How important is customers’ feedback

With the Careers Coach

“I want to see your manager,” said an irritated customer. “Where is your customers’ feedback  book? I just want to record the way you have treated me,” went on the customer.

Working once as a supermarket attendant, most of us had bad attitude towards customers’ suggestion books, especially when you have wronged a customer, just when a customer felt so.

A customer is always right, so we were taught.

You will never win a battle against a customer, every staff member knew this golden rule.

The knowledge that our customers’ voices count in giving credit when you do good, or recommending for you to face the sanction when you wronged them, made each one of us have interest in the customers’ suggestion books.

However, as members of staff, we had different attitudes over these books, those who usually find themselves on the wrong side of the law hated the book. They got as far as tearing off pages with perceived bad comments against them.

They knew that the manager can randomly check on the books taking notes, and that would result in them being reprimanded or being cautioned for being rude to customers.

Customers’ feedback is what takes any business forward. A suggestion book is one of the best way to measure customer service and satisfaction. Knowing if customers are happy can help promote customer service; recruiting new customers and retaining old ones.

‘Knowing the disease is half the cure,’ and the only way one can be sure if customers are happy and will keep supporting the company helps you make future plans. At the same time, knowing if customers are not happy with quality of service, will help the company to employ corrective measures, before great harm is done.

As such customers’ suggestion books should be taken as a developmental tool for both management and employees alike. Instead of tearing off pages with perceived bad comments, staff should always take the comments with a positive mind and adjust behaviours accordingly.

The importance of these systems cannot be over emphasised, some of them include;

Point out an area that need correction

Some customers are vocal they are ready to speak their minds, but others are just silent by their nature. When they feel ill-treated they just move away silently, leaving the company confused as to why they left.

In that way, feedback come handy, had the business been very particular in dealing with customer complaints and comments could avert the likelihood of customers skipping away, as corrective actions could be taken in time.

Pointing out which products to order

Suggestion books can help businesses know their customers’ preferences, thereby give room for diversification. Procuring of products without having had carried out a market research is mere speculation, and instead of sending staff out to carry out the research, customer feedback is one way that may help you get the information needed to introduce a new line.

Creating customer loyalty

Customer feedback back help in making customers feel attached to the company. Most customers feel valued and respected when you take up their suggestions, they become part of the family and this, enhances customer royalty.

Even if when a customer feel being ill-treated by an employee, because of the royalty, the customer is quite sure the problem will be solved.

Enhancing customer satisfaction

Knowing your customers’ preferences help businesses achieve customer satisfaction, by providing them with exactly what they want, and this also help in product improvement.

Reliable source of information

Customers have a tendency of listening more to comments by other customers as compared to the salesperson’s persuasion. Businesses may use such feedback as testimonials to attract new ones.

Meanwhile, what is customer feedback?

Some may define customer feedback as information provided by clients on whether they are satisfied or not, with a product or service and about the general experience they had with a company.

There are many ways that could be employed in soliciting customer feedback, these include the well discussed suggestion books, verbally engaging customers, inviting feedback using online platforms, using questionnaires, and other monitoring tools.