The Importance Of Followup

Posted on: August 10th, 2010 by John Sperry - CEO

There are four general purposes for your company to be gathering customer feedback.

  1. Strategic Information at the Executive Level
  2. Operations Improvement
  3. Reward Employee Success
  4. Save Dissatisfied Customers


Strategic Information at the Executive Level
Gathering customer feedback is key when attempting to understand what your customers are thinking at any given moment. Seeing your business through the eyes of customers can help improve employee training, hiring processes, future product offerings, and so much more.

Collecting as much customer feedback data as possible will help you make the right decisions to keep your business flourishing, and your customers pleased.

Operations Improvement
Customer feedback can be used to improve your business in ways that will have the most significant impact on the bottom line. Customers will identify key drivers that are in need of improvement throughout your company.

As you make appropriate adjustments, your customers’ overall satisfaction and loyalty will increase along with revenues.

Reward Employee Success
After conducting over 50 million surveys, (over one billion questions answered), a significant trend stands out: The vast majority of feedback given to companies from customers is positive, not negative. There is a huge opportunity to pass that praise along to employees.

When employees are receiving praise, job satisfaction and performance both increase. This, in turn, leads to more satisfied customers.

Save Dissatisfied Customers
Collecting feedback is vital to help identify individual service lapses and unhappy customers. For larger companies, the primary target for recovering customers lies at the store level. The executive team doesn’t have the time or means to reach out and satisfy customers at the local level. That power lies in the hands of individual unit managers.

The faster you can single out and resolve negative experiences, the more likely you are to save valued customers, and build loyalty!

If your feedback isn’t reported in real time, or sent directly to the people who can take immediate action immediately, your ability to promptly identify and resolve issues is instantly diminished.

Summary
Although gathering customer feedback for your business is incredibly valuable to employees at the store level and executives alike, many companies do not make the best use of their feedback. Too many companies focus solely on high-level statistics gathered to guide their business without reaching out to the individual customers… the lifeblood of the company.

I have heard many complaints from people who have taken customer feedback surveys, and been disappointed when a company did not reach out to them to resolve an issue. Following up with customers after a negative experience, or even a positive experience for that matter, is one of the most valuable ways to build lasting loyalty.

As one customer said, “If you’re not going to do what I tell you, I’m not going to tell you anymore.”

Are you maximizing the value of your feedback?