Customer Experience

Why Manage Customer Feedback — and Why Now?

February 14, 2017

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Monitoring and managing customer feedback is critical to business success.

Customer feedback provides insights into the customer experience, allowing you to improve operations, user experience, customer service, and all other functions of your company.

Today, there is a lot of customer feedback scattered all over the Internet — on online review sites, on social media, even in the feedback forms of your website. And a lot of it is unstructured, too — meaning, there are no questions to guide customers in what they say (like in a survey), so they say what they feel with an honesty that remains unmatched in the modern history of consumer culture.

What Can You Do with Customer Feedback?

Feedback often contains valuable information about the customer, but it can be hard for businesses to know where to start when analyzing feedback and be able to successfully extract actionable data: a way to make sense of the written words.

To begin with, it can be difficult to search for and find all of your customers’ feedback, especially in today’s age of social media and online reviews. Imagine if customer feedback were a planet and each social media channel and online review site were the countries. Each country has a different culture, with seemingly endless amounts of conversations. Trying to know about and listen to every customer-driven conversation about your company across the whole planet would seem impossible.

While it’s unlikely you’ll be able to listen to all of the talk — both online and offline — about your brand, you have the opportunity to listen to all the customers who leave feedback online. Here at ReviewTrackers, we help you manage all of your company’s online reviews — so you don’t miss a single one — and make sense of what your customers are really saying and thinking.

Not only can you monitor feedback with the right review management tool; you can also begin to understand what the underlying sentiment is within your customers’ reviews, how your company’s business locations are performing against one another, and ultimately, what needs to be done to improve customer experience.

Improve Customer Experience

Customer experience is the determining factor of company success and today’s most important business benchmark, which is why it must be the main focus of every part of your company. Success comes when you are able to effectively manage and improve the relationship between your company and the customer, at every touchpoint across the customer journey.

By capturing and understanding customer feedback, you can determine whether or not you are providing an experience that customers love.

Build Brand Advocacy

Customers want to feel. They are people like you and me, after all. They want to have an emotional connection. They want to get excited and they want to be inspired.

They want an experience they’ll remember.

By managing customer feedback, your company can more easily identify and develop a strong community of brand advocates: customers who promote your business or brand through word of mouth. Brand advocates can talk favorably about you in every step of the customer journey.

  • Awareness: When potential customers get to know about your company and the types of products and services you offer.
  • Consideration: When customers think and try to find more about your product or service at a time of want or need, or when looking for a solution to a problem.
  • Purchase: When customers buy your product or service.
  • Retention: When customers make a repeat purchase.
  • Advocacy: When customers identify with and share the values of your company or brand, and act on it by advocating your brand through social media, blogs, online reviews, and other customer feedback channels.

How does all this relate to customer feedback? By tuning in to what your customers are saying, you can put them at the center of your business and better understand their wants, needs, and expectations at every step of the customer journey.  


Why manage customer feedback, and why now? Because customer feedback is one of your company’s greatest sources of information and learning. It can help you transform into a customer-first organization and deliver experiences that inspire customers to keep coming back for more.

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