Don’t be Afraid of Customer Feedback
By: Marc E. Carlson, RRP
CustomerCount© Business Relationship Manager
Customer feedback can be a double edged sword. On the one hand, a company can gain great information regarding what they are doing right in the eyes of its consumers. On the other hand, customer feedback can highlight problematic areas in an organization.
I think the majority of organizations that do not have a formal customer feedback program in place may be afraid of the results. Why, I have no idea. I imagine it is difficult for certain C-level executives to see first-hand results from a consumer that gives them poor scores on particular key performance indicators like: was the customer service representative knowledgeable of the organization’s products and services, were problems addressed readily or did the purchased product or service meet the consumers’ expectations?
Organizations without ongoing customer feedback are truly missing an opportunity to understand their strengths and weaknesses. On top of that, how else can you measure how your organization is doing compared to the annual goals executives spend so much time on from Q3 – Q4? Having a customer feedback program will not only keep you on track to reach goals, and create actionable data, it will also increase revenues by offering you the opportunity to take valuable action AND interact with your most important asset, your customer.
At the end of the day, we are all in business to make money for our organizations.
What do you think?