Why Customer Feedback is Important for Brands of All Sizes

Gladly Team

Read Time

6 minute read

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As modern consumers, we all have gotten the emails, automated calls and texts asking us to rate a customer service experience. And while sometimes we ignore them, many shoppers do take them seriously, especially if they’ve received particularly poor or excellent customer service.

On the other side of the table, customer service teams might underestimate the importance of customer feedback. It’s understandable: amongst the many responsibilities service teams have to handle, asking customers for feedback–especially when your team already interacts with customers all day long–may seem unnecessary, or like just one more thing to take care of.

However, the benefits of customer feedback, and of asking for it regularly, are obvious. Your effort in gathering feedback shows existing and new customers that you care, and that you are dedicated to creating an environment of constant improvement.

Why is Customer Feedback Important?

There are several key benefits of getting customer feedback. First, it allows you to assess a customer’s experience directly from the actual customer, removing brand-side bias. Second, you can utilize insights from feedback for future growth.


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Benefits of Customer Feedback

  • You’ll gain direct insight into the real-time customer experience.
    This can cover many aspects of the customer journey, such as wait time, efficiency of navigating your website, or the ease at which a customer was able to understand and communicate with your customer service team.
  • You’ll uncover your strengths and weaknesses.
    Whether you’re looking to invigorate your training regimen, or work on branding, it’s hard to know where to allocate resources if you don’t know where the improvements are necessary. Knowing where you’re successful and where you’re falling short will save you time and money in the long-run.
  • You’ll address problems with your product or website more efficiently.
    Rather than spending hours coming up with ideas for testing, new product innovations or potential issues in the user journey, you’ll get realtime direction on where to spend your resource hours, which is especially valuable for lean or quickly-scaling brands.
  • You’ll pave the road to happier customers (and more earnings).
    Happy customers tend to be loyal, and in an increasingly competitive market, loyalty is the new acquisition. Providing surveys allows customers to feel heard, understood, and to build trust with your brand. Even better–loyal customers can turn into brand advocates, creating net-new customers via word of mouth referrals without you spending an extra penny on marketing campaigns.

Tooling that understands the importance of customer feedback

Gladly appreciates the value of customer feedback. In fact, each year, Gladly reaches out to customers to learn about what they want out of a company, and out of a customer service team.

In Gladly’s most recent Customer Expectations report, it was reported that 68% of customers would pay more for a product if the company had a good record of customer service, and that 61% of customers feel like cases–not people–by the companies they buy from.

While it’s important to do your own research and conduct your own surveys, it’s clear: customers, especially when shopping online, value person-centered customer service. Additionally, a person-centered customer service strategy (rather than the traditional method that priorities tickets or cases,) is the best way to drive loyalty–and revenue–long term. You can learn more about how Gladly has designed its platform to help people—not tickets or cases— and keep customers at the center of every interaction with customer service.

About Gladly

Gladly is a customer service platform for digitally-focused B2C companies who want to maximize the lifetime value of their customers. Unlike the legacy approach to customer service software, which is designed around a ticket or case to enable workflows, Gladly enables radically personal customer service centered around people to sustain customer loyalty and drive more revenue.

The world’s most innovative consumer companies like Godiva, JOANN, and TUMI use Gladly to create lasting customer relationships, not one-off experiences. 


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