The 8 habits of successful customer feedback managers
Customer relationships are damaged when companies hear too late about customer concerns or issues to do anything to repair them. Even worse, many crucial concerns aren't being heard by the right people at an organisation. For example, are managers aware of which customers are unhappy? Did an employee treat a customer unfairly? What are the specific factors that caused a customer to leave? Which of your organisation's services matter most to customers, by priority?
Many companies are discovering that the best way to build better, deeper and more profitable relationships with customers is to understand their needs and issues on an ongoing, real-time basis. This is important, because customers are more loyal and engaged with an organisation that requests, listens to, and acts upon their feedback.
Successful customer feedback managers follow these practices:
- Create clear objectives and garner company support.
- Actively encourage and promote customer feedback.
- Offer customers multiple feedback channels.
- Centrally collect, store, manage and analyze customer feedback.
- Use and take action on customer feedback.
- Resolve outstanding customer issues promptly.
- Close the feedback loop with customers.
- Create a company culture that is committed to using customer feedback.
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