Analysing feedback is essential for customer retention

Analysing feedback from customers is essential for online marketers if they want to retain their most valuable clients, an expert has advised.

According to David Jackson, managing director of marketing firm Clicktools, marketing firms should ensure that they analyse both attitude and behaviour-based research in order to gain a comprehensive picture of what they are doing right and what can be improved.

Writing in a column for internet marketing resource E-consultancy, he pointed out that firms should also take swift action after receiving negative feedback because a strong response can demonstrate how seriously they take their clients.

Mr Jackson also said that companies may even have to go as far as hiring new employees to ensure that their clients receive the best customer service.

“If retention is important, executives will…implement recruitment policies that ensure staff are hired that can empathise…as well as having the requisite functional skills.”