One of the quickest ways to build a loyal, dedicated and engaged customer base is by genuinely caring about each and every one of them.

A simple way to achieve this is by creating a reputation as a brand that is always listening to them.

But how do you use customer feedback to build trust, loyaly and lifetime value with your customers?

The easiest and most effective way is by asking for their feedback at every major milestone of their experience.

Sounds simple enough right?

Well, there are many companies that either do not gain customer feedback as often as they should or if they do, they fail to action any of the insights.

The bottom line? You have the opportunity to create an industry-leading customer experience in this aspect.

Here’s a simple 4 step framework to get started

lifetime value
The revenue your organisation makes from each customer is directly correlated to how effective your feedback processes are.

STEP 1: Identifying The Key Touchpoints & Processes

Identify all the major milestones a customer passes through en route to becoming a customer, as well as post-purchase.

For example, if you are a service-based business, then what does your onboarding process entail? What are the key customer-facing experiences that can be optimised?

You don’t have to think of the solution right now, in fact, your customers will give you that answer.

All you need to do is identify the most impactful customer-facing experiences where you will ask for customer feedback.

STEP 2: Data Collection Strategy

Determine what data you would like to collect from each milestone.

Whether it’s…

  • A live-chat enquiry from a customer
  • A survey sent after the first two months of being a customer or
  • A post ticketing feedback form

You need to know what key insight/s you want to gain from the feedback.

Make sure you know the minimum requirement of data & insights required that will help you optimise the process or touchpoint in question.

It could range from a simple rating from 1 to 10 or want a short form answer this will determine the feedback initiative.

Ensure you consult with your key stakeholders at this stage to determine what the KPIs are and what data is required to measure the success.

Another key is to make sure you’re not sending surveys or asking for feedback but for the sake of it. Every piece of customer feedback needs to have a reason behind it that should be shared with the customer or person being asked.

data collection
Make sure you offer your audience a wide range of channels when asking them to provide data. Make it as easy as possible for them.

STEP 3: Creating The Feedback Initiatives

There are two integral components to this step.

The first is to make sure the right people are getting the right survey/initiative

The second is that you’re making it as easy as possible to provide feedback.

Once your surveys or initiatives are created, ensure you have reports set up to capture feedback and provide insights.

The aim of the game is to not have to spend time digging through data. You want to be able to identify negative experiences you can focus on, just by glancing at the data.

As a bonus initiative, you can set up automated emails to send to anyone who provides negative feedback.

The email can link to a simple one-question form, to help you gain further clarity on why the experience was negative.

Another idea to gain more context is to create multiple calls to action within the email.

Simply ask the email recipient to click on a call to action that best describes why they gave such negative feedback. (You will have to think of a few reasons to list within each call to action text)

The link to each call to action can go to a simple thank you page, while you can track the number of times each button was clicked.

This is the simplest and easiest experience I can think of that allows a customer to provide feedback.

STEP 4: Creating Processes To Identify Negative Experiences

The only thing worse than a negative experience for a customer is when they provide their feedback and it remains the same.

You need to be agile enough to not only create systems to gather the data but also action the feedback & let customers know of the changes.

One way to do this is to create automated processes that identify key pain points or areas and notify relevant stakeholders.

An example of this could be a certain threshold of over 20 feedback surveys completed and the average score of customer effort is below 7.

As soon as this threshold is reached, a notification is sent to the correct team via email, containing at a minimum the following information

  • The milestone or touchpoint in which feedback was gathered
  • The average score of the feedback obtained
  • The number of people who provided feedback

From here, tasks should be automatically created and assigned to team members, to address and action the problem areas.

As a side note, you should re-survey customers who provided feedback about the experience or touchpoint, to determine if you have addressed the issue.