1. CUSTOMER FEEDBACK ADEROGBA ADEWUSI

2. WHAT IS CUSTOMER FEEDBACK? ◦ INTRODUCTION ◦ Customer feedback is a marketing term that describes the process of obtaining a customer’s opinion about a business, product or service. ◦ When taken seriously Customer feedback can easily deliver customers’ perception of the organization to management. ◦ Getting response on customers’ perception cannot be overemphasized since the business is in existence to meet the customers’ needs at a profit

3. CATEGORIES OF CUSTOMER FEEDBACK ◦ DIRECT CUSTOMER FEEDBACK ◦ This type of feedback is sought by management via various channels: ◦ Customer Satisfaction Surveys ◦ Website feedback form ◦ Telephone ◦ Email ◦ Social Media etc ◦ INDIRECT CUSTOMER FEEDBACK ◦ PWOM ◦ NWOM

4. THE SIGNIFICANCE OF CF. ◦ The significance of both Direct and Indirect Customer Feedback cannot be overemphasized. However, Indirect Customer Feedback can easily make or mar the organization. ◦ Direct Customer Feedback allows the organization an ample opportunity to quickly resolve the concerns of the customer in case of a bad service. ◦ Direct Customer Feedback can give management a glimpse of the Indirect Customer Feedback ◦ The effect of Indirect Customer Feedback may not be quickly felt but can be devastating when it concerns bad service ◦ When a Customer is served well he tells a few people (PWOM) who may also tell others, however when he perceives that the service is bad he tells several people who sympathizes with him and tells others.

5. CONCLUSION ◦ Organizations must continue to manage their customer expectations by actively participating in the collection of both Direct and Indirect Customer Feedback. ◦ This will go a long way in determining how successful the organization will be. ◦ It is never to be forgotten is that the organization is in existent because of the customers and without communicating well with them for continuous harvesting of their feedbacks, the company may lose track of what they really need, hence losing market share gradually.

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