You spend a lot of time and money creating products and services designed to add value and convenience to the lives of your customers. You present and market these products in keeping with your branding, finding ways to attract interested consumers, increase awareness and demand, and create a community of patrons.

How does the consumer public like your products? How do they respond to your brand? On the one hand, repeat sales can tell you a lot about product reception. On the other hand, it behooves you to know as much as possible about how customers feel about your products and your brand so you can improve the customer experience and increase sales, patronage, and positive reviews.

Getting feedback could be as easy as asking patrons to fill our surveys or post online reviews, sending surveys to your email list, or posting questions via social media platforms. Here a few important reasons why you should take these steps to solicit customer feedback.

Gauge Customer Satisfaction

Once your customers walk out the door with a purchase, you have no way of knowing whether they enjoyed their interaction with your brand or how they feel about your products and services unless, of course, they tell you. Unfortunately, many customers will only contact you or post reviews if something goes seriously wrong.

This means you might never hear about the things you’re doing right. Alternately, unsatisfied customers may simply flock to your competition, or badmouth you to family and friends, with you being none the wiser. If you actively seek out feedback, you have a greater opportunity to learn about customer interactions and satisfaction.

Gain Insight into What Customers Want

As you learn about customer interactions with your brand and your products, you’ll naturally start to gain insight into what customers want. If they tell you that they love certain product features but pricing is too high, you can adjust accordingly.

If they are upset about customer service in stores, it could give you clues as to how to improve the customer experience with training or additional staffing, for example. You’ll also get an idea of targeted questions to ask to further improve your understanding of the customer experience and how to make it better.

Spot Trends

When you seek out customer feedback you can begin to spot trends in what people are saying about their retail experience with your brand. If one customer hates a product because it doesn’t work right, that could be a fluke. If multiple customers complain about the same thing, it’s time to make a change.

Determine Marketing Success

You may spend a lot of money on marketing campaigns to increase awareness, drive sales, and change consumer perception of your brand. How can you tell if these campaigns are successful or which aspects of your marketing efforts consumers connect with the most? Customer feedback helps you answer these questions directly, instead of relying solely on secondary indicators like click-through or increases in sales in response to a marketing campaign.

Improve Products, Services and Your Bottom Line

The main benefit of customer feedback is that it gives you the opportunity to improve products, services, and the overall customer experience, not just in the immediate future, but in the long term. And that equals a stronger bottom line!

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