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Take any interaction with your customers as an occasion to learn. Developing a routine approach in gathering customer feedback is essential to design better products, respond timely to requests and retain customers.

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Empathising with customers

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We have stressed many times how important it is to empathise with customers to learn about their needs and experience. Focus on understanding their needs and their problems, do not just see them as a mean to get information.

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Gathering feedback

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In order to improve the customer experience, it is essential to develop a routine approach to gather customer feedback.

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You should start by gathering, organizing and making sense of feedback from customers when they interact with your brand. It is interesting to ask questions such as:

• ‍What worked well?
• What needs to be changed?
• Do you have any unanswered questions?
• Do you have any ideas you would like us to implement?

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With these, try to get to the root of problems so that you can work on improving your services or products and keep innovating your business.

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Synthesise with data

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If we want to go a step further, it is fundamental to synthesise customer feedback with the customer data you have gathered online. This will help you to better interpret the data.

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Below you can see the steps you should follow:

1. ‍Embed. Embed customer feedback to contrast it with gathered data to check if it is correct.
2. ‍Add value. What does the feedback add to the data?
3. ‍Play-back. Keep prototyping, learning and iterating.

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Closing the feedback loop

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Closing customer feedback loop means responding to customers whenever (and wherever) they leave feedback. Closing the customer feedback loop can help boost consumer confidence and grow your business.

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It is important to respond in a timely and effective manner to customer feedback, as this helps to:

• Improve customer retention.

• Prevents customers from leaving.

• make it easy for people who love you to spend more with you.

• Acquire new customers through advocacy.