Expert View

RICHARD KNIGHT OF CUSTOMER EXPERIENCE SPECIALISTS INSIGHT6 HAS SOME TIPS FOR RETAILERS GATHERING CUSTOMERS FEEDBACK.

Understanding your customers’ needs and preferences is important in today’s competitive landscape. Customer feedback gives valuable insights into their experiences, expectations, and pain points. It helps you nd areas for improvement, make informed business decisions, and stay ahead of the competition.

If you seek feedback and act upon it, then you will improve customer satisfaction, trust and –most importantly – loyalty, which will develop into more sales. What’s more, by improving your products and services based on customer feedback, you can di erentiate yourself from competitors. Ultimately, this all leads to increased pro t and longevity.

Before you seek to engage with customers, make sure you’ve got the right tools and channels for communicating with them.

Consider your timing. Request feedback at various touchpoints throughout the customer journey – such as a er a purchase, support interaction, or service completion – to ensure that feedback is fresh, exact and detailed. Then you need to think about the method of collecting responses. Surveys, forms and online reviews can all work, while mystery shopping will provide the most detailed results.

Remember that it pays to incentivise this kind of exercise (through discounts, exclusive content