“If you reject feedback, you also reject the choice of acting in a way that may bring you abundant
― John Mattone
While the importance of taking feedbacks is manifold, we have come out with 3 most compelling and pragmatic reasons for capturing feedbacks.
Feedbacks are the easiest way that convey product or service improvements. Also, they offer the best way to measure customer satisfaction, employee satisfaction or product feedback, website feedback and general sentiment about what you’re offering. The feedbacks you receive can also give actionable insights that can be used to create a better customer experience. Direct Feedbacks deliver tangible data that can be used to make better business decisions.
Well, all these reasons mentioned above add to the importance of collecting customer feedbacks but here, we’ll talk about the 3 key reasons for the same.
The worst thing is not to have dissatisfied customers, but rather to have customers who leave without saying a word, thus leaving the company with no way to win them back and identify ways to improve.
This could only happen because of 2 reasons. One – the customers simply don’t care and churn. Two – lack of a mechanism to vent out their feelings. Businesses should respect the fact that customers are willing to giving them good advice to help improve their business for all current and future customers to witness. But unfortunately, maximum businesses are failing to provide them with a platform to do the same. Provided that feedbacks are the cheapest and the most powerful tool, yet they are the most underused management tool that businesses have at their disposal.
Businesses must provide a platform for customers to vent out their feelings. Let it be frustration, anger, compliment or any general suggestion, feedback acts as a platform for customers where they can give voice to their feelings and express themselves. Also, businesses can be rest assured of the feedbacks as they are personal and direct and even better if taken at the very moment.
And before a customer turns towards social media to express frustration or a bad review, it is better you provide them with a feedback system on your premises itself. Once you start taking feedbacks and begin acting on them you will gradually see more feedbacks coming in as it will become customers go to place to communicate with you easily and unhesitatingly.
Emotions become permanent with time. It’s best if an effective intervention to takes place as soon as possible. Practice good customer service by catching problems before customers even realize there’s an issue, and then present them with a solution; such is the art of interception.
The second most vital reason for capturing customer feedbacks is that it facilitates intercepting the customer problems as soon as you catch one. After you intercept a potential customer issue, you should remember the two golden rules to make your involvement a success -
- Timing is everything!
- It’s always better to approach customers with a solution than an apology.
Real-time feedbacks allow the timely interception of the concerned authority. A customer does not always remember and cherish a business with which they haven’t had any turbulence, but they tend to remember the one that was right there when they had even a slightest of the issue. Also, intercepting a negative feedbacks at the right time reduces the impact and the damage it could have created if it wasn’t intercepted initially. Businesses that do not collect feedbacks or measure customer satisfaction have to face backlashes from their audiences publically on platforms like social media. While in the case of well-implemented feedback mechanisms everything remains up close, personal and direct.
A single negative feedback should never be something that should lower the morale of the company or its employees. Top performing companies are not only good at accepting feedback, they deliberately ask for feedback and measure it. Feedback is helpful only when it highlights weaknesses as well as strengths.
For getting a clear picture of the company’s performance and measuring its customer satisfaction, it is not the number of negative feedbacks that should be considered or positive ones but the overall feedback trends. Analyzing feedback trends is the best way to gauge the customer satisfaction over a fixed period of time.
Continued feedback analysis is important as it conveys the real condition of what customer think about the company and thus helps them to remain aligned to goals and create new ones, create strategies in accordance with the trends, foster improvements in products and services, improve relationships, and much more.
Feedback trends help businesses determine what the preferences of their customers are. Knowing your customers’ likes and dislikes is also one sure route to success as it gives you a precise idea of what matters to your customers so you can act on them.
Trends, therefore, play an indispensable role in analyzing the true performance of a business in their customer’s eyes and help businesses to keep up accordingly.
Not collecting customer feedbacks yet? Start now!
Feedbacks are never too much! The more the better. Your customers will appreciate if you provide them with a platform to vent out their feelings and opinions personally and directly through feedbacks. Also, any comment/review coming in from your customers about your products and services should never be underestimated. Try to always be responsive and intercept the real-time feedbacks receive and solve or tend to issues before they become big. Your responsiveness will always be valued by your customers. Keep a track of the feedback trends in order to really understand what are your customer sentiments and the level of their satisfaction with your company. Customer feedbacks are priceless so if you do not collect them yet, begin now!
Our feedback platform is all set to collect feedbacks? Good. It captures feedbacks in the moment. Great! What’s next? Is that all you’re doing – capturing feedback and nothing after? Then what’s the feedback being captured for? Real-time feedbacks have no essence whatsoever if you’re only capturing feedback in real-time but not really addressing them in real-time. If you’re not really ‘listening’ to the feedbacks, you might as well not take feedback at all. We’re serious – at least it will save you and the customer a whole lot of time and effort and money!
In Zonka, custom notifications can be set which help curb the turbulence in the customer experience by reporting and addressing the same in real-time.
In this guide, you’ll learn the types of alerts and notifications available and tips to ideally set up them in Zonka for closing the feedback loop.
Types of alerts and notifications available in Zonka
Alerts are the instant emails or SMSes that are sent to the registered email id or registered mobile phone number. You can set two types of response alerts -
SMS & Email Alerts for new response
In this alert, the details of a new response received will be sent to the registered email address or mobile number instantly. The user can choose between short or detailed alerts; where short alerts have limited details and detailed alerts have all survey questions.
SMS & Email Alerts for low rating response
In this alert, the details of a new low rating response received will be sent to the registered email address or registered mobile number instantly. The user can choose between short or detailed low rating alert email. Short and detailed work exactly the same as in new responses wherein short alerts have some limited details about the feedback and the detailed alerts have all details including all survey questions and their answers.
The SMS alerts are crucial for the on-duty staff as well as the managers because these help them to identify an unpleasant customer experience, right at the moment that it happens, which they can acknowledge and probably resolve on the premises too.
Task Updates via Email
In order to resolve customer issues, complaints and follow-up with them ‘tasks’ can be created and assigned in Zonka’s collaborative response manager to be accomplished by the team/staff collectively.
Email me when a task is assigned by me
You can assign a task to anyone in the staff and to yourself too. You can select this option if you want to receive an email whenever you assign a task to someone or to yourself.
Email me when a task is assigned to me
Other people like the manager or fellow staff members can also assign tasks. Select this option if you want to receive an email as soon as a task is assigned to you by any staff member or yourself.
Email me when a task is due
Select this option to receive an email update of the tasks that are due for that particular period.
Task update summaries can be set as you like – Daily, Weekly or Monthly.
Feedback Summaries & Digests
Digests are the summary of feedback and survey data. The feedback data captured is summarized into a digest which Zonka automatically emails to you (every evening or morning). All the digests are location-wise and survey-wise (if you have multiple locations or surveys set up). Enable daily, weekly or monthly email digests which provide a crisp overview of the responses without you having to log into Zonka reporting at all.
Types of feedback digests
Gives you a super quick idea of your day, week or month in comparison to the previous period highlighting the upward or downgrade trend.
Quick Trends with Comments
Same as the Quick Trends digest which gives you the comparison between present day, week or month with the previous period but with open-ended comments, as entered by the survey respondents.
Detailed Feedback Digest
Detailed Feedback Digest gives you the Quick Trends report and in addition, provides an analysis and comparison of each question with the previous period.
Detailed Feedback Digest with Comments
Detailed Feedback Digest gives you the Quick Trends report and in addition, provides an analysis and comparison of each question with the previous period. Open-ended comments as entered by the respondents are also provided.
How alerts and notifications should ideally be set
Based on our experience working with many companies spread over various industries we have zeroed down to an ideal set of alerts and notification settings which can be set by the users. Needless to say that setting up the notifications and alerts depend upon the type of business, organization structure, and many other factors but users can choose to set alerts in the manner we have prescribed to kick-start with receiving feedback alerts on their devices. We have recommended the alerts to be set hierarchy-wise and based on the person’s level of involvement with the customers.
The on-duty staff is closest to the customers. They hold the power to turn the table around for the customers. The staff gradually should be given enough permission and authority so that they can become self-sufficient in not only collecting feedbacks but resolving customer issues and ensuring proper follow ups. Thus, along with the SMS and email updates of the responses they should be given the access to the detailed digests gradually over a period of time. Also, the staff should be trained not to get startled by a negative feedback rather treat it as an opportunity to improve and deepen their relationship with the critic.
Suggested Survey & Feedback Notifications and Alerts for On-Duty Staff
- Real-time Email notifications for –
- New Feedback
- Negative Feedback
- Real-time SMS Alert for –
- New Feedback
- Negative Feedback
- Daily, Weekly and Monthly Task Summary Emails for facilitating quicker resolutions
Set up email alerts for all feedbacks including negative feedbacks to stay in the loop.
Managers and Process Owners
The high-level positions in the hierarchy consist of the Managers and process owners. They tend to play a key role in feedback management process. Though other staff members are the ones who are closely connected with the customers the accountability always lies with the manager. A manager should ideally receive the alerts for the negative feedbacks so that he can immediately get notified and then handle the situation accordingly. At such times, he can also assign tasks to the staff members to be accomplished by a due date. He should be entitled to receive the detailed digests so that he can keep an eye on the daily feedback trends and customer’s sentiments about the business as a whole.
Suggested Survey & Feedback Notifications and Alerts for Managers & Process Owners
- Real-time email alerts for all low rating feedbacks in order to initiate corrective actions.
- Set SMS updates for all low rating feedbacks to ensure quicker resolutions.
- Set Digests with detailed feedback trends + comments to be delivered daily.
The involvement of the management in the feedback process depends highly on the frequency of feedbacks received by the business and the business type. The businesses which receive say 200+ feedbacks every day, the new response or negative response alerts would obviously bug the management. They rather can opt in to receive the detailed digests monthly or weekly and have a feedback or performance review session based on the same. While other businesses where the size of the business is small and they receive comparatively fewer feedbacks, the management can opt in to receive daily and weekly feedback trends and digests.
Suggested Survey & Feedback Notifications and Alerts for Management
- Digests with detailed feedback trends + comments to be delivered weekly and monthly basis
- Email updates for all the tasks pending on weekly and monthly basis
Setting up notifications and alerts in the right manner is not only important for the people in the organization but also for key stakeholders – to really hear what the customers are saying and to take some real action – people who can ensure that issues are resolved or at least feedbacks are addressed to and customers are reassured that someone is really listening. Of course, a miffed customer who has left some feedback expects some action, but even a happy customer gets even happier when his feedback gets acknowledged. And none of this is possible if you’re only capturing real-time feedback but not really setting up any notifications and alerts to hear the feedback in real-time.
Own a gym and are looking to bring in more fitness freaks? Don’t underestimate the power of customer feedback – a bad review on Yelp about poor quality gym equipment of bad supervision cannot be good. If your customers are miffed about something and you fail to address the same, there are chances he might switch to another brand. While losing that one customer is a certainty, there are chances of spreading the negative feedback about your business to other potential customers.
If you have branches across the country and happen to be a renowned brand, negative feedbacks can have a magnifying effect.
Let me tell you my own story. A couple of months ago, I switched gyms and I’m paying double of what I used to. Here are a few reasons that made me take the drastic step:
- Showers had no hot water supply.
- The lockers had issues with locking.
- There were issues with machines and several other equipments.
- The floor mats were never cleaned or maintained despite the cleaning staff always being available at the gym floor.
That gym had branches across the country and was a renowned name in the fitness industry. As a result, I was willing to get my membership renewed provided they addressed my issues. I did convey the issues at the front office but all I was given were assurances. The staff never took any concrete measures or tried to find a solution to these issues.
What could they have done to prevent losing a customer?
Most of my issues, such as the ones related to hot water and cleaning of floor mats could have been resolved easily. I am sure a lot of people were unhappy about it and were not keen to continue with their membership post completion of the lock-in period. However, the staff present there did not pay heed to my complaints and the issue was never escalated. I never had the inclination of pointing these issues to the upper management by sending an email.
As a result of this, I decided to quit my membership when my lock-in period was complete. Feedback on health clubs and gyms is critical as people that start exercising don’t stop it, they just switch. They could have taken tablet feedback or online feedback and should have tried to find the root cause of the problem. But, instead of resolving the issues and keeping me updated about the same, they decided to ignore it.
How can they win me back?
Feedback in gyms is given so that services are improved and customers are valued. Moreover, it is quite likely that I could rejoin my old gym if they have really worked upon my feedback. I am a health enthusiast and like being fit. If any gym offers better services at a price range that I find affordable, why wouldn’t I consider switching? In fact, if my old gym starts offering better services, I would certainly prefer that over others. So here are things they could’ve done better:
- Captured feedback systematically
- Addressed to feedback
- Taken corrective action
- Kept customers happy
Customer loyalty is based on the fact that brands understand what customers need. While rules are necessary, rigidity and a top-level management that doesn’t adhere to feedback easily can be disastrous.
Your organization’s a happy one – contented employees, increasing profits and a large and loyal customer base. Unfortunately, not most organizations can toe a similar line.
Clear expectations from employers results in better employee loyalty to the company and lower employee turnover, along with positive word of mouth publicity. The key is to ensure employee happiness and it depends on periodically taking employee surveys. Employee surveys can ensure that you’re going in the right direction.
Ways in which employee surveys can be helpful for an organization
Employee surveys can help you to measure employee engagement. From understanding the problem areas for employee engagement to re-evaluating strategies, organizations can leverage in growth with the help of inspired employees. From recognizing the hard work to giving the required pay and benefits to employees, employee surveys help you to understand where you lack. You can create a good action plan and identify opportunities to increase engagement. You can understand the priorities and areas to focus on as well as create an implementation schedule.
Everyone loves to be heard
Employees love to be given a voice and you will do well to hear what they’ve to say. This ensures that employees feel that they are cared for and feel part of the team. Knowing that their view is sought after for the development process and offering them a direct voice to the management team ensures that they feel that their opinion is valued. Employees who feel that they are looked after by the management understand that they have a stake in the company.
Drive organizational growth
Your organization needs to follow its goals and there is nothing as good as inspired employees who know what’s needed out of them. Understanding the engagement rate will help you identify the best practices and analyse the problems. Implementing better strategies becomes simpler and with actionable data, decision-making becomes easier.
Perhaps the best reason to carry out employee surveys is to have access to benchmark results. This will help you compare results and get industry specific data that will help you understand how your organization is faring amongst your competitors.
Enabling Growth and Increasing Profits
Surveys do not just help you to know more about employees, they also help you to understand organization problems that hinder growth. You can get a fuller picture and generate positive changes by taking action on the employee survey results. Here is why listening to the voice of employees is a good idea.
- You understand the staff priorities and areas to focus on to drive organizational growth
- Is it a good idea to implement a policy? You can test the waters for proposed policies and evaluate employee responses.
- Enable better strategy making
So, how do you begin?
There are third party providers who can design questionnaires for you. The questionnaire has to be short and sweet and yet include everything that you need to know to get a complete picture. For instance, a ‘Yes’ or ‘No’ question can work at times when you’re trying to rank issues in the order of their importance but it won’t help you all the time especially if you’re looking to have particular questions answered. Anonymous results mean that employees can express views more freely while benchmark improvements over time. You can even ask open-ended questions if you’re reaching out to only a few people. You can ask your employees quite a few things, to improve productivity and drive in performance – higher morale can work wonders.
- Are employees looking for more challenging roles?
- Are they satisfied with supervisor concerns?
- Why do they work in your organization?
- What motivates them more to work?
- Are they being fairly compensated for the work they’re doing?
- What are the company areas that they feel there is a need to focus on?
- Do they feel integrated with the company’s eco-system?
It’s Time to Understand Employees
For a survey to be successful, you will need to ensure employee participation. Explain to employees why the survey is important. This builds engagement and ensures that they’re focused on offering the right information.
With the right answers, you can make informed decision-making – act on the survey results and you can drive in customer satisfaction.
How much do you know about your customers? Knowing personal tastes, preferences, income bracket and birthdays of your customers forms just the beginning of understanding customer needs. Often, the challenge is to study the data properly to understand what is effective and what does not make any sense.
While the right data helps, it also boils down to how you collect the data.
Formulating an effective customer feedback management system isn’t an easy job. It requires in-depth understanding of what your customers are looking for and what you can do to meet their expectations. With increasing competition across all the major domains, it is essential that you deliver a great customer experience to have a profitable run on the market.
Despite having everything right, you might be experiencing difficulty in meeting the expectations of your customers. By finding out the issues and then resolving them, you’d not only win over the confidence of your existing customers but also get new ones, thanks to word of mouth.
Here is a list of some of the major challenges businesses face that hinders customer experience.
Delivering consistent customer experience across multiple channels: Customers no longer evaluate your services based on individual touch-points. Instead, they look at the service, on the whole, as a single entity. Regardless of whether you’re interacting with the customer in the store, via email or through a phone call, they should receive a consistently good experience.
Systemizing the ‘customer feedback process’: Customer feedback is an essential component of any business that can help you in providing a better customer experience. Voice of the customer is important in finding out issues and helping you find a solution. Experts suggest implementation of three feedback loops that can help gather opinions of customers.
Choosing the right technology: With the help of modern technology, not only can feedback be collected faster but also escalated to the concerned departments without any delay. However, if you’re looking to make the most of this technology, you’d have to decipher a new plan that makes the process of gathering feedback and then processing it a lot easier.
How can Zonka Feedback come to your rescue?
Zonka Feedback is a tablet – based feedback that is capable of performing in-depth analysis of feedbacks that have been given by customers. From customer satisfaction measurement to customer satisfaction analytics, this single app is competent to handle everything by itself. Once you’ve registered your business with this app, all you need to do is login to your account and hand over the tablet to a customer.
Features offered by Zonka that can boost your customer experience
- Capture on-premise feedback: By placing touchscreen tablets with Zonka Feedback capture app at all major checkpoints, you’d be able to collect customer feedback in real time.
- Maintain detailed records: Zonka Feedback would also allow you to maintain a detailed record comprising of your customer information and their preferences.
- Issue escalation: The Zonka feedback management app allows business owners to filter feedback on the basis of complaints. You can also assign tasks depending on this feedback.
- Manage your teams efficiently: This app can help all your teams collaborate and collaborate better from multiple locations.
- Accountability: Your staff members would no longer be able to hide their incapability or no good effort will go unseen if feedback is captured using a tablet device.
Challenges in collecting genuine feedback
Customer experience cannot be improved if there is no way by which you’re collecting feedback. Here are some of the problems that companies face, which prove to be a hindrance in offering great customer experience.
- Lack of tools: When there is no system in place that is capable of gathering authentic customer feedback.
- Lack of a unified way of maintaining customer data: You wouldn’t be able to maintain customer information and sales trends, owing to lack of a management system.
- Difficulties in an escalation of issues: When you wouldn’t get to know about critical issues, how would you raise a ticket and find a solution to it?
- Issues being hidden by staff: Your employees might hide complaints that highlight their incompetence.
- No customer satisfaction analytics: How would you assess customer satisfaction analytics when there is no data to begin with, in the first place?
An ineffective feedback management system is as good as not having one at all. Zonka Feedback is a one-stop solution to all your needs about customer feedbacks and analytics. With information obtained from this, you’d certainly be able to address all the critical issues and provide timely solutions.
To know, reach out to us at firstname.lastname@example.org. Time to change the way you take feedback.
“Some things are better left unsaid” – a phrase that is not appropriate for the hospitality industry. As a business owner, it is important that you comprehend the meaning of every action that your customer engages in. What makes your customer take action is something what has happened behind the scenes – perhaps a service not completed or something gone awry.
The real motivation behind customer feedback often goes unnoticed and as a result, business owners fail to take necessary steps to serve their customers better.
Feedback motivation is something that acts as a driving force behind successful businesses. If you try to understand a customer’s real intentions for taking out time and offering valuable feedback, you’re more likely to work upon it and improvise on your existing services. This is what customers want to know about feedback.
- They really like your service and don’t want to leave Why would anyone bother to help you if they were not interested? When happy customers notice a flaw or feel you could do better, they don’t hesitate in leaving a feedback. A customer that isn’t satisfied with you would take to social media to vent his frustration. Happy customers, on the other hand, prefer to speak with you directly and help you find a potential solution.
- They want you to get better The reason your customers are offering you feedback is because he wants you to get better and match up to the ever-rising market standards. This is exactly why he has shown interest in discussing the issue with you and helps you address the problem as soon as possible. An issue that goes unnoticed would lead to significant consequences in the longer run.
- They want you to take action “Customer expectations always keep increasing. I don’t care!” –If this is what you think, you are the biggest threat to your own business. Every customer feedback has a purpose and a noble intention. When a customer takes time to give feedback, he expects some kind of assurance that they’ve been heard and that you have a dedicated staff that would pay heed to the feedback.
- They wish to stay in the loop Customers like to know what you’ve done with the feedback. As mentioned earlier, customers leave feedback because they care and expect to be acknowledged for doing so. Therefore, it is essential that you keep them in loop and update them on all the latest developments on how you’ve tried to solve the issue. While thanking customers for their valuable feedback is a good gesture, it is important that you take action. In the end, your actions should speak louder than words.
Customer feedback and feedback motivation are two aspects that go hand in hand. Once you’ve received a negative feedback from a customer, it is your responsibility to address it. Customer problem redressal is the first step to gaining customer trust. It’s important that you ensure your customers remain satisfied and give positive reviews about your business.