Happy customers.

Make customer feedback a powerful performance lever

Online platforms now make it increasingly easy for consumers to communicate their opinions about products and services from around the world. More and more buyers are now relying on candid testimonials of the customer experience. Thus, your customers have the potential to make or break your business. The time of « client kings » is over, they are now gods.

So you can’t just wait for good or bad reviews. You need to proactively use your customer feedback to help you improve your products and services. Some of the big companies that have understood this, like Apple and Amazon, have made customer feedback powerful levers to generate more profits and market share. Follow these tips to turn your customers into true brand ambassadors.

Ask the ultimate question to your NPS

Start by asking your Net Promoter Score (NPS): « How likely are you to recommend us to a friend or colleague? » You’ll learn a lot about what works and what could be improved in your business. As a reminder, this score corresponds to your percentage of promoter customers minus your percentage of detractor customers.

You can use it for all your programs and events. The goal is not to have a fancy figure to market your programs. Rather, it’s about getting valuable information about how you can improve. At the same time, find out who your ambassadors are. More than that, you’ll strengthen the impact of your programs and improve your relationships with your customers.

But don’t rely solely on NPS to harness the power of your customers. The ultimate question can help you know a lot, but not enough to fully engage with them.

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Measure the impacts of what you do

Don’t hesitate to ask your clients to rigorously evaluate your programs once they’ve completed them. In addition, you can follow up a few months after the end of the program, depending on your strategy. Then consider reconnecting with your customers to see if your product or service still has an impact on them or their business.

This is part of an ongoing and well-established engagement strategy to ensure you deliver concrete results. This will let you know if your products or services are still serving your customers when they are no longer with you.

The lesson here is not to use a single measure. Ask your customers as much and as often as possible what you do well and how you can improve. You won’t be surprised to see their comments online, because you already know what they’re thinking.

Engage your customers and improve your products or services

It’s a great start to know what customers think about every aspect of your business, as well as who you can count on to be your ambassadors. But this is not enough. You need to act on your results, and fast. Once you have enough information to know what your customers think, get to work improving your products and services .

Do many of your customers say the same thing about a product? If this is the case, immediately correct what can be easily corrected. If there are longer-term improvements to be implemented, do so without delay.

Does something work very well for you with a large portion of your customers? In this case, keep doing good work and do what you can to improve it.

Also, be sure to nurture your relationships. Take care of customers who are loyal and appreciate what you do. They may well recommend your products or services to others or advertise you for free online. Talk to them, listen to what they have to say and give them preferential treatment.

Do the same with those who may not have had the best experience. Find out what went wrong and see how you can rectify the situation.

In summary, one of the most important things in running a business is to stay in touch with your customers. This is absolutely crucial. Your brand is not what you think it is, it is what they think it is and what they say to each other.

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