1. Get Customer Feedback
Chapter 8

2. Objectives Know why feedback is important
Understand feedback receptiveness
Know levels of importance
Identify ways feedback cards lose effectiveness
Know behaviors that reinforce feedback
Act on complaints productively
Apply ways to seek out feedback

3. Why Feedback is so Important
Feedback is a Form of Coaching
Complaints Are Valuable Feedback
Getting Input at the Point of Contact

4. Commitment to Feedback Varies
Metric-Conscious
Active “Listeners”
Reluctant, Compliant

5. What Statistics Reveal about Feedback
¼ customers are dissatisfied
Only 5% of dissatisfied customers complain
A dissatisfied customer will tell 12 other people about a company that provided poor service

6. Example: Company serves 100 customers/day 25 dissatisfied
1-2 complaints
23 quiet ones
Complained to 276 people

7. Reinforce, Don’t Challenge the Customer
Implying it is your fault
Defensiveness
Attitude of “Let’s get this fixed for you”
Encouragement

8. Be Sensitive to Your First Reactions
Avoid:
Acting defensively
Skeptical facial expressions
Dead air
Prolonged silences

9. Act on Complaints in Productive Ways
Look at how you receive feedback
Show that you are serious
Timing
Feel empathy
Resolve the problem
Offer something more to exceed customer anticipation

10. Feel the Customer’s Pain
Respect
Listen
Compensate
Share Urgency
Avoid inconvenience
Assure

11. Other Proactive Ways to Get Feedback
Naïve listening
Conveys that you are naïve about what customers want
Get customer to explain their needs/wants to you

12. Use Explorer Groups Not just to direct competitors
Take Notes
Discuss possible implementation
Not just to direct competitors
Explore your own organization
Limit the exploration

13. Use Customer Surveys Random sample Stratified random sample
Any customer has an equal chance of being selected for surveying
Stratified random sample
A certain category of customers has been selected and that anyone in that category has an equal chance of being surveyed

14. The Mechanics of Asking for Customer Survey Input
Face-to-face interviews
Telephone surveys
Mail questionnaires
Written surveys
Internet-based surveys

15. When to Conduct a Customer Satisfaction Survey
When a customer has recently completed a transaction
When the experience is fresh in the customers mind

16. What to Ask in a Customer Satisfaction Survey
How satisfied are you with the purchase you made?
How satisfied are you with our company overall?
How likely are you to recommend our product/service to others?
How likely are you to recommend our company to others?

17. Please circle the number that best reflects your degree of agreement with the following statements: 1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly agree
The business office is conveniently located.
The tellers in the bank are generally friendly.
The manager is readily available if I need to speak with him or her.
Product prices are fair.

18. How often should you conduct a survey?
Often enough to get the most information
But not so often as to annoy the customer

19. What To Do with Answers from a Survey
Compile answers
Look for trends
Act on weak areas
Prioritize tasks
Work first on things customers are unhappy with
Fix things customers have complained about

20. Use « Mystery Shoppers »