Understanding your customers
A lot of companies receive feedback from customers when they are either really disappointed or extremely satisfied with a product or service. But what about the silent majority in the middle who never say a word about how they feel? Measuring this silent voice and acting on it can make or break a business. By providing a feedback survey on your website you will be able to find answers to specific questions from a larger group:
1. How am I doing? This will allow you to evaluate and improve specific areas. For example, if you are thinking of redesigning your website ask customers what they would like to see in the new one.
2. Where should I focus my efforts? Answers to these types of questions will predict sales, loyalty and recommendations. Customers will often suggest things you may never have thought of like improving merchandise rather than lowering your prices.
3. Why should I take action? Will the payback be worth it? Use these answers to manage decisions and set goals. Companies who get answers to these questions will be able to determine what the impact of changing prices, products, or even customer service will have on its bottom line before any changes are made.
Take a look at these books to learn about how to measure and analyze feedback:
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