What better way to grasp the importance of customer feedback than asking someone who is embracing it in so many ways. I recently had the opportunity to email interview Andy Beal, well known blogger, speaker, author and analyst. I’ve had the opportunity to interact with Andy as a founding Gooru on Gooruze.com and as a customer of SuggestionBox. I sent Andy 3 questions covering customer feedback, how he is using it for Trackur and the benefits of publicizing your “customer interaction points.” Enjoy.

Why is it important to listen to your customers and capture their feedback?

For years, customers have discussed companies, products, and services in their homes, offices, and coffee shops. Now the conversation has shifted to the internet, we shouldn’t cover our ears. Instead, we should realize that, as businesses, we have a huge opportunity to learn from our customers and provide a better experience.

The customers that take the time to provide feedback are generally the ones that sincerely hope you’ll listen and make the improvements they’d like to see. Listening to that feedback–especially when echoed by more than one customer–allows you to build better products, provide better service, and ultimately, improve your profits.

How are you applying the above steps to the development of Trackur?

I’m all ears! I’m learning from blog reviews, Twitter feedback, customer questions, and services such as SuggestionBox. Does it make me wince, when I receive some negative feedback? Sure, it does. But then I see the opportunity to make Trackur even better. When you build a service that includes feedback from your customers, you gain their loyalty and they’ll take partial ownership in your success–they’ll be active in helping your grow.

What effects could a company expect by publicizing their “customer interaction points?”

How many companies can you name, that seem to care about the feedback you provide. Chances are, your list is very short, but the ones you can name stay top of mind because you are impressed by their radical transparency. With that in mind, why wouldn’t you want to have your feedback show up in multiple places online.

If I’m torn between a similar product from two rival companies, as a customer, I’ll more likely buy from the business that demonstrates it listens to its customers and gives them a platform to share their reviews, suggestions, and general feedback.

Thanks Andy!

If you want to learn more about Andy Beal and his work:

• Attend his Online Reputation Management Workshop in Raleigh, August 7th.
• Learn about his new book Radically Transparent
• Monitor your reputation automatically with Trackur