Feedback management: how to exploit customer feedback (even negative) to transform them into a competitive advantage?

By The partners of Challenges on 20. 12. 1000 at 14 h 15 4 min read

The rise of digital technology has changed the purchasing journey and the customer experience. Demanding customers, with increasingly individualized expectations. Collecting their opinions, whether positive or negative, allows companies to optimize their loyalty strategy, in the service of their competitiveness.

To remain competitive, a business cannot simply acquire more and more customers. It must also keep them and retain them. The numbers are there to prove it. Increasing the loyalty rate of its customers by 5% allows a company to generate an increase in its profits which can range from 15 % at 95 %. At the same time, the cost attached to the acquisition of a new customer is 5 to 25 times greater than that generated by the loyalty of an already existing customer 1 . Beyond a question of profitability, retaining customers is also essential for the brand image of a company. It attests to the quality of the goods or services offered but also to the attention it pays to the expectations and needs of its customers or users.

Collect ALL customer feedback to optimize the loyalty process

How to collect a maximum customer feedback, whether flattering or less enthusiastic? A central question at a time when the customer experience is decisive: a satisfied customer, even if he does not let it be known, will remain loyal to the brand. But the reverse case, he will slam the door, still without saying a word. A silence which leaves the company powerless to restrain him.

Why does an unhappy customer not let it know? ? Maybe because they think their opinion won’t change anything. Maybe also because they don’t know how to get in touch with customer service. And that they find other channels to do it. To avoid these situations, the company must go to the customer if the latter does not come to it. Several means are available to it. It can send surveys, by e-mail, after a transaction, or on an ad hoc basis, to detect trends and anticipate possible difficulties. Careful monitoring of social networks or forums also often makes it possible to detect the dissatisfaction of certain customers, customers who do not hesitate to relate their bad experience in detail. It will also be a question of ensuring that all the communication supports mention how to contact customer service. An imperative at a time when new purchasing behaviors have led many companies to adopt omnichannel communication – website, social networks, application … The main thing is that the customer service of a company is reachable at any time. The implementation of customer support, such as a chatbot or live chats are interesting interactive solutions, to be there when the customer feels the need, from where he wants it. Once the warning signs of dissatisfaction are identified and the reasons why some customers stop calling on them, a company is able to work on developing proactive solutions so as not to lose their trust. To do this, it has a range of processes: making contact with dissatisfied people, offering them solutions to improve their experience, developing resources such as a knowledge base and product guides … the right tools to speed up the processing of critical complaints and ensure their follow-up.

A follow-up that requires suitable tools

The loyalty of its customer base is an integral part of a corporate culture. Ambition which requires appropriate tools to ensure the safeguard of the exchanges between the customer and the customer service. Whatever channel the complaints take, all of the company’s business lines must be able to have access to the history of these exchanges. Centralization of data, which is one of the key elements of omnichannel, is essential. For this, the implementation of a CRM strategy, thanks to management software integrating three categories of functionalities – marketing actions, sales management and after-sales service management – will be of great help. Both to centralize all customer information but also to carry out personalized follow-up, which makes it possible to interact with them in real time. Equipped with a free CRM coupled with marketing software (sales and customer support), HubSpot’s inbound platform supports companies to help them create a unique customer experience. Customer issues are recorded, organized and tracked from a single platform, accessible to the entire company via the CRM: thus, the sales team is able to ensure that customers’ technical problems have been resolved beforehand. to contact them. As for the IT team, they can test different live chat scripts and customer support strategies. With the Feedback feature, which provides insight into customer satisfaction and provides detailed feedback to improve products and services, a company’s customers then become its best promoters.

1 Source: 9 tips for optimizing a customer loyalty strategy (