Get Customer FeedbackChapter 8

Objectives

1. Know why feedback is important2. Understand feedback receptiveness3. Know levels of importance4. Identify ways feedback cards lose

effectiveness5. Know behaviors that reinforce feedback6. Act on complaints productively7. Apply ways to seek out feedback

Why Feedback is so Important

• Feedback is a Form of Coaching

• Complaints Are Valuable Feedback

• Getting Input at the Point of Contact

Commitment to Feedback Varies

Metric-Conscious

Active “Listeners”

Reluctant, Compliant

What Statistics Reveal about Feedback

• ¼ customers are dissatisfied

• Only 5% of dissatisfied customers complain

• A dissatisfied customer will tell 12 other people about a company that provided poor service

Example:

• Company serves 100 customers/day– 25 dissatisfied– 1-2 complaints– 23 quiet ones

• Complained to 276 people

Reinforce, Don’t Challenge the Customer

Implying it is your fault

Defensiveness

Attitude of “Let’s get this fixed for you”

Encouragement

Be Sensitive to Your First Reactions

• Avoid:– Acting defensively– Skeptical facial expressions– Dead air– Prolonged silences

Act on Complaints in Productive Ways

1. Look at how you receive feedbacka) Show that you are serious

2. Timinga) Feel empathyb) Resolve the problemc) Offer something more to exceed customer

anticipation

Feel the Customer’s Pain

Respect Listen Compensate

Share Urgency Avoid inconvenience Assure

Other Proactive Ways to Get Feedback

• Naïve listening– Conveys that you are naïve about what

customers want– Get customer to explain their needs/wants to you

Try Focus Groups

Use Explorer Groups

Take Notes Discuss possible implementation

Not just to direct

competitors

Explore your own

organization

Limit the exploration

Use Customer Surveys

• Random sample– Any customer has an equal chance of being

selected for surveying• Stratified random sample

– A certain category of customers has been selected and that anyone in that category has an equal chance of being surveyed

The Mechanics of Asking for Customer Survey Input

• Face-to-face interviews• Telephone surveys• Mail questionnaires• Written surveys• Internet-based surveys

When to Conduct a Customer Satisfaction Survey

When a customer has recently completed a transaction

When the experience is fresh in the customers mind

What to Ask in a Customer Satisfaction Survey

How satisfied are you with the purchase you made?

How satisfied are you with our company overall?

How likely are you to recommend our product/service to others?

How likely are you to recommend our company to others?

Please circle the number that best reflects your degree of agreement with the following statements: 1 = strongly

disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly

agree• The business office is conveniently located.

1 2 3 4 5• The tellers in the bank are generally friendly.

1 2 3 4 5• The manager is readily available if I need to speak with him

or her. 1 2 3 4 5

• Product prices are fair. 1 2 3 4 5

How often should you conduct a survey?

Often enough to get the most information

But not so often as to annoy the customer

What To Do with Answers from a Survey

Compile answers

Look for trends

Act on weak areas

Prioritize tasks

Work first on things customers are unhappy with

Fix things customers have complained about

Use « Mystery Shoppers »

• www.humantouchconsulting.com• www.bestmark.com

How often should you conduct a survey?

Often enough to get the most information

But not so often as to annoy the customer