Benefits of collecting customer feedback

What’s the benefit of collecting customer feedback? You’re right – getting to know your customers better. But it’s a bit ambiguous and very broad. You need something more actionable to justify time and money spent on customer feedback tools.

customer feedback benefits


We’ve got you covered. In this article, you’ll find popular use-cases of customer feedback that will bring you tangible benefits and provide you with not only knowledge about customers but also positive ROI.

Improve your website

Improving website design is often the first step to utilizing customer feedback. Why? Because a solid website is incredibly important for almost any company so it’s easy to translate feedback into changes that boost the company’s revenue. If people don’t like your website they don’t want to do business with you. And we’re talking not only about colors – navigation, layout, searchability, and responsiveness are among crucial factors that affect people’s perception of your website.

Even if you test your website you can’t be 100% sure it looks and works well on all devices and browsers at all times. That’s why it’s worth researching how visitors assess your website. It’s especially important when you redesign your website. It can turn out that visitors don’t really like ideas of your designer and prefer the old version or have great ideas what to change. Here’s example of such finding by one of Survicate’s customers: Nationale Nederlanden Investment Partners. They discovered that a redesign was a mistake and implemented a new design shortly. It was much better than the previous one.

Another way to improve the website and increase conversion rates, important for e-commerce, is making purchase path as seamless as possible. You’re likely to see that even more than 70% of potential customers abandon carts. So ask them why they are doing it. Their answers will help you improve checkout process and increase conversion rates and revenue quickly. Website exit surveys are the best for that, you can learn more about them in our guide to website exit surveys.

Tailor the offer to needs of customers

customer feedback benefits

Offering what people need is one of the keys to a successful business. It applies to all kinds of businesses, from e-commerce to services to SaaS. For e-commerce, it’s a matter of inventory. For services – a range of services. For SaaS – features of products and possible additional services. Building new features or expanding inventory without taking into account customers’ needs is risky.

That’s why you should ask your existing and potential customers what products, services or features they need. You can learn that they need something you would never think of, like in this example of our customer. RaveNectar, a shop selling artistic T-shirts found out that what people want is not eg. hoodies or tanks but yoga mats and leggings. Go figure.

Improve customer satisfaction

Who agrees with me that acquiring new customers is expensive? I bet many of you. We need to invest in PPC campaigns, social media, sometimes offline advertising or trade shows, etc. Not to even count costs like developing and maintaining a great website.

But here’s something to cheer you up. According to stats, a loyal customer is worth even up to 10 times more than their first order due to returning orders and referrals. That’s why we should make sure that customers stick to us. For that to happen, we need to know how satisfied they are and what we can do to make them love us.

That’s exactly what Net Promoter Score has been created for. Ask your customers how likely they are to recommend you and what are the reasons for their answers. Sometimes, even a few answers can show you what you should improve to increase customer loyalty or what works well already and is worth highlighting. Increasing customer satisfaction scores will allow you to spend more on customer acquisition and speed up the growth of your company.

If you want to learn more about NPS, take a look at our guide to NPS.

Understand how customers find you

Web analytics changed the way marketers work. We don’t have to guess anymore how people find our websites and what they do once they reach them. But wait a minute – there’s ‘direct’ traffic. People coming from different sources land there and sometimes it can be a big chunk of total traffic (30% is normal, although watch for spam). Plus, people googling for your brand somehow know it, right? How to learn how people end up on your website? Just ask them. It’s important especially if you invest in offline campaigns promoting your brand or website – the results of this survey will show you how effective those campaigns are. Invest more in channels that bring you customers and cut spending elsewhere.

Create more useful content

We’re living in an era of inbound marketing and content is the core of the inbound strategy. It helps you attract strangers to your website, convert them into customers, and even delight them afterward. On one condition: it’s great. It doesn’t have to be huge but it needs to be great. It means that it carries all information readers need, is well-written and looks good.

How to check whether your content is great? That’s right – ask your readers. Their feedback will help you improve content. Result: more social shares and higher ranks in search results, which leads to higher traffic and more customers.

Validate buyer personas

Buyer personas are fictional characters who describe your customers. Creating buyer personas helps you frame marketing activities to attract certain buyer personas. But we create them based on assumptions and research. Validating them will show you if they are anywhere close to the truth.

For example, you can assume that your primary buyer persona is a marketing manager working at an e-commerce company (real buyer personas are more detailed but let’s simplify it for the sake of an argument). But when you run a survey and collect their answers, it turns out that the biggest group of your customer base are owners of small businesses. What does it mean? Maybe your assumptions were wrong. Knowing that gives you an opportunity to cater to the group that is most promising.

Next steps

How to choose where to start with customer feedback? I suggest starting where potential gains are the biggest. For example, when you see that cart abandonment rates are high, don’t start with creating a survey about content on your blog. Instead, run an exit survey on a shopping cart or a post-purchase survey to find out what causes so many people to quit shopping.

Of course, you can run multiple surveys at the same time but when you’re just starting you should focus on areas that can provide the highest ROI quickly (a small hint here: it’s crucial when you need to convince your boss to buy a subscription of a customer feedback tool). When you’re done implementing changes that boost ROI quickly, move on to other areas.

Also, don’t forget to repeat surveys for short periods of time – people’s attitudes and habits change, trends change, technology changes, etc. so results of a survey conducted several months after the previous one can uncover new ideas on how to boost ROI.

When you know how to use customer feedback for the benefit of your company, it’s time to create a survey and craft great questions. It doesn’t seem to be difficult but we observe common mistakes that negatively impact response rates. See what are those mistakes and how to avoid them: The most common survey mistakes.

Lucjan Kierczak

Head of Marketing at Survicate.

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