Dirty laundry: Why you shouldn’t ignore customer feedback

Dirty laundry: Why you shouldn’t ignore customer feedback

For many of us out there, keeping up with laundry is their Achilles’ heel when it comes to housekeeping. I don’t know about you, but whenever I manage to get caught up with my laundry, there’s always a new giant pile lurking somewhere 5 seconds afterwards.

Too often, customer feedback is treated like a pile of dirty laundry. It is collected, and hopefully, eventually, you will get to it later on. And just like your laundry pile, if you ignore it long enough, it will eventually become an unwieldy pile that everyone is afraid to look at and deal with.

As you may have noticed by now, in Feedgrip, we firmly believe that customer feedback is a viable resource for a business. Through user feedback you can understand your customers’ pain points in order to take steps to mitigate them. You can also scale what is working well to increase customer satisfaction, in addition to addressing their pain points. But, most importantly, customer feedback is usually jump-packed with brilliant ideas and suggestions that you can use in order to yield useful insights and improve your overall customer experience.

But how will you be able to use these suggestions if they get buried in a huge list you’re afraid to go through? Very much like dirty laundry, when you keep gathering the feedback but fail to act on it, it has a tendency to pile up and become a burden, rather than a source of stimulus.

Failing to take action on your user feedback can also have a negative impact on your relationship with your customers. Think about it. Asking for user feedback shows that you want to listen to what your customers have to say. By taking their suggestions into consideration and valuing their opinions, you make your customers feel involved. This feeling of involvement helps improve retention and brand loyalty.

Ιf you’re not planning on using their feedback, you might as well stop asking for it altogether

So, if you keep asking for feedback, but then don’t act on it, customers can develop a more intensely negative opinion of your brand, compared with how they would feel if they never had the opportunity to provide feedback in the first place. The reason is simple; people want to be listened to. When a company says it’s listening, then demonstrates that it hasn’t listened, people feel betrayed. So, if you’re not planning on using their feedback, you might as well stop asking for it altogether. The damage that can be done by ignoring it is significant, and can be worse than never asking for feedback at all.

But how is failing to take action on user feedback possible to make it worse?

First of all your customers will sense that you’re not acting on it and stop giving it. When customers are taking the time to give you feedback, they want you to do something with it. Don’t just throw it on the pile! Be active about it! If a customer is giving you a suggestion, you need to do more than just listen to him. Providing an excellent customer experience means listening to the right customers, at the right time, through the right channel and then acting on that feedback either individually or systemically to improve the experience journey. Otherwise, it’s like putting up a nice-looking suggestion box. People will notice if it’s never opened. In order to feel valued and stay loyal, users need to know that their voices are heard and their suggestions considered. Which is something that leads me to my next point.

Customer loyalty. If your customers believe that their ideas and suggestions are disappearing into a void, it makes them easy targets for your competition. Always remember that today’s market dynamics of competition have changed and it’s not just about how fast you will release a new product on the market, but also how you provide your customer service. According to Shep Hyken’s article in Forbes, NewVoiceMedia’s 2018 “Serial Switchers” report reveals that businesses are losing more than $75 billion a year due to poor customer service. Sounds like a lot? Well, it kind of is!

Creating a positive emotional experience that drives customer loyalty should be a top priority if you don’t want your customers to become “serial switchers” due to a poor customer experience. By providing the best customer experience, you make it hard for your customers to switch to another brand, something that gives you an edge over the competition. As we mentioned in 3 not-so-boring tips on how to avoid boring content, customers make most of their decisions based on emotional factors, so when they become invested in your brand, they will not be enticed away from the competition so easily. In Hyken’s words, “do you want to keep your customers? Don’t lose sight of that human connection.”

We know that user feedback can be intimidating and overwhelming sometimes. But you can’t just ignore it, because it makes it easier for your customers to walk away instead of increasing their loyalty. Yes, it sometimes feels like a never-ending task. But, thankfully, there are amazing tools today ahem Feedgrip that your business can use to simplify, speed up and enhance their customer service experience. So, fear not! Tackle that laundry pile and tame it once and for all!

Photo by Benjamin Sharpe on Unsplash

Maria-Eirini Kasviki
Authored by Maria-Eirini Kasviki
Copywriter and distinguished binge-watcher.