The Importance of Consumer Feedback

Customer input and feedback is one of the most crucial facets of business growth and success. In order for a company to thrive, they must first take the time and steps into understanding what customers think about their product or service. They have to understand consumer behavior and be intelligent and clever enough with their strategies to predict future purchase behavior. When customers feel as though they are getting more value for their money, they will be more inclined to spend – and this is why promo codes are a popular gimmick.

Learning about consumer behavior is arguably easier yet more intricate than ever before with so much digital technology able to collect and review consumer data. It’s beneficial to adapt traditional forms of obtaining customer feedback to meet the needs of technology in society. Surveys, focus groups, and email incentives are a great way to get consumers input, but now companies are also able to review social media and web analytics to understand and read what consumers say about their brand on their own profiles. A key point of customer input in digital communication, is learning how customers engage with each other to understand how brands can digitally interact with their online audience.

Marketers traditionally conduct focus groups as a form of receiving customer feedback from face to face communication. In a focus group, marketers and brand managers can ask quantitative and qualitative questions and receive direct answers to get a generalized positive or negative opinion about different areas of a product or service. Focus groups are excellent ways to actually get an honest opinion and information from consumers.

As traditional paper mail surveys are tending to fade in trend, email surveys are taking over the way companies learn to understand consumer feedback. Many consumers do not want to be burdened with multiple surveys each day from companies flooding their inboxes. However, a great way to get them to take a survey is by offering an incentive or reward for completing it. Some companies and businesses with rewards programs may offer a surplus of reward points in return for a completed survey. Other forms of incentivization is allowing customers to be entered into drawing for some sort of gift card or free item for completing the survey. This tactic fosters a positive relationship between companies and consumers as it shows the consumer that their time is valuable to the company. When a company asks consumers to take “a quick survey” and practically begs them to do so, it can make consumers feel as though their time isn’t valued and the company only wants their information to use it against them for advertising revenue. Surveys are another way to ask qualitative and quantitative questions to a large sample to formulate a generalized understanding of how the population sample may feel in regards to a certain product or service. As surveys can be occasionally quite long, or boring to consumers, companies should learn the best ways to develop strategies that works for them to obtain the highest number of survey responses possible. Higher response rates from surveys allows for data collection to be more consistently accurate than if the survey only gets a response from a few consumers.

Moving into more recent ways of understanding consumer feedback, it’s important for companies to develop ways to review social media and web data analytics. Many social media platforms allow companies to create a business account that provides consumer data regarding demographics, engagement rate, link clicks, and much more depending on which site is utilized. For example, Twitter provides information about follower demographics, upcoming events, purchase behavior, mobile phone carriers, and income. This data can be used to understand how to digitally receive information customer feedback. By establishing an online presence on social media sites, brands can learn ways to develop their own online voice and directly engage with their audiences. If companies choose to allocate a digital media budget, they can boost posts to make their posts show up to a larger audience range thus creating a way to gain more followers and have more consumers interact and engage with the brand. As digital media becomes a main way consumers engage with each other and with the brands, adapting to this type of behavior would be beneficial for companies searching for updated customer feedback and information.

Aside from establishing a social media presence, companies would also benefit from creating and maintaining an updated website. Websites allow consumers to learn about products and services offered to them. A company can enhance their search engine optimization (SEO) to make sure their sites and platforms are top performing in consumer searches. Websites can have a place for customers to navigate their way to a contact or direct feedback form. Online feedback forms are an excellent way for consumers to directly send their input to companies. These digital forms are mutually beneficial for consumers and businesses.

Traditional forms of receiving customer feedback combined with new and ever evolving technology can provide companies with revolutionized forms of obtaining customer input. Rather than stray from digital media, businesses should use it as tool to get to know more about their customers and their online behaviors to get the most out of consumer feedback.

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