Increase Revenue By 40% by Tightening Customer Feedback Loop

In a fast-changing world, organizations have to move to Agile development to meet customer demands and expectations.  For a stong good customer feedback loop, It is essential to hear the voice of the customer.  There is no value in just hearing the user feedback and storing them in a vast database. It is necessary to convert the input into a positive user experience and close the customer feedback loop. This process is also called closed-loop feedback.  

Creating a good customer feedback loop in product development will help to understand the reason for losing customers and revenue. It provides a better understanding of user experience in your product. You can identify how well the product resolves problems with the application, how user-friendly it is, and why it is essential. You can find the product shortcomings that the user faces. As a project development team, we need to solve the user-facing problem to provide them better experience on the application. Closing the loop is a good feedback service.

What is a Customer Feedback Loop?

The client feedback loop is a process of keeping updated with their experience. It is a consistent product or service improvement process based on the client’s suggestions and proposals, which allows your customers to keep you updated on their experience. It is a continuous cycle where there is mutual communication between the company and the customer. Receiving feedback implementing changes, and acquiring new input, and the feedback loops will be repeating. You can obtain the client feedback within the app and website. You can revive the customer feedback through individually thought email surveys etc. Example: Apple provides its technical support on Genius Bar, where experts answer the apple user questions through phone, chat, email, or even Twitter.

Similarly, Twitter is also providing dedicated customer support for technical issues and safety (TwitterSupport & TwitterSafety). There are many great ways to collect customer feedback. According to a study, 52% of individuals worldwide believe that organizations need to take action on their clients' criticism/feedback.

Benefits of collecting customer feedback

• Loyal clients grow the business quicker than any marketing and sales work.
• Active feedback will Improve your products and services.
• Without getting customer feedback, you cant identify the factor which leads the customer satisfaction. Without identifying the driving factors, it is impossible to develop a loyal customer for your company.
• Measure customer satisfaction & Improve your products and service accordingly
• Good customer feedback data will generate personal recommendations.
• Feedback helps in better business decisions.
• Feedback is a crucial factor in analyzing and improving the performance of the support team.

The Client Feedback Loop Process

ACAF (Ask, Categorize, Act, Followup) Customer Feedback Loop is a strategic way of collecting and implementing client feedback. Let’s looks into the stages of closing the Feedback Loop in detail.

Ask/ Request for Feedback

Feedback can be gathered from various sources, but collecting, analyzing, and tracking incoming consumer communication in one place is essential. There are many popular ways to accomplish customer feedbacks through live chats, surveys, product reviews, in-app surveys, customer interviews, support, exit surveys, feedback forms, social media polls, and more. Identify all possible chances to gather user input. Even you can place Feeback widgets on your website/ app to collect feedback from all types of customers.

The most well-known approaches to measure client satisfaction trends are

• Customer Satisfaction Score (CSAT) - Querys asked at the live chats and the user support end. CSAT is to get the idea of how the solution is helpful for the end-users. Customer satisfaction rates in the term Very unsatisfied, Unsatisfied, Neutral, Satisfied, and Very satisfied.
• Net Promoter Score (NPS) - The measures shows the probability an individual will suggest your item or service.
• Social Media Monitoring - Customers are more active on social platforms like Facebook, Twitter, LinkedIn, Instagram, etc. Social listening is the best way toward knowing what clients are discussing about your application or brands. In social media, you can measure brand mention utilizing hashtags, brand notices, pictures, etc.

Categorize the Feedback

You can organize your feedback into three significant categories Product feedback, Customer service feedbacks, and Sales & marketing feedback.

1. Product Feedback:  It is sub-categorized into three

• Major product Bugs: It is a high-priority issue that prevents the user from utilizing the product feature.
• Minor product Defects: These are minor errors on the products. For example, On an instant message app, cant able to utilize specific emoji in the message.
• New Feature requests: This information contains the additional feature request on the software.

Managing all feedback manually is difficult due to the large volume of data. With the help of automated feedback tools, you can easily categorize and manage client data.

2. Customer Service Feedback:  Getting feedback about client assistance. This feedback collected like Email follow-up after support ticket closer, end of live chats. And more.
3. Sales & Marketing Feedback: In this category, your team needs to handle the unsatisfied customer need.

Act on the feedback

After gathering all the information from the prospects, analyze them, and implement the ideas. The negative feedback is redirected to the development and customer service team to resolve the errors. The positive feedback is shared with the marketing team for the brand promotions in testimonials and many more.

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Follow-up with customers who shared feedback

Each positive feedback is an opportunity for your brand promotion. Feedback is an opportunity to get a new brand promoter. Show your end users that their information and time are valuable (Respond to all the positive and negative feedback to the customer) and close the feedback loop. You need to appreciate or respond to the customer's inputs.  

Statics says that 43% of clients don't leave feedback since they don't think the business cares for it. The feedback loop is vital in the customer engagement process. Building customer relationships will reduce the negative feedback about the application/decrease the number of uninstallation of software or apps on the store and provide an opportunity for product improvements. So start client feedbacks today.

Best Practices for Closing the Customer Feedback Loop

• After resolving the bugs, tell the world. There would be a greater possibility of the customer returning who reported the bugs. They will be willing to reuse the improved version of your product. Bugreporting.co does this automatically for you
• It is not necessary to implement all customer requests. Prioritize the inputs and work on the best. For example, the most requested feature for the twitter applications edits on tweets. But the CEO (Jack Dorsey) of Twitter informed that they would never incorporate the edit button on the application because this edit option may mislead the people. So make the right decision from the customer feedbacks because sometimes the prospects don't know which is best.
• The feedback cycle is the long-term investment, and it's not just useful at the stage of the new product launches. Keep the feedback loops in place throughout the lifecycle of your product or service.
• If you send a feedback survey and it doesn't engage your user, start to troubleshoot low response rates. Experiment with various tools and methods to gain the user's feeble feedback.

Strategies That Help Close the Feedback Circle

If you executed the feedback loop well, there would maximize client retention. Do you think about how that is possible? Here are the answers for you.

• Create a sale hook to attract customers. Most of the customer feedback ends with the thank you message with closers to the prospects. Instead of the "Thank you" message, replace them with plenty of queries like What would be your next purchase or What would you like to do next? Etc. Sales hook will create a repeated customer for your business.
• Not every support ticket and prospect's feedback will have a positive end. But if the support team tries to maximize positive results on the support tickets and feedback loop. There would be an increased chance for user referrals for your business.

• The feedback loop is a conscious process. If the team forgets to do a follow-up with the prospects, there would be a break in the feedback process. To avoid human errors, make the feedback cycle automate the process.

Top Tools for Customer Feedback Loops

For successful Customer Feedback Loops, it is necessary to find the right tool for gathering feedback to lead your business on the right track to gain customer satisfaction. There are many tools and software available on the market. The application has to collect the right feedback at the right time. Making automation will make it easy and increase customer inputs providers.

BugReporting is one of the robust customer feedback tools with an auto-notification feature (Once the errors are resolved, it will automatically notify the customer who raised the ticket). Developers can integrate the feedback widget on the website & apps with a single click without coding. The features in the application allow the user to share their feedback in the most convenient way. With BugReporting the clients can record their feedbacks so that developers can easily recreate the bugs, and these recordings are auto-synced to your preferred work tools like Slack, Trello, and more.

Conclusion

We’ve covered essential elements for closing the customer feedback loop. However, Utilizing powerful tools makes the feedback list and making the loop closer simple. According to Lee Resource Research, 70% of clients will work with you again on the off chance you fix an issue.

To succeed in the closed-loop customer feedback program, you need to incorporate your business’s best tools. From the above points, it is clear that the closed-loop feedback programs are becoming essential for brands to remain competitive in industries and increase CX performance. If your company wants to take the next level in customer experience management (CEM), adopt a closed-loop feedback solution today.

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