Semalt Expert: What You Can Learn About Your Online Marketing From Customer’s Feedback
Feedback is a strenuous activity but of immense value for any business. It involves more than just the acquisition of information but also the establishment of a bond with clients. However, feedback, especially customer’s feedback, is difficult to categorize.
Nik Chaykovskiy, the expert of Semalt Digital Services, explains what types of feedback exist and how you can use them to improve your marketing strategies.
Academically, there are three types of feedback mostly used by teachers to improve their student’s work. There are positive feedback, negative feedback, and constructive feedback.
- Positive feedback is a valuable source of insight in different areas of business. This acuity helps to decide whether to devote more attention and energy into what works or work more on something that needs improvement. To encourage customers to leave feedback, give them a response and show an interest in their reviews as soon as they are significant for other customers as well. But, never ask for a positive feedback straightforward, doing so is tantamount to coercion, so customers will never respond well to this.
- Negative feedback, on the other hand, is inevitable so banning it and deleting will extremely damage your brand. Instead, it is advisable to turn criticism into actionable feedback by using customers’ negative reviews to establish reasons why they were unsatisfied. Also by asking them to provide details about their experience aids this process.
- Finally, constructive feedback differs from the previous two in that it refers to things that you might do in the future, unlike positive and negative feedback that dwell on the past. Nevertheless, positive feedback and negative feedback are also integrated into constructive feedback, resulting in positive, constructive feedback and negative constructive feedback. Positive, constructive feedback, in this case, means advising on future actions and how they are taken while negative constructive feedback advises on how not to take future action.
Apart from these three types, there are two other categories unique especially to digital marketing. They are formal feedback and informal feedback. Formal feedback relies on questionnaires and surveys to get information from customers. Thus, for questionnaires to have an impact, they should be designed to encourage the customers to critique the business as well as praise it. Also by making the questions clear and precise, the customers can give a thorough feedback on the business.
Informal feedback as the other category is important because it gives the business owner a chance not only to interact with the customers but also see them in their natural environment. A shortcoming, though, of informal feedback is that the customers are never under pressure to respond one way or the other. In the end, this becomes time-consuming in both collection of data, analyzing and distilling of it.
Finally, keeping up to date the information on what the competitors are up to helps the business to keep a competitive edge because customers who are internet savvy are quick in spotting widespread strategies. Collecting data is eventually a constant and ongoing process, which requires enough time for the application of its results into business processes.