Acting on Feedback: What To Do With All That Data

  • Buffer

While you may have every intention of taking customer feedback and using it to shape how your business operates in the future, that’s a lot easier said than done. While customer surveys can give you data and feedback on every aspect of your business, from your products and sales process to your website and stores, the fact is, it is a ton of data, and sometimes it’s so overwhelming you don’t know what to do with it.


It’s a common issue. Brands want customer feedback, and then they’re unsure what to pay attention to or what action to take from there. Here, let’s look at some strategies for leveraging data the right way.


Start with the Best Survey Questions

The longer the survey, the more likely it is customers will grow impatient and abandon it without finishing. Boil your survey questions down to just those responses you want to determine how your brand is doing. If you genuinely have 20 questions to ask, consider breaking the survey down into several and focusing on one aspect (the online checkout process, for example) per survey. (Bonus: the shorter the survey, the higher the response rate you’ll see!)


Consider What You’re Trying to Glean

You likely already know what your business hotspots are. Maybe you have concerns about the service customers are receiving in your store, or you’ve had issues with shipping orders out in a timely manner. These are the areas where you want to put extra attention once you get feedback. Input from customers can help you figure out how to fix what you already knew was broken.


By focusing on identifying and fixing your weak areas, you can improve the overall customer experience. End result: you impress your happy customers and win over customers who aren’t already crazy about you.


Get Your NPS On

Your Net Promoter Score® is a simple tool designed to help you keep track of your overall customer satisfaction. It measures the number of Promoters your brand has — those who go out of their way to tell others how great you are — against Passives (indifferent to you) and Detractors (tell others that they had a bad experience with your brand).


Keeping track of your NPS over time will give you a sense of how your brand reputation changes. Ideally it would continue to rise, but if it declines, it’s time to take action.


Actually Pay Attention to Survey Analysis

When you conduct a survey, you get tons of rich data. It’s up to you to assess it and take action toward improvement. For any area where you see trends, such as long hold times on your customer service line, create an action item. For that example, you might decide to hire more customer service representatives to take the load off your existing staff and shorten hold times.


If you consider customer surveys as an opportunity to improve your business, kudos to you. Just remember to know what you’re measuring and be ready to make changes to bump up your NPS and overall customer satisfaction. You can always send out a new survey after you’ve made steps to improve a situation, and hopefully then you’ll get better results.