customer feedback chapter 8. customer service, 5e paul r. timm 2 © 2011, 2008, 2005, 2001 pearson...
TRANSCRIPT
Customer Feedback
Chapter 8
Customer Service, 5ePaul R. Timm 2
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Importance of Gathering Feedback 25% of your customers are unhappy with some
aspect of the interaction--- Only 5% will tell you about it…and then…they
abandon you! Word of mouth advertising cuts both ways
Happy and unhappy customers One unhappy customer will tell 11 others about his/her
bad experience
“…She was so rude!”
Customer Service, 5ePaul R. Timm 3
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Benefits of Gathering Feedback
Gain insight from the customer’s perspective Identify what could be improved upon
Ability to make changes before the customers abandon us
Be able to do continuous improvement
Benefits apply to both internal and external customers
Customer Service, 5ePaul R. Timm 4
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
The Complaining Customer can be Helpful
Customers whose complaints are heard and acted upon are more likely to be loyal to you than those who do not have a complaint in the first place!
Customer Service, 5ePaul R. Timm 5
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
“How likely is it that you would recommend this company to a friend or colleague?”
But there is much work in gathering, analyzing and responding to feedback in order to achieve a positive response to this end game question!
Customer Service, 5ePaul R. Timm 6
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Informal methods to gather feedback
1) A complaint log-Capturing and using feedback is critical to success. Managers can benefit from maintaining a complaint log to capture ideas from customers and others.
2) Employees talking in the break room or around the water cooler after overhearing customers
Customer Service, 5ePaul R. Timm 7
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
1) Focus groups
2) Explorer groups
3) Surveys and Feedback Cards
4) Mystery Shoppers
Formal methods for gathering feedback
Customer Service, 5ePaul R. Timm 8
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Surveys
Use objective language in instructions-don’t try to leadUse clear, non-complex language in questionsUse Valid and Reliable questions
Valid- the extent to which a survey measures what it claims to measure.
Reliable- Reliability refers to the consistency of a measure. A survey is considered reliable if we get the same result repeatedly.
Keep the questions simple and short
Customer Service, 5ePaul R. Timm 9
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Validity and Reliability
Please rate the quality of our Model XYZ computer:
_______Excellent
_______Good
_______Fair
_______Poor
What is wrong with this picture!?
Customer Service, 5ePaul R. Timm 10
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
4 ways to use surveys when customers have recently completed a transaction with you:
1)Face-to-face surveys as they walk out of your office or store
2)Mail or email brief questionnaires
3)Written surveys that they can mail back later
4)Telephoning them at home or at work
Surveys (contd)
Customer Service, 5ePaul R. Timm 11
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
“Feedback cards are an unproductive way to get feedback…”
Really? What’s this all about!?
Problems with Feedback Cards:
Customer may not know what to do with the cards
Customer doesn’t believe that you really want feedback
Card questions mix marketing with customer service issues
As an effective manager, can you remedy As an effective manager, can you remedy these concerns?these concerns?
Feedback Cards
Customer Service, 5ePaul R. Timm 12
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Managers and employees must be committed….
To developing/using quality and appropriate feedback tools and methods
To evaluate objectively and timely To include both external and internal
customers in the evaluation results To using the feedback for motivating,
improving, and coaching purposes To ensuring financial and other resources
are dedicated to the effort
Customer Service, 5ePaul R. Timm 13
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Many people dislike negative feedback, BUT…
Feedback is a valuable form of coachingcoaching
Our toughest critics can become our best friends
Customer Service, 5ePaul R. Timm 14
© 2011, 2008, 2005, 2001 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.
Company’s levels of commitment to feedback (from lowest to highest)-
Reluctant-compliant: half-hearted approach; don’t act on information received
Active listener: genuinely open to hearing from customers; will respond to customers
Metric-conscious: quantifying the data received, tracking it and using it to make regular improvements.
Where will your Bar n Grill be when it comes to Feedback?