Customer feedback – why it matters and how to use it.

Only 30% of companies in the UK ask customers for feedback. Even worse, only 10% actually do anything with it, and only 5% tell their customers that they have made changes as a result of their feedback.

If you don’t ask customers for feedback you are missing a huge opportunity to grow your business.

Slack is the best example I know of a company that has had massive growth using feedback.  They launched in August 2013. By December 2017 they had 9 million unique users a week, annual income of $200m and were valued at $5bn.

They haven’t had any “normal” marketing campaigns. They took 6 months to develop their product (an internal communication platform). Then they asked contacts in other companies to try it out (for free) and give them feedback.

They made changes as the feedback was that the product wasn’t great when large teams used it. Then they kept on asking larger and larger teams to trial it for free. 9 months after they started the company they issued a Press article inviting people to try it. 8,000 signed up on Day 1 and 15,000 within 2 weeks. Most of the publicity was users tweeting about it so it was all free!

Ever since, all their product development starts with customer feedback. They make it easy for people to give them feedback. They answer every e-mail and, when something isn’t working, they make it a priority to fix it.

One thing they found was that it’s small changes that make a big difference. As they are quick to change, they show customers that they are listening and responding.

So, if you don’t ask customers for their feedback, start now! Ask 3 simple questions:

  1. What do we do well?
  2. What could we do better?
  3. What else could we do?

Use the responses to make small changes to your business then tell your customers what you’ve done. That is key as it shows them that you are listening. If you don’t do this, they will stop talking to you.

As my son once said to me “Surely running a business is just common sense. If you know your customer, what they want and how they want to be treated then you can’t go far wrong”.

Maybe customer feedback could transform your business?

Nigel Greenwood-

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