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Customer Voice: Strategies for Collecting and Utilizing Customer Feedback
Improve your business with Customer Voice—collect feedback, respond effectively, and drive growth with actionable data.
Improve your business with Customer Voice—collect feedback, respond effectively, and drive growth with actionable data.
Some businesses seem always to know what their customers want. They do it through actively listening to their customers’ voices.
Customer Voice is a tool that helps businesses gather authentic feedback through email surveys, text requests, and website forms. It’s designed to meet customers where they are, making it easier to collect reviews and insights.
In this blog, we’ll explore how businesses can use Customer Voice to collect feedback effectively and turn it into actionable insights.
Customer feedback isn’t just about collecting opinions; it’s a direct line to understanding what your customers value most. Every review, survey response, or comment provides insights into how your business is perceived and where it can improve.
For businesses, customer feedback serves as:
When you actively engage with customer feedback, you thrive because of it. Whether it’s refining a product based on common suggestions or adjusting a policy to resolve frequent complaints, feedback turns customer insights into actionable change.
Collecting feedback isn’t just about asking the right questions. It’s also about making the process easy and engaging for customers. With Customer Voice by Vendasta, businesses gain access to powerful tools that simplify the collection process and improve the quality of feedback.
Here’s how you can make the most of its features to gather meaningful insights efficiently.
Every customer is different—some prefer a quick text, while others are more comfortable responding to an email. Customer Voice makes it easy to tailor your approach by offering both options.
For instance, you can send text requests to customers who have just purchased, taking advantage of the moment when their experience is fresh.
Text messages have an open rate of 98%, making them an excellent way to capture immediate responses. On the other hand, sending email campaigns can provide a more detailed format, which is ideal for longer surveys or when asking for reviews that need more context.
Generic messages rarely work. Customer Voice allows businesses to personalize every aspect of a review request—from the greeting to the closing statement. This customization makes the message feel more personal and relevant to the recipient.
For example, instead of a basic “Please leave us a review,” you can say: "Hi Sarah, we hope you enjoyed your recent visit! Your feedback helps us serve you better. Could you share your thoughts?"
72% of consumers say they only engage with personalized messaging. Such messages increase response rates and create a connection with the customer.
Sometimes, the best feedback comes right after the experience. The Mobile Kiosk feature allows businesses to collect reviews on-site at the point of sale or service.
Unlike traditional review kiosks that risk being flagged by review sites for multiple reviews from the same IP address, the Mobile Kiosk tool with Customer Voice Pro sidesteps this issue by securely collecting customer information.
Businesses can set up a device—like a tablet or smartphone—with a bookmarked Mobile Kiosk URL. Customers can enter their name, email, or phone number directly into the kiosk at the point of sale, service completion, or even during a visit.
A personalized review request is sent to their device, avoiding potential IP flagging issues and ensuring compliance.
For example, a café could have a tablet available at checkout, where satisfied customers can quickly leave a glowing review.
Not all reviews are created equal—some platforms carry more weight in influencing potential customers. Customer Voice allows businesses to prioritize specific platforms, such as Google or Yelp, based on where reviews matter most to their audience.
For example, you can enable Google Review Prioritization so that Gmail users are automatically directed to leave a Google review. This strategy ensures that your efforts maximize visibility and credibility in local search results.
Collecting feedback is only part of the process; understanding how well your requests perform is equally important. With the analytics tools in Customer Voice, you can monitor key metrics like open rates, response rates, and the number of reviews submitted.
For example, if you notice that text requests have a higher success rate than emails, you can adjust your strategy accordingly. This data-driven approach ensures continuous improvement and helps you fine-tune your efforts for maximum results.
To collect feedback that genuinely helps your business grow, your survey needs to be clear, engaging, and targeted. Here’s how to design surveys that work:
Simplicity goes a long way. Customers are more likely to complete a survey if the questions are straightforward and easy to understand.
For example, instead of asking, “How would you describe your overall experience with our service?” try something like, “Rate your experience from 1 to 10 and briefly explain your rating.” Clear questions reduce confusion and yield actionable responses.
Combine data you can measure with insights that provide context. Quantitative questions—like ratings or multiple-choice options—help identify trends, while open-ended qualitative questions uncover the “why” behind the numbers.
For instance, you might pair “Would you recommend us to others?” (quantitative) with “What could we improve to earn a higher rating?” (qualitative).
Nobody likes a never-ending survey. Aim for 5-10 questions and prioritize the most important information to maximize participation. Each question should serve a purpose.
For example, skip generic or repetitive questions to respect your customers’ time and energy. Create surveys that are too long, and you’ll risk customers abandoning it halfway.
Timing matters. If you send a survey immediately after a purchase or service, the experience is fresh in the customer’s mind, making their feedback more accurate and detailed.
At the same time, avoid sending too many surveys too often—it could lead to frustration or lower response rates.
Even the best-designed surveys can fall flat without enough responses. To boost participation, you need to focus on making it worth your customers’ time and effort. Here’s how:
Sometimes, a small reward can go a long way in driving engagement. Offering a discount, loyalty points, or entry into a giveaway can make your survey more appealing.
A message like, “Complete this survey for 10% off your next purchase!” can nudge hesitant customers into action.
Generic messages often get ignored. Make your requests personal by addressing the customer by name and referencing their recent interaction with your business.
For example: “Hi Sarah, thanks for visiting us last night! We’d love your feedback to help us serve you better.” This approach feels more genuine and increases the likelihood of a response.
With most people using smartphones to check emails and complete forms, your surveys need to work seamlessly on smaller screens.
Use responsive designs, large buttons, and a clean layout to make the process effortless. A frustrating experience on mobile could deter customers from completing the survey.
Customers want to know that their input matters. Include a message explaining how their feedback will be used to improve your services.
For example, “Your feedback helps us enhance your experience and bring better value to our customers.” Being upfront builds trust and demonstrates that you value their opinions.
Survey responses alone won’t build customer trust or drive improvements unless they lead to real changes in your business processes. Here’s how to ensure customer feedback translates into impactful outcomes:
Customer feedback is a resource for every part of your business—not just customer service. You create a unified understanding of customer needs by sharing survey results and insights with relevant departments.
Form teams with representatives from different departments (e.g., marketing, operations, and product development) to address recurring customer concerns collaboratively.
Then, use customer insights to inform key performance indicators. For example, if customers frequently mention delays, operational teams can adopt delivery time KPIs based on survey results.
Improving based on feedback isn’t a one-and-done task—it’s an ongoing process.
Let customers know how their input led to changes. For instance, if customers expressed frustration about a complicated checkout process, you might implement a streamlined design and communicate this improvement via email or social media.
Then, use follow-up surveys or track key metrics (e.g., customer satisfaction scores or retention rates) to determine if your actions resolved the issues. This ensures you’re not just making changes but making the right ones.
How you respond to feedback can make or break your relationship with customers. A thoughtful response addresses concerns and demonstrates your commitment to improvement. Here are the best ways to respond effectively:
Time is of the essence. Acknowledge customer feedback promptly, especially for negative reviews. Whether a quick “Thank you for your feedback” or a more detailed reply, showing that you care within hours or a day reflects your dedication.
Empathy is equally crucial. For example, instead of saying, “We’ll look into this,” say, “We’re sorry to hear about your experience. We understand how frustrating that must have been, and we’re working to make it right.” This builds trust and calms dissatisfaction.
Generic responses can feel dismissive. Personalize each reply by focusing on details that make the customer feel valued and understood. Start by addressing the customer by name, immediately setting a friendly tone.
Reference specifics from their feedback—this could be the product they purchased, the issue they raised, or even the context of their experience. Tailored solutions are the answer. Avoid generic platitudes. Instead, outline a resolution that aligns with their concern.
For instance, if they mentioned a damaged product, offer a replacement or refund without prompting. A good response makes the customer feel like you genuinely care about their unique situation.
Transparency is about setting realistic expectations. If there’s a delay or limitation in resolving the issue, explain it simply without overloading the customer with technical jargon. Be clear about the steps to address the problem, providing a timeline if possible.
A transparent response is effective because it focuses on accountability, acknowledging what went wrong, and assuring the customer that their concern is being prioritized.
Avoid making vague promises; instead, detail actions like “Our team is actively upgrading the checkout system to prevent similar errors.” This builds trust even when immediate solutions aren’t available.
Active listening requires more than restating the customer’s concerns—it’s about validating their feelings and showing a genuine understanding of their experience. A strong response will recap their feedback accurately while avoiding a robotic tone.
For example, instead of saying, “You mentioned issues with delivery,” you could add, “We understand how frustrating it must be to wait longer than expected for your order.”
This extra layer of empathy reinforces that you’re acknowledging the issue and understanding its impact. Ending the response with how their feedback informs your next steps strengthens this connection.
Specificity is key to demonstrating improvements. Instead of broadly stating, “We’ve made changes based on your feedback,” provide concrete examples of the adjustments made.
For instance, if several customers highlight slow customer support response times, you might respond, “We’ve hired additional staff and extended support hours to ensure faster responses.”
When applicable, include timelines or measurable outcomes. Tangible improvements show customers that feedback directly contributes to positive change, fostering loyalty and trust.
Building a customer-centric culture starts internally; your responses should reflect this commitment. Highlighting team efforts driven by feedback can humanize your brand.
For example, share how employees received training based on specific customer concerns or how feedback was discussed in team meetings to develop new solutions. Every touchpoint, from frontline staff to executives, should embody the value of customer satisfaction.
When celebrating achievements like improved satisfaction scores, frame them as collective wins, reinforcing that customer input is the backbone of your success.
Customer feedback is invaluable for understanding your customers’ needs and improving your business. With tools like Customer Voice, you can easily collect feedback across multiple channels, from email and text to mobile kiosks.
But gathering feedback is only the beginning. The real value comes from acting on it. Responding to feedback, making improvements, and showing customers you value their input, helps you build trust and loyalty, encouraging them to return and recommend your business.
Now, it’s time to use those insights. Customer Voice makes collecting, analyzing, and acting on feedback easier, helping you continuously improve and stay competitive. Start using feedback to drive real change and grow your business today.
Start transforming your customer feedback into actionable insights with Lunas’ Freemium Starter Package.
This free, DIY solution equips your business with the essential tools for success, including Customer Voice (Standard) to collect reviews and feedback easily, Local SEO to enhance visibility, and much more.
Take the first step toward building a more customer-centric business today—your journey begins here!
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