How to Succeed at Leveraging Customer Feedback

Written by Guest Blogger on January 23, 2014

Posted in Form Hacks, Lead Generation

As online marketing continually progresses, customers are becoming more and more informed. Old marketing tactics are becoming ineffective when engaging new target markets and leads. Marketing has become less about building traffic to the website; the focus is around converting website viewers to customers. Some companies have become pioneers at streamlining the customer feedback cycle and creating new traffic based on their suggestions. The tricky part is figuring out how to do this on a massive scale. Fortunately, there are a variety of web tools and apps that make it simple to gather feedback. One of the easiest and most effective ways is an online feedback form.

A lot of companies come and go. The successful companies have leaders who listen to their customers. The value of listening to your audience is priceless: customers will tell the company what products or services to create in order to be viable. The really successful companies constantly engage their markets to figure out changes. One company doing this is Amazon. The company is expanding into streamed television, and the customers were the primary source of feedback when picking the first show. Gone are the days when board members make the final call. Digital capabilities have helped companies like Amazon succeed, based on direct consumer feedback.

If you do not attract an audience to buy, all marketing efforts are useless. So how does an online customer feedback form create an audience? By capturing the customer’s feedback, decision makers can iterate on their product based on what their target markets want. Customers can create growth in the following ways:

  • If the company’s marketing ideas are ineffective, customers are able to give feedback on how to communicate and sell to them.

  • When the company actively responds to customer feedback, a strong bond between consumer and company is created. The customer will stick with the company long term.

  • Word of mouth is still an extremely powerful tool when used correctly. If the company maintains a high level of customer loyalty, new leads will often find the business through a recommendation.

Customer feedback has become a cornerstone on how companies do business. As technology evolves, online feedback forms will be crucial in understanding more and more customers. Online form building companies, like Formstack, make it easy to store customer feedback in one place or pass it on to a CRM or helpdesk. By effectively capturing and storing this feedback, it’s easy to recall general opinions and make effective decisions.

How do you use online forms to capture feedback? Is there an integration you like to pass that data to continue the conversation? Let me know in the comments below!

About the Author

Sean Sullivan (@seansullivan110) is president of Converge Street, a Marketing and Brand Promoting Consultancy. He loves his Butler University Bulldogs or the Dawgs as students and alumni like to call it. When he is not working, you can find him at networking events, guest blogging, and at coffee shops quoting too many movies.