Boss Lady

Business facts: bad customer feedback is good for your business


When you’re in business, it becomes — in a way — your baby. You dedicate hours to your company, forgoing sleep and a social life in an effort to get your business off the ground. When you manage this and your company succeeds, you know that all of your backbreaking hard work has paid off.

As a result of your personal investment in your business, when a customer gives you bad feedback… it hurts. It really hurts. Feeling hurt is an entirely natural response, especially if you consider yourself to be a conscientious businesswoman who would never want to do anything to damage someone’s experience of your company.

It’s for this reason alone that many sole traders don’t even seek customer feedback. What they don’t know, they assume, is safer. Sure, they might occasionally see a post on social media that’s less than friendly to their business, but for the most part, it’s all ignored. They’d never think of directly asking customers for feedback.

The thing is… a good business asks for feedback

If you have never directly contacted customers and asked for their feedback, then you’re operating in a vacuum. You’re assuming that you know everything, which while nice to imagine, is just not going to be the case. What you might think is an acceptable way of conducting part of your business, might actually be a matter of great annoyance to your customers.

You need to know this

It’s tough to hear, yes – but it’s also 100% necessary. The reason for this is simple: if you don’t know where the problems are, then how can you fix them?

Opening yourself up to criticism is never easy, especially when it’s a business you have built from the ground up. It might be tough to read, but it’s imperative that you know what you need to fix. By giving you a list of things to work on, customer feedback means you can change your business for the better.

It’s important to remember that there is help for whatever the criticism is. You can look for a business mentor if you’re struggling with branding; hire a customer experience agency if you hear your website isn’t up to scratch; employ a writer if your communication needs work. Focusing on the fact you can always remedy customer problems helps to get through the awkwardness of hearing bad things about your company.

How to solicit feedback

There are numerous ways to ask for feedback. Here are a few to get you started:

  • Post on social media inviting constructive criticism.
  • Send an email to your mailing list, offering customers a discount on their next purchase if they fill in an experience survey.
  • If you have a physical store, work with a mystery shopping agency to see how your performance does when tested by a professional.

Remember: this is positive!

It might be bad on the surface, but overwhelmingly, bad feedback is good for your business. It shows you where you need to improve, as well as creating a reputation as a business that listens to what your customers think. So brush past the niggles of personal upset, choosing instead to focus on the fixes and the future they offer.

About Business Woman Media

Our women don’t want to settle for anything but the best. They understand that success is a journey involving personal growth, savvy optimism and the tenacity to be the best.We believe in pragmatism, having fun, hard-work and sharing inspiration. LinkedIn

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