Customers are normally willing to provide feedback on their customer experience and satisfaction level if it is made easy for them to give their feedback. In fact, customers like to know that you value their feedback and that you are willing to take their opinions into account.
Customers have a different view of your business. They are on the outside looking in and therefore their perspective is very different from that of your staff and your managers. They are likely to experience problems and situations you don’t see. Their comments will reflect their experience with your firm, whether that be seeking help or buying and using your products and services.
If you are open to criticism, you can learn a lot by inviting your customers to reflect on their experience. It is a very efficient method of finding out what works and what doesn’t. Feedback need not be all negative. Customers also appreciate the opportunity of thanking a firm for a good experience. This also allows you to identify and recognise staff who have provided exceptional service.
It is always worth asking ‘How could we do better?” If you don’t ask, you don’t always find out. Even customers who have had a very good experience may think of ways in which you could improve your products and services and they will appreciate being asked.
Let your customers know that you take their comments seriously and show that you have implemented the best suggestions. Those customers who are loyal like to know that they are contributing with their suggestions.
A satisfaction survey says ‘we appreciate your business’ and ‘we listen to our customers feedback’. These are very powerful customer engagement signals which will be appreciated by your customers.
Tom McKaskill is a successful global serial entrepreneur, educator and author who is a world acknowledged authority on exit strategies and the former Richard Pratt Professor of Entrepreneurship, Australian Graduate School of Entrepreneurship, Swinburne University of Technology, Melbourne, Australia. A series of free eBooks for entrepreneurs and angel and VC investors can be found at his site here.
