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Customer Experience

6 ways to get continuous customer feedback

By Wes Heemskerk on April, 25 2017

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Wes Heemskerk

Service Management Consultant

You may have already made it pretty easy for your customers to provide feedback. You have set up a system so that after resolving a call or answering a question, your customer can provide you with feedback on your service. But this is where your real challenge starts.

If you want to improve continuously, you have to keep the feedback flowing. How do you get your customers to keep providing their feedback? In this blog I’ll give you 6 tips for keeping your customers’ feedback rolling in.

1. Appoint a ‘Customer Satisfaction Manager’

Who in your organization is responsible for customer feedback? Do you know? Is anyone? If not, you should consider appointing a ‘Customer Satisfaction Manager’. The main goal should be make sure feedback stays on top of mind in the organization. Allowing someone to focus on this task will make it more likely that you will see results. And while he/she takes the lead in the project, the rest of the department should of course follow suit and operate towards the same goal.

2. Set up a clear feedback process

Even if you've followed as many of the steps to getting more input from customers you can and are now receiving some opinions on your performance, you also need to implement a feedback process if you want to keep the feedback loop running. Without a process in place, requesting and handling feedback becomes very unstructured. Does your service desk have a very busy day? Then you can be sure gathering feedback will probably not be top priority.

In your feedback process, your CSM needs to decide who will process the feedback and what they should do with the information they receive. It's really that simple. But it’s crucial.

3. Show appreciation for the feedback you receive

Every time you receive feedback, remember that a person took the time to share with you how they experienced your service. Always show your appreciation. Thank them. Compliment them. It’s the best way to encourage them to provide their feedback the next time around.

Did you get positive feedback? Sending them a thank-you email is enough. Was your customer unhappy with your service? Make sure to call them.

4. Negative feedback? Call your customer.

Calling your customer when you are given negative feedback serves two purposes. You want to show you understand the customers worry, but also figure out what went wrong and how you can improve. But avoid ending up in a discussion about who’s right. And if you are having a bad day, ask a colleague you know to be diplomatic to make the call.

5. Be transparent about your feedback scores

Sharing your feedback reports with your customers is a good way to show your organization value the feedback you get. And that you don’t shy away from being transparent about your areas of improvement. You show your customers you actually use their feedback to improve your services - which is an incentive for your customer to keep providing it.

6. Share your service improvements

When you’ve made improvements to your service, make sure to share this with your colleagues and customers. For your customers, this is further proof that their feedback had an impact. For your colleagues, it’s an incentive to keep feedback top of mind in their work.

For more tips on meeting your customers needs, there's always our ebook on customer centricity to assist you

Download the Customer Centricity E-book

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