Platforms like Google, TrustPilot, and CheckATrade are where your customers go to find your services, and your ratings often make or break the deal. While a five-star review is fantastic, it could also be a good idea to gather feedback when things don’t go as expected.
How best to capture customer feedback
Reviews are great for profiling the trustworthiness, value, and expertise of your business. They’re public and they’re authentic. But most reviews come from very positive or very negative experiences – so you’re losing out on a whole group of people in the middle who may be on the fence about whether to call you again.
A great way to capture customer feedback is to send a short survey to every customer after your installation. You’ll get much more data from this than you will from waiting for the odd review to come in – and you can even include an option to anonymise the survey, if you think your customers would be more comfortable that way.
The advantages of capturing customer feedback
1. Double Down on What Works If your customers consistently praise your punctuality, friendliness, or ability to handle last-minute requests, make sure to keep these qualities front and center in your service. Repeat positive feedback shows you’re doing something right!
2. Improve on the Weak Areas Negative reviews offer a chance to identify areas for improvement. Pay attention to recurring complaints and work on fixing them. Over time, you’ll reduce these issues and improve your customer experience.
3. Spot Emerging Trends Customer feedback can reveal shifting preferences. For instance, as more people seek air conditioning or heat pump installations, staying ahead of these trends ensures your services stay relevant.
4. Free Marketing Good reviews act as powerful marketing tools. People trust peer recommendations more than sales pitches. Share your positive reviews on social media and proudly highlight your high ratings to attract more customers.
By actively listening to your customers, you can refine your service, stay ahead of industry trends, and boost your reputation.
Questions to use
Open-ended:
Example - If we could improve one thing, what would it be?
Ratings:
Example - Would you recommend us to friends and family? Score 1-10.
Follow-up:
Example - Why did you answer this way?