How should you ask Clients and Customers for Feedback?

November 20, 2017

Unless your company is massive, you’re probably going to be relying on a small set of clients that come back on a frequent basis. For obvious reasons, you want to keep these clients or customers satisfied with your products or services, so they’ll keep coming back and won’t seek out the competition. However, correctly gauging customer satisfaction can be extremely difficult. Many customers have nothing to say on the matter, some will give a dishonest response to avoid conflict or having to deliver a longer response.

You’ve run into the dilemma that many businesses face early on, and struggle to get past: how do you get a useful response from a large base of customers and clients?

What to do:

Sometimes, it’s in how you ask them. One of the biggest issues with ‘selling’ feedback is that both the customer and company treat it like an afterthought. Many companies tell their customers “Feel free to leave feedback at *website*”, but the language here insinuates that the company isn’t particularly interested in receiving feedback.

The best alternative is making it sound like your company cares about the feedback they get sent. Insist that their feedback is important to the company, and isn’t simply shoved into a box after being glanced at briefly. Other factors to consider are if your customer service staff are operating from a generic email address or have their own name on it – this helps to build up some trust between the client/customer and the customer service rep.

When receiving feedback, it might be better to make the questions as open as possible, to encourage honest and descriptive answers. A lot of customers will say that there aren’t any real problems with the company when prompted, but a question that allows them to open up reaps considerable benefits. Questions that can open a discussion are especially useful, since you might get a lot of useful information via some simple probing questions that allows them to expand on their initial complaint or compliment.

Once they’ve delivered their feedback, you may think your side of the exchange is over. However, it’s best to send a letter or email to customers that provide constructive criticism, to thank them for their suggestions and as a gesture of gratitude. This will show the customer that their opinions are valued and play a role in the company’s growth, especially if it’s already implemented by the time the letter is sent.

Customer feedback gathering is a difficult process, but one way to make it easier on your customers to give feedback is how you ask them. At Soft Intelligence, we are passionate about gathering customer feedback and soft intelligence from your clients and customers, transforming it into straightforward and accurate data that turns the hassle of feedback processing into a breeze. Take a look at our consumer mobile apps (Tell SID) and see if your company would benefit from them.

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