本文源引自Crunchbase特约作者Ivan Saprov在2024年3月9日发表的文章，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
As entrepreneurs, we depend on the feedback of our customers. If they like our product or service, and it effectively meets their needs, we will succeed. Otherwise, our company will falter.
作为企业家，我们依赖客户的反馈。如果他们喜欢我们的产品或服务，并且它有效地满足了他们的需求，我们就会成功。不然的话，我们公司就会垮掉。
Therefore, we must learn to objectively receive feedback. While it can be easy to pump ourselves up after receiving a stellar review or to deflate ourselves after a negative experience, focusing too much on either side of the spectrum is not ideal.
因此，我们必须学会客观地接受反馈。虽然在收到好评后很容易让自己打起精神，或者在经历负面经历后很容易泄气，但过多关注任何一方都是不理想的。
Here are five ways in which feedback-driven decisions can help us grow our businesses.
以下是反馈驱动型决策可以帮助我们发展业务的五种方式。
No. 1: Overcoming survival bias
第一：克服生存偏见
伊万·萨普罗夫 (Ivan Saprov)，Voyagu 创始人兼首席执行官
A common mistake entrepreneurs and team leaders make is concentrating on feedback from existing customers. Yet, it’s equally important to engage with prospects who didn’t make a purchase. Why did that happen?
企业家和团队领导者常犯的一个错误是专注于现有客户的反馈。然而，与未购买的潜在客户互动也同样重要。为什么会发生这种事？
Sure, focusing on those who already buy your product or service helps with customer retention. But understanding what stops people from buying can give you invaluable insights to improve your product or service lineup.
当然，关注那些已经购买你的产品或服务的人有助于保留客户。但是，了解阻止人们购买的因素可以为您提供宝贵的见解，以改进您的产品或服务阵容。
No. 2: Choose the right segment
第二：选择正确的细分市场
Particularly if your company operates online, and you’re still working on finding the right product-market fit, it is worthwhile to use feedback to create customer segments and study those segments separately.
特别是如果您的公司在线运营，并且您仍在努力寻找合适的产品市场契合点，则值得利用反馈来创建客户细分并单独研究这些细分。
This gives you a more holistic view of your offerings and highlights potential improvements or adaptations you can make to increase your competitiveness in your chosen segment — which should be the one that generates most of your revenue.
这可以让您更全面地了解您的产品，并突出显示您可以进行的潜在改进或调整，以提高您在所选细分市场中的竞争力 – 这应该是为您带来大部分收入的细分市场。
No. 3: Understanding churn
第三：了解客户流失
Every business owner I know would love for their customers to come back and make consistent purchases. However, many fail to explore the reasons behind their clients’ decisions and instead attribute them to largely unproven assumptions.
我认识的每个企业主都希望他们的顾客回来并持续购买。然而，许多人未能探究客户决策背后的原因，而是将其归因于很大程度上未经证实的假设。
If you don’t know why customers stay or why they leave, your retention tactics are disconnected from reality. Leveraging feedback to understand this can help you build better relationships so your customers stay with you for life — and increase your customer lifetime value.
如果您不知道客户为何留下或离开，那么您的保留策略就与现实脱节。利用反馈来了解这一点可以帮助您建立更好的关系，让您的客户终生陪伴您，并提高您的客户终身价值。
No. 4: Communicate with the front lines
第四：与一线沟通
Your frontline sales staff is a pool of knowledge. Because they connect with customers on a daily basis, actively gathering their feedback can flag challenges when delivering services and help you develop better strategies to keep existing customers and acquire new ones.
您的一线销售人员是一个知识库。由于他们每天都与客户联系，因此积极收集他们的反馈可以标记提供服务时遇到的挑战，并帮助您制定更好的策略来留住现有客户并获得新客户。
This is especially important whenever a problem arises, so make sure you get input from your front lines before taking action.
每当出现问题时，这一点尤其重要，因此在采取行动之前，请确保从前线获得意见。
No. 5: Seek out negative feedback
第五：寻找负面反馈
While it’s natural to focus on direct communication from dissatisfied customers or reviewers, I suggest adopting a proactive approach by actively scouting personal social media accounts, relevant channels, groups, communities and even open chats, as many people won’t post their opinion directly.
虽然关注来自不满意的客户或评论者的直接沟通是很自然的，但我建议采取积极主动的方法，积极寻找个人社交媒体帐户、相关渠道、团体、社区甚至公开聊天，因为许多人不会直接发表自己的意见。
By broadening the scope of feedback collection, you increase the chances of uncovering diverse perspectives and identifying areas for enhancement that might otherwise go unnoticed.
通过扩大反馈收集的范围，您可以增加发现不同观点并确定可能被忽视的需要改进的领域的机会。
Use feedback effectively
有效利用反馈
When working with customer feedback, I strongly suggest using a framework like Jobs to Be Done. With this approach, what matters is not so much what the customer is buying, but the need they are getting met through your product or service, and whether that is functional, social or emotional. This helps you understand complaints in a different light.
在处理客户反馈时，我强烈建议使用像“待完成的工作”这样的框架。通过这种方法，重要的不是客户购买什么，而是他们通过您的产品或服务满足的需求，以及功能、社交或情感方面的需求。这可以帮助您从不同的角度理解投诉。
Remember that your end goal is to create as much value as possible for a specific customer segment so you win them for life. By following the steps above and using feedback in your favor, you can increase your odds of doing so.
请记住，您的最终目标是为特定客户群创造尽可能多的价值，以便您终生赢得他们。通过遵循上述步骤并利用对您有利的反馈，您可以增加这样做的机会。
