How to Get Actionable Insights from your Customer Feedback
by David Hunt Data Geek and Analytics FanaticBefore starting any kind of feedback analysis, a reliable
and good source of feedback is must. You’ll also need to have a strategy in
place to sort that feedback, and then you’ll need to make sense of it so that
everyone in your organization can understand and benefit from the insights
obtained from your customer feedback:
Gathering Customer Feedback
The first task is to go out into the wide world of data and
proactively search for customer feedback. It’s no good just waiting around for
the next email to drop into your inbox; there are many sources out there that
provide valuable customer analytics.
NPS
Sending out NPS surveys is one of the best ways to discover
how customers perceive your product or service because it consists of one
simple question, for example, ‘How likely are you to recommend one tool?’,
followed by a 0-10 scale. Respondents are grouped as Promoters (score 9-10),
Passives (score 7-8) or Detractors (score 0-6) and your Net Promoter Score is
calculated by subtracting the percentage of Detractors from the percentage of
Promoters.
NPS surveys deliver both scores and open-ended responses.
However, to understand the granularities – why customers are
happy/dissatisfied, what they’re talking about and why – you’ll need to focus
on the open-ended responses (text data). While an NPS score gives you a quick
overview of how your company is performing, it doesn’t provide actionable
insights.
Customer Surveys
Surveys are a great way to do market research, competitive
analysis, or get customer and employee feedback. The amount of information
received from surveys is huge and needs to categorized well before using it for
analysis.
Public Reviews
Would you ever book a hotel or buy a new computer without
checking out the reviews first? If you said yes, then you’re far from alone. In
fact, you’re a minuscule proportion of the 90% of consumers that read online
reviews before visiting a business.
Social media
By analyzing customer feedback on social media, you can get
real-time insights about your brand. Facebook, Instagram, and Twitter can be a
fertile source of high-quality customer feedback allowing organizations to take
instantaneous action on more urgent issues. Most brands nowadays have
meaningful conversations with their customers on social media, allowing them to
get to the root of certain problems, deal with issues swiftly and more
effectively, and avoid a PR crisis.
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Created on Sep 23rd 2020 13:23. Viewed 325 times.