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Chapter 5. Customers > Let Customers Tell You How Bad You Are

Let Customers Tell You How Bad You Are

Overview

Have a plan for facilitating and collecting customer feedback to identify opportunities for improving the user experience.


Even a customer who is a thorn in your site—complaining about load times, dead links, confusing maps, and so on—can play an important role in improving your site. Every site can be improved in some way—the trick is to listen to the problems your customers are having (as well as their likes and dislikes) and to work them into future revisions of your site. Customer feedback is particularly important because these people have gone through the process from end to end and can provide the most complete perspective on how you can improve their next transaction.


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