Dissatisfied customers represent a valuable source of learning. Therefore, it is essential for entrepreneurs who seek to improve their performance and increase their sales, pay special attention to the criticism received, perhaps even more than to praise. This care allows improving the satisfaction of companies or people served, and at the same time, contributes to a sustainable growth of the business.
According to Reinaldo Boesso, financial expert and CEO of TMB, fintech specialist in payment through installment boleto, being in a position of comfort does not let the business improve. “It is through negative feedbacks that it is possible to make changes that will make the company grow”, he explains.
The entrepreneur points out that often, if the customer does not close, the fault may be the company. “This constantly forces the entrepreneur to review processes, sales discourse and even the solution that offers. From the criticism, it is possible to see if it was not possible to demonstrate sufficient value in the proposal presented or if the customer has some reason that needs to be a point of improvement”, says Boesso.
Here are some ways you can use to ask for customer feedback in a digital business:
- Use Online Surveys: Tools like Google Forms, SurveyMonkey and Typeform allow you to create custom searches to get insights.“You can distribute via email, social networks or directly on the site, and can even offer incentives such as discounts or giveaways to increase the response rate”, suggests the CEO of TMB Education.
- Implement Real-Time Feedback on the Site: Use feedback widgets, which appear at specific times during user navigation.
- Monitor Social Networks: Use social media monitoring tools such as Hootsuite or Sprout Social to track mentions and comments about the brand.“Do not forget to answer both praise and criticism”, says Reinaldo Boesso.
- Perform a data analysis: Evaluate the data and feedback received through customer service channels such as online chat, email, and phone; and identify common patterns and recurring issues that need to be addressed.
