Knowing Customer Feedback, Can Overcome Business Inhibition Problems?

  In undergoing a business or business, you need to realize that there will be many steep and winding roads that must be passed. Various problems will arise continuously and must immediately find the best and most optimal solution. Only then is the businessman able to develop his business well to achieve success.

One of the problems that will certainly continue to be experienced by business owners is related to the quality of the product or service offered and how consumers respond to it. If it does not come to attention, it is not impossible that this will be a serious problem that can threaten the development of your business, even risking failure. 

Well, to find out how the customer responds to the business that is being undertaken. Whether it's on the quality aspect of the product or service, there are several ways that can be done. One of them is through customer feedback or customer feedback.

Customer Feedback

Through customer feedback, business people are able to get solutions to problems that may arise at any time and can harm the business directly. That's why every businessman needs to understand what customer feedback is and also all aspects and strategies in carrying it out. For those of you who are curious, let's see the following summary.

What is Customer Feedback?

Through customer feedback, business people are able to get the best solution in overcoming problems that can arise at any time and continue to accumulate, and directly threaten business development. In general, customer feedback is an opinion or opinion related to the customer or consumer experience of the goods or services that have been used. Therefore, customer feedback is also often referred to as user's voice.

Knowing customer feedback is very important and can be the main key in carrying out the product development stage. By collecting customer feedback while the product is still in the development stage and has not been launched to the market, the company is able to evaluate and improve first.

Not only that, customer feedback can also be filtered when the product is sold in the market. In this stage, customer feedback acts as a material for the company in finding out the shortcomings that need to be improved, or what things can be improved in the product. That way, the quality of the product becomes better and has stronger competitiveness than the products owned by competitors' businesses. 

How to Filter Customer Feedback

Conducting a Survey

Surveys have become a common instrument used to measure or determine the level of consumer satisfaction with a brand. Not only that, through surveys also companies can find out the volume of users related to perceptions, needs, and preferences in using a product or service.

This process is key to helping consumers get a higher level of comfort to the product. Surveys are also often used as a tool to identify problems felt by customers while shrinking or leaving constructive feedback. 

As a research method on a quantitative basis, customer feedback obtained through surveys should be viewed based on percentage results. For example, a company can see the percentage of respondents who use its products or products belonging to competitors. Researchers also need to know the balance between margin of error and confidence level, as well as the display of numbers in other aspects of the survey and understand the risks to business development. 

Through User Interview

By conducting user interviews, companies are able to get feedback from customers without requiring a lot of costs and time. To conduct user interviews, companies can use the Guerilla testing method. Guerilla testing method is a type of user interview by bringing a prototype or design of a product to a public place and asking for reviews from a number of individuals who tried it.

Although simple and cost-effective, this method can bring up new ideas to improve the quality of products faster. If you have more budget, the company can conduct interviews in more depth by way of home visits. That way, the data obtained will become more complete and accurate.

When processing data obtained through user interviews, researchers should be able to see the patterns shown by respondents after speaking. Some patterns may be visible, however, of these patterns can refer to a clear pattern if there are indeed obstacles or problems felt by the user. 

Monitor Customer Comments on Social Media

It is unfortunate if technological advances cannot be utilized by the company in developing its business. Through social media, companies can filter reviews written by customers in the comments field related to the brand or product.

Comments on social media are considered more real and original because generally the audience on the platform is not asked any questions by the research team. Therefore, feedback from customers on social media will feel more authentic and can be immediately used as an evaluation material by the company. 

In finding customer feedback through customer comments on social media, focus attention on keywords or keywords that are often used by the majority of consumers in expressing their opinions. Then, when all the data has been filtered, the research team is able to collect it and uncover the points and problems that have the most impact on customer satisfaction on a product.

Factors to Consider when Filtering Customer Feedback

In order for customer feedback filtering to run more optimally, there are several factors that need to be seen by the company. Things to consider when filtering customer feedback are:\

• Audience interview, which is paying attention to the target of the research and estimating whether the opinion chosen comes from the target market desired by the company. Make sure the respondent gives an opinion in accordance with the needs of the product.
• Number of audience. The more the audience, the company will be better able to know the pattern of assessment or feedback related to the quality of the product and can be a representation in general.
  

How to Optimize Customer Feedback Filtering Strategies

Over time, customer feedback is a strategy that must be improved effectively on a regular basis. Some ways that can be done to optimize customer feedback filtering strategies are to look at data through a number of sources and discuss with others.

The more often a problem is mentioned in different sources, the more evidence that the problem interferes with customer comfort becomes stronger. Especially if the issue is discussed on social media where reviews given by consumers come from their own desires without triggering questions such as through interviews or surveys. 

While through discussions with other parties or teams, the effectiveness of customer feedback becomes optimal. By brainstorming, researchers were able to see more clearly the issues that could be a topic of research. The research team can also conduct parallel research with other parties, such as market research or UX researchers in digging up information more clearly and fully related to complaints and customer needs.

Common Mistakes Made When Filtering Customer Feedback

After knowing what customer feedback is and everything that can be done in filtering the information. There is one more thing you need to know, namely the common mistakes made when doing these activities. In general, common mistakes made when filtering customer feedback are:

• Misunderstand the results of qualitative research. Set aside all numbers as long as they are in the qualitative stage. Because, basically, qualitative research has a focus on the process of filtering consumer behavior without any data link in the form of numbers.

• Focus on only one data source. For example, it is based on quantitative research only. This of course makes the representation of data inaccurate and the solution of the problem becomes not maximal. Conversely, if only focused on qualitative research, the company is unable to get data related to number variables that are able to provide a clear measure of a problem that wants to be solved. That's why mix-methods need to be done so that maximum results can be created from this customer feedback.

Create Highly Competitive Products by Uncovering Information from Customer Feedback

That's a brief explanation of what customer feedback is and all its best in improving the competitiveness of business and products. Customer feedback is what needs to be done so that the company is able to improve the quality of products and brand image in the eyes of consumers. In order to get optimal results, avoid bias in the research process and increase empathy from customers.