Gaining feedback from your customers - both positive and negative is one of the
most valuable things you can do in your business.
I know that many businesses struggle with contacting their customers and asking
for honest feedback about their products or service. For example:
You may be afraid of negative comments even though in your heart you know you
are doing a good job.
- You may not
have time to telephone each customer and ask them for feedback.
You may be getting lots of positive comments from satisfied customers and be confident
you are doing a good job (so you feel you don't need a structured process for
- You may not care what your customers
think about you and your business. Yes - there are businesses out there that don't
care - and if they do, they certainly don't show it. Be honest, haven't you contacted
a company only to be left feeling "do they really want my business?"
You wonder why they are in business at all.
Perhaps you do have a customer feedback form with questions and tick-boxes which
you post to customers and maybe get a small percentage back.
you feel about getting feedback from your customers I recommend you include it
as an essential part of your sales process. Why? Several reasons:
You will find out whether or not you have some unhappy customers. Most customers
- especially in the UK - rarely complain. We're a shy bunch - we don't want to
make a fuss. We will simply walk away - and never buy from you again (unless we
really have to). By asking for feedback you find out what it is we are unhappy
about - so you can do something about it.
You get an opportunity to put things right. For example I once used a local garage
to fit a new exhaust to my car. It was never quite right - and I kept meaning
to take it back but never got round to it. Had they called me to check everything
was ok - after all I was a new customer to them - I'd have told them and they
could have fixed it.
As it is - I have
never been back - despite the fact they offer extra services such as a courtesy
car and they are local.
3. It shows
you care - you will stand out from the crowd. Your customers will feel good about
you and your business - and will be more likely to refer you to their friends.
After all they know you will not let them down if anything does go wrong
It is an opportunity to get in touch with them again - without being pushy.
If they have positive comments you can use them as testimonials on your marketing
6. You may pick up some great
ideas which you'd never thought about offering in your business.
customers, increased sales, great market research, fantastic testimonials - is
that worth a couple of hours each week? I'd say so. Make it an essential part
of the sales process. Ensure you include open questions so you really get a sense
of their experience - and listen out for negative feedback as well as the positive.
of my clients actually told me that getting feedback was the most valuable thing
he got from working with me - and he's got a page of great testimonials on his
Collect feedback and ideas
for improving your customer feedback - trial an Australian-built customer satisfaction
PeoplePulse is an Australian-built
online survey tool that is currently used by over 200 Australian and New Zealand
based organisations of all sizes to conduct online customer surveys. The tool
can be used to conduct cost effective satisfaction surveys, regular 'post-service'
feedback surveys, new product feedback, website feedback ... to name a few popular
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