Ask
The first step in the process is asking for input. The voice of the customer (VoC) can be the most honest and sincere perception of who you are and what you are doing as a company. Understand that feedback can come from customers, clients, employees, and anyone else invested in the company.
Assessments can be captured using surveys, reviews, and even phone calls. Asking the right questions to ensure the responses are heard. You need to decide the best way to gather this information and be respectful of the time others are giving you to answer your questions. Structuring your questions in effective ways to obtain meaningful information you can act upon. No one wants to sit through extensive feedback surveys… One open text field can give you a wealth of information.
Respond
If you are going to ask for feedback you must have a process in place to handle the responses. Don’t underestimate the resources required to maintain the customer feedback process. The speed at which you respond is critical to the experience of the customer. This turnaround rate can tell those giving feedback how much value is being placed on their input. Automated responses can be courteous but may not always be applicable.
Some people need to have their voice heard and must speak to someone to communicate frustrations or ideas for improvement. Understanding the needs of the customers and listening to the information given, a closed loop system of communication can be used to answer appropriately. This addresses that the right person in the organization is dealing with the right information at the right time to resolve any issue or improve on a process.
Utilize
Feedback is only valuable when its results driven. Taking the information and data to improve product and services and overall experience for the customer. Never take feedback lightly, if someone took the time to provide it, you must take the time to read it and act upon it. You may find shocking results that can be good or bad such as using products or features in ways that are unexpected.
Positive observations are great and reinforces knowledge that you already had and proves processes that are in place are working. Negative feedback can be the most constructive for your company. Embrace the negative criticisms and do not be scared because it can lead to improvement and address your blind spots. Assessing your strengths and weaknesses through feedback will identify key areas for improvements and areas of growth. As you make improvements make sure to promote the changes as the results of feedback. When used correctly, feedback is truly a gift.
