Monday 14 April, 2014
Customer feedback is an ecommerce store’s bread and butter. It’s absolutely the most valuable data you can get. It lets you know whether you’re on track and meeting your customer’s needs.
In the past, the only way to get feedback was through costly focus groups and direct mail campaigns. Today, it’s much easier with the internet and social media. Here are six great ways to get customer feedback that don’t break the bank.
Contact Forms Everywhere
You should have a contact form on your website and anywhere else you are online. Put it in a prominent place such as right next to the checkout button. Make your forms simple and easy to fill out. Let them contact you with feedback anonymously if that’s what they want to do. Don’t make them fill out a lengthy form or create an account in order to contact you.
Email is still the best way to communicate with customers. Build an email list of your customers and send them informational messages mixed with occasional promotions. Remind them constantly that their feedback is appreciated and they can contact you any time. You’ll also receive indirect feedback through their reactions to offers or unsubscribes.
Surveys are tough to do offline but very easy online. Create online surveys that ask just a few simple questions. Nobody wants to do a long survey. Make the questions open-ended to remove any bias you may have. When we create closed questions or multiple choice questions, it’s easy to word them in such a way that they produce certain answers.
Create an Online Community
Create an online community for your customers where they can discuss your products or a common interest related to your products. You can do this on your own website but an even easier way is to create your community on a social media site like Facebook.
Track whatever customer behavior you can and keep an eye on your analytics. Tracking and analytics gives us indirect customer feedback. You can observe what they do, not just what they say. Many times, customers feel put on the spot when they respond to surveys or give feedback. They may tell you what they think you want to hear. With analytics, you get more honest feedback.
Come Right out and Ask
Ask your customers for feedback at every point of contact you have with them, whether it be offline in your store or online. Make it a routine part of every customer interaction.
The key to successful marketing is that you should never make assumptions. Rely on real, objective customer feedback. You may be surprised at the answers you get.