Customer Feedback and

Tools
Chapter 2
 1. Explain the overview of customer
feedback
2. Discuss on Customer Service Program
3. Describe the keys to improving your
Learning team’s customer service skills
Objectives:
4. Explain the customer Feedback tools for
small business
5. Discuss about service recovery
management
 Customer Feedback is the process or
specific instance of providing
information to business about
products, services, and customer
Customer service.
Feedback Management, marketing and sales
departments can all use customer
feedback to streamline processes
and improve profitability.
 INFORMATION
- Customer feedback should address the
satisfaction level of individual customers, as
well as allowing room for customer
comments.
Customer TYPES
Feedback
- Different types of customer feedbacks
include surveys, product or service review
cards and telephone hotlines. Customer
feedback may be solicited or unsolicited by
the company
 CHALLENGES
- Some challenges of customer feedback
include proper design and survey management of
large amounts of data.
CONSIDERATIONS
Customer
Feedback - Data collection is not the goal of customer
feedback; interpretation of data is. Companies are
often adept at collection of data.
 BENEFITS
- customer feedback can help a business to
improve its people, processes and products (or
services). Improved services quality then aids
profitability in a competitive global marketplace.
Customer
Feedback
 Customer Feedback is the buyers’
reaction to a firm’s products and policies;
and
OVERVIEW OF
CUSTOMER Operational Feedback is the internally
FEEDBACK generated information on a firm’s
performance.
 ◘ Find out what you are doing right or wrong
with your customer.
◘ Develop survey questions that are simple and
How to Ask the clear and very specific (no double meaning)
Right Questions ◘ Plan your survey context and target it to your
for Customer audience.
Feedback
◘ Develop demographic questions which can
help your business.
Ex: customer’s age, gender, races etc.
 Most business will tell you that any company that does
not maintain close contact with its customers are doomed to
fail. That’s why they hire professional to conduct surveys to
gauge the company’s performance.
How to write ◘ These surveys help companies in 2 ways:
Customer ○ by identifying if the company is doing right or wrong
Feedback Reports
○ by sending a message to customers participating in
the survey that their feedback counts.
 1. State the Scope of the study.
How to write
Customer 2. Include a part that explains by our grading
Feedback system
Reports 3. Summarize the findings.
How to write
Customer
Feedback
Reports
 A happy customer leads to a successful
business. Taking your customer’s
thoughts, comments and feedback
seriously can lead to increased sales and
How to Monitor opportunities.
Customer • Mail and Email customer satisfaction
Feedback surveys to your customer base.
• Conduct random satisfaction surveys on
customer’s calling into your business.
 Customer feedback enables business to identify strengths
and weaknesses in products and services offered to
clients.

How to • Design the Questionnaire

Measure • Explain the Objective of the Questionnaire

Customer • Phrase each question using a rating scale from 1-5

Feedback • Leave enough space for comments or suggestions

• Distribute forms to the customers
• Follow up with the customer by telephone
 Benefits of a
Customer
Satisfaction Survey
 > Feedback
> Desired Improvements
Benefits of a
Customer > Better Innovation
Satisfaction Survey
> Greater Customization
> Long-term Relationship
 - Get Honest Opinions
- Improve Relations
Importance of
Customer - Inexpensive Business Advice
Feedback - More Customers
 • Recruit and Train the right people
• Keep your Staff Happy
• Recognize the importance of Customer Loyalty
• Lead from the Top
Developing a • Welcome Complaints
Customer Service - Ensure that you are hearing about them
Program
- Resolve brilliantly the ones that you get
- Stop them being repeated
- Learn the lessons and pass these on to
others
 • Utilize tools such as Contact Centers
and other Tools with Caution
• Tell the World
Developing a
Customer Service - being great at customer service is
Program something to tell the world about as
long as you really are great.
• Build a Reputation
 • Measure your Performance
• Benchmarking can be a Key Part
Developing a
Customer Service of your Measurement Programme
Program • Communications
 Advantages of offering good customer service are
as follows:
◘ Is seen by many as the most important
differentiator between you and your competition.
Developing a ◘ Builds a strong reputation of your
Customer Service
Program organization in your market place
◘ Is why people will want to work for you, and
stay?
◘ Will lead to customer loyalty and customer
advocacy
 The service you provide to your
customer is crucial to your business
Customer success. For many customers, after-
Service sales service is what makes one
supplier stand out from another.
 ♣ Customer Service is all about Expectation. A
business that offers a fast response or personal
service is setting up an expectation.
♣ What are you promising to your customers?
♣ Go through all aspects of your sales and
Exceptional
Customer Service marketing and identify your selling points.
♣ It is good to advice your strengths, whether
they are fast delivery times, friendly service or
top-quality products.
 If you say that someone is willing
to go the extra mile, you mean that
Go the Extra Mile they are willing to make a special
for your customers effort to do or achieve something.
 ▪ When a customer first makes a complaint, take a step
back.
It can be difficult to remain impassive in the face of
criticism, but an emotional response will only serve to
irritate the customer further.
Handling Customer ▪ Give the customer your full attention and listen to the
Complaints
whole problem before responding.
Put yourself in their shoes - if you had a problem, you
would want someone to listen to you. Appearing
disinterested, or attempting to argue back, will only
exacerbate the situation.
 ▪ Don't jump the gun.
You might deal with complaints on a
regular basis, and may well have handled
a similar situation before. However, for
Handling Customer the customer, their complaint is unique to
Complaints them. Treat them as an important
individual by listening to their problem in
full.
 ▪ Try to understand.
In the face of a complaint, it's easy to be
defensive - particularly if you don't
Handling Customer believe you're at fault. However, you have
Complaints to put yourself in the customer's shoes. If
you were on the receiving end of their
experience, would you personally be
satisfied.
 ▪ Always use your initiative when dealing with
complaints.
If the blame lies with one particular member of
Handling staff, it is often best to remove the customer
Customer
Complaints from their presence. This can defuse tension and
emotion, and help the customer to re-evaluate
their anger.
 ▪ However, never pass the customer around
from person to person.
Each complaint should ideally be handled by
Handling one staff member. Therefore, you should
Customer always ensure that the person assigned to the
Complaints case has the authority to deal with the
situation.