Constructive feedback – Why any feedback should be taken positively

Constructive feedback – Why any feedback should be taken positively

Constructive feedback – Why any feedback should be taken positively

“Even negative feedback can be a gift. Take it seriously but don’t let it define you though. Define yourself.” Abhiskek Tiwari.

We’ve all been there, on the receiving end of a negative comment, “constructive feedback”. It can be engrained in us to perceive these comments as a negative, to put us down and feel incompetent.

This is what we need to change, our perception and how we react to feedback. Any feedback we receive reflects the individuals journey through your sales cycle and so if something isn’t quite perfect, it is better to improve it then never know and allow it to be your weak link in the journey.

Feedback will only allow us to grow and learn, offering an advantageous experience for future clients.

Positive feedback is always welcomed, but truly listen to it. If it really is working, shout about it. Use the testimonials and clarify to future clients how you could help them like you have helped others before.

Take any positive feedback, understand what was working and if there is anything you can take from it, transfer into other aspects of your business.

What about the destructive feedback? What exactly is destructive feedback? This is when the feedback focuses on faults and is a direct attack on the person or business. There is absolutely no practical advice or supportive feedback given.

So how are we able to change destructive feedback to constructive feedback?

Beautiful nordic inspired table - unsplash - Constructive feedback - Why any feedback should be taken positively

We are not in control of how clients talk to us and what they say. What we are in control of is the way we accept the comments.

It is important to change the way we perceive the comments and handle the next steps.

dare to lead by Brene Brown - by Angela Ward Brown, Winchester photographer
Elon Musk

“I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better.”

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One

Take a step back, let it digest and try not to allow emotion to overcome you

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Two

Do not reply in an emotional state, take some time before replying

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Three

Really try and understand the language and words they are using

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Four

Listen and ask constructive questions to better future experience

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Five

Assess the source of the criticism, is it truly you or is it potentially their own issues?

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Six

Decide what is relevant and what you could work on

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Seven

Decide what you want to learn from this feedback

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Eight

Decide what you want to change in your business

Yehuda Berg

 “Words are singularly the most powerful force available to humanity. We can choose to use this force constructively with words of encouragement, or destructively using words of despair. Words have energy and power with the ability to help, to heal, to hinder, to hurt, to harm, to humiliate and to humble”.

Destructive feedback is generally quite difficult to listen to, so try and be impartial to their concerns and don’t take it personally.

So, what actually is constructive feedback?

Constructive feedback provides useful comments and helpful suggestions that will contribute to a future positive experience. Allowing a better process and improved service.

So why do we feel so negative about constructive feedback?

It is due to how we are conditioned to think and believe. We are conditioned to think that any form of criticism or negative comment is terrible and a failure.

STOP

We are here to tell you something, something you have to take away, listen to and adhere to…

Feedback is only destructive if we you decide it is. If you use these comments to learn something and improve your incredible business, you will win. It will only defeat you if you allow yourself to feel defeated and beat yourself over the head with it.

So, from me to you, take every comment, learn and grow, but most importantly hold that head high and remember we are not perfect, we are all on a journey and we should all be open to making our businesses better.

If you need a pick-me-up, or any advice on how to handle feedback on your business, drop us a message today.

Phases of the Purchase Journey

A checklist for your finished journey map

Once you have the clear parts assembled and a hypothesis map created, use this checklist to make sure your map hits all the right notes. You will find below a link to a specific product we offer which would allow us to map this journey for you, and would allow you to invest just £99 to have this work completed for you

  • A customer journey map focusing on key personas and ideal clients?
  • A clear brainstorm covering your purchase/interaction process across all sales channels?
  • A bullet list of both mechanical and emotional customer measurement data options (thoughts, feelings, pain points, emotional responses, etc.)?
  • Moments of Truth option maps? Have you looked at where you can be innovation, and groundbreaking. Where you can take steps through your strategy as the leader you really are?
  • Does it include elements that are customer-centric and insightful, remember to think and examine your business, sector and niche holistically.

Do you truly know the purchase journey of your clients?

Do you truly know the purchase journey of your clients?

Do you truly know the purchase journey of your clients?

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe” – Simon Sinek

This is more than enquiry, to sale, to contract. Really delve into what the journey your client goes on from before you, to after you. At each point along their journey, your client will need reassurance and questions answered. Think about the journey, step by step, and consider what you can do to improve and better your clients experience.

So, let’s think back to the beginning. Before they realise that they need you, tell them why they need you. For your clients to hear you, be visual online and network with the right community to put your business in front your potential clients. Answer their pain points, solve their concerns, and fix their problems through advice, visuals, testimonials and your ideal packages and services.

They like what they are hearing and seeing, so how do they now connect with you? How easy is it for them to get in touch with you, are you unnecessarily making it too difficult to get what they need from you? Are your business hours unreliable or your response times are too long, perhaps you don’t have a website contact form. Maybe you only offer a phone number? Think about how your client wants to connect, how they currently connect and what you can do to improve communication.

Now you have the leads, you need to qualify them and decide how you can best serve them. In turn, you are demonstrating your value to your potential clients. How are you currently proving that you are the right choice? Think about what you are doing to let your clients know that you are THE ONE.

Empowerment session meeting - unsplash - Move from enquiry, to sale, to contract. Really delve into what the purchase journey your client goes on from before you, to after you.

Let’s be honest, no one is perfect and you are not a one size fits all kind of business, so be truthful with yourself and consider how you may not be the perfect option and rather than shy away from the concerns, face them head on.

Help your client see the bigger picture and not a tiny detail that is preventing them from making any decision.

Be compassionate but honest, allow a little flexibility and help your clients understand how to make the right decision.

We all know that some people only settle for perfect and never end up deciding, because perfection is subjective, and nothing is perfect!

When you have the client signing on the dotted line, remember, this is still part of their journey.

You are still selling yourself. You may have got them to book, but what is stopping you from over selling and upselling your products and services?

This is the most important part of the journey to be brutally honest, this is the part of the journey where they may be thinking “argh what have we done, have we chosen the right one?”

This is the time to clarify, confirm and reaffirm YOU ARE THE ONE.

Steve JObs, Apple

“Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!'” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.””

Seth Godin

“Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.”

How do your clients feel now? They have booked, they have the right service and product for them… but what happens next? At this point, it is important to confirm you are solving their pain points. Be very clear about expectations so you can manage them throughout the rest of the journey, allowing them to understand the process, know what you do and what is expected of themselves. Building rapport during this stage is key to up-selling, key to good reviews and key to them seeing you going above and beyond.

After you have delivered your fantastic product or service, then what? What happens after everything is all done? You say bye and move on your merry way? STOP! Your client’s journey should not end on the day, their experience should continue beyond their big day. This is the time to follow up, get testimonials, check in on them, receive feedback, images (because we all love these!) and ultimately, they are more likely to recommend you after. Let them feel special to you and your business and allow them to feel a part of your journey too.

So, what part of your client’s journey are you looking to improve?

Have us map your purchase journey for you…

A checklist for your finished journey map

Once you have the clear parts assembled and a hypothesis map created, use this checklist to make sure your map hits all the right notes. You will find below a link to a specific product we offer which would allow us to map this journey for you, and would allow you to invest just £99 to have this work completed for you;

  • A customer journey map focusing on key personas and ideal clients?
  • A clear brainstorm covering your purchase/interaction process across all sales channels?
  • A bullet list of both mechanical and emotional customer measurement data options (thoughts, feelings, pain points, emotional responses, etc.)?
  • Moments of Truth option maps? Have you looked at where you can be innovation, and groundbreaking. Where you can take steps through your strategy as the leader you really are?
  • Does it include elements that are customer-centric and insightful, remember to think and examine your business, sector and niche holistically.

Mapping your customers journey – 5 guiding principles

Mapping your customers journey – 5 guiding principles

Mapping your customers journey – 5 guiding principles

If we told you that having a customer journey map is a vital part of your marketing plan would you believe us?

A customer journey map is a vital resource and an integral part of your strategy to attract customers. It is also a great starting point to understanding where your marketing voice should sit. You see ensuring you have this clear visual story showing and demonstrating where people interact with your brand allows you to refine and beautify your voice as a creative entrepreneur.

See we told you! A customer journey map is not only part of your “big marketing picture” but it will help you “the creative” gain a clear, easy to use business picture and leverage the understanding you have of your customers. It can also act as a bridge between the clarity of thought you have of what you do, how you do it, how you sell it and how your buyers invest. 

With this single key, you basically unlock the process capturing your client’s invest journey from first hearing about you, to writing you a glowing testimonial. How can that not be valuable?Let’s recap quickly;

  • Journey maps are a vital resource allowing you to tell the visual story about how people interact with your brand and business.
  • They allow you to gain a deep understanding of your customers and are a bridge between what you do and what your clients buy from you and invest in.

Looking at the potential power a journey map has, do you now see why they are so important. If I told you, you can capture an entire customer experience for a large company in one meeting sitting – would you pay attention ?

You would be right in assuming it is – not a little task, but then nothing this strategically important should be right?

Done well, a client journey map can empower creatives to work cross-functionally and iron out all of your customer experience issues.

They will also serve as a significant long-term asset guiding your brand for the next 2–3 years. Done poorly, journey maps can confuse, misalign, and likely to be cast aside fairly quickly.

We hear you, we know – you have no time! This is no small task, you don’t know how to start! However in your business brain, I bet you now see how valuable this kind of information is.

Done well these maps fuel the purpose you can grant your business, and empower you to develop a supporting community around you. They can also allow you to lift your confidence therefore enhancing your creative prowess, as well as allow you to cross-functionally collaborate for the good of your sector, culture and business. Done poorly, they may confuse, misalign, and alter your marketing efforts in a non-holistic way.

Here are the must-have parts of a customer journey map. CAVEAT – As with all frameworks, there is not a one-size fits all map. There are however, sections and wording you can cross purpose, analyse and strip out. Ensuring you can move forward with your plan despite obstacles and pandemics!

A customer persona/ ideal client

A marketing persona or ideal client is a semi-fictional representation of a group of your customers. We suggest you have four in totality. They are based on research and data from your existing customers, and analysis of where you want your business to go. An ideal client and persona is a heuristic representation, showing, describing and bringing to life an essential segment of buyers.  These personas and ideal client characters bring your business to life through both demographic and psychographic profiling. Where you take time to identify not only the people who will respond to your services, brand and tonality, but also the kind of people you want to be present in your business. Those clients who will understand, appreciate and invest in what you do.

Phases of the Purchase Journey

This part of the journey details the process customers follow from finding out about you, to purchase, and beyond. In real life, this isn’t a straight line, and different parts will overlap. You can divide the journey into discrete steps, with clear markers. We have found that with creative brands, there are usually 6–8 phases in a purchase journey, but there can be as many as 10. When designing your map, you cam include more, less, or different steps. We believe this depends on your sector, niche, industry, product, and of course ideal customer type.

Touchpoints

That exciting and thrilling point of contact, the first interaction, and of course the all important information gathering moment. Touchpoints can be owned by the brand (such as a social media post or website), or reflect part of your carefully thought out brand experience in some way (such as testimonials or Facebook reviews).

Customer Thoughts and Actions

Capturing the combination of what customers do, think, and feel is why journey maps are so useful. Customer testimonials (social proof) helps investors and adopters understand customers’ perceptions. It also gives us a steer as to where we should start improving the experience. Social proof paints a vivid, passionate and compelling picture of your customers and their experiences. Ensure you keep this end point in sight with each paying client, converting their positive experience into social proof is one of the key things you can facilitate for your business. Also ensure your clients are aware that leaving spite driven negative “social media” feedback is not something you will accept and all post sales negotiation is done in person, in line with sector guidance and contract terms.

Pain Points (what’s stops your customers investing)

Here you capture the most significant issues that customers have when pursuing their mission. Each pain point can be allocated to part of the customer journey. You can then associate it with a touchpoint, add it into a brand message and ensure you work hard to counteract what has been said. While performing qualitative research, you’ll find that customers are honest about their complaints. The challenge usually comes when you try to interpret what they have said and turn it around. Not picking up on these pain points can ensure that you don’t deal with issues efficiently, and never evolve your marketing messaging.

The customer’s emotional journey

Ahhh… ssssecret sauce!! What makes customer journey maps, really interesting and hugely helpful. By understanding the Oooh and Ahhhh and Aggghhhhh in a customer’s emotional journey, you’ll identify those areas for improvement.

Opportunities for Improvement

This is where you can build on the pain points, emotional journey, and customer feedback to start painting a picture of the future. This is where you communicate how you solve these issues with consummate professionalism, an ease of language, no pressure and effortless sales techniques.

Moments of Truth

These are the moments your brand has the biggest opportunity to influence customer decision, opinion, and action. These usually occur when the customer first encounters you, when they initially purchase, and initially work with you. They then in turn react to how everything works, how the “experience” comes together and how supported they feel.

Seth Godin

“If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. Who’s it for and what’s it for are the two questions that guide all of our decisions.”

Mapping your customers journey - 5 guiding principles, unsplash, women arm in arm, customer marketing, customer strategy

Five principals for creating your journey map

Customer journey maps may vary in specific sections and design, but they all share several guiding principals:

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Write them from a customers point of view

Anything created like this should be written from a customers point of view, not your point of view. The purpose of the journey map is to form a story and interpretation of the space between marketer and consumer.

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Combine mechanical business facts with creative emotion

This is where you find your absolute magic. When you perfect the mix of business fact with creative emotion, you will be in prime position to absolutely communicate with effortless perfection everytime.

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Connect with your ideal clients on multiple levels

This is where you communicate with a full marketing strategy, with a complete holistic approach directed firmly towards your ideal client. Without this critical piece of work, how will  you and how can you connect on this level, and experience these immensely fulfilling understanding results?

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Use visualisation tools

We absolutely LOVE Trello for this, we use it when we need to brainstorm a project, or look at channels and processes – as they sit perfectly together. If you are seeking a full understanding of your business map in a way you can track efforts and map other projects this system is perfection.

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Seek help from an expert

We would highly recommend that you work with someone to support you whilst analysing your business, and we believe this can and will make a huge difference in the process, and the success of the outcomes. It can allow you to look at things differently, work out what matters and what does not, and see what you are potentially missing through lack of confidence or focus. 

Phases of the Purchase Journey

A checklist for your finished journey map

Once you have the clear parts assembled and a hypothesis map created, use this checklist to make sure your map hits all the right notes. You will find below a link to a specific product we offer which would allow us to map this journey for you, and would allow you to invest just £99 to have this work completed for you

  • A customer journey map focusing on key personas and ideal clients?
  • A clear brainstorm covering your purchase/interaction process across all sales channels?
  • A bullet list of both mechanical and emotional customer measurement data options (thoughts, feelings, pain points, emotional responses, etc.)?
  • Moments of Truth option maps? Have you looked at where you can be innovation, and groundbreaking. Where you can take steps through your strategy as the leader you really are?
  • Does it include elements that are customer-centric and insightful, remember to think and examine your business, sector and niche holistically.