Feedback can be a useful tool when we want to identify what we are getting right and what we are not. In Marketing, the feedback loop can be a process that helps us to stay in touch with our customers. In this way, generating a close relationship with them. This will be linked to the identity of our company/brand.
In addition, it is an excellent opportunity to get to know the users who consume our service or product. Our response to the comments or criticisms given will define the way we relate to the public (8). It will also influence how they see us. In this article, we will answer the main questions about using this tool in the best way.
- Feedback loops are processes that are very beneficial for the relationship between the user and the brand/company. It becomes a good opportunity to know who our consumers are. In this way, we will understand specific details that will be useful for the future.
- Surveys are an effective way to measure both positive and negative user experiences. Keeping the user aware that they can always tell us about their experience will be of great help. This way, we will show interest in the experience and receive feedback.
- Whether we receive negative or positive feedback loops, these will always encourage improvement. Both generate a different response, but are similar, they coincide in that something is improved or emphasized. It is important to be clear about the strategy we will carry out on the basis of the feedback received – it cannot be one without a thought process behind it.
What you should know about feedback loops
Feedback loops are multi-benefit processes that contribute to user perception. The identity of our brand will be valuable when it comes to knowing how to respond to the feedback received. Many aspects such as its definition, benefits and obtaining are key to its correct use. For this reason, below, we will solve the main doubts so that you can successfully use this method for your brand/company.
What is a negative feedback loop?
This is a process in which customer criticism is collected and then used to improve our products or services. It is considered a loop, since negative feedback generates input for improvement (6). For example, if a company receives criticism of the shipping method of their product, they will look for variables that work better. They will take ownership of the change, which means improvement and positive feedback.
This cycle is beneficial for both us and our users/customers. This happens because they feel listened to and valued, generating a bond with us. In this way, our concern for user satisfaction is emphasized. It will be very useful for the customer to have a good impression and experience, generating possible recommendations. At the end of the day, the customer is fundamental to the success of the brand/company.
What is a positive feedback loop?
This process is very similar to the definition of a negative feedback loop, with a difference in its approach. They share your use of feedback to improve, but when we have a positive feedback loop, we try to elevate it even further. This means comments made will be responded to, increasing customer/user satisfaction (4). It will increase and elevate the positive experiences, leaving the impression that this company/brand is always looking for evolution.
It is a great strategy to make people feel that you hear them and the relationship with your company feels more direct. This way, we will generate our long-term success. Remember that both negative and positive feedback loops will make our brand interact with its customers. This interaction is necessary, as we depend on our consumers/users for feedback and improvement.
What are the benefits of feedback loops?
Feedback loops are a great way to build a relationship with our audience. The moment we acknowledge the feedback and act on it, the user feels appreciated. This helps significantly to build brand/company identity (2). As users, it makes us feel part of it, that we have some kind of influence and voice. If we feel included and heard, a positive experience can be guaranteed.
With this method, the feeling of inclusion and relevance is not hindered. For example, if a treat is of bad quality, and you make a complaint, the company will, for the most part, do what it can to reverse the bad experience. Many times they proceed to give away discounts or some free products. As a result, you (the user) recognize that in case of any inconvenience, you will be listened to and addressed kindly. This is what differentiates brands among customers.
How to get a feedback loop?
Fortunately, there are several methods to obtain feedback loops. One of them is the realization of surveys, this will allow the user to express himself freely. This is because the purpose of the survey is to measure the customer’s experience in the best possible way. Both the use of star ratings or scores will serve to obtain an analysis of our service/product. In addition, there is the option of rating with original metric scales, such as using emojis or memes.
Another helpful method is to always offer a way to rate experiences. It will generate a sense that we are always looking out for the user and that we care about what they have to say (1). Whether negative or positive, all feedback will drive improvement. The fundamental thing is to understand that the user must be encouraged to do it, very rarely happens without a stimulus from the brand.
- Express yourself freely: Always give space for feedback.
- Importance of the user: Recognize that without the user we will not have success or a favourable future.
- Encourage feedback: Communicate ways to give feedback to our customers.
Based on the information given, we can say that feedback loops are very useful tools. Also, whether they are positive or negative will not affect the fact that it will give us the challenge of how to improve from the shared experience (3). From this, you will decide what is the most effective plan of action in terms of the type of feedback given by the user. Remember that having multiple perspectives will be helpful in the resolution.
For this reason, the user will feel that there is a direct relationship where their opinion is valued. Similarly, it will reinforce the identity of the brand/company, verifying that it is compatible with the way of acting. It is important that both elements have the same way of being and that they coincide, for the fact that it will serve for there to be a recognizable general discourse of the brand. In this way, we make it recognizable to the consumer and the public in general.
|Positive feedback loop||Negative feedback loop|
|It will help to increase the positive experience.||It will help to recognize errors and correct them.|
|It will generate a sense of importance to the user.||It will generate a sense of importance to the user.|