Customer feedback – how to do it right

When used as an effective customer engagement tool Customer Feedback has far reaching benefits for your company and will help you build profitability through customer advocacy. If you are already asking your customers for feedback or are about to do so here are some tips:

Objectives to aim for:

• Make giving feedback as simple as possible – the simpler it is the more feedback you’ll get
• Make giving feedback engaging:
  • Keep it simple
  • Let your customer set the agenda
• Think about feedback as a method of supporting your customer relationships
• Let your customers give feedback when they want to, not just when it suits you
• Measure to the minute – real time feedback for real time decisions

Traps to avoid:

• Don’t chase figures – feedback isn’t about scores it’s about experiences
• React to customer concerns – asking for feedback and not reacting to it is a "no no"
• Think about weighting responses by importance
  • Having great coffee is no benefit if your customer doesn’t drink it
• Don’t collate figures monthly – by then it’s too late to react

Remember:Feedback is about what your customer wants to tell you, not just what you want to know

Expertise to your budget – here’s what you need!

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