Analysis of Customer Feedback

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It is important to analyze customer feedback from surveys.
It is important to analyze customer feedback from surveys. (Image: Group of business people working together in the office. image by Andrey Kiselev from Fotolia.com)

All types of companies are interested in garnering feedback from the customers. Consumer products companies use customer feedback to decide which brands or flavors a customer prefers. Internet companies may want to get feedback on where customers found their website online. Customer feedback is collected and analyzed in many ways. If done properly, customer feedback analysis can lead to smart business decisions.

Significance

Competition among businesses is fierce. The analysis of customer feedback is essential for determining how customers view a company's products and services versus key competitors. Companies typically study and analyze customer data that is collected through market research surveys, focus groups, personal interviews, observation and even free samples, according to the article "The Five Basic Methods of Market Research" at allbusiness.com.

Identification

The analysis of customer feedback will vary widely among different types of companies or even departments. Product managers often analyze customer feedback to determine what price range they prefer for a new product. An advertising department may want to determine which customers saw their latest television ad and what aspects they recalled about the ad. Companies are always analyzing satisfaction among their customer base. Ultimately, the analysis of customer feedback is used to adjust the price of a product, correct certain problems with a product or the distribution of products, or adjust the advertising mix.

Function

Customer feedback can also be analyzed among various segments. For example, a restaurant company may want to determine the optimal target market for a new casual dining facility. In addition to analyzing interest among all customers, they would likely study likes and dislikes among various demographic groups such as age, household income and family size. That way the restaurant company would know which type of customer would be most likely to patronize their restaurant: Single people ages 18 to 34 or families with children, for example.

Geography

There are also certain geographical preferences among consumers or customers. A large phone survey may help a company decide if their products should be priced lower in certain areas than others. The analysis of customer feedback in less affluent regions may indicate that flexibility in pricing is more rigid. Hence, the company would implement a marketing strategy that accounts for differences in prices among various regions.

Benefits

Companies that appropriate the analysis of customer feedback in the proper manner will be more likely to increase sales and profits. The key to using customer feedback is to align marketing strategies with the customer's needs and expectations. Companies need to listen to their customers and provide them what they want. Technology changes as do consumer preferences. That is why it is important to stay ahead of the competition with the analysis of customer feedback.

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