To deliver a great experience that builds ‘sticky’ customers, you must listen to customer feedback. Your customers are a wealth of information, more than you probably think. They can help you provide a better service, and offer more value.
By listening to your customer’s feedback, you can build stronger relationships, increase customer satisfaction and reduce customer churn.
Why gather customer feedback?
- Actionable feedback guides better business decisions. Whether it is decisions about your staff or the way you deliver a service, your customers will give you the best advice. They’ll tell you if what you’re doing is wrong, and praise you if you’re doing it right.
- Identify ‘at risk’ customers. By gathering customer feedback you can identify your customers that are not 100% happy. These customers will tell you how they really feel about your property. It is this feedback that is so valuable.
- Stop reoccurring problems. Customers will tell you like it is. You can use their feedback to quickly and proactively solve the problems that are causing an unhappy customer. Use this feedback to implement systems to stop the problems occurring again and potentially affecting other customers.
- Increase customer satisfaction and reduce churn. Listening to your customers is one of nine customer retention strategies that are proven to increase customer satisfaction. It shows that you care, and goes a long way to building a healthy business relationship. People do business with people they like, know and trust – by keeping the two-way conversation open, your business can create strong, long-term relationships that provide lifetime revenue.
- Discover potential advocates. Customer satisfaction is a key indicator as to how happy a customer is with your company. By gathering customer feedback, you can identify who your happiest customers are, and look to nurture them into great advocates. Customer advocates are people who will rave about your hotel or services and recommend it to friends and colleagues. Imagine a world where all your new customers came from business referrals? That world is a reality, providing you know who your advocates are.