The document discusses techniques for obtaining feedback from customers to improve customer service. It provides a dialogue example of a bank employee asking a customer questions about their service experience and satisfaction. The employee offers the customer choices in answering, uses the customer's name, says thank you, and offers to follow up. This shows the customer the bank cares about feedback and will try to make improvements. The document advises that when collecting feedback, businesses must also take action and provide follow up responses, or customers may feel it is disingenuous.

1. When You Want Feedback From the Customer By VanSight

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3. The Situation We usually think of customer service as the process of providing something—services, information or products to the customer. There’s another component of customer Service, and that involves the process of getting feedback from the customer so you can improve how you provide for the customer. Most people involved in serving customers Don’t think of this as part of their jobs, but it can be useful. How do you elicit feedback that might help you and your company improve service? 3

4. Techniques Used 4 Offering choices Empowering Probing Questions Active Listening Arranging Follow-Up Use Customer’s Name Thank Yous

5. Dialogue 5 The setting is a bank. The employee wants to find out (with the support of the manager), how customers see the service they are receiving, and whether they have any suggestions or comments for improvement. Here’s how she does it. Employee: Mrs. Jones, we’re interested in hearing what you think about our service at this branch. If you have just a minute or two, I’d appreciate it if you could answer some quick questions. Is that OK?

6. Dialogue 6 Customer: Sure. If it’s short. Employee: Yes, it’s short. On a scale of one to ten how would you rate the service you receive at this branch? Customer: Well, I guess a six. Employee: Is there anything specific that we could do to raise that rating? Customer: Well, yes. The thing that gets me is that I always come in at lunch time, and it seems that’s when you have the most people waiting, and the least number of tellers working.

7. Dialogue 7 Employee: So, if we could reduce the waiting at lunch time that would help? Customer: Yes, it would. Employee: [asks one or two other short questions] Well, Thank you Mrs. Jones. I’m passing these suggestions on to our bank manager, and if you like, I can follow up with you to let you know the result, Would you like that? Customer: Well, no, that’s not necessary. I’m in every week, so I can talk to you then. Employee: OK, well thanks again.

8. Explanations 8 This is a fairly straight-forward process. Make special note that the employee offers the customer the choice of answering the questions or not, and uses the same technique at the end of the interaction to determine if the customer wants to be contacted. It’s about offering choices. When asking for information from customers, it’s best to provide some form of follow-up option. This tells the customer that you (and your organization) are sincere about the information the customer provides, and that you are willing to try to do something to accommodate the needs of the customer, it moves the feedback process beyond “just talking.” you can also see the use of two techniques that should be part of almost all customer interactions—common courtesy. They are using the customer’s name, and using thank yous.

9. How to Diffuse the Situation 9 The same basic techniques can be used if your company has some form of feedback form customers can fill out, and drop off. Collecting feedback from customers, and then doing nothing — no feedback and no fixing of problems, is worse than collecting no feedback at all. That’s because it will seem phony to customers. If you collect feedback on your own initiative, make sure you pass the information on to those in your organization that should have the information.

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