Customer feedback is essential, not only does it give the end-user a chance to reach out (both positively and negatively), it allows your company to react and grow. But, how do you see it? Is it a necessary evil? Something to take care of and move on? Or, do you see it as a chance to develop your organization and to stay in touch with your customer base?
I believe it can be the second option: a positive experience for your company and your customers. However, it takes a little effort on your part.
Make it Easy
There’s nothing more frustrating than having feedback to give to a company (whether positive or negative), and searching and searching without luck to find a way to contact that company. If a customer is frustrated or facing an issue, the last thing they want is to spend an hour trying to find a way to reach you. The solution? Make it easy.
Build a community around customer-service. Social HubSite offers a feedback community that can be linked straight from your home page. Customers can easily submit comments, tasks, questions and concerns. You’ll receive the help “tickets” and will be able to respond directly through the site. It doesn’t get much simpler than this.
By making the feedback process simple for your customers, you’re showing them you value what they have to say…that their business matters to you and that you make their feedback your priority.
So, you’ve made the feedback process simple for your customers. This means very little if their comments go unanswered. Part of your job as a business owner is to ensure customer satisfaction; this means taking the time to respond appropriately.
This does not mean sending out a blanket “thanks for your feedback” message and moving on. It entails taking the time to read what the concern is, looking into the situation and responding appropriately. If time is required to find out more about what happened, keep your customer in the loop. Thank them, ensure them you’re looking into it, and respond with a final resolution.
Studies demonstrate that customers who receive appropriate responses to feedback (even when it’s negative) are more likely to rate their overall transaction as positive, and to repeat business in the future while referring others. It’s all about your response.
Make it a Process
Perhaps you’re not the one to provide feedback, maybe you need an employee whose total responsibility is responding to feedback. Perhaps you don’t have a uniform time frame for responding or a resolution process document. Now is the time to turn your feedback response into a process.
Set up company guidelines: who does the responding? What language is acceptable in the response process? What time frame should all feedback be responded within? Make sure all employees are familiar with these guidelines. Take the time to check some of the responses to ensure they meet your company’s standards.
By putting in the time up front, your company’s feedback process will garner a positive reputation and will lead to happy, content customers in the long run.