What is the feedback and its types?

Communication of business with its customers is extremely important in the modern world, where globalization rules. In a small flower shop, the saleswoman always hears compliments, if she does her job well, and sees the sullen faces of customers if she does the work poorly. But the larger the enterprise becomes, the more difficult it is to track relationships with customers, because in the chain from the consumer to the administrator of at least the regional department there are still many intermediate links.

Why it is so important to know everything about customers

In the modern market, the right choice will be to make extra efforts to hear your customers, because without knowing what is happening at the most basic levels of your enterprise, you risk losing both money and reputation. And this is true, because history knows many cases when actions of ordinary workers brought multimillion losses of the company. An example is the case on one of the United Airlines flights, when the company needed to vacate the plane for several of its employees. After the refusal of passengers to leave the flight, the security guards beat several who resisted and withdrew them by force. This precedent hit the media and the price per share of United Airlines immediately fell by half. If you do not want to lose in business, you just need to know what is feedback from customers.

The essence of feedback

Feedback can be called any channel of information transfer, through which the client can influence certain moments in the business processes of the company with which he wants to cooperate or is already cooperating. Depending on the form in which your business exists, it is possible to implement feedback in the system in a variety of ways, the main task is to make it convenient for the client and meet the requirements.

What is feedback in physical stores

Owners of real estate business or companies engaged in large-scale wholesale trade through specially equipped premises can post their phone numbers to their stores. Calls arriving at the call center will be processed by operators, and information about complaints or appeals from clients will be transferred in a structured form to the management department of the organization.

With a large number of the same type of calls, there is also a model in which to advise customers will be an answering machine that is scripted for a discrete number of answers. If your feedback, as a structure in the company, is not strong enough to maintain a full-time call center, you can outsource this business process, that is, you can order this service from another company. Under certain conditions, this type of cooperation is maximally mutually beneficial.

Internet as a means of interaction

The greatest discovery for humanity of the late 20th century - the Internet - has played a significant role in commerce, which can not be overemphasized. In the network there is a huge mass of interactive tools for interaction for different sides of the business.

E-commerce has now stepped far ahead with tools to personalize customer relationships. There are products for business under the general name of Customer relationship management, or in Russian - customer relationship management. A modern CRM-system is able to accompany your client at absolutely every stage of the transaction, or by marketing terms - at each stage of the sales funnel. The sales funnel is named so not by chance, because with each iteration on the way to making the visitor a buyer, the people in the funnel become smaller and smaller.

It is necessary to clearly monitor at what stage of the sales funnel each of your customers is located, otherwise the loss of these data will threaten you with the loss of the buyer - the customer who has not been called back on time will most likely go to another place, because he appreciates his time and convenience of servicing by the staff.

What is feedback in the context of CRM? In general, the same as without it, simply the system allows the business to clearly track all its customers, give each customer exactly the information that interests him, and much more. For example, using CRM, you can collect a list of people who have refused a product or service because of poor service, call them and offer a special discount coupon in your store. Probably, this action will not save the state of affairs completely, but it will definitely return some of your former clients.

Feedback via email and instant messengers

E-mail appeared at the dawn of the Internet, and since then it has not lost its popularity, because with its help it is possible to conduct both business and personal correspondence, it is convenient to filter and sort it. In addition, it reaches the addressee instantly, so the use of e-mail for feedback is expedient and easy to manage by business through CRM. явлений. With the help of mailing to e-mail, you can easily collect the necessary data from clients, calculate their statistical preferences, and test the clickability of certain formats of phenomena. Gradually, the popularity of e-mail boxes is declining, but, probably, the era of emailing will continue for some time, because mail serves as an identifier on the Internet, that is, it serves as a nickname for authorization in various services.

A maturing competitor in an email is messages in instant messengers that are distributed proportionally to the growth in the number of mobile devices on the market. What is feedback through messengers is easy to imagine - these are chats in which the tech support agents try to solve the client's question. In addition to live people, bots can also respond to the customer in the tech support via messenger - special programs scripted for the answer, which will cause a little more time to wait for the message from the support agent.

Chat with support on site and call back

A relatively new trend in the field of audience feedback is the chats inside the sites that are dynamically updated without reloading the page. This technology allows a person who has got on a new commercial site for him, to get used to and clarify for himself the necessary questions without a long search for a form of communication. The online chat window brings in a 10% increase in sales after it is installed on the Internet resource.

But many people still prefer voice communication, and this is logical, because we perceive audio audio at times faster and more efficiently. Based on this problem, services were developed, such as CallBack Killer or CallBack Hunter. Such services allow the client on any page of the site to specify his number and convenient time for conversation, after which he will be called back at a specified time by technical support agents. All of the above methods of communication are as well integrated into CRM and have their own API for software developers.

Cold calls and hot calls

Sometimes a company has insufficient information about its customers, which is necessary to improve cooperation and productivity. In such cases, phones are used. Feedback is very much helped by hot calls - call operators on the basis of the numbers of people interested in the product or service. If the company has very scanty feedback data from potential customers, then large databases of telephone numbers are used, through which they try to offer their goods or services.

Targeting and retargeting

With the help of modern technologies of Internet advertising, it is possible to return to the site of a potential client without knowing directly its contact details. явления, которые вы сможете кастомизировать под специфику своего проекта и своих задач. The technology called "retargeting" allows you to install on the site a special code that tracks the visitor's IP address and / or writes a cookie on his computer to the browser, reading which ad networks on the Internet will show him exactly your advertising phenomena that you You can customize to the specifics of your project and your tasks.

Let's return to the simple

Small business rarely has the budgets to hire a whole call center or develop an Internet resource with a lot of technologically complex functions. The simplest solution for a novice entrepreneur is a business card site that would contain information about the company and feedback on html. Hypertext markup language is one of the easiest ways to create web pages, so it's great for demonstrating an example of this kind of feedback html.

Now we give the code for this form.

When you specify in the form attributes of the post method, the data will be sent to the file addressus contactus.php for processing. If your server does not support php, then you can specify the method of processing the mailto data and your email in the action attribute of the form tag. The last option is extremely unreliable, because after clicking the "Send" button, Outlook or another email application will open, from which the user should already send the message. If you are experiencing problems with both self-developed web development and hiring a programmer, you can use the Google form, which can be easily created using an intuitive visual interface.

What to do with confusion

Sooner or later there will come a time when you can not remember all your customers or just put them into Excel, because another employee will not have access to it. From this it follows that the earlier you introduce a CRM-system into your business, the easier it will be to manage business processes afterwards. The complexity of business management only grows with the growth of the number of clients, so do not expect that the cost of CRM will be avoided.

How to choose CRM and solve the problem of feedback

First, determine which channels of user feedback you plan to use - these can be phone calls, SMS-service, online chat on the site, messaging, e-mail or something else. Then determine which of the available solutions provide this functionality and for what kind of money. Determine which CRM has the ability to refine the functionality, whether it works in the cloud or not. These basic principles will help you communicate with your customers effectively and not lose them in the future.