Do you make it easy for your customers to give feedback, both good and bad?  Also, when you get the feedback do you openly accept it and respond quickly?  You should.  As John Russell, former Managing Director of Harley-Davidson Europe said, “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”  The feedback that you get from your customers, and what you choose to do with it, is paramount to maintaining longevity and acquiring loyal customers in this unpredictable consumer market.  The comments you get will give you the tools you require to always meet your customers’ needs.

Openly Accept Feedback & Act Quickly

“96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back.” (1^st Financial Training Services) So these unhappy customers give you the impression that they are happy and then they suddenly stop doing business with you?  Seems like a bad problem with an easy solution: openly accept feedback.

Take the time to figure out how you can gain, and welcome, criticism and praise from your customers.  You can do this through regular surveys, follow-up phone calls and emails, and through means that allow the customers to give feedback whenever they choose by making it obvious that you welcome the conversations (like through a “comments” form on your website).  When customers take the time to give you the valuable information, allow them to openly express themselves.  Then, once you receive the full criticism or praise, make sure that you immediately thank the customer. You truly appreciate having the ability to know what you do well, what you need to do different, and what you do poorly.  And even better, you now know what action steps you can take to better serve your customers.

When customers give you negative comments and criticisms, make certain that you:

1. Apologize. Genuinely apologize for the inconvenience, for how the issue made him/her feel, or in whatever way is best based on the situation.
2. Acknowledge the issues by restating your understanding of the opportunities.
3. Outline some definitive actions you intend to take to alleviate the problem, as applicable.
4. Act quickly to resolve the issue(s), as applicable.
5. Determine what you will do going forward to be better in the future.

"Your most unhappy customers are your greatest source of learning." -Bill Gates

If customers are motivated enough to complain to you, they are definitely motivated enough to express their displeasure to other customers.  Immediately addressing problems will minimize the damage and may also present an opportunity for an upset customer to become a happy one again.

Can we help you by evaluating your customer experience and giving you fresh ideas for what your customers' unexpressed needs may be?