7 Pitfalls to Avoid in Your Customer Feedback Program


Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

These days, it’s hard to find companies that are NOT performing some sort of customer satisfaction survey. Whether you’re purchasing a big ticket item such as an airline flight, picking up something at a drug store, or calling into a help desk for technical support – it seems every company you deal with wants to know “how was your experience?” And that’s a great thing…if anything is actually done with the results.

It’s demotivating to customers who take the time to complete a survey – whether it’s because of a good experience or a bad one – and then see no evidence of follow-up. This type of customer feedback program can make them feel even less valued than if they hadn’t completed the survey at all. What this means is that collecting feedback without an effective process for analyzing and acting on the results may actually do more harm than good.

Your company will get more value from your customer feedback program if you avoid the following pitfalls:

  1. No follow-up to customer requests or complaints
  2. Survey burn-out: over-surveying the same individuals
  3. Missed opportunities to reward employees that receive positive feedback
  4. Not incorporating positive feedback into a marketing case study or reference account
  5. Results too high-level to be meaningful and actionable
  6. Results delivered too late to impact customer loyalty
  7. Results hoarded by a single department

If you’re already capturing feedback, that’s an important first step. Make sure you have the technology and systems, such as a well-designed enterprise feedback management solution, in place to ensure you’re able to analyze customer feedback in real-time and take action immediately to create a better customer experience. This is the key to a successful customer feedback program is turning feedback into business results that help grow your company while simultaneously making your customers happy.

 


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