Customer feedback is the information that the company’s clients provide about a product or service or about the general experience they had with it. This information reveals if these customers are satisfied or dissatisfied with it. Through this medium, customers share their opinions and suggestions with the company. Collecting customer feedback, analyzing it and incorporating it while making future strategies is something every enterprise aiming to be profitable should do. Practicing this like a ritual has many benefits and therefore customer feedback is a very popular tool in business management.
There are numerous channels to collect customer feedback
. One among them is social media. Billions of people engage in social media communities. Customers now prefer social media over traditional polls and surveys to tell companies about their experience. 43% of customers expect social channels to integrate with other customer service channels. A reason behind this might be that getting in touch via this medium is an easier and faster way than by physically approaching it.
Customers that follow companies online are usually the most loyal and valuable customers. Not only do they regularly give their feedback, they also enhance the brand image of the company. The companies in return must pay attention to the voice of customer
on social media and acknowledge it.
What kind of data
Social media is all about user-generated content. The feedback collected through social media channels is often unstructured and anecdote-based. Individuals can use social media to share and amplify their opinions with a broad audience. Furthermore, anyone can initiate and participate in that conversation. The real strength of social media is that companies can have a more direct conversation with the people that actively use their products. It is a good way to gather feedback, identify trends, and use it for their own good. On the downside, companies need to invest time and skilled man-force to turn this into usable data.
Benefits of collecting Customer Feedback Online
- Authorities get to hear directly from customers. Thus, they get raw, unfiltered opinions directly from individual users.
- The company can question users quickly and with relatively low investment.
- Social media allows two-way conversation. The company can follow up with the customer on specific items to understand them better.
- Via social media, the firm can tap into existing user communities.
- By asking them questions directly on social media, the business will be able to gather instant feedback and discover their exact opinion of the product, service, or any changes in the same.
- Other benefits include,
1. Higher quality and quantity product ideas and requirements
2. Faster time to market
3. Faster product adoption
4. Lower product cost and development costs
- When customers see that their voice is being heard and being taken into consideration, they get a sense of ownership. They feel more invested in the outcome. Further, if their request is implemented, they’re more likely to help promote it or buy more products because of it. Similarly, positive customers may even turn into brand ambassadors.
Downsides of collecting Customer Feedback Online
- It is quite difficult to separate the signal from the noise. There is a lot of data but it is difficult to pull out relevant data from hundreds of thousands of users and turn it into information that can be put into use.
- Customers are invested in the outcome. If their request is not implemented, they might feel betrayed and may portray their grievance via social media. Thus, if companies use this tool, they should do it completely.
Collect feedback through social media effectively
Companies and organisations can use several tools and methods to collect customer feedback online. Some of them are:
1. Status Update
Loyal customers follow the concerned company online and are also usually responsive. The admin of the company's official social media page can post a question via a status update. The concerned authorities can then meticulously read all the comments and reactions of the respondents. This is one of the easiest and fastest ways for any business to gather instant feedback on social media.
2. Feedback Forms and Surveys
Everyone does not follow companies on social media, nor will every person be open to leaving a public or detailed feedback on company’s social media pages/accounts. Many prefer to keep their opinions low key or even completely anonymous. For this reason, creating a survey and feedback forms is a good solution for gathering feedback from those customers who don’t like a spotlight beaming down on them.
3. Add a Poll to Twitter/Facebook Page
The social media manager can regularly take polls to keep the users engaged. They can do so on general topics as well as on a specified topic. The latter one is a preferred option because if the company made a recent change, taking a poll will capture user reaction instantly.
4. Monitor Comments
Business don't always approach customers directly while taking feedback. Sometimes the best way of capturing customer sentiment is by monitoring their engagement on social channels, mostly via comments. The concerned authorities must notice the key areas in which they are performing well, as well as areas where it could improve. They must check comments on a daily basis and especially during key campaigns. Doing this also gives a better understanding on how customers perceived the company.
5. Social Media Listening Tools
To hear what people are saying, companies certainly have to listen. Doing the same thing online is often called as “social listening.” But keeping up with the never-ending stream of conversations online and identifying which ones are about the concerned company can be pretty daunting. For this purpose businesses should utilize social media listening tools to keep a track of the conversations that really matter.
6. Survey on Website or Blog
Feedback forms have long been a part of websites. Companies can also add mini surveys or customer pulse surveys
to their main website or blogs. This will allow exclusive gateway to those users who aren't on every social media platform but took the pain to visit the concerned company's website.
Posted in Analytics, Customer Feedback, Customer Satisfaction, Employee Surveys, Hospital Surveys, Patient Surveys, Surveys, Uncategorized
Tagged customer experience, customer feedback, social media feedback, socialmedia surveys, Voice of Customer