Restaurants always attach a feedback form with the bill. They think only after the transaction (customer ordering, eating and enjoying the meal) is complete, can he/she comment on the 'entire' experience. The problem is that, I would not be remembering the impeccable service, or the quality of food, but if I got the wrong bill, I'm going to perceive it negatively.
The reverse side of the argument is - Keep nudging the customer to tell you about feedback. Obviously, it gets negative as time passes by.
So what really is the right way to capture feedback? When is the right time to do so?
1. Focus on one singular issue while asking for feedback
- did you like the presentation of the food?
- Was the loading time of our product up to the mark?
- Did you enjoy the web check-in process of my airline?
Start a conversation here, because each issue has sub-issues where nuances of improvement can be detected.
2. Ask different questions to different customers
There is no point asking about the same issue to everyone because by default, your answer to any feedback will be average, when you collate your data. Create a list of processes which make up the product/service and break the processes into customer facing nuances - you'll soon realize there is a lot to talk to the customer about
3. Feedback is art, not mechanics
You need to ask yourself, how much does the 'Excellent....Poor' scale really matter to your organization. Would you want to only collate data into 5 boxes and feel happy about it, or would you rather empower your team to listen and absorb - what the customer is trying to say?
4. Do something with the feedback you have
You are not a data logger to just capture feedback. Your company must sit down often, actually discuss what customers are saying, and then ensure an engaging dialog takes place amongst your employees.
P.S - Ever thought of taking feedback within your company?
The reverse side of the argument is - Keep nudging the customer to tell you about feedback. Obviously, it gets negative as time passes by.
So what really is the right way to capture feedback? When is the right time to do so?
1. Focus on one singular issue while asking for feedback
- did you like the presentation of the food?
- Was the loading time of our product up to the mark?
- Did you enjoy the web check-in process of my airline?
Start a conversation here, because each issue has sub-issues where nuances of improvement can be detected.
2. Ask different questions to different customers
There is no point asking about the same issue to everyone because by default, your answer to any feedback will be average, when you collate your data. Create a list of processes which make up the product/service and break the processes into customer facing nuances - you'll soon realize there is a lot to talk to the customer about
3. Feedback is art, not mechanics
You need to ask yourself, how much does the 'Excellent....Poor' scale really matter to your organization. Would you want to only collate data into 5 boxes and feel happy about it, or would you rather empower your team to listen and absorb - what the customer is trying to say?
4. Do something with the feedback you have
You are not a data logger to just capture feedback. Your company must sit down often, actually discuss what customers are saying, and then ensure an engaging dialog takes place amongst your employees.
P.S - Ever thought of taking feedback within your company?
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