{"id":1187,"date":"2010-02-22T16:42:05","date_gmt":"2010-02-22T16:42:05","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=1187"},"modified":"2010-02-22T16:42:05","modified_gmt":"2010-02-22T16:42:05","slug":"the-1-mistake-we-see-in-customer-feedback","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/the-1-mistake-we-see-in-customer-feedback\/","title":{"rendered":"The #1 mistake we see in customer feedback"},"content":{"rendered":"

Customer’s feedback<\/h2>\n

All kinds of work go into getting your customers to share feedback with you. Ironically, the place we see most companies trip up is at the finish line \u2013 when it\u2019s time to share those results with employees.<\/p>\n

Over the years we\u2019ve worked with a wide variety of companies to help create feedback loops between customers and employees.\u00a0 It turns out that there\u2019s one thing that vexes companies more than any other in making a solid feedback loop really \u201cstick\u201d: the practice of sharing the results regularly with employees.<\/p>\n

Why should it be in the plan to share feedback?<\/h2>\n

Sharing customer feedback with customer-facing employees is vitally important because it allows them to make the changes your business needs to improve, or even maintain its service standards. And it works. Simply showing the grades to your employees and allowing them to see objectively how they\u2019re doing through the eyes of real customers naturally changes employee behavior for the better.<\/p>\n

Here\u2019s an interesting test we\u2019ve done many times.\u00a0 When we do an implementation for a company and they start by collecting grades but\u00a0not showing<\/em> the employees, they establish a baseline.\u00a0 On the week when that company starts showing their employees the grades, they get a nice \u201cbump\u201d in grade quality.\u00a0 No tricky fancy stuff, just show the grades to the employees.\u00a0\u00a0Employees make conscious and subconscious changes.<\/p>\n

\"image\"<\/p>\n

How do we know if we\u2019re doing it right?<\/strong><\/h2>\n

Simple.\u00a0 You should be able to walk into any one of your locations and ask the employees how they\u2019re doing.\u00a0 If they know how they\u2019re being graded \u2013 even generally \u2013 then you have connected the feedback loop.<\/p>\n

If your employees don\u2019t know how they\u2019re doing, then that\u2019s a problem.\u00a0 We\u2019ve even seen cases where companies that use our software have executive management and front-line management teams who areextremely<\/em> attuned to how their customer grades are trending, and yet many of their customer-facing employees don\u2019t even know the program exists.\u00a0 Ouch!<\/p>\n

We\u2019d even go beyond showing your employees the grades.\u00a0 Really engaging employees in the feedback loop requires that you share positive customer feedback regularly as a means of recognizing great employee performance.\u00a0 Your teams are a lot more likely to stay tuned-in to feedback when they\u2019re getting positive feedback.\u00a0\u00a0 (We generally find over 90% of customer feedback is positive!\u00a0 For more on this see our post on customer complaints called\u00a0Complaint Line Effect<\/a>.)<\/p>\n

If you\u2019re interested in Customer Experience topics, we think you might enjoy reading: The five pillars of customer experience<\/a><\/p>\n

What happens when we stop sharing?<\/strong><\/h2>\n

A couple of things.\u00a0 First, the feedback loop stops functioning as employees stop receiving objective information about how they\u2019re doing and how that compares to their peer locations.\u00a0 That\u2019s a huge potential gain in-store performance for practically zero additional dollars left sitting on the table.<\/p>\n

Second, the initiative becomes a burden and a stress on front-line managers because it doesn\u2019t capture the interest and momentum of employees.\u00a0 And that\u2019s a problem.\u00a0 If employees aren\u2019t interested and engaged in the idea of listening to objective customer feedback, then the measurement falls by the wayside when other priorities come up.<\/p>\n

Making it work<\/h2>\n

The companies who make the most of customer feedback\u00a0systematize<\/em> the process of getting information to the front line so that regional and district managers aren\u2019t responsible for that work.\u00a0 In our own experience, we frequently push easy, visual reports each week to each location by email. Many of our clients actually push customer feedback results to the POS system! The point is that it needs to be easy so that managers can use the information without having to be responsible for processing and routing<\/em> it.<\/p>\n

You\u2019re already doing the work of getting feedback from your customers. Don\u2019t fall down at the finish line!<\/p>\n

About the Author<\/strong>: \u00a0Max Israel is the founder of\u00a0Customerville<\/a>, a Customer Satisfaction Measurement Solution for Multi-unit Operators that can help you create happier customers and drive sales.<\/p>\n

At QuestionPro, we work on what we believe in.\u00a0<\/b>Schedule a demo with Ken<\/span><\/a> and discover how to boost customer loyalty and collect valuable consumer insights through our CX survey and analytics management platform.<\/p>\n

Learn more about QuestionPro CX<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Customer’s feedback All kinds of work go into getting your customers to share feedback with you. Ironically, the place we […]<\/p>\n","protected":false},"author":128,"featured_media":120342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169],"tags":[],"yoast_head":"\nThe #1 mistake we see in customer feedback | QuestionPro<\/title>\n<meta name=\"description\" content=\"You\u2019re already doing the work of getting feedback from your customers. Don\u2019t fall down at the finish line! 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