Get customer feedback
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Get Customer Feedback. Chapter 8. Objectives. Know why feedback is important Understand feedback receptiveness Know levels of importance Identify ways feedback cards lose effectiveness Know behaviors that reinforce feedback Act on complaints productively

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Get customer feedback

Get Customer Feedback

Chapter 8


Objectives

Objectives

  • Know why feedback is important

  • Understand feedback receptiveness

  • Knowlevels of importance

  • Identifywaysfeedbackcards lose effectiveness

  • Knowbehaviorsthatreinforcefeedback

  • Actoncomplaintsproductively

  • Applywaystoseekoutfeedback


Why feedback is so important

Why Feedback isso Important

  • Feedback is a Form of Coaching

  • Complaints Are Valuable Feedback

  • Getting Input at the Point of Contact


Commitment to feedback varies

Commitment to Feedback Varies


What statistics reveal about feedback

WhatStatisticsReveal about Feedback

  • ¼ customers are dissatisfied

  • Only 5% of dissatisfied customers complain

  • A dissatisfied customer will tell 12 other people about a company that provided poor service


Example

Example:

  • Company serves 100 customers/day

    • 25 dissatisfied

    • 1-2 complaints

    • 23 quiet ones

      • Complained to 276 people


Reinforce don t challenge the customer

Reinforce, Don’t Challenge the Customer


Be sensitive to your first reactions

Be Sensitive to Your First Reactions

  • Avoid:

    • Acting defensively

    • Skeptical facial expressions

    • Dead air

    • Prolonged silences


Act on complaints in productive ways

Act on Complaints in Productive Ways

  • Look at how you receive feedback

    • Show that you are serious

  • Timing

    • Feel empathy

    • Resolve the problem

    • Offer something more to exceed customer anticipation


Feel the customer s pain

Feel the Customer’s Pain


Other proactive way s to g et feedback

Other Proactive Ways to Get Feedback

  • Naïve listening

    • Conveys that you are naïve about what customers want

    • Get customer to explain their needs/wants to you


Try focus groups

Try Focus Groups


Use explorer groups

Use Explorer Groups


Use customer surveys

Use Customer Surveys

  • Random sample

    • Any customer has an equal chance of being selected for surveying

  • Stratified random sample

    • A certain category of customers has been selected and that anyone in that category has an equal chance of being surveyed


The mechanics of asking for customer survey input

The Mechanics of Asking for Customer Survey Input

  • Face-to-face interviews

  • Telephonesurveys

  • Mail questionnaires

  • Writtensurveys

  • Internet-basedsurveys


When to conduct a customer satisfaction survey

When to Conduct a Customer Satisfaction Survey


What to ask in a customer satisfaction survey

What to Ask in a Customer Satisfaction Survey


Get customer feedback

Pleasecircle the numberthat best reflectsyourdegree of agreement with the followingstatements: 1 = stronglydisagree, 2 = disagree, 3 = neitheragreenordisagree, 4 = agree, 5 = stronglyagree

  • Thebusiness office isconvenientlylocated.

    12345

  • Thetellers in thebank are generallyfriendly.

    12345

  • The manager isreadilyavailableif I needtospeakwithhimorher.

    12345

  • Productprices are fair.

    12345


How often should you conduct a survey

How oftenshouldyouconduct a survey?


What to do with answers from a survey

What To Do withAnswersfrom a Survey


Use mystery shoppers

Use « MysteryShoppers »

  • www.humantouchconsulting.com

  • www.bestmark.com


How often should you conduct a survey1

How oftenshouldyouconduct a survey?


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