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How customer feedback will win you more business.

Natalie Welch
Natalie Welch

Often the deciding factor of working with one business over another is the proof that they are good at what they say they do.

The eCommerce world has known this forever which is why from the moment you purchase you are asked for feedback. And B2B companies, well, we need to get better. 

We all know that other people blowing your trumpet makes more memorable noise than doing it yourself. So in this article, we look at:

  • Ways to harvest customer feedback without it taking up more time
  • How to utilise that feedback effectively
  • How this can complement your other marketing efforts

Ways to harvest feedback

Gone are the days when we are ‘too British’ to ask for feedback. I believe we actually have forgotten the value of it and so do not make it part of the process.

"The purchase likelihood for a product with five reviews is 270% greater than a product with 0 reviews."

Medill Spiegel Research Center’s (SRC)

So firstly add it to your processes. Make sure you gather feedback at the end of a project and then regularly ask as part of a yearly customer survey.

1. End of Project Feedback

An email directing a customer to your feedback platform of choice (Google ideally for its SEO benefits) to spend 2 minutes, leaving feedback is not difficult. Especially if you have done what you have promised. Not sure customers will leave you a review? Here are some stats:

  • 66% of consumers have written an online review for local businesses – including 80% of 35-54-year-olds
  • 60% have written reviews for positive experiences, while just 25% have written reviews for negative experiences
  • 85% of consumers are willing to leave reviews

Source

2. Customer Surveys

How do you gather regular feedback about your services? 

A yearly customer survey is one way. It sounds like a headache, doesn’t it?. You are probably doing this to some degree but not documenting it formally. 

So again, make it part of the process and service. If when signing up new clients, you let them know that the business undertakes yearly feedback to learn and evolve, they will see this as something that adds value. But don’t just leave these responses in an inbox that no one checks. Carve out time to read, learn, address and utilise to your advantage.

3. Off the Cuff Feedback

We all live for those incidental emails where clients offer feedback without asking for it. While it is rare, and we get giddy when it comes through, politely asking if they could pop it over to ‘wherever’ is not a bad thing to do.

How to Utilise Feedback Effectively

Now you have this feedback, what do you do? Well there are quite a few things but here are a few to get your teeth into.

Our Top Four Recommendations For Using Feedback

  1. Writing case studies for any customers that are missing one. Outline why they came to you, what you did and the results with some stats (where possible).
  2. Update any old client case studies and bring them up to scratch with up to date information and feedback.
  3. Shout about it on your social channels. You can get more than 15 mins of fame here for your hard work!
  4. Add the content to your newsletters – internal and external. There is nothing better than sharing great feedback with your team.

"Consumers read an average of 10 online reviews before feeling able to trust a local business."

Brightlocal

How Does this Complement Your Marketing

Often businesses in traditional industries and services struggle to know what to write to keep their content and socials up to date. Case studies, customer highlights, and gathering regular stats are a way to keep your content fresh and search engines happy. It also provides you with unique content rather than a potential blog that every one of your competitors is writing, and supports building a loyal customer base as they get the value out of you talking about them online.

Unique content and reviews also support SEO and your rankings

  • By adding new, unique and relevant content to your site
  • Ticks many of the E-A-T principle boxes
  • Improves your Google My Business and local rankings if you can get reviews there

"According to experts, review signals make up 15% of Google local pack ranking factors. "

MOZ

There you have it. Instead of trying to compete with price, compete with service, then show that excellent service by getting your customers to support your claims and tell the world about why working/buying from you is worth every penny.

NEED SOME HELP

Spreading the word

Do you need a team to assist with getting your customers to be an advocate? Or to put together compelling case studies?

Glasses on a table with a keyboard and ear buds.

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