Does Customer Feedback Matter?
As customers, we can all appreciate the value of good service. But more often than not, customers remember exceptionally bad service more than exceptionally great service. Think about it: don’t you remember that one time the airline lost your luggage every time you fly? The big question here is: what does a memorable customer experience, good or bad, mean for your company? In today’s competitive market, many companies recognize the importance of customer service as a way of differentiating their brand. That means that they’re more likely to ask for and utilize customer feedback. But why?
What’s in it for you?
- Assess your position.
For starters, if your customers aren’t happy, there are plenty of other companies who want your business. Feedback lets you see where your customers are at in terms of their response to the service they receive from you.
- New teaching opportunities.
Closed-loop feedback helps your company by revealing and targeting problem areas for improved training and service practices. This ensures frontline employees are always improving the service they provide to customers, while giving management more opportunities for coaching and program development.
- Meeting your goals.
At a higher level, customer feedback is integrated into real-time dashboards so that executives can look at the overarching customer experience and see where their brand promise is broken.
Companies are able to make huge changes to their products or service offerings, all through feedback collected directly from their customers. Ultimately, the application of customer experience data leads to a better overall experience for the customer.