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Last updated on 2024年10月4日

What are the most effective ways to collect and use consumer goods customer feedback?

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Customer feedback is vital for any business, but especially for consumer goods, where customers have many choices and expectations. Feedback can help you understand your customers' needs, preferences, satisfaction, and loyalty, and use that information to improve your products, services, and marketing. But how can you collect and use customer feedback effectively? Here are some tips to help you.

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1 Choose the right methods

There are many ways to collect customer feedback, such as surveys, reviews, ratings, social media, emails, calls, chats, focus groups, and more. Each method has its advantages and disadvantages, depending on your goals, resources, and audience. For example, surveys can be quick and easy to create and analyze, but they may have low response rates and biased results. Reviews and ratings can be more authentic and visible, but they may also attract more negative or fake feedback. Social media can be a great way to engage with customers and monitor their sentiments, but it can also be overwhelming and difficult to manage. You should choose the methods that suit your objectives, budget, time, and customers best, and use a combination of them to get a comprehensive and balanced view of your feedback.

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Alper MüFTüO?LU

Bringing Beloved Characters to Life | Licensed Confectionery Manufacturer | Food & Beverage | President @ Sai Group
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Since we are a candy manufacturer, the best method we have found for collecting valuable feedback from our target audience is distributing free samples at large events that gather children, such as festivals or special celebrations for kids and their parents. We ask the kids directly for their opinions. Additionally, we engage with schools, educational centers, and kids’ clubs by working with supervisors to distribute our products as free samples, requesting feedback from both children and their parents. We prefer this method because schools and educational centers provide a trustworthy and organized environment, which helps us obtain high quality feedback.

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David de la Calle Armesto

Te ayudo a conseguir tus metas empresariales, desarrollando tu negocio de manera eficiente. Dirección General CdV en Pascual y en Bodegas Matarromera. Experto en: Asesoramiento Estrategico y Desarrollo de Negocio. M&A
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He establecido un sistema que no permita obtener rspuestas neutras ya que si propones que te valoren entre 1 y 5, aquellas respuestas con un 3, a mi no me dicen nada que pueda servirme para actuar, por lo tanto lo primero: - Las valoraciones de 3 y 4 se agrupan para obtener una media que compararemos con el rango mas bajo y de este grupo extraeremos una muestra para agradecer con respuestas personales los comentarios de nuestros clientes, ojo con la IA que despersonalice el mensaje - De las valoraciones mas bajas, tomar una muestra mayor y repartir dicha muestra entre distintos miembros de la compa?ia, por supuesto incluido el Comite y que hagan llamadas concretas a esos clientes, para charlar con ellos y que se sientan ESCUCHADOS

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2 Ask the right questions

The quality of your customer feedback depends largely on the quality of your questions. You should ask questions that are clear, relevant, specific, and actionable. For example, instead of asking "How do you like our product?", you could ask "What features of our product do you use the most and why?" or "What problems did our product solve for you?". You should also avoid leading, biased, or loaded questions that may influence or offend your customers. For example, instead of asking "How much do you love our product?", you could ask "How satisfied are you with our product?" or "How likely are you to recommend our product to others?". You should also limit the number of questions and offer incentives or rewards to encourage participation.

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Alper MüFTüO?LU

Bringing Beloved Characters to Life | Licensed Confectionery Manufacturer | Food & Beverage | President @ Sai Group
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When gathering feedback for licensed snacks and sweets for kids, ask simple, direct questions Focus on key things, Do you like strawberry or chocolate more? or Which color do you like best? For older kids, ask, How does our snack make your day better? Note their first response! Avoid complex questions that might confuse them Keep it easy and clear to get honest answers that help improve your products.

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3 Analyze and act on the feedback

Collecting customer feedback is not enough; you also need to analyze and act on it. You should use tools and techniques to organize, categorize, and quantify your feedback, such as spreadsheets, charts, graphs, dashboards, text analysis, sentiment analysis, and more. You should look for patterns, trends, insights, and opportunities to improve your customer experience. You should also communicate the feedback to your team and stakeholders, and use it to inform your decisions and actions. For example, you could use feedback to improve your product features, design, quality, pricing, packaging, delivery, service, support, communication, and more. You should also follow up with your customers and let them know how you have used their feedback and how you appreciate their input.

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Alper MüFTüO?LU

Bringing Beloved Characters to Life | Licensed Confectionery Manufacturer | Food & Beverage | President @ Sai Group
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Collecting and analyzing customer feedback every three months is essential. After the first survey, study the results and take necessary actions based on the feedback. Then, compare the results from the next survey after three months to see if the improvements have increased customer satisfaction and sales. This quarterly process helps identify internal errors and shows how well the company adapts to customer feedback. It’s important that the analysis is thorough and includes diverse social, regional, age, and gender groups to ensure accurate results.

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4 Measure and monitor the feedback

Collecting and using customer feedback is not a one-time activity; it is an ongoing process that requires constant measurement and monitoring. You should use metrics and indicators to track and evaluate the impact of your feedback on your customer satisfaction, retention, loyalty, advocacy, and revenue. For example, you could use metrics such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), Customer Lifetime Value (CLV), Churn Rate, and more. You should also compare your feedback and performance over time and across different segments, channels, and markets. You should also seek feedback on your feedback process and make adjustments as needed.

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5 Learn and innovate from the feedback

Collecting and using customer feedback is not only a way to improve your current products and services; it is also a way to learn and innovate for the future. You should use feedback to identify gaps, needs, problems, and opportunities that your customers have or may have in the future. You should also use feedback to generate ideas, test hypotheses, validate assumptions, and launch experiments for new or improved products and services. You should also use feedback to foster a culture of customer-centricity, creativity, and collaboration in your organization.

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6 Engage and delight your customers

Collecting and using customer feedback is not only a way to learn and innovate for your business; it is also a way to engage and delight your customers. You should use feedback to build trust, rapport, and loyalty with your customers. You should also use feedback to personalize, customize, and enhance your customer experience. You should also use feedback to surprise, reward, and delight your customers with unexpected gestures, offers, or benefits. You should also use feedback to create advocates, ambassadors, and influencers for your brand.

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Alper MüFTüO?LU

Bringing Beloved Characters to Life | Licensed Confectionery Manufacturer | Food & Beverage | President @ Sai Group
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Respond to customers at any time, whether through social media, email, or even by phone. Quick responses to issues build trust and increase customer satisfaction. Use complaints as opportunities to improve your products. When a problem is resolved in a satisfactory way, a customer can turn from a critic into a strong supporter of your brand. Also, make your customers part of the product development process by listening to their complaints, feedback, and suggestions, which will strengthen their connection to your products.

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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?

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Nicolas Breedlove

Founder & CEO, NVB Playgrounds | Helping schools, parks, and communities design safe, engaging, and accessible playgrounds that inspire active play. Trusted nationwide.
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Obtain feedback from your customers and from those in the same industry. Getting feedback from random people outside of their knowledge points won't be as effective. And don't forget: Taking Action > Inaction

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What are the most effective ways to collect and use consumer goods customer feedback?

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1 Choose the right methods

2 Ask the right questions

3 Analyze and act on the feedback

4 Measure and monitor the feedback

5 Learn and innovate from the feedback

6 Engage and delight your customers

7 Here’s what else to consider

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