good or bad, it is something that must be encouraged, for it will provide you with the opinion of those, who matter the most (i.e. consumers).

Coming to the question of what’s the best way to get customer feedback? It depends on the type of your business and as well as your customers. If your customers are internet savvy, then a quick survey form at your website or some other social networking website is an excellent bet. Encourage suggestions and request them to come up with honest reviews of your product, when they do, don’t forget to acknowledge their contributions.

Whatever method you choose for acquiring customer’s feedback, make sure that all those suggestions and feedback is not going in vain. Try your best to take appropriate steps according to the feedback; the customers must not get the impression that they are wasting their time for nothing. Instant reaction on customers complains and suggestions will make them feel privileged, ultimately resulting in a more loyal customer base.

Source:
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