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Get Customer Feedback

Get Customer Feedback. Chapter 8. Objectives. Know why feedback is important Understand feedback receptiveness Know levels of importance Identify ways feedback cards lose effectiveness Know behaviors that reinforce feedback Act on complaints productively

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Get Customer Feedback

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  1. Get Customer Feedback Chapter 8

  2. Objectives • Know why feedback is important • Understand feedback receptiveness • Knowlevels of importance • Identifywaysfeedbackcards lose effectiveness • Knowbehaviorsthatreinforcefeedback • Actoncomplaintsproductively • Applywaystoseekoutfeedback

  3. Why Feedback isso Important • Feedback is a Form of Coaching • Complaints Are Valuable Feedback • Getting Input at the Point of Contact

  4. Commitment to Feedback Varies

  5. WhatStatisticsReveal about Feedback • ¼ customers are dissatisfied • Only 5% of dissatisfied customers complain • A dissatisfied customer will tell 12 other people about a company that provided poor service

  6. Example: • Company serves 100 customers/day • 25 dissatisfied • 1-2 complaints • 23 quiet ones • Complained to 276 people

  7. Reinforce, Don’t Challenge the Customer

  8. Be Sensitive to Your First Reactions • Avoid: • Acting defensively • Skeptical facial expressions • Dead air • Prolonged silences

  9. Act on Complaints in Productive Ways • Look at how you receive feedback • Show that you are serious • Timing • Feel empathy • Resolve the problem • Offer something more to exceed customer anticipation

  10. Feel the Customer’s Pain

  11. Other Proactive Ways to Get Feedback • Naïve listening • Conveys that you are naïve about what customers want • Get customer to explain their needs/wants to you

  12. Use Explorer Groups

  13. Use Customer Surveys • Random sample • Any customer has an equal chance of being selected for surveying • Stratified random sample • A certain category of customers has been selected and that anyone in that category has an equal chance of being surveyed

  14. The Mechanics of Asking for Customer Survey Input • Face-to-face interviews • Telephonesurveys • Mail questionnaires • Writtensurveys • Internet-basedsurveys

  15. When to Conduct a Customer Satisfaction Survey

  16. What to Ask in a Customer Satisfaction Survey

  17. Pleasecircle the numberthat best reflectsyourdegree of agreement with the followingstatements: 1 = stronglydisagree, 2 = disagree, 3 = neitheragreenordisagree, 4 = agree, 5 = stronglyagree • Thebusiness office isconvenientlylocated. 1 2 3 4 5 • Thetellers in thebank are generallyfriendly. 1 2 3 4 5 • The manager isreadilyavailableif I needtospeakwithhimorher. 1 2 3 4 5 • Productprices are fair. 1 2 3 4 5

  18. How oftenshouldyouconduct a survey?

  19. What To Do withAnswersfrom a Survey

  20. Use « MysteryShoppers » • www.humantouchconsulting.com • www.bestmark.com

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