Learn five key principles necessary to respond to feedback in real time, including identifying sources of feedback, training employees, managing the workload, and others.
- Managing customer feedback includes both short and long term objectives. It involves responding to feedback as it happens and collecting and analyzing feedback from many customers to look for recurring problems and opportunities. Let's look here at what it takes to respond to feedback as it happens, the tactical aspect of managing customer feedback. And there are five important steps. The first step is to identify feedback that requires you to respond as it's occurring. This can happen in in-person settings, feedback through surveys, especially transactional surveys that immediately follow service, posts on social sites such as Twitter or Facebook.
Radiance in feedback through sources such as Amazon, Yelp and Google. Feedback through email, text, phone or other channels and potentially many others. We'd suggest brainstorming this with your team. Where do you need to respond quickly? Second, you'll need to identify and train employees who will be involved. When service is delivered in person, it will obviously be those employees who are best positioned to respond. But what about feedback through surveys and posts on social sites and other sources? This might require a group that you setup or it could involve leveraging your customer service team, for example, your contact center.
In a larger organization, this effort begins in marketing usually but I've seen how it can quickly outgrow what marketing can handle from a resource perspective. So a collaborative effort with customer service often makes sense. This person or team will obviously need training in how to respond and how to represent your brand consistently. Third, you'll need to setup tools that pull in feedback from all the various sources, deliver it to the person or team who will respond and enable you to document the feedback as part of your strategic approach.
This doesn't have to require a big investment. Just as an example, there are low cost tools that monitor social sites and provides you with the means to engage in those conversations. But you'll need to determine what's right for your organization. Find out what technologies you maybe already have and the capabilities that you might need. Fourth, responding to feedback in a timely manner requires that you have the right resources in place at the right times. So you'll need to begin forecasting the workload and making sure that you've got the right people available.
You'll need to monitor and manage the work in real time so that issues don't sit there and languish. And finally, you'll need to assess how things are going and make adjustments as you go along. My encouragement is to see responding to customer feedback as a way of doing business. The Walt Disney company provides a long standing example. When Disneyland was first built in the 1950s, Walt Disney expressed the service vision very simply as we create happiness. The strategy his team put in place saw the entire theme park as a stage, and employees as cast members.
It was quite brilliant. This inherently focused every employee on customers. It's incredibly powerful when an entire organization is in tune with customers and working with each other to respond to their needs.
- Why tracking and using customer feedback is so important
- Establishing goals
- Managing feedback in real time
- Responding to positive and negative feedback
- Collecting feedback
- Analyzing feedback
- Acting on feedback
- Assessing results
- Hearing the voice of the customer