Customer Feedback: Why it's the key metric you need to track

Customer feedback, utilised correctly, can make or break a business. This is especially true in the uber-competitive digital world. When your competitors are just a click away, the degree to which you can collect customer feedback and act on it will play a significant role in your ability to grow your business and maximise the value of every customer you acquire.

Retention is a problem for many digital businesses, largely because they fail to simply ask their customers whether their pain points are being adequately addressed. By allowing your customers to speak to you directly, and taking that feedback on board, you can rapidly make the changes necessary to keep customers coming back time and time again.

Increase customer satisfaction levels

Acting on feedback is one of the easiest ways to satisfy your customers. By listening to customers and understanding what they are telling you, you can more accurately pinpoint exactly what it is that they want and expect from your website.

As the old adage goes, the customer is always right. Customers who feel like they are acknowledged and listened to will have greatly improved satisfaction levels over customers who are ignored and simply treated like a figure in a spreadsheet. Your customers are the key to the growth and success of your business. Keep them happy, and you'll be happy.

Add value to every session on your website

Acquiring traffic can be time-consuming and expensive. Building marketing campaigns, creatives, landing pages and investing the funds required to gain an adequate return is a massive industry in its own right. Many businesses invest great sums in driving traffic to their website, but often fail to capitalise on that traffic once it hits the landing page.

By collecting customer feedback and tracking it adequately, you can quickly gain a deep understanding of the ways in which you can increase the value of every session on your website. Small changes, upsells, cross-selling and getting customers into retention workflows can ensure that your marketing dollars are well spent.

By tracking customer feedback, you can begin to observe missed opportunities to gain increased value from your website traffic. By acting on this and introducing measures to add value to every session, you can boost each customer's value to your business. The effect of this is twofold. You reduce the cost of acquisition per customer, while also gaining additional budget that can be put toward acquiring yet more customers.

Build a better website or product

Tracking customer feedback allows you to make the right changes to your website or digital product that will improve customer satisfaction, boost retention and add to your bottom line. Direct customer feedback can have a powerful input on website design and product development.

Nothing beats hearing from your target audience directly. When you listen to your customers' feedback, take it on board and implement the changes that they're asking for, you not only improve the value of your website, you also send a strong signal to customers that you are listening and care about their needs.

How to collect customer feedback

Collecting customer feedback isn't as simple as working around your neighbourhood with a clipboard. In the digital space, a wealth of data means that there can be many conflicting signals, making decision-making difficult. By implementing the right customer feedback procedures, you can ensure you're not wasting your time.

It has to be consistent

A once-a-year survey isn't going to cut it. You need to be actively collecting customer feedback year-round. You also need to ensure that you are collecting feedback from your entire customer base, rather than a single segment. You don't want to make radical changes to your website or product based on minority feedback.

You have to act on it

Customer feedback is worthless without action by you. When you're gathering customer feedback, manage it effectively and act on it in a timely manner. Make the changes they're asking for and measure the results.

Give customers the tools they need

Customers must be equipped with the right tools to make the kind of valuable feedback that you need to make positive changes. Make sure that they can provide the kind of feedback they want to make, and that you get enough data from that to effectively act on it. A one question survey or a rating system is unlikely to cut it.

We'll take this opportunity to promote ourselves. Userback is built on the back of years of analysing customer feedback and improving the way it's collected. Our screenshot and annotation features provide a powerful way for customers to communicate exactly what they want to say, giving you the information you need to more effectively serve their needs.

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