Do you really know what the feedback is? Surely you have heard this concept in recent times since it has become something key for all types of companies and brands. And it is that today, at a time when we are all hyperconnected, customers no longer have a passive relationship with the services, products and communication of companies.
This is due to the new possibilities of interaction offered by the Internet. Now people can take a more active role in online dialogues. This has been a real challenge for today’s businesses that, in addition to meeting the growing demand of online consumers, are obliged to take advantage of this opportunity for dialogue to improve their internal processes and increase the level of customer satisfaction with the brand. .
In today’s post, we will talk at length about this term, its benefits and how to handle it so that you understand how feedback works in practice. Here we go!
What is feedback?
First, it should be made clear that this word can acquire different meanings depending on the field. Here we will talk about its meaning in the business world and that of communication.
What is feedback then? If we stick to the context of the relationship between clients and companies, feedback is the process by which a person who receives a product or service communicates in some way their level of satisfaction with it. the feedback thus represents a bidirectional communication in which a sender provides an answer to a receptor on something that has been offered.
Likewise, it is possible that, in addition to a positive or negative evaluation, the feedback is represented by means of suggestions that seek to improve the quality of the product or service purchased. In both cases, whether evaluations or suggestions, always listen and evaluate! It is the best way to improve any product or service.
But feedback can not only apply in communication between brands and customers. This feedback can also be internal and occur within the organization. For example, in a work team, feedback refers to the evaluations carried out among the different collaborators who express their opinion in relation to the organizational processes of the company.
Whether internally or externally, it is important that you understand the benefits of feedback and, in addition, how to manage them to improve your company internally and your relationship with the audience.
Assuming that, as in most things in life, feedback can be positive or negative, it should be understood that beyond that, it is essential for a company to know, in addition to the strengths of the business, what they can (and should) also be improved.
Why is feedback important for brands and companies today?
Good communication between clients and companies is almost always synonymous with important benefits for companies. Among the important advantages offered by carrying out an adequate feedback process , we have:
- It is an excellent opportunity to detect errors and areas for improvement in all company processes.
- It can provide significant advantages over the competition.
- It helps to retain customers, in addition to offering confidence to attract new customers.
- Helps measure customer satisfaction. Very important, as it has been shown that there is usually a close connection between customer satisfaction and business performance of the company.
- Help create a better customer experience. Brands that focus on providing the best customer experience in every interaction are the ones that get loyal customers. And naturally the most effective way to deliver an amazing experience is to ask them what they like about the service or product and what needs to be improved.
- It allows correcting failures of all kinds: logistics, technical failures, customer service, quality parameters …
- Proper customer feedback analyzes serve as the basis for implementing continuous improvement processes that result in a better overall consumer experience.
In short, getting to know our clients better, thanks to their comments, suggestions and insights, is essential to obtain better results at all levels: effectiveness, profitability and productivity.
How to assess customer evaluations?
As we have seen, customer feedback is extremely important for the development of any company. First, because of the possibility it offers to better understand the experiences that each client has with the product or service. Second, because of the opportunity that exists to establish closer relationships with the public.
One of the challenges for today’s companies is that evaluations come from various sources, since omnichannel means that there are a variety of media where consumers can leave their feedback. This requires more attention in organizing the flow of information generated, that is why it is necessary to have a system that can centralize the data and support the analysis process.
Feedback on Social Media
Brands that have profiles on social media are exposed to greater interaction with the public and therefore to receive a greater amount of feedback from customers. If taken advantage of, this can be positive, but it can also generate adverse situations such as online reputation crises.
In this sense, managing social networks is not only about responding to customer comments, it is also essential to monitor to detect brand-related publications.
Whether positive or negative, when managing feedback on social networks it is always important to give quick responses, treat each complaint, suggestion or opinion individually and, of course, encourage user participation.
E-mail is a very suitable channel for obtaining consumer feedback, as we have seen previously in the case of online stores. And it is that the communication is direct and, in addition, thanks to the email marketing software tools today’s, it can be done in a totally personalized way.
Also study the possibilities of your company to establish marketing automation strategies to approach audiences at different stages of the buyer journey, since they offer great profitability.
Investigations and qualifications
Currently, there are several research models that can be implemented to measure the level of customer satisfaction. One of the most popular methodologies is the NPS or Net Promoter Score, since it is a very easy methodology to apply. This metric offers consumers the possibility of awarding a score from 0 to 10, depending on the probability that the latter would recommend the brand, product or service to their friends or family. The results of this indicator make it possible to have a clearer vision of the perception of customers about the brand.
Usually, customer service is not seen as the ideal channel to get consumer feedback, since, in most cases and due to the context, evaluations are usually negative. The key here is to solve problems as quickly as possible and in the most efficient way.
But that it is not an ideal channel, does not mean that companies should not analyze the information collected and try to act to avoid problems. Remember that customer feedback, regardless of the source channel, should always be seen as an opportunity for improvement.
Final conclusions on feedback
In summary, and taking into account what we have seen, we can firmly affirm that properly managing the relationship with customers is increasingly important for the success of any company. This is especially important in online businesses since as we have seen, they are exposed to receiving a greater number of evaluations through the various existing channels.
The sum of effective analysis of the comments and a quick and reasonable reaction to the feedback received is the best way to improve processes. And a guarantee of getting good results based on the opinion of the users.