Finding Feedback After You Close A Sale


Making customers happy is the primary goal of any business. You should never stop wooing your customers, who have the power to make or break your brand with just one social media post. One way to nurture your relationship with customers is by soliciting customer feedback, which offers invaluable insights on which areas your business still needs to improve on. Your customers will tell you outright if they are satisfied with your product, for instance, or if your service delivery sucks. With their feedback, you can proactively implement new strategies to retain old customers and win new clients over.


Surveys and feedback forms

Businesses can utilize customer surveys, feedback forms, and mobile surveys to get insights from customers after a sale, says Liz Martin, account director at Ardent Communications, an integrated marketing communication agency offering Public Relations, digital marketing, advertising, and direct marketing services.


Surveys are pretty easy to set up; you can craft survey questions using cloud-based polling platforms such as SurveyMonkey, and send the link to those on your customer list, or you may even opt put a survey right on your company website.


It is advisable to keep the number of questions within the 5 to 10 range, so your customers won’t be too overwhelmed. Make use of open-ended questions instead of multiple choice questions, to better understand how your customers feel about your products or services.


If you want to be more personalized, you can opt to conduct telephone surveys instead of using online survey tools.


Companies usually offer discount vouchers, discount codes, gift certificates or premium items as a token thanking them for participating in a survey/poll. But it is not always necessary to hand out incentives, especially in the case of after-sales service, says Martin. After all, customers are likely to provide their feedback even without incentives if they believe this will drive positive changes in a product or service they really care about, she says.


She only recommends using incentives if the company still doesn’t have solid relationships with those being surveyed, or if the surveys will require a lot of time and effort on the part of the customers.



According to Martin, people are looking for authenticity, so testimonials are a great way to boost engagement. Testimonials can come in the form of client quotes, product reviews, or even videos of satisfied customers. To be more effective, testimonials should include the client’s full name, present employer, and occupation.


Featuring positive testimonials on your company’s social media page can encourage other clients to share their positive experiences, says Martin. Sometimes, clients will air out their complaints about your products and customer service. You might also get more inquiries from potential customers who have read the testimonials of your clients, she says.


You can even come up with social media contests to get more people to share their feedback about your products or services. For instance, you can ask your Facebook followers to write an essay about how your product made their lives better, or even encourage them to submit a video of them using your product.


“The best customer testimonials to share online would be the ones that actually tell others the benefits they got from using your product or service, how the company was able to help them meet their needs, or how your product or service helped them resolve a specific problem,” says Martin.


Monitoring through analytics

Companies with social media accounts should be vigilant in checking their clients’ comments, which can provide insights on their strengths and weaknesses. “For social media, it would be most helpful for businesses to use social media listening tools, so that they can effectively monitor what their customers are saying about them. You can also use Google Analytics to track customer activity in your websites,” she says.