Does Your Business Value Customer Feedback?

Regardless of the type of business you own, it’s likely that you’re receiving feedback from customers on a daily basis, whether it’s in the form of a simple thank you for a job well done, or a complaint made from a frustrated customer. Each interaction gives you the opportunity to catch a glimpse into the mind of your customers, which can tell you a lot about how your business is doing. The question, however, is: do you value the customer feedback you’re receiving?

Collecting Customer Feedback

Aside from picking up on cues during interactions with customers, there are two very simple ways you can collect customer feedback: through a third party, or through your own employees.

Many companies contract out to a third party, paying them to call customers or send out emails to gather feedback. But perhaps the greatest resource you have at your disposal within your company are your customer service employees. These employees take phone calls from customers which means they’re constantly receiving customer feedback. This feedback can paint a clear picture that allows your employees to identify patterns and trends in the way customers are responding to your business.

Take the Time to Listen

One of the best ways you can ensure you’re valuing customer feedback is to listen to what is being said, even if it’s not something you want to hear. Just like the old saying goes, “the customer is always right,” it’s important to consider every complaint made and find the value within the criticism, even if the criticism is outlandish.

Don’t Take It Personal

Don’t take negative feedback as a personal attack directed at you—it’s not. It’s important to think of this feedback as advice your customers are giving you that will allow you to better your company and improve the customer experience for them. After all, without customers, you wouldn’t have a business.

Take Action

Let you customers know you hear them and you care. Don’t just consider what they have to say—take action. Making changes, no matter how little, will let your customers know their voices are being heard and that what they say matters.

Focus on the Positive

While it’s easy to get caught up in focusing solely on the negative feedback, it’s important to not lose sight of the positive. Positive feedback tells you what your customers like and what you’re doing right—focus on these things and keep doing them. Celebrate your victories and praise your employees on a job well done.