10 Rules Of Customer Feedback


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Every company should be actively listening to their customers.

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  • Perspective Marketing
  • 10 Rules Of Customer Feedback

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