Just to remind us fundamentally what feedback is, think about yourself stood in front of a mirror. You’re seeing yourself from the perspective of another person, and to quote an old saying you’re seeing yourself, ‘warts and all’. Your hair, makeup, clothes, shoes…all reflected back at you in order for you to make adjustments, changes and improvements.
It matters to us how we look – and it should equally matter to us all how our customers or users of our services view us!
Here are 6 reasons why feedback matters:
We know this can be frustrating. Afterall, you know your customers have an opinion. You know you are ready to listen. How can you make sure they give you the feedback you need?
We have been pioneering the use of in the moment short and snappy feedback for 16 years. Right from the off we found that some organisations got it and were quick to adopt the techniques, whilst others held back and were more reluctant to let go of their very long surveys that tried to cover many aspects of the customer, visitor or patient journey.
Giving yourself a moment's time to think through the objectives of your customer feedback strategy will reap rewards with the end result. The questions you ask, when you ask them and how should be determined by exactly what you want to find out. Feedback at its best delivers a true snapshot of opinion which provides new insight to those analysing it. Non-descript or random results are almost always down to a badly planned and executed feedback programme.
Organisations now have to be passionate about their customers if they are to remain credible. Any serious Board of directors will have Customer Experience (CX) on the agenda. So the question is: ‘What do you include in your Customer Experience Board report?’
Whether you’re a hardened researcher or a newcomer to customer feedback planning, it never hurts to get a fresh perspective. What are the options, considerations and ways to maximise effectiveness in designing a feedback programme?
How well you listen and understand has a direct impact on the quality of the feedback you receive. The process of obtaining feedback should be one of continuous improvement, rarely will you get it right first time and rarely will it remain the same over time.
We are often asked, “Will customers keep on giving feedback or will it fizzle out over time?” It's a good question, but we say it doesn't have to fizzle out if you ensure two key elements are in place.
Various studies have now shown that happier employees are more productive employees. One recent study by the University of Warwick showed that increasing happiness levels can achieve up to 12% more productivity.