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Seeking Customer Feedback

Friday, May 01, 2015   By Mike Reddy

 

Customer Feedback

Some businesses inherently receive feedback without much effort. Others need to be more aware of the best ways to approach customers for feedback and the best ways to use that feedback.

There are a number of ways to non-intrusively seek customer feedback:

  1. 1.  Surveys (online and in-store)
  2. 2.  Focus groups
  3. 3.  Comment cards
  4. 4.  Roundtable discussions
  5. 5.  Social networking
  6. 6.  Live chat options

As long as these avenues always remain optional, employ any and all of them. The more ways to reach the customer, the more likely a valuable exchange will occur.

Remember it is important to pull from both satisfied and dissatisfied customers.

Consider carefully what questions you will ask. Basics include:

  1. 1.  Why us? Where did you hear about us?
  2. 2.  What service/product were you seeking?
  3. 3.  How would you rate the service/product?
  4. 4.  How did we exceed/fall short of your expectations?
  5. 5.  What could we do to improve? Reasons for referral?

Offering an incentive may cultivate more in-depth and honest answers.

Simply put, recognition for time-spent goes a long way with the consumer - they feel valued and will be more open.

Bottom line - make it easy, actually ASK, be specific, make room for anonymity, and always follow up.

Once you have gathered the information, analyse it and apply it. Show your customers you listened by actively responding with change.

They will see that you respect their time and opinion, while you have uncovered some hiccups that can now be smoothed over. Win, win!


Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.