I believe there’s no information more integral to a company’s success than customer feedback. Every business can benefit by taking the time to listen to its customers, so they can discover what their customers really care about and how they can do a better job of satisfying them.
Unfortunately, most businesses only seek out positive feedback from their customers…the type of feedback they can use as testimonials on their marketing materials…they type of feedback they can use to pat themselves on the back and stroke their egos.
Don’t get me wrong. It’s important to get positive feedback from your customers. You need to know what it is about your company that truly appeals to your target audience. That’s valuable information.
But the more important question to be asking your customers is “What did you not like about your experience with our company?”
To me, negative feedback is the most valuable information there is. That’s the kind of feedback that keeps you growing. That’s the kind of feedback that lets you find your company’s weaknesses so you can work on turning them into strengths. That’s the kind of feedback that your company can use to turn itself into a powerhouse that crushes the competition.
Remember, every part of the customer’s experience matters, and while they might not make a fuss about your company’s billing process being confusing or your hold times on the phone being longer than they’d like, it still influences how they feel about you. It’s all part of your branding and marketing efforts, and by digging to discover what things customers don’t like about your company—no matter how big or small—you can constantly improve the experience they have with your brand.
So, next time you start to seek feedback from your customers, don’t forget to ask them “What did you not like about your experience with our company?”
And more importantly, don’t forget to act on that information.