The Importance of Getting Customer Feedback Right


Most people in most businesses (sadly not all!) would agree that collecting customer feedback is a good idea. Most (sadly not all…) businesses have customers, and so it should probably be someone’s job to ask those customers what’s on their mind.

But a lot of people, when pressed, struggle to really clearly articulate why feedback’s important. They sort-of feel like it’s a good idea, but aren’t crystal clear how the business will make more money if they collect the feedback. Or, the benefits they mention (influencing strategy, affecting marketing communications) are the benefits of market research, not customer feedback.

And whilst market research is great and important to do, it doesn’t have the same direct connection to your bottom line and your team’s happiness as customer feedback does – when you do customer feedback correctly.

The rest of this guide is about how to do feedback correctly, but this article is about why you should do feedback correctly – the benefits you’ll unlock for yourself, your team, and the wider business, once you start following the golden rule.

Before we get to the benefits, it’s worth a quick detour into the ‘anti-benefits’. The two things that you should absolutely not hope to get out of customer feedback.

Benefit blockers

When we see companies try to start collecting feedback for either of these reasons, nine-times-out-of-ten they won’t see the results they’re hoping for.

So, what are the benefits?

When it comes to improving customer satisfaction, doing customer feedback correctly delivers arguably the single biggest return on investment. There are many other noble initiatives you can take to improve your customers’ experience, but without a good feedback program, they’re just icing on the cake.

How does feedback live up to this promise? Let’s have a look at all the benefits it unlocks:

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