Why Does Customer Feedback Matter – 6 reasons

Just to remind us fundamentally what feedback is, think about yourself stood in front of a mirror. You’re seeing yourself from the perspective of another person, and to quote an old saying you’re seeing yourself, ‘warts and all’. Your hair, makeup, clothes, shoes…all reflected back at you in order for you to make adjustments, changes and improvements.

It matters to us how we look – and it should equally matter to us all how our customers or users of our services view us!

Here are 6 reasons why feedback matters:

  1. Customers pay our bills and make our profits

The old saying ‘the customer is always right’ helps us to keep the customer-priority number one. However with ever increasing competition in all areas, there is more reason than ever to ensure that customer satisfaction is constantly monitored and those little improvements made. By customers rating your products and services you’re able to track how you’re doing minute-by-minute from your customer’s perspective. Then you can act on those identified drops in service levels and eliminate them.

  1. Customers are changing

The rate of change continues at a pace! At March 2017 world internet usage reached 3.7bn people (Nielson). Just 20 years ago this would have seemed simply impossible. What this means for how people learn and how people communicate is still being understood, because we are the first generation to live through this communications revolution.

The customer lives in the same world and is wrestling with the same changes. How they buy, receive product support and complain is all changing. How important it is, then, to receive continuous feedback on how our customers think we’re doing so that they can feed in their ideas for a better service.

  1. Customers have choice

Devolution, the free market and the global economy has created a host of competition in all markets. Choice heightens the challenge for organisations to make their offering stand out from the crowd. “A brilliant customer experience is directly linked to results”, says Nathan Ansell from M&S.


It’s essential to gain feedback across the customer’s journey with your organisation, so that you can constantly make those little improvements to enhance their experience in dealing with you on site, online or mobile.

  1. Customers are networked

Once upon a time a customer who complained might have told their 12 friends and family. Now we are only a few clicks away from, well 3.7bn people!

Feedback empowers you to act quickly and reduce complaints.

But also, don’t forget that our networks also shout about the good and the great that we experience and our goal must be to get them talking about our products and services in their networks! Use feedback to create an exceptional service experience by adjusting and tweaking your offering.

  1. Customers are not as loyal as we might think

“…for the most part, customers make rational decisions based on their needs, wants and desires and "customer loyalty" is incredibly rare.” Edwina Dunn.

This means that every customer matters, that every transaction is important and that every experience must be maximised. Customer feedback gives a voice to the outsider – to the person outside looking into your organisation. They are holding up the mirror to you in order for you to make those little adjustments such as training, removing any obstacles, simplifying their journey, smiling, saying thank you or improving your products.

  1. Customers have high and growing expectations

Here are some tips to get you started in understanding your customer’s expectations:

  • They expect more personalisation
  • They expect more options
  • They expect great service
  • They expect easy contact and to their preference
  • They expect you to listen and respond
  • They expect speedy transactions

So finally, use feedback to understand your particular customer’s expectations…and keep on learning, because their expectations are changing. And use the learning to adjust and develop your products and services, with a commitment to continuous improvement.

“By meeting the expectations of your customers you increase the chance of transforming first time customers into loyal customers, keeping those customers returning and becoming advocates of your brands and services.” Experian.

Next time you look in the mirror, think about the value of all those little adjustments from customer feedback. Thanks for reading!

 Understand more about measuing customer satisfaction in out Ebook, that is designed to help you extend the reach of your feedback.

 EBook: Measure Satisfaction and Increase Feedback Reach

About author

Written by Simon Rowland

Simon is the CEO of ViewPoint. Find out more about Simon Rowland.

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