use this feedback framework to grow your ecommerce business

If you don't do these things, at some point your company will struggle to keep growing and eventually fail. In this video, I'll share the exact framework that we use and implement with all of the brands that we own, operate, and partner with. And at the end, I'll give you the exact steps you need to take to implement it within your online business today. The problem itself is feedback, and this is something I've experienced multiple times when I'm trying to understand what is preventing us from growing as a company, as an organization. The first thing that you need to attack is feedback culture. Within most companies, companies, feedback doesn't flow very freely. And in fact, within most brands that I end up working with, or even previous companies we've acquired, I've discovered that leaders of companies have been scared to share feedback, and teams of companies have been also scared to share feedback. As a result, this fear of confrontation, the fear of perhaps arousing emotions, is avoided by most people. And as a result, the team never develops a habit of sharing their honest thoughts about people's work. So within a company, if you want feedback to become a free-flowing thing, you must lead the charge yourself. You must be the person giving feedback and requesting feedback. Now, the next type of feedback I want to talk about is actually customer feedback. It is freaking ridiculous how many e-commerce business owners do not call their customers up on a regular basis. You don't need to take your customer out to dinner in order to get feedback from them. You need to, at the very least, use review tools and social media software to understand what customers are saying about your business. And when feedback is negative, when there is a negative comment, negative review, or something that is not overwhelming love, you need to hone in on that feedback specifically and take it more seriously. Most people have a tendency of avoiding, disregarding, or even deleting negative feedback instead of addressing the root cause of it itself. One of our favorite tools that we use is an app called Nocommerce, which is a post-purchase survey that we make all customers of any brand that we're running fill out. And this allows us to get a proper understanding of their marketing journey. Now, we also use these similar surveys with customers after they've received the product. And one of the other really cool tools that we've used is actually running group sessions with multiple customers from brands, asking them for their honest feedback about the brand itself. And we've taken that same concept and also applied it to product launches. So getting feedback from loyal customers before we've launched a product as well. You must constantly be receiving customer feedback and implementing customer feedback because that's actually what's going to give you an edge in the marketplace. That's what actually improves your advertising campaigns and gives you a better understanding of what your customers' pain points actually are. So if you want higher ad returns, understand your customers better. And if you want to understand your customers better, start calling them up or start at least getting in front of them and talking with them much more often. Now, the third thing is data feedback, and I'll touch on this very briefly because if you run an e-commerce business, you're probably already very familiar with reporting dashboards and analytics. But I want you to consider this at an even deeper level for a second. We already benefit from a ton of data within e-commerce, but there's almost too many data points to track. You need to simplify metrics and you need to make sure that no matter who they are within your company, they have access to one centralized dashboard that gives them the highest level metrics about your brand itself. For me and the businesses I work with, the number one metric that we care about is profitability. We use centralized reports that display lots of data, but importantly, profitability to the entire team. And we make responsibility between between each team member really easy, as they can see what specific metrics they need to focus on for their role, as well as the performance of our overall metric of profitability. It helps people actually understand if the actions they're taking are successful and in line with the business's goal. Now, the last type of feedback that I covered briefly in feedback culture is team feedback. I've had revelations within business come from somebody junior at the company who had a really unique insight and perspective into a system that they were working on. I found that one of the ways that I can get more feedback like that from team members has been from being more direct and honest with them as well. For many years, I was far too scared to tell people exactly what I thought and share that with team members as well. Share how I viewed their work, share how I viewed their overall performance, and even called them out on things that I didn't think they should be doing. Now, once I started being more honest with people about how I truly felt about their performance, I started receiving feedback like that from team members as well. Things I could be doing better to improve, as well as things that the entire company could be doing better to continue to improve. There are a couple of things that you can do to implement a better feedback and information flow within teams. One of the tools I've used is one-on-one meetings. Now, I've had one-on-one meetings as frequently as daily with team members when they're first getting established in a new role or new position, or they need specific help with something they are creating. We also create public Slack channels with our teams so that they can join each each other's channels and share feedback directly with each other. So as promised, I'm going to give you a few steps that you can action on right away to create a better feedback culture and see faster growth within your business. So the first thing is to go and contact one of your current customers and ask them for their honest feedback. You could email or text a customer and reach out with some questions. You could host a group feedback session with your current customers, or you could phone up a customer and have some banter with them for a little bit. Whatever your preferred method, make this a weekly activity. Schedule it in your calendar. The next step is to go and share uncensored thoughts with your team about their work and their performance. If there are people you specifically have in mind, call them up or arrange a meeting with them to share your feedback straight away. The third is to create a simple dashboard. It could even be your Shopify dashboard if you don't want to create anything new, and make that your go-to place for everybody on your team to analyze and judge performance. Make sure that every individual knows how to use it and understands what metrics they're directly responsible for and how the holistic growth of the business is tied to their performance and their success and their ultimate goal. The fourth thing is to host a group meeting with your team or teams and request open, honest feedback from all of them in a public manner. If this is something that is new to you, I'd recommend going through the Moshiri Method curriculum and reading his documents on meetings and receiving feedback. Once you've gotten this feedback from your team on this call, create a plan with them to actually and implement their feedback. And the last thing that you need to do is actually follow up on your feedback. So once you've received feedback from team members and customers, follow up with them when the action plan you've created has been complete or as steps in the plan are checked off. Doing that will complete the feedback loop that you need to build the trust within your team so that they continue to bring you insight and share honest feedback with you. So prioritize creating a feedback culture. And if you can't be bothered, just hire me and I'll do it for you.