How to use Feedback to Improve Customer Experience: In Depth

“I’ve tried sending customer service surveys, but I never seem to get the response rate I want…”

“I want to get feedback from our customers, but it’s hard to ask at the right time…”

“It would be great to start sending surveys, but I need to focus on things with concrete benefits first…”

Sound familiar?

Over the years, CustomerSure has helped hundreds of businesses start or improve customer feedback programs which deliver results.

Based on the experiences of our founder, Guy Letts in turning a £1m black-hole into £1m+ of profit at one of the UK’s largest software businesses, and learning a lot from our clients along the way, we’ve developed a system for working with feedback that guarantees results.

It’s both simple and surprising. Surprising, because it turns a lot of conventional wisdom on its head. But also simple, because it turns out that if you get a few very small things right, customer satisfaction skyrockets and profits soon follow.

Whe’ve distilled everything we know into this actionable guide. Feel free to download it, print it, email it, but most importantly use it to deliver amazing results in your business. And if you have any questions at all – or just want to discuss what you’ve read, get in touch!

Why is customer feedback important?

Most people don’t even scratch the surface of the benefits of feedback. Find out the 9 ways you’ll become a hero in your company when you get it right.

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The golden rule of customer feedback

If we only had 30 seconds to tell you one thing that would transform your customer feedback efforts for good, for ever, this would be it.

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When should I ask for feedback?

There’s no answer to this question that works for everybody. But we can help you find an answer that works for you.

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What questions should I ask on a customer service survey?

Most people struggle with this more than anything else. The answer is simple, if you know the secret.

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What’s the best rating scale to use on a customer service survey?

If you know anything about market research, you’ll know carefully picking your scale is important. We’ll show you why the opposite is true when you collect customer feedback.

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What response rate should I expect to my survey?

Find out why a 5% response rate can be great; a 50% response rate can kill you, and what you can realistically expect to happen when you send feedback surveys.

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Which satisfaction metric should I track?

Heard that Net Promoter is dead? Us too. Find out why it is. And also why it isn’t.

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Should I offer an incentive for people to complete my survey?

This is (almost) always a bad idea. Learn the businesses it does work for, and what you can do instead if you aren’t one of them.

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How to respond to customer feedback

Discover exactly how market leaders respond to their customer feedback – whether it’s praise or criticism.

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Benchmarking customer satisfaction

Of all the bad ideas in customer experience; benchmarking satisfaction is the worst. Learn why, and what you can do instead in this short, actionable guide!

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How should I share customer feedback with my team?

Collecting feedback can be bad for your business. But sharing feedback can transform it. We’ll show you, with examples, why sharing doesn’t have to be scary.

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Dealing with complaints

Complaints are bad, right? Not quite. If you approach complaints in the right frame of mind, you’ll start to wish ALL of your customers were complaining.

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Do you have questions?
Or would you like to see CustomerSure in action?

Call us now, or email to arrange a 20-minute online demo.