Ways to Collect Customer Feedback

Even though numerical data does denote the success of an enterprise, there is nothing more valuable than customer feedback to truly analyze the credibility of an organization. In this podcast episode by Marketing School, Neil Patel and Eric Siu designate the various ways of collecting customer feedback that can aid organizations in evaluating their progress and in navigating their future trajectory, in the days to come.

Speaking of ways of collecting customer feedback, the episode asserts that it is essential to derive data about the decision-making of customers who choose to opt for services from other enterprises to understand what might have gone wrong. Such customer feedback is crucial as they provide a clear pathway of steps that can be taken up by an organization to improve itself. One way of collecting such data is to opt for a non-buyer survey that can clearly pin down the cause that deterred such customers from proceeding with a particular purchase. Alongside, it is essential to exercise caution and keep the queries relegated to a minimal few while opting for a rating-based survey in order to avoid taking up too much of their time. The episode also recommends seeking optional testimonials only in case the customer rating is on the extreme lower side of the scale. Understanding the cause of such extreme negative ratings is one focal reason for collecting customer feedback, the episode explains. Calls and e-mails are another way of reaching pit to customers and seeking their insights. The episode asserts that such first-hand contact helps analyze issues better and thereby, makes it easier for organizations to resolve them at the earliest.

While framing business strategies and curating future frameworks are important, collecting customer feedback is one focal area that must not be negated or neglected at any cost by organizations, at large.