How to Gather and Use Customer Feedback to Grow Your Business

Gathering and using customer feedback can help grow your business. By considering the inputs of your customers, you can create a more refined product or service that surprises and delights both existing and prospective customers. Additionally, listening to your customers can show them that you care, leading to long-lasting relationships. In fact, according to Khoros’s “Must-know customer service statistics of 2024,” 83% of customers agree that they feel more loyal to brands that respond to and resolve their complaints. So, if you’re unsure how to gather and use customer feedback effectively, this blog will provide clear strategies to help you get started.

Easiest Ways to Gather Customer Feedback

Collecting feedback is essential for understanding your customers. There are numerous qualitative and quantitative research methods to gather insights that can take months or even a year to plan, implement, and analyze results to turn into solutions. But if you’re looking for scrappy yet effective approaches, here are some of the easiest ways to obtain valuable feedback from your customers:

1. Perform a quick post-purchase survey

Once customers have received their products, send them a quick post-purchase survey via email using tools like Survey Monkey or Qualtrics. Keep your survey short, with no more than three to five questions. Anything longer than that may discourage your customers from answering. You can also create your survey with pre-defined answer options so your customers don’t have to write out responses if they don’t want to. Here’s an example:

2. Allow visitors to submit feedback on your website

Many business owners often miss the opportunity to use their website as a tool for gathering customer feedback. Your website is the perfect place to ask for customers’ thoughts since it’s where they already interact with your brand and explore your products! To make it easier for your customers to leave feedback, integrate features like feedback forms, pop-up surveys, or chat widgets. You can also create a dedicated “Leave Us a Review” page and place it in your website’s main navigation for quick access.

3. Conduct a social media feedback campaign

Sometimes, customers might overlook your post-purchase email surveys or ignore the feedback forms on your website. Since most people are active on social media, why not take advantage of this and run a social media feedback campaign? Create a shoutout post inviting your past customers to leave a review in the comments. You might be surprised that this approach could yield even better results! Check out this campaign by a full-service window company. They used a video and the hashtag #LeaveAReview to gather around 50 customer feedback responses. This type of campaign can work for companies of all sizes, even if you have a smaller social media fan base by simply running ads or boosting posts targeting your customers.

4. Leverage QR Codes anywhere and everywhere

The Pew Research Center released a report on November 13, 2024, titled “Mobile Fact Sheet,” which provides updated statistics on smartphone ownership in the United States. According to this report, 91% of U.S. adults own a smartphone of which most have built-in QR code readers. For companies that own storefronts, you can capture customer feedback at the point of sale by using QR Codes. A smartly placed QR Code on the front or back of the receipt, sign at the register or strategically placed on walls, tables or fixtures gives customers easy ways to provide feedback via smartphone. 

Turning Feedback into Action

Collecting customer feedback won’t mean anything if you don’t turn it into meaningful improvements for your product or service. To turn feedback into action, consider the following:

1. Look for recurring issues

Customers may raise various concerns, but not all issues are equally urgent. When several people point out the same problem, it signals a common issue that needs immediate attention. Addressing it shows you’re not only listening but also prioritizing what matters most to your customers.

2. Start making small changes

Applying all your customers’ suggestions at once can be overwhelming. Big changes like switching suppliers or revamping processes don’t happen overnight. So, start small and focus on manageable improvements that have the biggest impact on the majority of your customers.

3. Keep your customers informed

Don’t make the mistake of improving your products without informing your customers. A change that goes unannounced is a change that feels unnoticed. Keep your customers in the loop by sharing the updates you’ve made based on their feedback via email, social media, or even on your website. This will make them feel that you listen and are truly working to improve their experience.

4. Your response is greatly appreciated

Customers utilize numerous digital channels to provide feedback and/or post reviews. From Facebook and TikTok to Angi’s List or Yelp! When soliciting feedback it’s also important to create an internal process for capturing and responding back to your customers. Business review responses are crucial: 88% of consumers would use a business that replies to all of its reviews, both good and bad, compared to just 47% who would use a business that doesn’t respond to reviews at all.

Utilizing Customer Feedback Is Just the Beginning

It’s great that you’re taking the initiative to learn how to gather and use customer feedback but don’t stop there. Incorporating feedback is just one piece of the digital marketing puzzle. To boost your business’s online presence and drive growth, you need to implement various digital marketing strategies. At TigersEye Creative, we specialize in helping businesses like yours craft customized strategies that maximize the impact of customer feedback. Contact us today for a free consultation.