Social media has completely changed the face of marketing in the past few years. Now more than ever, businesses are able to engage and interact with customers regardless of location and without time constraints. Customers are invited to share their feedback in public forums, potentially creating invaluable word-of-mouth advertising that reaches around the globe.
Unfortunately, customer feedback carries with it the potential to be devastating to a business if it’s ignored or handled incorrectly.
The vocal minority
There is no doubt that consumers rely heavily on online reviews to influence their purchasing decisions. A recent study by online marketing specialists ModernComment found that 72% of consumers trust online reviews as much as they trust personal recommendations – so it’s obvious that online reviews carry a lot of weight. But people have a tendency to view feedback as representing a much higher percentage of people than it actually does.
The same study found that 90% of consumers use online reviews to make buying decisions, but only 6% of consumers actually write the reviews. On top of that, most people who write reviews do so because of a very bad experience, or a very good experience. In other words, their reviews are often based on emotion and form an extremely small sample size that isn’t always an accurate representation of the average customer experience.
Obviously, the more exposure you have on social media, the more opportunity you have to receive customer feedback. The problem is that the feedback isn’t always an accurate measuring tool for your business. One simple way to make feedback more beneficial is by conducting your own customer surveys. By doing so, you can control the focus of the questions and receive meaningful opinions from customers who might not otherwise write an online review.
If you don’t have the time or the resources to conduct your own customer surveys, Beneva Solutions is here to help. The Customer Survey Management program is an excellent way to engage with customers and receive valuable feedback that can help you become more efficient and give you valuable insight into how your business is viewed from the outside. Click here for more information, or give us a call today at (866) 768-2420, and we will be happy to discuss how to make this program can work for you.