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What to do with Customer Feedback

The benefits of customer feedback are priceless, but how do you use that feedback and ensure it doesn't go to waste? Try using these 5 steps...

Step #1: Put someone in charge of the data 

After you have collected customer feedback, you need to decide who will own the process of analyzing the results and proposing next steps for improvement. It could be an individual or a group, but they must be carefully selected. It is important that those who own this process truly care about the customer’s experience and improving the well-being of the company.  

Step #2: Organize the feedback data 

The feedback needs to be organized in a way that you won’t lose it and can reference it in the future. Putting the responses into an excel sheet or a word document is one way of doing it, but it may be beneficial to place customer feedback on a communal wall within the office. That way all employees will have a constant visual reminder of what they are doing well, and what they are working to improve. Whatever you decide to do, organize the data into three groups: good, bad and indifferent.  

Pro Tip: If you obtained feedback through a net promoter score, ratings of one through three are bad, four through seven are indifferent and eight through ten are good. (assuming you used 1 as would not recommend and 10 as would recommend) 

Step #3: Analyze the feedback and assign recommended changes to the correct department

At first glance, the list may be overwhelming, as it is impossible to do everything at once. For the best success start by choosing three things that are being done well, and just three things that need to be improved.

While there is one person in charge of analyzing the information and ensuring solutions are put in place, the necessary actions may not fall into their daily task list. Use the list of three necessary things to improve upon and assign them to the correct department. It is up to the department to take action from there.  

Step #4: Find and implement solutions 

From there, the owner of the process and the corresponding departments should come up with solutions for each. And those solutions should be capable of being implemented within the next six months.

Because solutions should be implemented within the shortest amount of time possible, including them into your quarterly goals and checkpoints is a great way to include accountability. Which is the importance of having one owner of the process, as they can be responsible for checking in on the solutions each quarter. 

Step #5: Thank customers for their feedback

Lastly your customers need to know that their feedback was valued, otherwise they might not be inclined to do so again. Once you’ve received feedback, reach out to those customers and thank them for their time and recommendations. Additionally, let them know that you’re working on solutions for improvement. 

Pro Tip: One way of thanking customers is to give them free merchandise such as a t-shirt or mug and maybe even a one-time discount on a product or service.