How to Create a Customer Feedback Operational Record


Feedback provides organizations with opportunities to learn more about customer needs. Moreover, it creates common ground for both planning and implementation efforts. The more feedback customers can provide, in the form of suggests, complaints or compliments, the more an organization can work toward improvements. The challenge is creating a feedback record that turns data into more than cold statistics. The following will walk you through that process.

Encourage easy access. Provide customers with multiple ways for giving feedback. This should include in writing, person, by fax, text message and phone.

Develop a system for initial analysis of all feedback (intake). All complaints, compliments and suggestions should be categorized for further analysis. Data capture should be in a database application such as MS Access.

Keep the customer feedback form simple and use plain language. This will improve the integrity of the data. Provide customers and data analysts with a way to escalate the issue for all dissatisfied responses. This should be included in a customer feedback policy. See Resources for a policy example.

Monitor the intake system and automate triggers for providing feedback. All customer intake feedback should include a target date for response. Customers should also be notified if you cannot respond by the original target date.

Analyze the feedback. Review each feedback response to glean lessons from both satisfied and dissatisfied customers. Train staff members to be sensitive to the responses from different cultures and communities.

Put a policy in place to record the details of each response. For instance, "All feedback must be acknowledged and received within 2 working days and a response must be formulated within 15 working days of acknowledgment." Always keep the customer informed of delays. Also, decide on a period of time to store feedback records.

Record enough information to pull the record in the future. Each record should maintain contact details, receipt (where and when the feedback was received), ownership, type of feedback, progress, resolution and final response. Decide on a period of time to store feedback records.

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