Feedback is a Gift
Category : Blog
Customer complaints are the schoolbooks from which we learn. – Unknown
Constructive criticism. Positive feedback. Redirection. Appreciation. Whether it takes on a positive or negative tone; if it’s said in person or via Social Media, customers will continually express their feelings about your company. It is up to business managers to process the feedback and respond appropriately.
Processing feedback, even unsolicited comments, demonstrates maturity and willingness to change. Feedback can sometimes be difficult to digest but receive it with grace and take the time to consider the validity of the comment. Constructive criticism is not a personal attack, it is an attempt to suggest a different way of doing things; a way which may not have been considered before. It is intended to improve technical abilities, interpersonal skills, or the final product.
Customer feedback should guide and shape the offerings of your organization. Regularly soliciting feedback and actively responding to unsolicited feedback is a great way to keep customers engaged. Brands with longevity not only stay ahead of industry trends, they keep an eye on customers to make sure they’re hitting the correct cues. There is no sense in “changing with the times” if you lose your target market in the midst.
The commentary tells you what’s going right, what can be adjusted, and when your customer base changes. Your response indicates what your brand represents and what’s important to its leaders. Food producers are developing non-GMO, gluten free, and all-natural/organic options for buyers. Clothing manufacturers are going back to 100% cotton and incorporating sustainable fabrics to lessen negative impact on the environment. Advertisers are careful to produce multicultural, multigenerational, inclusive marketing campaigns. These trends are a reaction to what customers said, both criticism and praise.
Acting on customer feedback is a critical factor within the feedback loop. First, acknowledge their time and thought in generating feedback. Issue thank you notes, email discount coupons, or invite certain clients to participate in an upcoming focus group after receiving their response. Next, take the data you’ve gathered, meet with your team, and decide how the company can implement the ideas that align with mission and vision. Last, don’t employ customer generated changes in silence; hoping someone will take notice. Send an email, write a blog post, or release a Social Media statement sharing what specific changes caused by client commentary.
Feedback is a gift you can’t afford to leave unopened.