Keeping existing customers happy and growing with them is acknowledged as a wiser option than trying to gain new customers. Customer satisfaction studies gain importance in this context as you make an attempt to understand customer’s views, what excites them, what annoys them and what can trigger to expand their relationship with you and so on. Typically, customer satisfaction studies are conducted at the overall company level. There was an earlier blog on the benefits of a CSAT.
However, there are several more areas where customer feedback can be valuable and here are a few examples -
a. When you want to test market an idea for a new product/solution/service – organize a dry run among your existing customer base
b. Detailed Feedback on specific processes/offerings
c. Validation of your brand positioning and suggestions from customers based on their experience
d. Mystery shopping – this is relevant for customer-service oriented companies (Banks, call centers/BPO companies) where a neutral party can pose as a potential customer and give feedback on their experience with a particular department
This is not an exhaustive list but was meant to drive home the relevance of customer feedback. It will be great to hear your experience too.
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Yes, a qualitative feedback session with customers once a year, or more, can be a great source of feedback for companies. Often times customers may not give detailed feedback unless asked, if they are overall happy.On the other hand, they would be more than happy to help out if asked. So, the key is to not expect unsolicited feedback, but make it a habit to ask for feedback.