How can you create a feedback loop with key accounts?

1 Define your objectives

Before you ask for feedback, you need to know what you want to achieve with it. Do you want to measure customer satisfaction, identify areas of improvement, or generate new ideas for upselling or cross-selling? Your objectives will guide your choice of feedback methods, questions, and metrics. You should also align your objectives with your key account plan and your overall business goals.

2 Choose your feedback methods

There are many ways to collect feedback from your key accounts, such as surveys, interviews, focus groups, or online reviews. You should choose the methods that suit your objectives, budget, and resources, and that are convenient and comfortable for your customers. You can also use a combination of methods to get a more comprehensive and balanced view of your key accounts' opinions and needs.

3 Ask the right questions

The quality of your feedback depends largely on the quality of your questions. You should ask questions that are clear, relevant, specific, and actionable, while avoiding leading, biased, or vague questions that might influence or confuse your customers. Examples of good feedback questions include inquiring about customer satisfaction with your product/service, the main benefits and challenges of using it, how well you understand and meet their goals and expectations, the likelihood of them recommending you to others, and what can be done to improve their experience and value.

4 Analyze and share the feedback

Once you have collected the feedback, you need to analyze it and extract the key insights and trends. You can use tools like spreadsheets, charts, or dashboards to organize and visualize the data. You should also share the feedback with your team, your manager, and other relevant stakeholders. This will help you create a culture of transparency, accountability, and customer-centricity.

5 Act on the feedback

The feedback loop is not complete until you act on the feedback. You should prioritize the most urgent and impactful actions that will address your key accounts' pain points, expectations, or suggestions. You should also communicate your actions to your customers and show them how you are implementing their feedback. This will demonstrate your commitment, responsiveness, and value.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?