As we all know, a happy customer is always right however, it may come as surprise to learn that the unhappy customer can also be right too and if you’re able to take the rough with the smooth when it comes to feedback then you’ll quickly be moving in the right direction when it comes to sales.

Below is a quick guide to happy, unhappy and those who never quite made it to being a customer and why understanding and gaining their feedback is key to increasing your conversion rates and boosting future sales.

So, to get things started, let’s concentrate on those lovely happy customers who have purchased your product or service and had an awesome e-commerce experience. If you’ve been in email contact and they’ve praised your company then why not ask if you can use said praise in the form of quote. Having actual customer recommendations on your site’s pages helps to build trust and confidence as well as helping to generate a unique sales pitch when you’re offering the same deal as other similar companies. Alongside using positive customer feedback it’s also a good idea to entice them back for further purchases and there’s no harm in offering happy customers a discount or special deal in thanks for using their quote.

Now, how about unhappy customers who have either left bad feedback on your site message board or who have complained via phone, letter or email? Although the temptation to ignore such negativity can be slightly overwhelming there sorts of unhappy customers are exactly what you should be pleased to see as it means that you can work with them to make your online services better.

Firstly, if you’ve received a complaint on an open forum or message board then make sure you reply sooner rather than later so the thread doesn’t escalate and get out of control. Try, if at all possible, to take the issue away from the public glare and onto the phone or at least a personal email account. Once you’ve got to the root of the problem then make sure you’re seen to act on the feedback and also explain what you are doing to resolve the problem every step of the way. Complainants by email should also be contacted as swiftly as possible and asked for their feedback with the understanding that you are going to act on it as well as rewarding the unsatisfied customer for their time and effort in the form of a discount voucher or special offer.

Finally, there will obviously be several potential customers who never quite make it as far as checking out and understandably they may not be that bothered about leaving you negative or positive feedback as they have already chosen to vote with their fingers and leave your site behind. Getting in touch with the folks who have abandoned your purchasing process as quickly as possible is vital for finding out why and halting them in their quest to go elsewhere. If you have their details then get in touch and find out why they abandoned their shopping cart and how you can either win them back or how you can improve your site’s e-commerce experience for future customers.

Understanding the need for both positive and negative customer feedback is essential for optimising your conversion rate and woe betide the company who sees an unsatisfied nuisance as a negative rather than a positive.