Here’s What Happens When You Neglect Customer Feedback

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Negative or positive, customer feedback is vital to your success. As tempting as it may be to ignore, here’s what happens when you do. [[{“value”:”

It’s human nature to ignore anything that feels like criticism, even if the person offering feedback only wants to help. Our egos would like to believe that we always do things right.

However, like a marriage, friendship, or any other relationship, ignoring customer feedback can lead to an unpleasant domino effect. Here’s what neglecting feedback can lead to if you’re a small business owner.

Emotionally detached customers

Say you have a small business that operates in both a brick-and-mortar location and online. Several customers complain that your return policy is labor-intensive and expensive. You shrug and tell yourself that you’re happy with the policy, and that’s all that matters.

You can’t be surprised when those customers stop offering feedback because, frankly, they know you won’t listen and no longer care whether your business is a success. In fact, as soon as they can find another business selling the same goods, they plan to move on.

According to Davies Technology Group, few aspects of the human experience are as powerful as the need to be understood. A bond is built when we believe someone listens and takes us seriously. On the other hand, when we don’t feel heard or taken seriously, it’s clear to us that the other party does not respect what we have to say.

Would you spend your hard-earned money in a place that doesn’t appear to respect you? If not, you can’t expect your customers to do so.

Unhappy customers

Have you ever noticed that the people who post online reviews typically log on because they have something negative to say about a company? What you don’t want are bad reviews posted by customers who provided feedback in real life, did not feel heard or respected, and took their complaints to the general public.

According to Tech Target, bad reviews can damage a company’s reputation, customer relations, and, ultimately, earnings.

Customer turnover

The more negative feedback you receive (and ignore), the fewer repeat customers you can expect to meet. As long as new customers come in, you may not miss the old customers. However, when business slows down, and new customers are few and far between, you’ll notice how many people have decided not to spend money with you. Slower sales make everything more difficult, from paying off the business credit card to ordering new inventory.

Missed opportunities

To become good at anything, we have to be willing to learn and adapt. A baseball pitcher does not become great by ignoring their pitching coach, and an orchestra doesn’t become world-class without direction. By neglecting feedback — both positive and negative — you miss out on the opportunity to grow as a business owner, to make modifications that may bring more customers to your door, and to put more money in your business checking account.

Turn things around

Like any habit, you have the power to turn the situation around. The next time a customer offers feedback, you may want to try this:

Rather than get defensive, think of this as an opportunity to grow as a business owner.Instead of immediately responding, listen. Make it clear that you care what this customer has to say.Apologize for the experience (if the feedback is negative).Ask for additional input. For example, “How can I make this situation better for you?”If the feedback is positive, ask if there’s anything else the customer would like to see in your small business.Thank the customer and let them know that their opinions matter.

Turning a negative into a positive may not work like magic, but it’s far more likely to help you retain a customer. It’s also a great way to learn what people are looking for.

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