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What We Have Learned From Our Customers About Customer Feedback

By Sofia Sapojnikova | HappyOrNot

Collecting more than 140 Million feedback a year from more than 2,000 companies has enabled HappyOrNot to gather an extensive worldwide market intelligence database. In this blog, we want to illustrate the importance of customer feedback and share with you our clients’ perspective on what it means to a business to have readily available customer feedback.

The road to customer success begins with a customer focus. To continue winning the hearts of customers and have a strong customer database requires knowledge and understanding of customers needs. It also pays to know what has attracted them to your product or service in the 1st place. What brands are starting to learn more and more is that the price or wide spread availability is no longer a controlling factor. What makes a customer come back for more and do a repeat business with you is the experience they had with your brand.

The only way to get closer to customers and understand how they perceive your brand is to ask their opinion. Customers are your customer service and experience experts. It is their opinion that matters. With the customer feedback received, all departments within the company can either validate their strategies or change them accordingly. Are you measuring customer experience? If it is good, there is always room for improvement, If it is bad, knowing where improvements are needed most is necessary! From customers, brands can know if their product or service relates and how. Are you listening?

[clickToTweet tweet=”Customer who have a good experience spend 140% more than those who had a poor experience.” quote=”Harvard Business review says: Customer who have a good experience spend 140% more than those who had a poor experience.” theme=”style1″]

Here is what some of our clients say about the benefits of having customer feedback in their efforts to measure customer experience:

Grocer Suomen Lähikauppa

Suomen Lähikauppa was the 1st client to launch HappyOrNot.

The question “How fresh was the produce today?” was asked in 13 grocery stores. “As the feedback came in, they found that satisfaction with produce freshness rose from some 60 percent to 70 percent and even more than 80 percent in some stores. The direct and timely feedback gave managers the information – and motivation – they needed to better meet the expectations of their customers” (reports Shep Hyken in Forbes)

Duke University Federal Credit Union

“The HappyOrNot kiosks have resulted in a more consistent customer experience,” says Duke University FCU CEO Daniel Berry, CCE, a CUES member. “The presence of the kiosks and the immediate feedback they provide is always in the mind of our staff, encouraging them to be more careful to do their absolute best to serve every person who comes in the door.” Source:

First Truck Centre

Case Study on Difficulty Collecting Customer Feedback:

“Quaterly results showed that utilizing HappyOrNot Smiley Terminals dramatically increased customer feedback and higher customer satisfaction results.

“Customers are intrigued by the HappyOrNot Smiley Terminals, making it effortless for the customer to participate and easy for us to capture customer feedback”, says Christina Roth, Service Administration Manager.

Pathology Associates Medical Laboratories (PAML)

“This sends us a dynamic report and we can tell by the hour what’s going on at our patient service center,” The question patients are asked to answer can be changed on the fly to, for example, “How was your wait today?” during especially busy times of the day. “We can find out what the dissatisfier is at this patient service center between three and five in the afternoon,” Rosalee Allan, senior vice president and chief operations officer. Source:

We at HappyOrNot value feedback as well and pride ourselves on being able to provide an award winning service of gathering feedback that helps organizations improve customer service and employee engagement. We want to hear from you and know what has attracted you to our service. Please take advantage of our website info and submit to us any questions you wish to ask.

Last, but not least, we want to share with you an article that was written by our employee, Sofia Sapojnikova, that has been featured on  (TCFCR)-The Center For Client Retention. It talks about our favorite subject-Customer Feedback! We hope you enjoy it!

The Shortest Way to Customer Success is Often Overlooked

“The best time to get customers full attention is at a point of service. Whether online or in the store, the task of a seller is to ensure that the buyer is having the ultimate customer experience purchasing your product or service. Price, description, availability, shipping, return policy, time spent obtaining the information are all important factors that must be readily available for a customer to make a decision and complete the transaction…”

…click to read the full blog post.

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