Getting customer feedback is more than just being able to resolve customer complaints.
When done effectively it will help to encourage customers to become more loyal to your brand, as well as encouraging them to promote your business.
Getting customer feedback is one of the most important tasks that every business needs to be great at doing. But so few businesses do it well.
However, if you fail to seek feedback do it poorly, it may end up hurting you. Getting customer feedback is one of the most important tasks that every business needs to be great at doing - but so few businesses do it well!
After all, if you don’t ask how do you know what your customers think about your business, or what you offer.
The 3 goals of feedback
When it comes to seeking feedback there are 3 goals:
1. Help you to identify what you are doing well, so you can continue doing it.
2. Enable you to make it right for customers, when things go wrong.
3. Provide opportunities for customers to promote your business to their online connections.
To achieve the first 2 goals; ''Identify what you are doing well' and 'Make it right', employees need to seek feedback during and at the end of, the customer interaction. This provides your team with several moments to ensure that the customers are enjoying themselves, and an opportunity to correct any complaints which they may have.
The 3rd goal; 'Provide opportunities for customers to promote your business' happens at the end of the interaction or after the service (usually as customers are paying). It is here that the employee asks happy customers to post their reviews on local social media sites. If your customer has enjoyed themselves, they will be more willing to write their feedback online.
The idea is if the customers have a had a good time, and they are asked, they are more willing to write their feedback online.
Before asking customers to provide an online review, you need to:
- Select your target social media platforms (i.e. Facebook, Google, Top Table, Trip Advisor etc). for customers to provide their feedback.
When selecting the right platform, you will need to consider what platforms are available and popular in your location, as well as which platform performs best in your local area.
- Create a comment card with a QR code. This is a business card sized card which is given to each customer as they are paying.
By scanning the QR code (the square barcode) with their smart phone the customer is sent to your social media review site, were they can immediately write a review.
See a sample below
Creating QR code
There are numerous free and paid for QR code generators on the internet, that enable you to quickly create QR codes. Some examples at the time of writing include https://www.qrcode-monkey.com/, https://www.the-qrcode-generator.com/.
Hints & Tips
How to create a QR code
- Open a free QR code generator web page
- Open your review page on your social media site
- Copy the URL of the review page on your social media site
- Paste the URL into the QR code generator web page
- Generate the QR code
- Download the QR code as an image.
The Seek Feedback Process
To ensure that each customer has a memorable and enjoyable experience, you need to ensure that all employees are consistently providing great service and seeking feedback during and after the service.
During the service, your team need:
- Seek feedback at the right times to check for customer satisfaction.
- Make it right for customers where possible, as complaints are raised.
After the service has ended, your employees need to:
- Seek feedback at the end of service to check for customer satisfaction.
- Make it right for customers were possible if a complaint is raised.
- Thank the customer for their patronage.
- Hand out a comment card to happy customers with the final bill.
- Ask the happy customer to leave feedback online.
Managing unhappy customers feedback.
It is inevitable that you will not please everyone and the reality is not everyone will be happy. It is however, important that you do everything you can (within reason) to make it right for them, should something go wrong.
If this is the case, (and depending on the situation) you can:
- apologise for not meeting their expectations.
- inform them their feedback is taken seriously.
- invite them to return.
- inform the manager of the complaint when appropriate.
When managing unhappy customers you don't want to promote the Customer Comment Cards to them, however, you do want to take their feedback seriously.
Reviewing the feedback
It is important that you are checking the online feedback as often as possible and discussing it your team, as this will provide an opportunity to learn about the quality and consistency of your service, as well as to identify other areas you can improve.
What are your thoughts? Do you agree, or do you have a different perspective? If so then leave your comments and feedback below.