Wednesday, 23 December 2020 13:41

Gathering Customer Feedback

Strong relationships with customers are built over a long period of time. In order to build those relationships, it requires a deep understanding of how you can meet the needs of both new and existing customers. By understanding their needs, it gives you the opportunity to build that relationship and earn customer’s loyalty well into the future.customerfeedback

At American Lumber, we value all of our customers. We place great importance on continuously striving to meet their needs. At the same time, we recognize that those needs are often changing, so it is vital for us to fully understand those changing needs and adapt.  

In order to further our understanding, we rely upon up to date and accurate customer feedback. Here are tips that you may find helpful to keep in mind as your business attempts to gather feedback for future analysis and action: 

Offer multiple customer feedback channels. Many customers have preferred methods of communicating with their suppliers. It is your organization's responsibility to meet those preferences. By offering multiple points of contact—from email and phone to texting and website communication formats you are increasing the likely hood you will receive feedback from your customers.

Create customer surveys. A short, focused survey is often the most effective method by which to evaluate what’s happening with your customers. There are a variety of online survey tools available that are designed to gather data needed to achieve this goal. Here are a few action steps to keep in mind: 

Have clear objectives. Before distributing a survey to your customer base, understand what you are trying to achieve. For example, if you’re looking to improve customer service, keep survey questions focused on this area. 

Ask the right questions. How your questions are worded is extremely important. Any wording that is unclear or confusing to your intended audience will only provide you with inaccurate response information. To help with this, send a sample survey to a trusted customer as a “test/pilot” so you can ensure that the questions you are asking are as clear as possible.

Make it brief. Both your questions and the survey itself should be short and simple. This increases the likelihood that customers will actually complete and return the survey to you. 

Address negative responses. If you receive a negative response from a trusted customer regarding some aspect of your business (product quality, timely delivery, etc.), do everything in your power to address the issue ASAP. Equally as important, if a specific problem is mentioned by more than one customer, it’s vital that you and your team find ways to resolve what might be a larger systematic problem as soon as you can. 

Every business depends upon its customers to stay in business.  But, only by gathering accurate and up to date feedback can they gain insights that help boost future growth.

What steps have you taken to further understand your customers' wants and needs? We would love to hear your ideas!

American Lumber
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Last modified on Wednesday, 23 December 2020 14:02

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