“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs
A lot of enterprises, institutions and businesses have been underestimating the importance of digital customer feedback system. They fail to comprehend that it is essential when it comes to generating new business leads and retaining loyal customers. Advertising is a powerful tool and it is considered to be an excellent way to generate brand awareness. Product promotions and advertisements help to provide updates to customers about product features, development and new products.
However, capturing and addressing to customer feedback is more critical for better customer satisfaction. When customers are buying a product what is the first and foremost thing that they always look for before committing to a product? It is the ‘customer reviews’. This is solely, done because people trust reviews and user ratings over advertisements and promotions. Numerous research and several studies have been carried out in order to support this theory. Customers have a tendency to compare reviews and reasons while purchasing products and selecting services. The results of the various studies and research have been found out to be that customer feedback is of utmost priority. Such is the power of customer feedback, reviews and user ratings. Companies and businesses, nowadays, are keen on receiving and publishing customer feedback to better their services. This is an avenue, which they are exploring, because they want to have an edge over the competitors.
Why a Digital Customer Feedback System?
Traditional consumer-satisfaction surveys are quickly becoming a thing of the past. Papers have been replaced by digital versions that are able to monitor comments and concerns in real-time. Organizations were using traditional paper feedback forms to capture customer feedback. There are various issues and obstacles that the companies had faced with the traditional paper-based method, some were obvious and some often overlooked. Traditional surveys are characterized by certain limitations. They are time consuming, can be misplaced, have limited accessibility and there is no instant response and analysis. Apart from the major printing costs, data manipulation and the intruding process add to the difficulty.
Valuing Customer Feedback – Listen and Learn
Customer feedback can be very influential in various ways. Customer reviews, actually, let you know where you can strengthen your products or services. They also, reveal whether a potential customer considers you as genuine, trustworthy and reliable.
As per a report by McKinsey, 70% of buying experiences are based on how the customer feels they are being treated. And, a survey conducted by American Express shows that 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.
The digital customer feedback system allows potential customers to understand how to conduct themselves in a business environment, and it is considered to be crucial. It is a huge deciding factor when companies are taking vital decisions with regard to product/products development.
- Applications are being built which are focused on gathering feedback from the end-customers at the store.
- It becomes easy for the customers to reveal their store-experience, report any kind of issue/issues and provide useful suggestions (areas of improvement).
- Digital customer feedback system allows enterprises and businesses to gauge what the customers’ expectations are. Companies can then, implement and work upon the feedback and resolve their issues, if any.
- Such applications have proved to be one of the best ways of measuring satisfaction levels, and identifying expectations, which can be addressed in a timely manner to provide better service to the end user.
The Digital Journey
With the advancements in technology and innovation, one can witness the customers’ growing reliance on cell phones and tablets.
Digital customer feedback system allows organizations to collect and analyze feedback from the customers, more efficiently and effectively, without facing much hassles or disadvantages.
In order to compete in the labor market and not lag behind, businesses need to gain greater insight into the customers’ mind. Nowadays, enterprises and businesses are coming up with innovative questions which assist the management in understanding customer sentiments.
Companies are taking proactive steps to improve the overall business experience. From understanding your customer to anticipating their needs, a digital customer feedback system can engage your customer at every touch point. It is a customer intelligence platform that provides a dynamic set of real-time tools for the sole purpose of gathering, tracking, and analyzing customer responses.
By Nairita Goswami,
Market Research Specialist, RapidValue