Asking for Customer Feedback? Be Ready to Receive It

by Mauricio Dulón - CX

As a CX professional and consultant, I have observed numerous organizations undertaking CX diagnostics to enhance their customer experiences. During this process, it's crucial to solicit feedback not only from customers but also from employees. An organization must be prepared to not only receive and process this feedback but also act upon it effectively. If an organization reacts defensively or makes excuses when receiving feedback, the flow of such valuable insights will diminish. Feedback is not only invaluable and freely given, but it also carries an implicit expectation: the organization must be open and receptive to it.

Remember that the primary purpose of customer feedback is to foster improvement, not merely to receive commendation.

Don’t be Selective on the Feedback

Gathering feedback through a variety of channels leads to richer insights. However, it's important to avoid selecting only those sources that are likely to yield favorable responses. For instance, while consulting for a bank, they suggested we gather feedback from teller and customer service interactions. Yet, they imposed significant obstacles to obtaining feedback from the call center. It later became apparent that the call center feedback was less favorable, and there was a reluctance to include it in the overall results. This kind of bias, whether intentional or not, obscures the true picture. The primary purpose of customer feedback is to foster improvement, not merely to receive commendation.

Don’t Shut Down or Make Excuses for Negative Feedback

When customers offer feedback, they invest their time with the hope that their insights will be taken seriously. They understand that not all suggestions will be implemented, but their primary desire is to be heard. Dismissing negative feedback or, worse, rationalizing it, can significantly hinder the flow of valuable input. While it's true that not all feedback is actionable, it's crucial to at least consider what customers have to say. Demonstrating that you are attentive to their feedback can encourage more meaningful input in the future. Remember, enhancing customer experience requires surpassing their expectations. To achieve this, you must first understand those expectations, and there's no better way to do so than by actively receiving and considering their feedback.?

Be Ready to Get the Feedback

The initial critical step in customer engagement is the collection of feedback. However, it's even more crucial to be prepared to act on the feedback received. When an organization solicits feedback, it must brace itself for a spectrum of responses, encompassing positive, negative, and neutral. The focus should not solely be on gathering feedback but also on being genuinely equipped to process it. Such preparation entails establishing effective systems for collecting and analyzing feedback and adequately training staff to manage and respond to it in a constructive manner.

Close The Loop

Once feedback is received and actions are taken, it's essential to close the loop by communicating back to the customers. Let them know that their feedback was valuable and what steps have been taken in response. This communication can build a stronger relationship with customers, showing them that their opinions genuinely matter to your business. But most importantly, it will encourage your customers to keep that feedback flowing.

Just remember that getting feedback is not a one time thing, it must be ongoing, and you must be ready to receive it.