Taking cues from the 100-day feedback bonanza
Our country recently marked the first 100 days of a new President. The occasion prompted an outpouring of feedback; and it wasn’t just the talking political heads. Everyday citizens were participating by leaving comments on online news stories and filling out interactive report cards with feedback on our nation’s leadership.
Regardless of your political affiliation, the event is one that businesses, particularly online merchants, should heed. We live in a society of feedback where monitoring and managing reputation is essential. The social Web has empowered consumers like never before to make their voice heard. Everyone with a keyboard is a potential online critic or a champion.
While consumers are more empowered to speak, it doesn’t necessarily mean that small businesses should be afraid. During the campaign season last year, political operatives solicited feedback every day and tweaked their message accordingly.
Small-business owners can do the same and improve business by making changes based on customer feedback. To build customer trust and strengthen loyalty, here are some actions you can put into place immediately.
Open a direct line of communications, even if you start with a simple email address and mailing address displayed prominently on your Web site.
Make it easy for customers to provide feedback with tools for leaving a review or suggestion
Ask for it. Survey your customers to see what’s on their mind. They’ll appreciate your willingness to listen, which is essential when building trust.
Businesses that realize the need to connect with customers across multiple channels can develop strong customer relationships and a healthy online reputation. Connecting with consumers proactively, instead of reactively, creates an opportunity for small businesses to mediate and resolve any potential disputes before consumers take their complaints to the Web.
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