Aug 10
24
Making Customer Feedback Worthwhile: Moving Beyond Statistics to Actionable Data Collection
The owner of a small corner store can easily communicate with customers in an actionable fashion. If shoppers are dissatisfied with product selection, they might audibly mutter about it in the store aisles or tell the owner directly. If two customers express confusion over a promotion, the owner can quickly adjust signs to clarify for future visitors. If a customer is unhappy, it’s usually written all over their face and you can change your tactics to make them happier or more satisfied. And if the physical shopping carts aren’t working right, well, that’s obvious to any clerk behind the counter. Things are not so simple for online businesses. Virtual shops have long gathered analytics data in efforts to understand what customers want. In analyzing this data, many website owners have questioned its usefulness only because of the vast amount of data presented to them. After all, understanding WHAT users do on your site is only half the journey; learn how to turn the WHAT into actionable information is the important step. While the numbers might reveal trends, they don’t deliver the authentic, immediate and actionable feedback so easily gathered via in-person communication. In the online world, if you don’t ask customers for their feedback in a manner that makes it simple and worthwhile for them to respond, you won’t understand their actions and you won’t be able to take the kind of bold action that can lead to increased loyalty and sales. Broadcasting information to customers is not enough, especially when inviting them to become engaged participants is so easy to do
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Making Customer Feedback Worthwhile: Moving Beyond Statistics to Actionable Data Collection