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

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?

Real time feedback is great. But done wrong, it can be a nightmare for both you and your customers. Learn when to do it, and how to do it well…

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What questions should I ask?

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 right rating scale to use?

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?

Find out why a low response rate is great; a high response rate can be dreadful, and what response rate you can expect from your own surveys.

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Which 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 incentives?

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 feedback

Don’t fear replying to customers – learn why replying can be scary, how it can transform a business, and tactics to beat your fear.

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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 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 them in the right frame of mind, you’ll wish your customers complained more. Learn how.

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

Call us now, or email support@customersure.com to arrange a 20-minute online demo.