Priscilla Liu (December 9, 2015)
Given that customers have high expectations from companies particularly in an era where they have a wide range of options to choose from, pleasing them takes more than just great products and services. Collecting customer feedback regarding your products and services is of paramount importance because your business learns and grows by knowing what matters to clients.By gathering useful insights and acting on them, you can revampyour organization and show customers that you are alwayslistening to them. Here are four reasons why listening to customers is important in developing business strategies and delighting clients.
Businesses carry out surveys, interviews and focus group discussions to discover product attributes that are demanded by customers. Thus, customer feedback helps companies to gauge clients’needs, wants and preferences more effectively.It is especially important for brands which plan to launch new products because getting a clear idea of what clients like and dislike will prevent them from introducing products that could potentially fail in the market.Hence, businesses can achieve greater competence by understanding customers’ needs and giving them what they ask for. In turn, it also becomes easier for them to make better decisions that serve the best interests of customers.
Customer feedback allows you to determine consumer perceptions and ratings of your products. You can use this information to see where you stand in comparison to the competition. For instance, your business sells watcheswhich are purchased by a small percentage of customers. A survey reveals that clients prefer your competitor because they provide both elegance and durability whereas your company only sells watches which are lower in price. Thus,customer responses can be used to evaluate aspects that should be tweaked and your business can work accordingly on bringing aboutchanges which will enable you to meet the needs of your customers.
Collecting customer feedback also makes it easier for you to identify areas in which your brand excels and those which require improvement. Also, check if you are receiving negative feedback about specific products or service for an extended period of time. In this case, you may need to come up with new product features and service updates that will appeal to your customers. By doing so, your brand can show clients that it consistently reaches out to them by acting on their complaints and suggestions.
Companies which focus on providing excellent customer experience listen to the voice of the customer. As acquiring and retaining clients becomes increasingly difficult,you need to make your customers feel valued by showing them that their responses really matter to you. Your company can positively shape their experiences by prioritizing and implementing strategies based on their feedback in a timely manner. Assess these insights and put the data to good use by delivering a consistent and memorable customer experience. Make it personalized by responding to them individually.As a result, you can differentiate yourself from other brands in your industry and give clients every reason to choose you over the competition.
Customers who take out time to share their views about your products and service indicate that they are interested in your business.Listening to your customers makes them feel valued.While you give your customers the leverage to share their thoughts about your product/service and consequently you implement their suggestions for improving the experience, it significantly enhances customer satisfaction levels. For instance, if a clothing brand takes customers’ feedback and finds recurrent suggestions on the kind of fabric and changes the fabric according to the customers’ liking, this will lead to a more satisfied customer base.
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