Is collecting feedback enough? No.
Almost every business makes it a point to collect feedback from customers but does every business actually use the feedback to its benefit? The answer is sadly negative. While some companies have an excellent feedback strategy, others simply fail at it. Are you failing as well? Read on to find out if you are making these mistakes:
Making it Numeric
Don’t convert the feedback you receive into numbers and percentage. What happens when you do this is that individual opinion is blurred. Everything becomes generic and if you receive more percentage of positive feedback, you will not pay attention to the negative comments. Collecting feedback will, therefore, serve you no good.
Some companies collect feedback for months together and break it down at once. That will not help anyone because employees won’t even remember what happened a few months ago! Complaints have to be tackled on the spot. Taking action must be on a daily basis and not on a quarterly basis.
Most companies have specific feedback forms with specific questions and specific options to choose from. Moreover, they prompt suggestions! This quells human speech and your customers will not be able to tell you what they exactly feel/want/have experienced.
A better thing to do would be to let the customer voice his or her opinion in his or her words.
Don’t Keep it Anonymous
Let go off the notion that anonymity is actually helpful. If you collect unspecified feedback you won’t know which employee to link it to and how to see it through. Anonymity does not encourage anyone anymore and experts say that it is highly overrated. Therefore, simply collect data and feedback from your employees and they will be happy to provide it even without this clause.
When you follow this process, you will know exactly which customer is pleased and why, and which customer is displeased and why. You can get to the root of the problem and solve it so that the particular customer knows that you have taken his feedback into consideration and have made it a point to resolve the issue. This will help you grow as well.
Take customer feedback and use it individually in order to ensure betterment of your business. Don’t make it numerical and don’t cater to a large amount of feedback at once. You should make it a point to let your customers express freely and to tackle the problem immediately.