How Listening Saves Money and Grows Business

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Let’s face it, a lot of success in eCommerce and business, in general, is built on your ability to build relationships with your customers. If you can’t sometimes shut your mouth and open your years, you’ll never find your true potential.

The answers to all your problems are out there, and learning how to listen to your customers is one of the best ways to take your business from “so-so” to “ohhhhh yeah!” Sometimes we need someone to spell it out in plain English.

In the day to day operations of our business, it’s easy to miss things, and our customers are telling us what we need to do to improve our process, we just need to listen.

Here are four ways to use social listening to improve your eCommerce business.

1. Address your reviews to build trust

How would you feel if you received a product that wasn’t what you expected, and you didn’t like it at all? You probably wouldn’t be too happy, so you may write a review on the companies website if they didn’t address the issue and make it right.

So, you go through the process of writing the review, outlining the problem, and explaining the fact that they didn’t even help make it right. In the end, they do nothing about that either!

Chances are, the company isn’t paying attention to their reviews, so they may not even know what problems they’re experiencing.

It’s somewhat funny, but the best reference I can think of is when I watch Gordon Ramsey on his restaurant rescue shows. One of the first things he does is goes to the customers and asks for feedback. Each customer says that their experience sucked, the food was horrible, and they would not return.

Then, the restaurant owner goes back and forth, wondering why they aren’t making any money. The answer was right in front of them the whole time, but they never bothered to ask.

I think you get the point I’m trying to make here.

You need to pay attention to all your reviews because a negative review is also a useful review. It allows you to improve, and it shows you the shortcomings of your business. Bad reviews also give you a chance to show people how great your customer service is. Make sure you’re addressing all of them.

2. Sell the right products to the right people

I love heatmap tools because they allow me to see where my customers spend most of their time on the store. If I find that 90% of customers hover over specific products while ignoring individual sections, pages, and products, I should know what my customers are most interested in. I can then use that information to create a better portfolio of products related to the ones my audience already enjoys.

Think about it this way. If you own a sporting goods store and 70% of your shoppers, purchase tennis and soccer equipment, you might want to double down on those items and eliminate the rest of the clutter. Makes sense, right?

Listening to your customers means a lot more than actually listening to them. Paying attention to their habits is important as well.

3. Use Social Media Tracking Tools

In addition to regular reviews, you want to pay attention to what your customers are saying about you on social media. Some customers will never write a formal review; they will trash talk you on their personal page and never do business with you again.

You’ll want to pay attention to mentions of your company name and find a way to address these issues if there are any. On the other side of the spectrum, you should also highlight positive mentions as well.

In some situations, you might notice that your customers have questions about how to use something, when to use it, or something else. This provides you an opportunity to address these issues in the future before they arise. You can create better product descriptions and FAQ sections based on the questions that your customers are asking.

4. Ask, and you shall receive

The best brands are the ones that accept feedback and implement changes based on the feedback they receive. You should always be sending follow-up emails to your customers, asking them to provide you with information regarding their experience on your site, how easily they found their desired product, and whether or not they’re enjoying it.

Offer them a coupon code with a percentage off their next visit in exchange for their feedback and make it personal. Don’t send a canned email with the basic “run of the mill” copy because everyone is doing that, so we’re programmed to ignore it.

Send them a real email stating that you want their feedback so you can use it to make a difference for the next customer. Make sure you explain why you want them to provide you with a review, and chances are, they will.

If your store is generating $5-10k per month or more and you are still missing these things, you’re leaving a lot of money on the table. If you want our team to take a deep dive and audit your store for missed opportunities, just click below.

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