Companies are becoming increasingly aware of the need to proactively collect customer opinion regarding a product or service. However, although 88% of the company’s customer experience is an important point to work on, only 57% have it as a strategic objective, as Deloitte’s latest study, Customer Experience points out. in the B2B environment in Spain 2019.
Without taking into account the opinions of customers, brands cannot get to know the details about the reputation they have among their users or the trust they truly profess, which puts the long-term survival of the company at risk.
The company goes over the keys to extracting real insights and valuable learnings from the negative feedback they receive from their customers and learning from them.
5 ways to make a profit from criticism
1. Identify the type of customer feedback
To learn from the criticisms received and extract all the juice from it, it is necessary to identify between the different types of negative comments, since the responses and decisions that will be taken afterward will depend on it.
Users can leave, on the one hand, derogatory opinions about product or service errors that will have a descriptive tone and, on the other, constructive criticism with suggestions for improvement. Third, companies can be attacked by upset people after a bad experience. Finally, you can meet a troll or spammer, whose sole objective is to raise the services of the competition. With no real reason to criticize.
After identifying one or the other, the business strategy will be established in an optimal, effective way, and therefore better results will be obtained from it.
2. Make lasting decisions
The real objective of asking customers for their opinion is that, most likely, the feedback collected is not what the company expected to hear.
It is important to know that any comment is a source of wealth. As long as it is analyzed correctly with the aim of taking lasting solutions.
It is common for certain companies to react to criticism by giving away products or discount coupons. However, these kinds of gestures can be seen by customers as a quick reaction to a problem. In fact, 60% of customers perceive it as a lack of interest on the part of the company in solving their needs.
3. Don’t ignore complaints
Studies indicate that 9 out of 10 people who write through these RRSS expect to receive a response. Failure to do so is detrimental to the company. In fact, according to a recent Gartner study, the drop ratio increases by 15% in the case of companies that do not respond to questions or complaints raised by customers through these channels.
For this reason, and given that it is a free, simple, publicly accessible and highly visible channel. It is advisable to always respond to any user comments, either in an open way or via direct message.
4. Don’t blame the customer
Criticism received should not be taken personally. When the client has a negative experience, he has the right to express himself. In fact, it is recommended that the company proactively ask customers for a comment, showing interest.
Even if any criticism is a direct attack on the employees or the company. It is important to remain calm and give answers in a cordial and understanding tone.
5. Learn from the negative: angry customers can be allies
Negative comments can be worth their weight in gold as long as they are analyzed to find out the root of a possible problem. As well as how to address it. For this, it is advisable to always thank for having used or purchased a product. Or service and afterward to know the reason for any criticism or comment.
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