Structured feedback programs allow an organization to have some measure of control over their customers’ feedback. Positive commentary can be learned from and leveraged. Negative feedback can be managed to avoid having all dirty laundry aired for the world to see.
As Amazon proves, getting to the root cause of what customers value fosters growth and prosperity. Discovering ways to delight your customers should be at the heart of any Customer Experience Management (CEM) strategy.
By listening and acting on the negative comments, Eurocamp has won unhappy customers back into the fold, improved certain facilities on specific sites, better equipped their accommodation according to customer needs and improved their staff training programme.
Sometimes I ask myself why companies go to all the trouble of asking for customer feedback if they never act on it. Last week I had cause to give some negative feedback to Boden, the online clothes retailer. Find out what happened …
I suggested to the service receptionist that it would have been more convenient to be able to drop the car off the previous evening and have a post-box for the keys. “Yes”, she replied ” lots of our customers ask us for that”. So why don’t you do something about it?
McLaren Automotive has appointed Feedback Ferret to enable them to put Customer Experience Management at the heart of its operation. This reflects on McLaren’s ambition to deliver unparalleled levels of customer service alongside the technical excellence of its cars.