<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Find out where you can get a Taste of TAB... our global events blast is on!

The Alternative Board Blog

Use Customer Feedback to Pivot Your Business

Nov. 17, 2021 | Posted by The Alternative Board
customer feedback

The global pandemic has prompted a wide range of businesses to pivot and repurpose their products and services in new ways. Changing market conditions often mandate that businesses evolve (whether they want to or not), so having a strategy in place to pivot when necessary is a good idea for all CEOs and business owners.

How can you tell when pivoting is necessary? Watch for these warning signs:

• A wave of customer complaints and negative online feedback
• A price war instigated by aggressive competitors
• Consistently poor employee morale and lack of productivity

If pivoting appears like the right move, how can you be assured that customers will respond favorably? The most effective approach involves gathering and analyzing customer feedback, as a helpful factor in determining your pivot strategy.

Turn to your sales team.

To learn more about current customer sentiments, and what they might like to see in the future, consult your sales team. They are often on the front line when it comes to interacting with your customers and understanding what they want from your business.

Explore a range of customer feedback options.

Thanks to the Internet, there are numerous ways in which you can solicit customer feedback. According to CCBill, a financial technology company, these include “usability tests, customer feedback surveys, and customer interviews.” These direct interactions with customers enable you to “learn first-hand how they feel about your company, products, and services, whether those feelings are positive or negative.”

Look closely at what your competitors are doing.

Remember, you’re not the only one seeking high-quality customer feedback. Your competitors are seeking insights into customer preferences, and the lessons they learn are often reflected how they go about business. For a better understanding of what the competition is doing: 

  • View their websites through the eyes of a customer.
  • Monitor their online presence (both on the website and in social media) to assess their techniques for reaching out to customers.
  • Scrutinize their marketing materials for effective messaging you may have overlooked.

Understanding your competitors’ approach to handling customer pain points can help you better anticipate the efficacy of your own product upgrades and launches. As CCBill notes, “if you see customers complaining about how your competitors’ product lacks a specific feature, you now know that that feature is desirable”—an insight that can help guide your own product development.

Use knowledge of customer preferences to plan your pivot.

As we have noted before, pivoting doesn’t mean getting rid of all your business functions and operations. The customer feedback you compile should help lead you to examine specific areas of improvement or where a strategic change is required. Some facets of your business should always be kept in place, or perhaps tweaked a little to achieve greater efficiency. Pivoting doesn’t mean starting from scratch.

Want additional insight? Read 9 Steps to Safeguard Your Business to learn more


Communicate with customers before, during, and after pivoting takes place.

If you’re leveraging customer feedback to guide your pivot strategy, it only makes sense to communicate these changes with as much transparency as possible. At appropriate junctures, let your loyal customers know about changes you have planned, and keep them informed throughout the process. Spread the word on your website and on your social media channels.

Also make sure “your current marketing materials and collateral are up to date and reflect the current environment,” notes Crunchbase. Look at “the ads that are currently running and be prepared to cease those that may be considered tone-deaf.”

Want to learn more about guiding your business through these challenging times? Register for our free TAB Boss Webinar, “Your Business: Growth Strategies Post-Covid 19.”


Read our 19 Reasons You Need a Business Owner Advisory Board


Written by The Alternative Board

Related posts

What Can Predictive Analytics Do for Your Business?
Jul. 19, 2023 | Posted by Lee Polevoi
Every business (yours included) generates a lot of data. Every customer interaction, sale, and follow-up report produce information of great potential use to the organization. The key is harnessing...
5 Ways To Show Customer Appreciation This Holiday Season & Year Round
Nov. 30, 2022 | Posted by The Alternative Board
While showing your appreciation for your customers should be a year-round activity, the holidays are a particularly fantastic time to express gratitude to those who support your company. Never...
3 Customer Service Hacks That Will Keep Them Coming Back
Nov. 23, 2022 | Posted by The Alternative Board
Great customer service is one of the biggest drivers of customer satisfaction and retention. Customers care about the treatment they receive from a business - and how that engagement makes them feel...
How to Thank Customers for Supporting Your Business
Feb. 24, 2022 | Posted by The Alternative Board
These days, after what seems an eternity of business restrictions due to Covid-19, companies are rightfully grateful for returning customers, and new prospects willing to give their business a...
5 Tips for Handling Bad Customer Reviews
Jul. 2, 2021 | Posted by The Alternative Board
No business wants to get a bad review for its products or services. However, since it’s impossible to please all customers all the time, the likelihood of encountering dissatisfied customer reviews...
Journey Mapping and the Road to Customer Retention
Jun. 22, 2021 | Posted by The Alternative Board
How well do you know your typical customer’s purchasing journey? Successful businesses work hard to understand this journey, from initial awareness of a need for your product, the subsequent...
A Quick Guide to Winning Back Lost Customers
Jun. 15, 2021 | Posted by The Alternative Board
Losing a customer is always cause for concern, but it can also be a learning opportunity. Businesses face a constant challenge of thoroughly understanding customer buying behavior, and when that...
Does Your Sales Team Possess Client Engagement Skills?
Dec. 28, 2020 | Posted by The Alternative Board
We hear a lot of talk about the importance of employee engagement, but how well do members of your sales team engage with current and prospective clients? Whenever a customer and salesperson talk...
5 Ways to Surprise and Delight Your Customers in 2021
Dec. 17, 2020 | Posted by The Alternative Board
Customers are a lot savvier than they used to be. With tools like the internet and social media at their disposal, they can do a great deal of preliminary research before embarking upon the...
How to Improve Your Team’s Customer Service Skills
Dec. 10, 2020 | Posted by The Alternative Board
No one can predict what will happen to the business landscape in 2021 (look how far off the experts were about 2020, pre-coronavirus pandemic!). But one constant will remain in place next year, and...