How Does Your Business Value Feedback?

Every business has the opportunity to capitalize on feedback they get from customers. We’re anxious to publish accolades (feedback) of our work. Those are great but, what you do with criticism (feedback) is critical to your success. I’m sure most of you know that a dissatisfied customer is more likely to simply not return for business than to tell you about their issue. When someone finally does volunteer this information (feedback) it is because they actually care in most cases. They are in the minority! It has been said that feedback is a gift.

Of course, some feedback is positive and reinforcing. We translate that to mean, keep doing what we’re doing. On the other hand, the type of feedback we have more difficulty handling as a “gift” is one in which corrections or improvements are either wanted or needed as observed by someone. It is offered to us to help us improve. Improvement usually is measured as doing something better or different. That means change. That means taking action. Too often in business and customer service in general, we have learned to say the right things to someone offering us feedback.

We welcome customer feedback.
We are open to your input.
We want opportunities to improve.
Our customers are always right.
I’m sorry that “X” happened.

What is my response to these types of comments? Show me. These comments are only a start. Follow up those words with actions. Minus action, it is lip-service. It demonstrates only that you have learned how to verbally pacify someone. It may even indicate political correctness. Whether it is an employee, client, or child, the key to showing that the feedback was effective and valuable is that we do something with it (Do something different or better!). Apologies do not work. Don’t get me wrong, they are nice. And certainly, if you are at fault, by all means, apologize. But that is not effective in conveying a value to the feedback. In fact, it is much like saying “I’m sorry but, I won’t do anything about it.” It’s the old “yes, but…” It was said, perhaps not so eloquently, that “everything before the but is bull***t” – Ludwig Long.

You dismiss the concern with one word or in fact, a lack of action. When feedback is given, how do you convey to the giver that he/she has been heard? How do you give the impression that we have truly listened to them and value their input and perspective? Here’s a check list for you. How do you rate?

• Listen calmly, attentively. I know, it’s easier said than done, but your demeanor when receiving feedback is critical.
• Take notes. This act alone is an initial step in validating their concerns.
• Paraphrase back to the person from your notes, what you understand. Allow for clarification at that time.
• Don’t put the “giver” on the defense or project the issue onto them. And most certainly do not cite policies and procedures. This is a sure turn-off. If it is in fact a policy, their intent is that you should consider changing it not defending it or hiding behind it!
• Follow-up with that customer when possible. Send a summary of what you understand to be their concern and the actions you have taken or intend taking to correct it. It might be the key to retaining that customer. Taking action is a reward to the giver of the feedback. It demonstrates caring, understanding and value to the input itself. So, what happens if you don’t want to make changes based on the input or you feel it is flawed in some way? Take action anyway. Convey in your follow-up that you’ve looked into the possibilities of changing and it won’t work due to “X”. (“X” can mean too costly, too much work, is redundant to what exists, laws don’t allow it, safety regulations don’t allow it, etc.) Then perhaps, offer what changes you will make. Your follow-up and candidness will make far more points than ignoring them.

Want a real test of your customer service, quality of work and responsiveness to feedback? Survey your past clients. You can have a third party do this to assure anonymity, objectivity and protect customer relationships. It is simple, effective and affordable. Of course, you have to be ready to act on what you find out! This is only for the brave.

If you are interested, we can customize a survey questionnaire to survey your customers or employees yourself. Contact Mindset for Performance to discuss how we can complete this service for you.

dmhebert@mindsetforperformance.com

480-491-3506