A customer feedback system is an important tool to have for any growing business, but the search for the right one can be difficult. There are many bells and whistles as far as software features go, but when it comes down to it, you just need to remember the 5 A’s.

Automation
It’s difficult to listen and respond to all of your customers while you’re focused on growing your business. Less-sophisticated applications might work for a while, but the task becomes a bit overwhelming as you start to scale. Automating feedback requests and collection will ensure consistency across your network and allow you to get responses in real-time. Following up with customers quickly and efficiently is paramount.

Aggregation
Compiling the data from your feedback efforts will allow you to see how your customer base as a whole feels about your brand. This is the premise of the Net Promoter System, a research-driven invention of Bain & Company that has become the golden standard of customer engagement. Distilling your feedback into a score for one and all locations helps set benchmarks, goals, and action plans.

Amplification
These days, online presence is everything. If a customer feedback system isn’t rolling up to your online reviews, it isn’t worth considering. You want to be able to share the good things customers are saying with your employees and prospective customers. Studies show that internally sharing the praise from your customers will improve morale and productivity of your employees. This boosts their interactions with customers and contributes to better company culture. Amplifying great feedback forms a cycle of positivity that generates better online reviews, more referrals, and attracts better talent during your hiring process.

Analytics
Data is undeniably a driving force behind many markets. Tracking and understanding the data behind your business gives you a significant leg up on your competition. A customer feedback system that uses features like text analysis to establish patterns in customers’ responses can help pinpoint best practices and areas for improvement. Brands like Orangetheory Fitness and Sport Clips incorporate these findings into their operations at a managerial level and have improved training and customer-facing behaviors as a result.

Accessibility
One of the most important things about capitalizing on customer feedback is making sure it’s distributed throughout your entire network. Owners, managers, or team members at different locations should be able to access dashboards so they can monitor their specific customer bases. Having access to this vital information creates a sense of accountability and empowerment on the front lines. Those who interact with customers have all the power to shape the relationship your brand has with those customers, so they should be armed with this powerful resource.

If you stick with this list and check all the boxes, you can’t go wrong. If you’re interested in learning more about customer feedback systems and how they can help your business, click here.