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10 Rules Of Customer Feedback
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10 Rules Of Customer Feedback


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Every company should be actively listening to their customers.

Every company should be actively listening to their customers.

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  • Perspective Marketing
  • Transcript

    • 1. 10 Rules of Customer Feedback Felena Hanson Perspective Marketing
    • 2. What if you had the power to know what your customers want?
    • 3. Why Bother?
      • Raise your hand if you like to be asked for your opinion
      What are you afraid of? Keep your hands up if you’ve been asked your opinion by any vendor in the last month 3 months year When was the last time you asked for your clients’ opinion?
    • 4. Why Bother? For every person who complains, there are 26 who do not !
    • 5. 10 Rules of Customer Feedback
      • So how can we be sure we understand what our customers want ?????
      WE ASK THEM! +++
    • 6. Rule #1
      • Make them feel important
        • It should be the priority of not only every employee but also the owner and management to stay connected to the customer.
        • Kimpton Boutique hotels CEO Tom LaTour has three duties every day
          • Review revenue targets
          • Manage people
          • Call 8 - 10 customers
    • 7. Rule #2
      • Gather customer feedback at every opportunity
        • Avoid the “we don’t want to bother them” trap
      How many raised their hand when asked if you like to be asked your opinion?
    • 8. Rule #3
      • Encourage your customers to talk behind your back
        • Should be anonymous
        • Consider hiring objective third party
        • Secret shopper
      - Highlights in MC - Use to motivate staff
    • 9. Rule #4
      • Don’t spend vast sums of money doing it
        • If you can’t afford to hire an outside consultant then do it yourself!
      Throw a customer appreciation party!
      • Invite your top 20 clients
      • Sampling
    • 10. Rule #5
      • Make it easy for customers to provide feedback
        • In person
        • Email
        • Web
        • Receipts
        • Telephone
      • Leverage technology to aid your efforts
        • or
      The sooner the better!
    • 11. Apply Your Knowledge!
      • Turn to the person next to you
      • Take 5 minutes to discuss the following regarding your business
        • Write down all the customer touch-points which you could solicit feedback
        • List under to each opportunity
          • How will you communicate?
          • Who will communicate?
      • Example:
      • After product delivered a. Written comment card b. By salesperson
    • 12. Rule #6
      • Give customers an incentive to talk
        • Percent off next service/purchase
        • Free add-ons
    • 13. Rule #7
      • Put them in charge of your business
        • Don’t just solicit feedback put them in the drivers seat
      John Fluevog Jones Soda
    • 14.  
    • 15.  
    • 16. Rule #8
      • Create a feedback loop
        • Remember to thank your customers
        • Take the good with the bad
        • Invite them back to prove yourself
        • Make them aware of how their input affected your business
      False listening
    • 17. Rule #9
      • Share customer feedback throughout the organization
        • Create a systematic way of sharing with your staff
          • Monthly staff meetings
          • Posting on intranet
      WD-40’s Learning Moments
    • 18. Rule #10
      • Use feedback to make changes quickly
      What good is knowing what’s on your customers’ mind if you don’t act on it!!!
    • 19. Questions to Ask
      • Open vs. Closed Ended
      • Order
      • Length
    • 20. Apply Your Knowledge!
      • Turn to the person next to you
      Develop 5-10 questions for your business - Use the examples on the following two pages
    • 21.
      • Ease of booking your appointment
      • Accessibility of this location
      • Spa consistency from one visit to another
      • Professionalism of staff
      • Friendliness of staff
      • Overall quality of your experience
      • Waiting for your treatment
      • Tipping
      • Asking for assistance
      • Discussing treatment options with your therapist
      • FACILITY
      • Overall quality
      • Attention to detail
      • Cleanliness
      • Atmosphere
      • Convenience
      • Comfort
      Sample Questions: Spa Excellent 4 Good 3 Fair 2 Poor 1
    • 22.
      • The process of making my reservation was easy
      • The instruction I received of where to sit, what to expect, where to go was clear
      • The front desk and general staff were courteous and knowledgeable
      • The therapist was friendly
      • The therapist was professional
      • I felt I was treated like an individual not just another customer
      • The therapist personalized my spa service with a pre-treatment consultation
      • The therapist gave me a post-treatment consultation with recommendations
      • The therapist answered my questions
      • The treatment room was comfortable and relaxing
      COMMENTS/SUGESSTIONS Sample Questions: Spa Strongly Agree 5 Agree 4 Neutral 3 Disagree 2 Strongly Disagree 1
    • 23. I want your feedback! Email: [email_address] Phone: 619-889-7852
    • 24. Resources
      • Suggested Reading
      • Raving Fans: A Revolutionary Approach To Customer Service by Ken Blanchard
      • Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World by Pete Blackshaw
      • A Complaint Is a Gift: Using Customer Feedback As a Strategic Tool by Janelle Barlow
      • Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers by Bernd H. Schmitt
      • Chief Customer Officer : Getting Past Lip Service to Passionate Action by Jeanne Bliss
      • Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell, Jackie Huba, and Guy Kawasaki