Customer Feedback: The Foundation of All Business Success

Analytics and data submitted from customers provides us with insight to determine where our business is weak in the strongest elements.

Obviously the weak elements should be focused on the most if you want a well-rounded business, but perhaps the idea of obtaining your customers input is overwhelming where you don’t know how to go about it.

This article contains effective methods to obtain much-needed customer feedback in order to improve your business in a multitude of ways.

Why it’s important

It’s crucial to understand the actions and behavior of your clients so we can learn where improvement is needed in order to retain customers. Whenever we match feedback with our analytics, were provided a very clear picture so we can determine what’s really going on.

This enables us to fix the problems and strive for the right opportunities.

The five most consistent ways to receive input from your customers

  • Surveys
  • Feedback at the end of purchases
  • User activity


Surveys are one of the most popular choices for good reason. If you’re doing it correctly, they are easy to set up and don’t take much time out of your client’s schedule to fill out properly. When you receive the feedback, it’s easy to scan over and shouldn’t overwhelm your eyes to do so.

Long surveys

Unfortunately, this is the one we are most familiar with. It’s highly recommended that you avoid this form of survey creation if you truly desire the input of your customers. Customers are easily overwhelmed by surveys that request more than six questions, and if your survey looks complicated, it may send them backpedaling. Not good for either you or the customer.

Short surveys

Don’t worry about this type of survey leaving stones unturned. So long as you’re asking small open-ended questions you should have anything to worry about. Just be sure to ask the most important questions that you want answers to. Avoid sending your customers to an essay length survey if you cherish their loyalty.

Avoid falling into the trap of relying solely on surveys, they never give you the full picture you’re looking for.

Feedback submitted at the end of transactions

This is not a common type of receiving feedback. Typically, after your customer has conducted a transaction, they will either be redirected to a page that contains a

survey or a blank word box, or they will receive a link in their email shortly after.

Feedback boxes are essentially the same as surveys, but they’re just known as being ultra-short essays. Most of the time the customer has the opportunity to grade certain qualities about your business or the product they purchased on a 1 to 5 scale.

Analytic programs

There are many analytic programs available on the market that cater to helping you determine I could better improve your website to attract more customers and traffic. How is this useful?

These programs allow us to see the activities of all our visitors on our website. Such programs make it possible to see where your customers linger, and the least

visited pages on your website.

When combined with surveys or feedback boxes, you may see certain patterns develop. Pay attention to these patterns. Replicate the good ones, and do away with the bad ones.

If for instance, certain pages on your website and I visited or are hardly visited, either delete the pages or find a way to make them more attractive to

your visitors.

So what do you do with all this information?

Above all, respond to your clients and let them know you appreciate their time and input. Next, sort through your surveys and feedback and do your best to try and implement them. Note not all ideas are easy or possible to be implemented.

By referring back to analytics and your surveys, those patterns we talked about earlier on in the article may become more apparent. These patterns will help you make choices on whether a particular element needs improvement or if it’s fine as is.