The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Customer Feedback" and will show you how to receive timely, accurate, and useful feedback from your customers.

1. 1
|
MTL: The Professional Development Programme
Customer Feedback
CUSTOMER FEEDBACK
Get their views about both product and service
MTL: The Professional Development Programme

2. 2
|
MTL: The Professional Development Programme
Customer Feedback
Attribution: All images are from sources where a Creative Commons license exists for commercial use. All icons are on subscription
from thenounproject. All clipart is from free sources. The MTL Professional Development Programme is copyright of Manage Train
Learn.
Customer
Feedback
Introduction: When you have accurate, balanced and worthwhile information from your
customers, you put yourself ahead of your competition in the marketing stakes. In this
topic, we'll show you 7 ways to get this information.

3. 3
|
MTL: The Professional Development Programme
Customer Feedback
1. ASK THEM
https://www.flickr.com/photos/dungart244/32897277860/
Give the customer what he asked for
The simplest way to find out what people want
from your service or product is to ask them.
That’s what the hairdresser does when he says,
“How would you like your hair, sir?”. The trouble
is, most service-providers assume they know
what people want. When hotel customers are
asked what they want for their breakfast and
then the waiting and catering staff are asked
what they think the customer wants, the answers
are invariably different. Always ask and act on the
answers.

4. 4
|
MTL: The Professional Development Programme
Customer Feedback
2. BE YOUR
OWN
CUSTOMER
https://pixabay.com/en/hospice-pushing-wheel-chair-disabled-1794112/
Get every user group’s views
One of the most obvious but underused ways to
find out what your customers experience when
they use your service is to be a customer yourself.
You can do this by walking the customer journey
one step at a time and seeing things through your
customer’s eyes. You can even act as one of a
special group of customers – such as a person in a
wheelchair, or someone whose first language is
not English – and see how you’re treated.

5. 5
|
MTL: The Professional Development Programme
Customer Feedback
Get the views of different customer sectors
3. FOCUS
GROUPS
https://www.flickr.com/photos/bernardoh/3574792118/
Focus groups are representatives of customers
whose job is to provide you with information on
their needs and preferences. When Selfridges
Food Hall in London’s West End used a focus
group to review their customer needs, they
discovered that they had three different types of
customer: locals who wanted personal attention;
after-work shoppers who wanted convenience;
and tourists who wanted something special. They
then set about re-designing their food hall to
deliver something special to each of these
groups.

6. 6
|
MTL: The Professional Development Programme
Customer Feedback
4.
QUESTIONNAIRES
AND SURVEYS
https://www.flickr.com/photos/jong514048/6200951558/
Leave a questionnaire at the end of your service
Gathering customers' thoughts on a
questionnaire is one of the best feedback
techniques. That’s because they work. When
Volkswagen designed the new Bug, they sent
their customers a questionnaire saying, “Tell us
about your ideas for the new Beetle. Your ideas,
preferences, and constructive contributions will
be fed into the development process.” The result?
Air-conditioning as standard and optional lighters
and ashtrays.

7. 7
|
MTL: The Professional Development Programme
Customer Feedback
Find out if queues are a good thing or bad
5. USAGE
STATISTICS
https://www.flickr.com/photos/oatsy40/6198212129/
The most important information on whether your
customers are satisfied with your service or not is
whether they continue to use you. However,
while sales may be an accurate indicator of how
well you are doing at present, they are no
guarantee that you are delivering the product or
service that the customer really wants. It may be
that you are at present the only supplier in the
market, or that you are the cheapest or the most
convenient.

8. 8
|
MTL: The Professional Development Programme
Customer Feedback
6. YOUR
FRONT-LINE
STAFF
https://www.flickr.com/photos/gdsteam/16034201111/
Your front-liners are also your best marketing source
Your front-line staff are the most resourceful and
reliable, as well as the least costly, of your
customer feedback sources. Front-line staff
should be encouraged to build strong
relationships with customers so that they feel
free to share how they feel about the service. It is
then for front-line staff to feed back important
information for improving customer care and for
managers to make use of what they tell them.

9. 9
|
MTL: The Professional Development Programme
Customer Feedback
https://www.flickr.com/photos/greative/223146320/
Know what people want before you provide it
7. FRESH
COLOMBIAN
COFFEE
When asked what they wanted from the next
coffee break, a group on a seminar at a top hotel
said, "a change of scene" or "a toilet break".
When the hotel manager was asked, she said,
"quick service"; the supervisor said, "good clean
china"; and the waiter (who was from Colombia)
said, "fresh Colombian coffee". As a result, the
guests received everyone's idea of top service
except their own.

10. 10
|
MTL: The Professional Development Programme
Customer Feedback
This has been a Slide Topic from Manage Train Learn
AFinal
Word
You may deliver the best service in the world. But if it is not what people want, you’re wasting your
time. Implement one, two, three or all of the above techniques, and your service and product will
improve overnight.