Imagine the situation, you have been working days and night on something, put your body and soul into it. All you receive at the end is bad feedback. You must be devastated! But wait, what if we told you this is exactly what you need?
As statistic reports, most users are ready to ditch even their beloved brand over a single customer experience mistake. So, in order to actually provide excellent experience brands need to know exactly what their audience considers to be a pain point. This is only one of the possible reasons you might need to gather bad feedback. Want to learn the others? Keep on reading!
Why do you need bad feedback to grow?
To create fixing plans for customer journey pain points
If you are a brand today, you must care for a good UI and UX. With millions of options available, people now choose the product that is the easiest and most pleasant to use. Knowing what your users don’t like, in that case, means you can simply create a plan of what needs to be fixed. Think of it as free QA Testing, but you rely on negative feedback.
To define the liveability of the service/product
If you are planning to launch a new service/product and you are not completely sure if the audience will like it – conduct concept testing. The idea is to pick a group of people and give them access to the product before it is launched. Create a special questionnaire asking questions like, would you buy the service if it was already introduced to the market, and if not, describe why?
Getting good feedback? Great! If on the contrary, you are receiving criticism, pay close attention to what aspects the users find unpleasant and fix them. This can save you a lot of money and make sure your product will not flop once out.
Concept testing is one of the customer satisfaction surveys. Want to know more about the other types?
To define the weakest selling propositions and fix budgets
People will tell you if the service you are actively pushing has no prospects, just pay attention to what they have to say. If you have struggles selling something and are receiving bad feedback, improve the product or rethink even offering it. This is how bad feedback can positively influence your budget allocations.
To increase customer loyalty by taking into account their opinion
People by their nature love influencing something. They want to be a part of it. So then, if they offer you their opinion and you completely ignore it, how will that feel? If the audience sees that a brand takes their opinion into account, they have all the more reason to stay loyal.
To get better positioning on the market
If the brand has defined its competitors it suffices to lurk on the internet, looking for some bad feedback on the competitors’ products. Take notes, fix what irritates your overlapping audiences and you got yourself some new customers.
Is all bad feedback any good?
Nope, not really. What we are looking for here is constructive criticism. Bad feedback like this: This app would be better if it had this & this, or the UI is terrible, this crushes, and here the button is very unusable. This is what brands need to look out for.
Of course, no need to consider bad comments from trolls. It is all about finding the diamonds in the pile of dirt.
Where to find bad feedback? And good feedback too, for that matter.
The Internet.
If the brand is already on the market, they need to Google their name once in a while. Find the mentions and see what people really talk about them. Do they recommend them to their friends? Or strangers?
Social media.
People leave all kinds of comments on social media posts – that is why it’s important to have social media in the first place. It is where a brand can get in touch with their audience, and position themselves a certain way with how they respond to criticism.
Support forms.
That’s a classic. If you are offering a product, it is crucial you leave contacts where people can reach out to you. If they don’t have support forms, they will take their concerns to social media. If you don’t know how to answer people there to combat the negative publicity, you will need to learn quickly.
Customer satisfaction surveys.
This is the matter for research agencies most often. Brands seek out such companies to help with gathering and analyzing data. For such research companies and brands, we have created Checker.
What is Checker?
Checker is a multi-channel platform for CX and Voice of the customer researchers. We focus on gathering real insights by means of any survey you want to offer. CATI, CAPI, CAWI, Mystery Shopping, and any other research your clients need.
Market research is crucial for any business, and with Checker it is so easy to have your data picked, stored, and analyzed.
Check out our website to learn more about Checker and how it operates.
