importance of feedback illustration

Whether you’re a small independent business or a large multinational company, your customers should be the most important to you. As we are all becoming ever more discerning, collecting customer feedback can be invaluable in helping give your business the edge.

According to Microsoft’s recent report, 54% of consumers say they have higher expectations for customer service than they did a year ago. A whopping 72% expect companies to already know who they are, what they’ve purchased, and have insight into their previous engagements.

If you want to stand out from the crowd and meet customers’ increasing expectations, start capturing and listening to their feedback.



Gathering feedback from your customers can bring many benefits to your business. Some of them include:

  • Improved customer satisfaction and customer experience journey
  • Customer loyalty and advocacy growth
  • Reduced customer churn
  • New product or service development
  • Staying on top of new trends and innovation
  • Making informed investment decisions
  • Identifying problems, resolving them, and mitigating the risks of them reoccurring in the future
  • Improved operational and commercial efficiencies
  • Positive brand image


The best business decisions are made with foresight and evidence. Knowing how your customers genuinely feel about you provides a valuable way of developing existing offerings as well as identifying opportunities for growth. As customers are most crucial to the survival of your company, take their comments into consideration when making important business decisions.

Negative customer feedback, although scary, it can give you good ideas on how to innovate your company and improve services. If you listen to your unhappy customers, you’ll be able to find and resolve any issues they faced, improving your operational efficiency.

Don’t ignore neutral feedback. It suggests you don’t exceed customers’ increasing expectations. Guests who don’t have any strong opinion about you can easily be persuaded to switch to your competitors. So, take action to convince them to stay with you.

Positive feedback can reinforce successful areas of your business. But people who leave a Good or Excellent score can still have suggestions for improvement. Retain their loyalty by listening to their comments and improving their experiences.

No matter how successful a business, it’s important you’re always striving for improvement. All feedback is a gift, so keep your finger on the pulse of how your customers feel and you’ll always have access to valuable insights you can act on.



Show your customers that you value what they have to say. Give them the opportunity to relay feedback to you to demonstrate they aren’t taken for granted. Their opinions are taken seriously, and you include them in important decisions.

Contact Avius for a chat to start measuring customer satisfaction today.

By Afshin Karimi