Why is customer feedback important?

by | Dec 29, 2021 | Voice of customer

Customer feedback is a source of innovation for any business. Constructive criticism, whether positive or negative, is essential to know how to improve your products or services. Simply ask consumers for their feedback, or collect their opinions on the Internet.

Knowing your customers in order to optimize your buying process is key to your business. It is by knowing the customer experience you offer that you will become the reference in your industry. This is not the only way to improve your performance, but customer feedback often points to opportunities.


What is a customer review?

A customer review is a way to survey a consumer’s experience and measure whether they are satisfied with the products or services they have received. The goal is to receive a genuine customer review, which can be a positive comment and/or a negative review.

To get this information from your customers, you must first frame your question carefully. Depending on what you want to measure, there are different methodologies for asking consumers:

  1. Open Question
  2. Closed question
  3. Question on a scale
  4. Mixed question
  5. Notice on the internet

These methods can be used in combination or individually, but it is important to ask clear questions in order to obtain consistent data. These are not all methods of gathering feedback; there is also the voice of the customer approach, which seeks to better understand the personality traits of your target audience to make an accurate segmentation.

Customer reviews can be prompted by a form or a phone call, just as they can be unexpected. Customer reviews on the Internet are the best example of these unexpected comments. Let’s take a closer look at these five methods and their nuances.

What is the voice of the customer? 


1. Open question

Open-ended questions are asked to get a full constructive response, which inquires about the customer’s knowledge and emotions. A basic example of this type of question is, « How was your experience? » or « Do you have any recommendations for us? » While these questions may receive short answers, such as « ine » or « no», they also prompt consumers to give an elaborate response.


2. Closed question

Closed questions are the opposite of open questions. A closed question has a limited response. These questions can be multiple-choice or binary, but they are used to gathering quantitative information. Once the evaluation period is over, negative and positive comments can be easily compiled. An example of a closed-ended question is: « Did you enjoy our service? »


3. Scale question

Rating scale questions are a form of closed question. They are abundant due to their simplicity and the little effort they require from clients. Whether they are on a scale of 1 to 10 or 1 to 5, like all closed questions, the data collected is quantitative. A typical example of these questions is: On a scale of 1 to 5, 1 being « very bad » and 5 being « very good », how did you find 𝑥 products or services?


4. Mixed question

These questions are semi-open and semi-closed. The mixed question offers response options, but one of these options is open. The main answers are provided, but the respondent has the option of providing another answer. An example of a mixed question is when there is an « other and please specify » box in a multiple-choice question. 


5. Opinions on the Internet

Customer reviews on the Internet are not only unexpected, they are visible to anyone who wants to see them. Just put your business name into a search engine and you’ll find your rating on a rating scale, along with your customers’ comments. It is said that reviews on the Internet are unexpected since customer comments are not prompted by the company itself.

Of their own volition, some customers use the Internet to share their experiences with other Internet users who are considering your products or services. Your online reputation precedes you, because the impact of customer reviews on the Internet can have a real impact on consumers’ buying decisions. Your potential customers trust online reviews.

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What impact do negative reviews have on the purchase decision?

The impact of negative reviews on the purchase decision is most felt by local businesses, but large companies are also at the mercy of Internet reviews. Negative reviews from an incentivized review are not public, so they serve as negative constructive criticism internally. 

Customer reviews on the Internet that communicate negative reviews can have these consequences:

  • Loss of credibility 
  • Ephemeral loyalty
  • Decline in income
  • Reluctance to buy

These consequences demonstrate the impact of customer reviews and the importance of maintaining a good online reputation. 


5 reasons why customer feedback is important to your business

The 5 reasons why customer reviews are important to your business are to improve your products or services, your customer experience, your retention, your relationship with customers and your reputation. 


Adapted products or service

Only after your customers use your products or services can you know all the benefits, shortcomings and their actual experience. Customer feedback lets you know what works well in your products or services and what could improve the experience. Their opinions help you ensure that the final product will meet their expectations, solve their problems, and/or fulfill their needs.


Optimized customer experience

Marketing is based on the experiences people have with products, services, and brands. They do not buy products or services simply because they are good. Customers are looking to demonstrate their affiliation with a particular group. So if you provide the best customer experience at every touch point, customers will stay loyal to your brand. The most effective way to provide an exceptional experience is to ask them what they like about your products or services and what should be improved.


Increase your retention

The formula is simple: satisfied customers will stay with you, dissatisfied customers will find an alternative. Customer feedback helps you determine whether your customers are satisfied with your service and where there is room for improvement. Maybe your products or services are great, but making an appointment is complicated for no reason. 

By regularly asking your customers for feedback, you can keep track of both positive and negative reviews. Whenever an unhappy customer expresses disappointment, it is possible to react and find a solution.


Healthy relationship with your customers

Asking your customers for positive or negative feedback makes their opinions important. Not only do consumers feel heard, but they are actively involved in the evolution of your products or services. This shows customers that your business goal is to solve their problems and meet their needs. 


Positive reputation

Positive word-of-mouth is the best marketing tool as people are more likely to trust recommendations from people around them. In the age of social networking, a reliable online reputation is worth its weight in gold. Consumers are more fearful than ever, because in a globalized market there are more choices, which means more bad apples. 


How to analyze consumer reviews?

In order to analyze consumer reviews, you need to take responsibility for them. This is done by reviewing all of them! India is an online platform that offers you a customized report that organizes and collects customer reviews in a highly secure environment.

Capture the voice of your consumers


How can you use customer reviews to your advantage?

To use customer reviews to your advantage, you must:

  • Identify opportunities for innovation
  • Understand your market
  • Motivate your team


Identify opportunities for innovation

Your customers are not passive consumers. In fact, most of them have probably developed a real understanding and a certain level of expertise of the features of your products or services. The most revealing information will come from customers who regularly use what you have to offer.

Sometimes innovation just requires listening and adapting. This ability to take negative or positive criticism and extract a recommendation is an asset to your business. Plus, by using your customers’ information and advice, they will appreciate you listening and implementing their ideas. 


Understand your market

By knowing your customer base, you can better understand your place in the market. What do customers who leave positive reviews have in common? What are their least favorite products or services? What competitors are they comparing you to? All of these questions are crucial to the direction your business will take. 


Motivate your team

Genuine positive feedback can only bring happiness. That’s why it’s important to share the good news with others in your company. If an employee is targeted by positive feedback, congratulations are in order.

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