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Using your customer feedback can help you provide better service.

You’ve asked customers for feedback in surveys. You’ve read all of the online reviews. You’ve listened to what people have told your customer service reps on the phone. So what do you do with all of this customer feedback? Here are a few ways you can turn feedback—positive or negative—into something productive.

Improve Your Staff With Customer Feedback

People love to receive good service. If you want to raise approval ratings for your brand, this is the fastest way to do it. It’s also what people are most likely to complain about. So listen to those customer-service call recordings, and pay attention to online reviews and survey responses to see what your team can do. Then provide better training for new employees, and try to train and salvage the employees you have, rather than getting rid of anyone who has ever made a mistake.

Make a Better First Impression

Learning from the mistakes of the past (as well as the things you did right) can help you to make a better first impression on future new customers. The better that first experience is with your brand, the more likely you are to get repeat business.

Learn Your Customers’ Lingo

If you speak like a consumer, you’ll get a better response. You may say that your new kitchen knife can cut through a shoe, but the customer may not care. If you read a ton of positive reviews that say the knife cuts through vegetables like they were butter, guess what your new slogan should be.

Research Your Own Market

This is a unique opportunity to direct feedback to the kind of information that you need to know. Do you have two or three products that are best sellers? Ask specific questions about what appeals to consumers in regard to those products. Then you know how to make the whole product line more appealing. And once you’ve made the changes, you know how to market the new and improved items.

Some customer feedback is requested, and other feedback is given whether you want it or not. Use both kinds to be a better brand