How to Encourage Customer Service Feedback. A company's primary goal is to gain profits and increase revenues. However, a company can not be successful and profitable in the long-run unless it considers the importance of collecting and incorporating customer feedback regarding the products and services it provides.
Provide various ways for customers to communicate with the company regarding customer service it provides. Brief comment cards, online feedback surveys, toll-free phone numbers, focus groups and phone surveys are all methods to use to gain customer service feedback. The goal is to make the process easy and comfortable for the customer. The feedback method needs to provide anonymity as well.
Get feedback at different points of the sale. This depends on the length of the sale process. For more involved customer service interactions such as the sale of a newly constructed home, there is opportunity to gain feedback from the customer at the initial contact, during the construction process, at the time of closing and after the homeowner has moved into the new home. In these instances, it is important to keep open communication between your customer and your employees, so feedback is received and acted upon quickly.
Include all employees in the customer service feedback loop. The employees are the company's representatives and need to be a part of the customer service feedback process design and implementation. Encourage employees to interact with customers to find out what customers' are saying about the company. Create a dedicated team to manage the customer service feedback imitative to demonstrate to both employees and customers how important their voices are to the company's well being.
Measure feedback results periodically and set goals for improvement. Asking the right questions is a major part of getting and using customer feedback results. The very basic feedback questions to ask include, overall satisfaction, likelihood to recommend, likelihood to continue doing business with you, how to improve the product or service, best aspects of the product or service and where else they shop for similar products. Feedback from repeat customers is important in helping you learn what your strengths are.
Discuss what the competition does to service your customers. Periodically conduct a competitive analysis and include what your customers say about your competition. Customer critiques of the competition may uncover areas where you are deficient. This process also shows your customer the value your company places on their opinion.