1. Get Customer Feedback Chapter 8

2. Objectives • Know why feedback is important • Understand feedback receptiveness • Knowlevels of importance • Identifywaysfeedbackcards lose effectiveness • Knowbehaviorsthatreinforcefeedback • Actoncomplaintsproductively • Applywaystoseekoutfeedback

3. Why Feedback isso Important • Feedback is a Form of Coaching • Complaints Are Valuable Feedback • Getting Input at the Point of Contact

4. Commitment to Feedback Varies

5. 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

6. Example: • Company serves 100 customers/day • 25 dissatisfied • 1-2 complaints • 23 quiet ones • Complained to 276 people

7. Reinforce, Don’t Challenge the Customer

8. Be Sensitive to Your First Reactions • Avoid: • Acting defensively • Skeptical facial expressions • Dead air • Prolonged silences

9. 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

10. Feel the Customer’s Pain

11. 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

12. Try Focus Groups

13. Use Explorer Groups

14. 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

15. The Mechanics of Asking for Customer Survey Input • Face-to-face interviews • Telephonesurveys • Mail questionnaires • Writtensurveys • Internet-basedsurveys

16. When to Conduct a Customer Satisfaction Survey

17. What to Ask in a Customer Satisfaction Survey

18. Pleasecircle the numberthat best reflectsyourdegree of agreement with the followingstatements: 1 = stronglydisagree, 2 = disagree, 3 = neitheragreenordisagree, 4 = agree, 5 = stronglyagree • Thebusiness office isconvenientlylocated. 1 2 3 4 5 • Thetellers in thebank are generallyfriendly. 1 2 3 4 5 • The manager isreadilyavailableif I needtospeakwithhimorher. 1 2 3 4 5 • Productprices are fair. 1 2 3 4 5

19. How oftenshouldyouconduct a survey?

20. What To Do withAnswersfrom a Survey

21. Use « MysteryShoppers » • www.humantouchconsulting.com • www.bestmark.com

22. How oftenshouldyouconduct a survey?