Three Ways to Utilize Survey Feedback in Marketing

So, you conducted a customer survey.

You’ve received a plethora of feedback, both positive and negative.

Analyzing all the data, you might be asking yourself, “now what?”

Many businesses are unsure of how to utilize customer feedback as a tool for improving their business. Fortunately, when done right, customer feedback is one of the simplest and most powerful ways to market your product or service. We want to tell you how.

1. Testimonials

When it comes to investing in a product or service, it’s a human condition to seek and find reassurance in social proof – no matter if they’re friends or strangers – to make sure that we’re making the right decision. This is where testimonials come in, and positive feedback from surveys are a great source for testimonials.

To obtain strong testimonials from your customers, start by including open-ended questions in your surveys that encourage them to expand upon their opinion about your product or service, as well as provide information and inspiration for others to utilize your services. From here, you can incorporate their positive responses as quotes in your marketing strategy by placing them on your website, including them in your social media posts, or on promotional materials. Just be sure to ask for permission if you plan to use their quote.

2. Product or Service Messaging

As a business owner, it’s up to you to control how your product or service is perceived. Developing a strong message requires more than just jotting down three to five features – it requires focusing on the wants and needs of your audience, their overall experience, and what differentiates your product or service from the competition.

What is the best way to obtain this information? Survey your most recent customers. This group will be able to give real, accurate feedback on their experience – what was most important to them, what they disliked, and what makes them want to come back for more. You may be surprised by the benefits that customers appreciate most, or even areas of your product or service that they don’t understand or are confused by. Use this information to your advantage and optimize your marketing messaging to address the feedback if you feel it will enhance the clients experience and garner more business.

3. Customer Service Protocols

Customer service is a massive part of the customer experience. Human interactions, whether in person or on the phone, can often be more impactful than the product or service itself and are commonly mentioned in survey feedback. This is why it’s so important to utilize feedback to improve and update your company’s customer service protocols, as well as help your customer service team continue to grow.

If you receive a positive review about a customer’s experience with a member of your team, use this to compliment that team member, as well as encourage the rest of your team to strive for this level of feedback. If you receive a negative review about a customer’s experience with a member of your team, turn it into a learning experience. This is not only an opportunity for that specific team member to grow, but it is also an opportunity for the rest of your team to learn how actions can negatively impact the customer’s experience. This can help you create a new customer service process and protocol updates for future and long lasting changes.

Just as experiencing your product or service is an investment for your customers, acquiring their feedback is an investment in your business. Don’t be afraid to unlock the value that both your satisfied and dissatisfied customers can have in your overall marketing strategy.

At eAutoFeedback, we want to offer recommendations on how to effectively use survey results within your business. Contact us to learn more about our customized survey services!

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