Leveraging Customer Feedback for Digital Innovation

In today’s fast-paced digital landscape, the ability to adapt and innovate is crucial for any business striving to stay ahead of the competition. One of the most powerful tools at your disposal for driving this innovation is customer feedback. By actively listening to your customers, you uncover insights that not only enhance your products and services but also guide your digital transformation efforts.

Customer feedback encompasses all the opinions, comments, and suggestions that your customers share about your products or services. This feedback can be gathered through various channels, including surveys, customer reviews, focus groups and direct interactions. It provides valuable insights into what customers love, what they find frustrating, and what they wish your business would improve.

By prioritising customer feedback, you demonstrate that you value their opinions, which helps build trust and loyalty. Additionally, customer insights help reveal emerging trends, enabling you to stay relevant and responsive to both market or behavioural changes.

How can you leverage customer feedback to underpin your digital innovation agenda?

1. Collect feedback regularly

Utilise surveys, feedback forms, direct customer research and polls to regularly check in with customers. Make it easy for customers to share their thoughts. For example, Minster Law integrates feedback tools into our website and our digital portal, INK.

2. Analyse feedback trends

Look for recurring themes that can highlight areas for improvement or new opportunities. Use tools like sentiment analysis which can help quantify feelings expressed in customer comments, providing a clearer picture of overall customer satisfaction.

3. Engage with customers

Holding focus groups and responding to any customer comments is vital to continuing to obtain meaningful insights. Thank customers for their input, inform them about changes inspired by their suggestions, and invite them to formally be part of the innovation process through BETA testing groups. We find that creating these direct feedback loops fosters a sense of community and encourages more customers to share their thoughts.

4. Prioritise changes

Assess the feasibility and impact of the suggested change and prioritise those changes that align best with your business goals and have the potential to enhance customer experience significantly. Use customer feedback to drive your product roadmap, ensuring that you focus on what matters most to your customers.

Examples of our successful digital innovation, driven by customer feedback.

• Streamlined Initial Reporting
  They Asked: for a simpler, quicker onboarding process.
  We Delivered: a custom built, simplified system for reporting.
  The Impact: This change reduced customer phone time by an impressive 33%, drastically reducing customer effort at the start of their claim. Furthermore, the new digital capability allows customers to provide additional information online when it’s not available during the initial report, removing the need for follow-up calls
• Digital Signatures
  They Asked: for an easier way to sign documents via email.
  We Delivered: a solution to receive digital esignatures.
  The Impact: This feature is now utilised 76% of the time for document signing, showing widespread customer adoption and satisfaction with the convenience it offers.
• Claim Information Access
  They Asked: for a quick way to get information needed for their claim.
  We Delivered: an extensive FAQs, help guides, and video explainers delivered via our online portal INK.
  The Impact: Over 3,000 FAQs are accessed by users each month via our online portal, INK. Additionally, in the past 3 months, we have had a total watch time of 11 hours across our video explainers. These accessible resources provide customers with the necessary information they need in the way they want to consumer them.
• Reporting Losses & Expenses
  They Asked: for a simple way to report losses and expenses.
  We Delivered: an online portal enabling digital uploads of losses.
  The Impact: 58% of recorded losses are now submitted via our digital portal, further streamlining the claims process for our customers and making the journey and experience far easier for everyone.
• Claim Status Tracking
  They Asked: for a convenient way to view the status of their claim.
  We Delivered: an online portal to be able to track claim progress.
  The Impact: This “status bar” function is now utilised by 67% of our INK users every month, providing customers with visibility and reassurance throughout their claims journey.

Incorporating customer feedback into your digital innovation strategy is not just about improving your products and services; it’s about building a customer-centric culture that values and responds to the voice of the customer. By actively engaging with your customers and acting on their insights, you can drive meaningful change, enhance customer satisfaction, and stay ahead in the ever-evolving digital landscape.