In the last installment of this series, we talked about improving customer service by following through — a key component of maintaining good relationships with customers.
Today, we want to focus on the idea of actively gathering customer feedback. No one knows your business quite like your customers, so it’s important to always be getting feedback on how you’re doing and what you can do better.
Some people will tell you to do a customer survey, however, it can sometimes be difficult to get customers to participate and a survey will never give you the whole picture. So it’s important to go beyond that and designate one or more customer service employees as morale monitors. These people track what is being said about your brand online on sites like Yelp, Facebook and Twitter.
Some companies and organizations will reject this idea because they’re worried their customers are saying bad things about them. Chances are they’re not, but if they are, it’s your job to identify any problems or issues and try to develop a solution. Just because you’re ignoring the problem doesn’t mean it’s not there.
Never wait to receive bad news. The longer you let an issue persist, the more difficult it may be to remedy. The more in tune you are with your customers, the happier they’ll be and the more likely you are to keep them coming back for more.
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