How to Improve Customer Feedback
For your business to succeed, it is important to not only collect customer feedback but also use the information to improve your product or service. According to BizGrader.com, a customer feedback service, 95 percent of businesses collect customer feedback, but only 10 percent use it to make improvements. As a manager, if you've been having a problem with mediocre to bad customer feedback, it is not helpful to lay blame on the customer or even your employees. The change starts with you---you must reverse the negative opinions of your customers by managing your employees and your process more effectively.
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Instructions
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Follow up with your customers personally to get a more detailed description of why they are not happy with your product or service. Listen intently. Make it clear that you do want to improve the situation. Ask for information about which employees were helpful and which were not.
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Hold a meeting with your employees. Instead of simply admonishing them for poor performance, ask what they need to be more effective with customers and what kind of training they need to improve.
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Give special training to employees to address their individual issues. Each employee also should attend and successfully complete a customer service training course as a basic requirement.
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Motivate your employees. Low morale causes employees to do just enough to get by, which could be causing the bad customer feedback. Talk to each worker individually to let him know that his work is appreciated. Implement an employee incentive program to reward your workers for going the extra mile. If your employees are motivated to go above and beyond the call of duty with customers, the feedback may improve.
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Empower your employees. Ask for each employee's opinion on what would better serve customers. If the suggestions are reasonable, allow the employee to implement his own ideas when dealing with customers and report back to you on the results.
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Talk to your product research and development team if your feedback reveals a consistent problem with the items that your company is selling. Resolve the issue and when you re-release the updated version be sure to contact your existing customers with a listing of the improved features.
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Offer discounts or partial refunds to help improve the customer's perception of your business and to encourage him to give your product or service another chance in the future.
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Tips & Warnings
Install a customer case management system in your office if you don't have one already. This system will allow you to keep track of all communications with the customer (via phone, email, and mail) and what was done (if anything) to resolve each customer's concerns.
