Keeping your people satisfied is a crucial factor that determines how fast your business can grow. And by people, we mean anyone that is connected to your company in one way or another: your team, your customers, your community, etc. 


One of the best ways to find out how your clients and your team feel about your products, services, and overall your company, is by asking for honest feedback.


That’s why in our latest episode of Systematic Excellence Podcast, we discussed everything about feedback integrity: setting up systems to receive feedback, how to use it to improve your business, and more. Keep reading if you want to learn how to effectively use feedback to grow your business!


The role of feedback integrity in your company


Amalie: Today we’re going to talk about feedback integrity, and also how to set up a system or a process that makes it easy for people to give you feedback. And when we say people, we mean clients, prospective clients, your community and your team as well. So let’s just start with what’s the importance of getting feedback from people? What can we pull from it?


Janine: There’s people watching the KPIs for your business and those numbers are feedback on how everything’s going, but it’s statistics, it’s not personal. So you are getting feedback all the time. 


Amalie: I think it’s important too when you elicit feedback from people in a way of describing and using words to give you feedback vs. just numbers, because you’re able to hear them put into their words, how they say things and how they would describe your service or your product, which helps you with sales copy. It helps you improve your messaging by hearing the words your actual customers and clients use, then that gives you that verbiage to use on your sales pages, in your emails, on your social media posts, because you’re hearing it right from them.


Janine: We’re assuming that your sales copy and your product are in line with each other, because for sure, the sales copy speaks to the pain points and meets them where they are. But if the product doesn’t, then that will show in the feedback as well and it’ll cause all kinds of other problems if those things aren’t in line with each other.


Amalie:  It’s really important to understand too, that in general, people will not give feedback openly unless they’re asked for it. So it’s really important to ask people. I would even say, if you’re looking for feedback about your internal operations from your team, it is so important that you specifically tell your team members that you are open to hearing from them good, bad, or otherwise that you want to hear from them, and you have to hold that up. So the first time that someone gives you some negative feedback or critical feedback and then you respond negatively, it is going to send people away immediately. If you say that you are open to hearing feedback, you have to remain open to hearing about it and know that it’s coming from a good place.

We recently had a situation, we launched e-comm coffee, a funnel, and a membership area that teaches people how to start a coffee drop shipping business. And we’ve gotten some negative feedback, and that’s okay. But we’ve specifically responded to those people and said, “could you give us more details about what you need?” or “why you wanted a refund?” It’s important, even if they never respond, I want them to walk away knowing that we’re open to hearing what they have to say. If they’re unhappy, there’s bound to be someone else that’s unhappy too.


How to set up a process to receive feedback


Janine: As far as the negative feedback goes, there’s always going to be a little bit of “you can’t please everybody”. But if you’re looking closely on that, it gives you tips on what your next product could be, or how the current one could be better. How your system, not just the product itself, but maybe how you’re delivering it. Maybe something’s just not explained well enough. Maybe it’s too hard for them to use, even though it will get them the result that they want. And the same thing, as far as feedback goes, it’s not all just about the negative feedback. You can have tons of positive feedback and still in there are some gems like, “Hey, this is awesome, but wouldn’t it be great if this…” Your audience will lead you and give you feedback on it’s the market demand.


Amalie: And getting testimonials from feedback. If there’s positive things, you can put that on there. You can use that in your copy or wherever, but that’s all going to come when you ask people about it, ask them to give you that.

There’s different ways that feedback needs to be asked for from different people. So with your team members, maybe it’s a quarterly thing, maybe have a form that they fill out and then you can sit down and have a meeting with them kind of open conversation. That’s something that I would do quarterly, or even every six months. 

For a client, I would get feedback from them when it’s done. When you’ve finished your service or once they’ve received and used your product even, even with prospective clients, let’s say it’s someone that opted into your freebie or someone that filled out the first step of your two-step order form, but not the second part where they actually put the payment in. It’s great to go back to them and ask, “we noticed that you filled this out partially, but didn’t finish it. Is there something that stopped you?” That feedback is important. 


Janine: Back to when somebody from your team comes to you with a problem or some kind of negative feedback, I think that the best answer just to start with is “thank you.” Followed by, “what do you think we should do about it?” Because hopefully they’ve given some thought.  They’re the ones seeing the problem, they’re the ones who may have the solution right off the top.


Amalie: That’s a training point too, for your team, especially if they come to you with a problem, but they don’t come with a solution, say, “thank you for bringing this to me, please take the time, tell me what you think about it and we can either set up another meeting” or something like that, but train them to come with the solution. They should be able to come up with the solution, and if you have something to say about it, you can kind of go back to back and forth, to come with the final solution and then move forward from there.


Janine: This is where I’d like to bring up the point of, there’s more than one answer most of the time. So even if you immediately have a solution that comes to mind just asking them what they think and then running through the exercise with these various courses of actions, and explain why you chose one so then they still feel like they’re listened to. That way they’re more likely to go along with the suggested solution, even if it wasn’t the one that they initially came up with.


How to use feedback to improve your services


Amalie: I think one of the things we didn’t mention was if you have a community, you know, a Facebook group or something like that, or mighty networks or something, getting feedback from your community is important. Even if they’re not paying clients or they haven’t purchased any of your products, if they’re following you, I mean, everyone has an opinion about everything. 

So I would just ask them, if you’re getting ready to launch this new product or do a new training, ask your community for feedback on that and make sure that they understand how they can give you feedback.

Let them know that there’s an outlet and a place where you will hear them and take it into consideration, and then to follow up on it, I think that’s the most important thing, especially about the critical feedback is to follow up and actually execute. And if you can’t, then give an explanation so people don’t feel like they’re just giving you feedback, but nothing’s being done. And that goes for your team, that goes for your community, your clients, that goes in any of those situations. I think if there’s a reason you can’t fulfill or change, whatever they’re recommending, it’s important to let them know that there’s a reason behind it.


Janine: If you think about what you’re saying, commenting back to people, it’s like your marketing for your business. If you’re just spewing things out and not taking anything in, you’re not engaging, you’re actually not using your marketing efforts to their best ability and you’re missing out on tons. In addition to feedback, wherever it is that you meet your community out there is where you should be commenting back. 

Whether it’s on your social media channels, or if you’re running Facebook ads and people can comment on them, then you should be commenting back. Those are all conversation starters. Don’t forget that for every one person who’s writing something, there’s a whole lot of people who are reading it and it’s important that they see how you handle it.


In conclusion…


Amalie: So just to recap, you want to make sure that you’re getting feedback from clients, prospective clients, your community, your team, and you want to actually ask for feedback so that people give it to you, make it known that you’re open to critical, to positive, whatever feedback you’re looking for, you welcome all of it. 

You want to have a process for it, so a form for your clients when they wrap up, a form for your team members, a way for your community to submit feedback and a way for prospective clients. If you’re looking to make changes, put the questions out to your community or your followers or your audience and ask them questions that they can respond to and then engage with them. Then following up with it. So either executing it to improve the service or product based on the feedback or letting people know that if there’s something that you can’t do, why and so that they feel like they’ve actually been heard.


And that’s it for today! We hope this interview has been as helpful to you as it was to us. See you on the next episode!


To listen to the full episode click here.


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