10 Rules of Customer Feedback

Felena Hanson Perspective Marketing

What if you had the power to know what your customers want?

Why Bother?

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

Raise your hand if you like to be asked for your opinion

When was the last time you asked for your clients’ opinion?

Why Bother?

For every person who complains, there are 26 who do not !

10 Rules of Customer Feedback

So how can we be sure we understand what our customers want ?????

WE ASK THEM! +

++

Rule #1

Make them feel important It should be the priority of not only every

employee but also the owner and management to stay connected to the customer.

Kimpton Boutique hotels CEO Tom LaTour has three duties every day

• Review revenue targets• Manage people• Call 8 - 10 customers

Rule #2

Gather customer feedback at every opportunity Avoid the “we don’t want to bother them” trap

How many raised their hand when asked if you like to be asked your opinion?

Rule #3

Encourage your customers to talk behind your back Should be anonymous Consider hiring objective third party Secret shopper

- Highlights in MC- Use to motivate staff

Rule #4

Don’t spend vast sums of money doing it If you can’t afford to hire an outside consultant

then do it yourself!

Throw a customer appreciation party!

Invite your top 20 clients Sampling

Rule #5

Make it easy for customers to provide feedback In person Email Web Receipts Telephone

Leverage technology to aid your effortsSurveymonkey.com or Zoomerang.com

The sooner the better!

Apply Your Knowledge!

Turn to the person next to you Take 5 minutes to discuss the following regarding your business

1. Write down all the customer touch-points which you could solicit feedback

2. List under to each opportunitya. How will you communicate?

b. Who will communicate?

Example:1. After product delivered

a. Written comment cardb. By salesperson

Rule #6

Give customers an incentive to talk Percent off next service/purchase Free add-ons

Rule #7

Put them in charge of your business Don’t just solicit feedback put them in the drivers seat

John Fluevog Jones Soda

Rule #8

Create a feedback loop Remember to thank your customers Take the good with the bad Invite them back to prove yourself Make them aware of how their input affected

your business

False listening

Rule #9

Share customer feedback throughout the organization Create a systematic way of sharing with your staff

• Monthly staff meetings

• Posting on intranet

WD-40’s Learning Moments

Rule #10

Use feedback to make changes quickly

What good is knowing what’s on your customers’ mind if you don’t act on it!!!

Questions to Ask

Open vs. Closed Ended

Order

Length

Apply Your Knowledge!

Turn to the person next to you

Develop 5-10 questions for your business- Use the examples on the following two pages

OVERALL EXPERIENCE• Ease of booking your appointment• Accessibility of this location • Spa consistency from one visit to another • Professionalism of staff• Friendliness of staff• Overall quality of your experience• Waiting for your treatment• Tipping• Asking for assistance• Discussing treatment options with your therapist

FACILITY• Overall quality • Attention to detail• Cleanliness • Atmosphere • Convenience • Comfort

Excellent4

Good3

Fair2

Poor1

Sample Questions: Spa

FRONT DESK & GENERAL STAFF• The process of making my reservation was easy• The instruction I received of where to sit, what to expect, where to go was clear• The front desk and general staff were courteous and knowledgeable

SPA TREATMENT & YOUR TECHNICIAN• The therapist was friendly • The therapist was professional • I felt I was treated like an individual not just another customer • The therapist personalized my spa service with a pre-treatment consultation• The therapist gave me a post-treatment consultation with recommendations• The therapist answered my questions • The treatment room was comfortable and relaxing

COMMENTS/SUGESSTIONS

Sample Questions: Spa

Strongly Agree

5

Agree4

Neutral3

Disagree2

Strongly Disagree

1

I want your feedback!Email: Felena@PerspectiveMktg.comPhone: 619-889-7852

Resources

Suggested Reading• Raving Fans: A Revolutionary Approach To Customer Service

by Ken Blanchard• Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000:

Running a Business in Today's Consumer-Driven World by Pete Blackshaw

• A Complaint Is a Gift: Using Customer Feedback As a Strategic Tool by Janelle Barlow

• Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers by Bernd H. Schmitt

• Chief Customer Officer : Getting Past Lip Service to Passionate Action by Jeanne Bliss

• Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell, Jackie Huba, and Guy Kawasaki