Customer Experience Insights: How to gather and use feedback

As a homebuilder, your top priority is to provide home buyers with a quality home that meets their standards and expectations. Aside from delivering excellent workmanship, providing outstanding customer service and meeting their needs is essential. That’s where customer experience feedback come in. Feedback from clients provides valuable insights into what they value, love about your homes, and areas you may need to improve on.

Providing a top-notch customer experience is becoming increasingly more important and can make or break a business. According to a Qualtrics XM Institute study, 94% of customers will recommend a company to their friends if they have a ‘very good’ customer experience. In contrast, 87% will not recommend it if they have a poor or very poor experience. This is why gathering and implementing customer experience insights should be a priority!

Let’s explore the importance of customer experience insights and provide some tips on how to collect and use feedback effectively.

Understanding the importance of customer experience insights

Customer experience insights are crucial for any business, including home builders. They provide valuable data on how your customers perceive your brand, services, and overall experience. Positive feedback alerts you to areas that are working, while negative feedback highlights areas that need improvement. Customer feedback can give you insights into how well you are doing in terms of customer service, communication, construction, and other services you offer.

Gathering feedback

The key to obtaining useful customer feedback is to make it easy for customers to provide it. One way is through surveys, which can be emailed to clients after specific touchpoints or milestones are completed, like following a meeting with a sales associate, home purchase, or warranty service. Another way to obtain feedback is to create a feedback form on your website, send out follow-up emails, or conduct phone interviews.

In addition to these direct asks, you should also monitor online platforms like social media or other review sites. While not every customer may speak with you directly, they may discuss their experience online.

Analyzing feedback

Once you collect customer feedback, you must analyze it to gain insights that can help you improve your services and customer experience. Breakdown feedback into categories such as customer service, communication, quality of workmanship and timeliness. Use tools like sentiment analytics and text analysis to get a better understanding of what customers are saying. Your customers’ complaints can help you identify areas that require changes. When analyzing feedback, consider the level of satisfaction of your clients and any recurring complaints.

Be mindful of timing

Timing is everything when it comes to gathering feedback. You don’t want to ask for feedback too early in the process when buyers are still getting settled in or looking around for inspiration. At the same time, you don’t want to wait too long to ask for feedback when it’s too late to make major changes. Find the right time to connect with your buyers so they’re receptive to giving feedback and you have enough time to incorporate their suggestions into the build.

Use feedback to improve service

Collecting feedback is only half the battle. Once you have the feedback you need, it’s important to listen and take action. Perhaps your buyers had trouble communicating with you throughout the project, and you could improve your communication channels. Maybe they had concerns about the quality of the materials used in the project, and you could re-evaluate your supplier relationships.

Whatever it is, be sure to acknowledge the feedback you receive, even if it’s negative. Use this feedback to improve your business and the homes you build. Implement regular training sessions for employees based on feedback received to better equip them with skills necessary to perform their roles effectively. When possible, follow up and discuss how you addressed their feedback. It shows clients that you care and are committed to providing the best experience possible.

Inform marketing strategies

Don’t forget to use customer feedback to improve your marketing. Understanding the buying habits and preferences of your homebuyers is a key aspect of developing effective marketing strategies. The feedback gathered provides insights into buyers’ needs, preferences, and motivations, allowing you to tailor your marketing messages to meet their specific needs. It would help if you used insight from customer comments or testimonials on website and social media pages for enhanced marketing efforts.

Track progress

Finally, tracking progress is critical after implementing changes based on feedback received. Track metrics and data based on feedback and continue to gather information to measure progress. This allows you to see if any changes you made positively impacted customer experience.

Gathering customer experience insights is critical to delivering excellent customer service, improving your homebuilding services, and developing effective marketing strategies. Making the customer experience a priority will not only help home builders build better relationships with their buyersm but it’ll also build a stronger, more successful business.

Graphic Language has helped homebuilders thrive online for the past 27 years with thoughtful and creative marketing strategies that drive real-world results. Need help boosting your digital marketing strategy in 2024? Let us help.