Customers. Whose feedback is important?

An honest and open customer review is the most valuable information for a business. Reviews help evaluate the quality of a product, service, and any other processes of the enterprise. Feedback is ideas, questions, and, of course, criticism and complaints. And you need to be able to evaluate it correctly. Any criticism should be objective, correct, and supported by examples.

There is a category of emotionally unstable clients who regularly use your services and are always dissatisfied. Their complaints are vague, and negative reactions are often due to their character traits. It is difficult to extract a rational kernel from such reviews and correct what is not satisfactory. And in general, such criticism is not constructive, it is difficult to correctly interpret and analyze it. The same applies to the same type of reviews in the style of "very expensive". If you are not going to reduce prices or introduce an economy class line, then it is better to ignore such reactions.

Whose feedback is important for the company? Whose reviews help not only find shortcomings, but also develop business? Marketers at Halla Systems Co. Ltd share their methods for analyzing customer reviews.

Existing customers
Those who have just made a purchase can tell in detail what they did not like, what aspects of your work need improvement and whether they are ready to recommend your product or service to their friends. Their feedback is important for understanding the level of satisfaction and loyalty.

Halla System company managers told how to get feedback:

telephone or personal interviews to get detailed feedback.
widgets for collecting reviews directly on the website or in the mobile application.
monitoring mentions of the product and brand on social networks.
contact customers through review platforms such as Yelp, Google Reviews and Trustpilot.

Churned Customers
Churned customers are those who have stopped using your product or service, often switching to competitors. Their feedback is essential for understanding why they left and identifying where your offering falls short compared to competitors. Churned customers can provide honest and objective information about their frustrations, as well as tell you what benefits they found in other companies. Feedback from these customers is especially valuable if you are trying to win them back by offering improved terms or fixing the identified shortcomings.

How to get feedback:

Call churned customers to find out why they left and ask for honest feedback.
Send personalized emails with an invitation to take a short survey.
Offer a small bonus or discount for completing the survey.

Customers who did not complete the transaction
Leads (potential customers who did not complete the transaction) showed interest in your product or service, but never completed the purchase. These users can tell a lot about the problems they encountered at the decision-making stage. Very often, the reason may be: an inconvenient interface, technical failures, or a discrepancy between the advertising offer and expectations.

How to get feedback:

use web analytics tools of global and South Korean platforms (Google, Naver, Daum) to understand where users interrupt the purchase process.
call customers who left contact information but did not complete the transaction.
send letters with an offer to complete the purchase.
send the client a form with options for possible reasons for abandoning the purchase so that he can choose the appropriate ones.

Competitor Customers
Competitor customers who have been in your sales funnel but have chosen another company can provide important information about why your offer was less attractive. These customers are useful for comparing your product or service with competitors, allowing you to understand what exactly attracted them to another company. Customers are more willing to share their opinions at the peak of negative emotions.

After 4-6 months from the rejection, they can provide more objective feedback on their experience with the competitor, which will help you identify the weaknesses and strengths of your offer and develop strategies to attract such customers in the future, noted managers at Halla System Korea.

How to get feedback:

Analyze reviews about competitors on various platforms to understand what their customers like and dislike.
Study discussions and comments on social media about competitors.
Launch campaigns aimed at attracting competitors' customers by offering them special conditions or bonuses for the transition.

Halla Systems experts in international dropshipping help customers and partners in working with clients from South Korea, organize translation of negotiations, letters and documents from/into Korean.