Dissatisfied customers represent a valuable source of learning. Therefore, it is crucial for entrepreneurs seeking to improve their performance and increase sales to pay special attention to the criticism they receive, perhaps even more than to the praise. This attention allows them to improve the satisfaction of the companies or individuals served, and at the same time, contributes to the sustainable growth of the business.
According to Reinaldo Boesso, financial expert and CEO of TMB , a fintech company specializing in installment payments via bank slips , being in a comfortable position prevents business improvement. "It's through negative feedback that it's possible to make changes that will allow the company to grow," he explains.
The businessman emphasizes that often, if the client doesn't close the deal, the company may be at fault. "This constantly forces the business owner to review processes, sales pitches, and even the solution offered. Based on the feedback, it's possible to see if it wasn't possible to demonstrate sufficient value in the presented proposal or if the client has some reason that needs improvement," says Boesso.
Here are some ways you can solicit customer feedback in an online business:
- Utilize Online Surveys: Tools like Google Forms, SurveyMonkey, and Typeform allow you to create customized surveys to gain insights. "You can distribute them via email, social media, or directly on your website, and you can even offer incentives, such as discounts or gifts, to increase the response rate," suggests the CEO of TMB Educação.
- Implement Real-Time Feedback on the Website: Use feedback widgets that appear at specific moments during user navigation.
- Monitor Social Media: Use social media monitoring tools, such as Hootsuite or Sprout Social, to track mentions and comments about the brand. "Don't forget to respond to both praise and criticism," emphasizes Reinaldo Boesso.
- Analyze the data: Evaluate the data and feedback received through customer service channels, such as online chat, email, and phone; and identify common patterns and recurring problems that need to be resolved.
