Posted by Meredith Estep on Wed, May 19, 2010 @ 10:18 AM
Even businesses focused on providing top notch customer service may not understand how their customers truly feel. Most customers come and go without providing much input about your product or service. The most common feedback either comes from customers who were completely delighted with your business or (more likely) completely unsatisfied. What about the majority in between? Consider these ideas for collecting constructive customer feedback.
Comment Cards
These cards are often found in retail venues, located near the cashier or customer service desk. Customers who want to offer feedback can simply pick one up in the store. Many cards ask basic questions like, "Are you satisfied with our service?" or "Is there anything we could be doing differently?"
Sometimes customers fill out comment cards only when they are unhappy with the service they received. To ensure customers continue to provide feedback in this manner, reward those who take the time to provide feedback with a coupon or store discount on their next purchase.
Surveys
Surveys can be mailed to customers or handed to them directly after a purchase is complete. While many do not take the time to fill out customer surveys, there are enough willing participants to give businesses a relatively accurate assessment of the services they provide. You are more likely to get surveys returned if you keep them quick and simple and provide incentives for completion. To sweeten the pot, offer a reward for those that follow through, such as a discount off their next purchase or their name in a drawing for a grand prize.
Focus Groups
If you want more detailed feedback about your company, a focus group might be the solution. These groups usually consist of eight to 10 customers who are willing to spend an hour of their time answering questions about your products and service. Prepare for these sessions by determining what information you want to get out of your customers and writing questions that are most likely to get you this information. Record the focus group session so you can remember all of the information shared. You can then use the information learned in your focus group to hone goods and service to better meet your customer's needs.
Simply Ask
This may seem overly simple, but many companies fail to ask their customers what they like or dislike about the service they receive. Establish a relationship with your customers by talking to them when they come into your business and taking the time to listen to what they have to say. Ask them if they are happy with your service and if there is anything they would like to see changed. You may find that those brief exchanges provide a wealth of information about how you can improve your customer service.
Learning what your customers think about your business is the first step in improving customer service. Whether you choose a written survey or a casual conversation, asking your customers for feedback establishes a positive relationship between the two of you. When your customers know you actually care about what they have to say, they will be more likely to continue a business relationship with you.
- Meredith Estep