It can be incredibly hard for leaders to organize and act on unstructured feedback effectively. Without the right processes and technology in place to capture and structure the random comments we hear from customers (via our front-line employees), it’s not possible to act on this information effectively even if we’re well aware of it.
When we receive feedback in a disorganized way, it’s up to those capturing the feedback to give it some structure. Most employees haven’t been trained and don’t know what to do with these kinds of suggestions.
Having a customer satisfaction survey doesn’t mean you have insight into what frustrates your customers. Not all follow-up questions are created equal. If you’re not careful, asking the wrong follow-up questions can degrade the survey experience and the entire customer experience.
About six months ago, the survey that I’ve been working on for almost two years went live. It’s the first step toward revitalizing our Voice of the Customer program. In the beginning, I recognized that capturing actionable data will be very challenging and essential to gain traction. The old survey had been stagnant for about ...