What are the best ways to use feedback for customer service in a post-Brexit world?

2 Ask the right feedback questions

The quality of your feedback depends largely on the quality of your questions. You should ask questions that are clear, specific, and actionable, and that cover the key aspects of your customer service, such as responsiveness, professionalism, empathy, and problem-solving. You should also avoid leading, biased, or vague questions that may influence or confuse your customers. Additionally, you should use a mix of open-ended and closed-ended questions to capture both quantitative and qualitative feedback.

3 Analyse the feedback data

Once you have collected the feedback, you need to analyse it to identify the strengths, weaknesses, and opportunities of your customer service. You can use various tools and methods to analyse your feedback data, such as rating scales, sentiment analysis, text analysis, or customer satisfaction metrics. You should also segment your feedback by different criteria, such as customer type, location, service channel, or issue type, to gain more insights and tailor your actions accordingly.

4 Act on the feedback results

The most important step in using feedback for customer service is to act on the results and implement the necessary changes or improvements. You should prioritise the most urgent or impactful feedback and communicate your actions to your customers and your team. You should also monitor the impact of your actions on your customer service performance and satisfaction, and adjust them as needed. Furthermore, you should thank your customers for their feedback and show them how you value their opinions and suggestions.

5 Learn from the feedback trends

Feedback is not a one-time event, but a continuous process that requires regular collection and review. You should learn from the feedback trends and patterns over time and use them to inform your customer service strategy and goals. You should also benchmark your feedback results against your competitors or industry standards and identify the areas where you can differentiate or improve your customer service. Additionally, you should share your feedback learnings and best practices with your team and other stakeholders.

6 Adapt to the feedback changes

Finally, you should be aware that feedback is not static, but dynamic and evolving. As the post-Brexit situation changes, so will your customers' needs, expectations, and perceptions. You should be flexible and adaptable to the feedback changes and update your feedback channels, questions, and actions accordingly. You should also seek feedback from new or potential customers and explore new markets or opportunities that may arise from the post-Brexit context.