To create better marketing campaigns, to improve customer service, and to grow your business, you need to understand your customers. Customer feedback is the best way to learn about what they want, but getting good quality information can often be tricky. In this article, I look at five methods you can use to get quality feedback from your customers.

1. Surveys

Surveys allow you to get in-depth information about a customer’s experience, potentially getting you a lot of useful data. Tools like SurveyMonkey and GetFeedback make setting up and directing users to your surveys simple. As with anything that involves a customer filling out a form, be cautious about the length of any surveys you set up. Like all forms, every additional step means that fewer people will complete the survey, so it’s best to make sure you are limiting your questions to the ones you need the most.

2. Online feedback

Online feedback options make it easy for your customer to come to you with any thoughts or suggestions that they might have. This type of feedback is ideal for catching any issues that a customer is experiencing that aren’t serious enough for them to make a formal complaint. Having a customer feedback option on your page that is easily accessible (without being obtrusive) will let you capture useful information on your sites UX, your sales processes and the general customer experience that can help you pinpoint ways to improve and streamline your operations.

3. Live chat

Live chat is a one-on-one conversation with a customer that has a problem they need to be solved, and so is a great resource to mine to discover more about the needs of your customers. Be especially aware of trends over time; if several customers using your live chat have the same issue, you can be sure that your wider customer base does too.

4. User activity

There are some issues that most customers won’t report – things like site navigation, page content and poorly optimised checkout systems. Rather than complain, most customers will simply click away, leaving you with problems you know nothing about. This is where analytics come into play, letting you look at the ways your customers behave on your site. Analytics tools such as KISSMetrics or Google Analytics will reveal the ways your customers use your site, letting you know when people bounce from a page after a few seconds, or when people abandon your checkout process, letting you focus on improving problem areas of your site.

5. Social media

Monitoring social media – both on and off your official pages – will help you to understand the wider conversation around your business. Tools such as Hootsuite or Google Alerts can be used to alert you whenever someone mentions your business online, so that you can keep an eye on what is being said about you.

One advantage to social media is that opinions will be candid, especially when people post on platforms other than your official page. The raw feedback can be valuable, but bear in mind that any major complaints will need to be addressed to prevent any possible damage to your reputation.

Regularly gathering information is the best way to keep on top of your business and to continuously develop it to better serve the needs of your customers. John Rowbottom Design and Marketing can help you gather the feedback you need to capitalise on your opportunities. To get started, book an appointment at

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