Tips for managing and implementing feedback from your customers’ customers

2018/09/03 08:00

end customers

As a business that provides white label solutions, your primary focus is generally on finding new customers who have a need for your product and making sure that they’re happy with your solution.

What many white-label solution providers tend to forget about is that the opinions of your customers’ customers matter just as much.

Customer feedback is what’s going to help your business address any shortfalls and expand. However, to do this effectively, all customer feedback needs to be taken into consideration.

Satisfying clients and end clients

White-label solutions providers have to take a slightly different approach to do business because they need to take the goals of two different parties into consideration when developing and improving their solutions.

To do this, it’s important to be aware of and manage feedback and expectations from both sides in an effort to improve your product and your offering. Over and above being able to improve your solutions, when your customers feel heard, it only strengthens their relationship with your brand and encourages them to keep doing business with you.

So, how do you go about collecting and implementing feedback from your clients and their clients?

  • Keep the lines of communication open

Since feedback is so important when you’re selling a white label solution, having good relationships with your clients is more important than ever. Putting processes in place to make each sale more personalized will make it easier to follow up and engage with your customers after the sale has been completed. When your customers are happy, they’re far more willing to assist you by providing you with feedback from their end as well as from their clients’ side.

  • Ask your customers what they want

The best way to find out what your customers and their customers are looking for in a solution is to ask them. You’d be surprised by how many businesses want to share their requirements and ideal solution specifications with you. One way to do this would be to create a list of product features that you feel would be important to your customers as well as the end customer.

Next, have your customers tick the features that they agree with, leaving room for them to add their own features and specifications too. Don’t forget to create a separate section for the customer and the end customer because what your customer is looking for will be slightly different to what the end client is looking for. You can also use this as an opportunity to find out how your customers would prefer to do business with you by touching on elements such as price points and terms of sale.

  • Create a client satisfaction document

To start collecting feedback from the end customer, structure a follow-up process that you will carry out once your customer has resold your solution to one of their clients. Mention the feedback process to your clients ahead of time so that when you ask them to revert with the end client’s feedback, they’ll know what’s required of them and can even work it into their sales process.

When creating your client satisfaction document, decide what feedback would help you improve and optimize your solution to make it more attractive to future customers as well as the end client. Don’t make it too complicated and be sure that every question you include has a goal tied to it to avoid asking for duplicate or unnecessary feedback.

It’s also a good idea to create a separate client satisfaction document for your customers as well as the end client to ensure that the needs of both parties are being met.

  • Optimise accordingly

Most importantly, if you’re going to go to the effort of collecting valuable client feedback, you need to use it to make a difference in your business. This means optimizing your sales process, offering, and product features according to the feedback you receive. It’s also important to keep the customer feedback process going to gauge the success of the changes you make.

When the success of your business is reliant on how useful your solution is to both your customers and the end client, making customer feedback a priority is not an option.