Collecting Customer Feedback and Using It to Improve Your Business

Most people don’t know they are doing something wrong until someone tells them. Likewise, many insurance agencies don’t realize they are alienating customers until clients reach out to let them know they’re unhappy. However, you don’t have to wait until you receive an angry phone call or a bad comment card from a disgruntled customer. You can be proactive and solicit feedback from your client base and use that information to improve your company, create happier clients, and increase your profit margin.

Reasons to Solicit Customer Feedback

Customer feedback can reveal quite a bit of information about your company that you may not see or be aware of because you’re right in the middle of the action. Clients are looking at your business with fresh eyes and can identify problematic things such as:

  • Communication breakdowns
  • Errors in your contracts or sales material
  • Frustrating inefficiencies in the system
  • Offensive wording or conduct

Additionally, customers can also point out the things you’re doing right, which can help you steer your business in a better and possibly more profitable direction.

Finding Out What Customers Have to Say

Every business is different, so there is no single method that will work for everyone all the time. However, here are a few you can easily implement to capture your customers’ thoughts about your company:

  • Send out surveys at regular intervals to gauge customer satisfaction levels
  • Request customers complete short optional surveys after your interactions with them (e.g., after telephone calls)
  • Set up Google and social media alerts to monitor what people are saying about your company online
  • Monitor website traffic using Google Analytics; this programs lets you see the keywords people are using to find your site, which can offer some insight on what customers are thinking
  • Ask customers directly via telephone, email, or snail mail about things you can do to improve
  • Create a culture at your company that fosters camaraderie between workers and clients so workers feel comfortable soliciting and talking to customers about their concerns

It’s important to gather all the feedback you receive, analyze it, and share it with other decision-makers in your organization. By doing so, you’ll always know where you stand with customers and can make appropriate course corrections when necessary.

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