Customer Feedback Chapter 8. Customer Service, 5e Paul R. Timm 2 © 2011, 2008, 2005, 2001 Pearson...

Customer Feedback

Chapter 8

Customer Service, 5ePaul R. Timm 2

© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

Importance of Gathering Feedback 25% of your customers are unhappy with some

aspect of the interaction--- Only 5% will tell you about it…and then…they

abandon you! Word of mouth advertising cuts both ways

Happy and unhappy customers One unhappy customer will tell 11 others about his/her

bad experience

“…She was so rude!”



Benefits of Gathering Feedback

Gain insight from the customer’s perspective Identify what could be improved upon

Ability to make changes before the customers abandon us

Be able to do continuous improvement

Benefits apply to both internal and external customers



The Complaining Customer can be Helpful

Customers whose complaints are heard and acted upon are more likely to be loyal to you than those who do not have a complaint in the first place!



“How likely is it that you would recommend this company to a friend or colleague?”

But there is much work in gathering, analyzing and responding to feedback in order to achieve a positive response to this end game question!



Informal methods to gather feedback

1) A complaint log-Capturing and using feedback is critical to success. Managers can benefit from maintaining a complaint log to capture ideas from customers and others.

2) Employees talking in the break room or around the water cooler after overhearing customers



1) Focus groups

2) Explorer groups

3) Surveys and Feedback Cards

4) Mystery Shoppers

Formal methods for gathering feedback



Surveys

Use objective language in instructions-don’t try to leadUse clear, non-complex language in questionsUse Valid and Reliable questions

Valid- the extent to which a survey measures what it claims to measure.

Reliable- Reliability refers to the consistency of a measure. A survey is considered reliable if we get the same result repeatedly.

Keep the questions simple and short



Validity and Reliability

Please rate the quality of our Model XYZ computer:

_______Excellent

_______Good

_______Fair

_______Poor

What is wrong with this picture!?



4 ways to use surveys when customers have recently completed a transaction with you:

1)Face-to-face surveys as they walk out of your office or store

2)Mail or email brief questionnaires

3)Written surveys that they can mail back later

4)Telephoning them at home or at work

Surveys (contd)



“Feedback cards are an unproductive way to get feedback…”

Really? What’s this all about!?

Problems with Feedback Cards:

Customer may not know what to do with the cards

Customer doesn’t believe that you really want feedback

Card questions mix marketing with customer service issues

As an effective manager, can you remedy As an effective manager, can you remedy these concerns?these concerns?

Feedback Cards



Managers and employees must be committed….

To developing/using quality and appropriate feedback tools and methods

To evaluate objectively and timely To include both external and internal

customers in the evaluation results To using the feedback for motivating,

improving, and coaching purposes To ensuring financial and other resources

are dedicated to the effort



Many people dislike negative feedback, BUT…

Feedback is a valuable form of coachingcoaching

Our toughest critics can become our best friends



Company’s levels of commitment to feedback (from lowest to highest)-

Reluctant-compliant: half-hearted approach; don’t act on information received

Active listener: genuinely open to hearing from customers; will respond to customers

Metric-conscious: quantifying the data received, tracking it and using it to make regular improvements.

Where will your Bar n Grill be when it comes to Feedback?

Customer Feedback Chapter 8. Customer Service, 5e Paul R. Timm 2 © 2011, 2008, 2005, 2001 Pearson...

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