From the course: Customer Service: Managing Customer Feedback
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Sources of customer feedback
From the course: Customer Service: Managing Customer Feedback
Sources of customer feedback
- The first step in the strategic approach to managing customer feedback is identifying the sources of feedback. And there are many. Unfortunately, this step is often not given the attention it deserves. Feedback is pouring into most organizations on a daily basis and is also happening outside, such as through ratings and social posts. Many companies only capture a fraction of available feedback because they're not casting a wide enough net. So this is an opportunity to get a step ahead. Customer feedback is either structured or unstructured. Structured feedback comes in an organized manner, the result of directly soliciting input from customers. Surveys are the most obvious example. They can be short transactional surveys, such as when you're hopping out of a taxi, or following a call with a service agent. Or less frequent but more detailed relationship surveys that gauge how a customer feels about the brand overall. Beyond surveys, focus groups with customers can be a great way to…
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