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.
Should you be dealing with complaints at the restaurant or in the head office? Dealing with the problem at the right place in the right time can make a world of difference. The way a business deals with customer complaints says a lot about how serious they are about achieving their objectives.
How do you record customer feedback?
The manner in which customer feedback is recorded and complaints addressed makes a significant difference in the success or failure of a brand. Taking a systematic approach to feedback management and training members of the staff adequately is the key.
When it comes to handling complaints, you can do it in a business set-up or in the head office. While both approaches have proven to be effective, the time taken to address issues certainly differ.
Advantages of handling complaints in the restaurant
Why should you look at feedback in the restaurant? Timely management of customer feedback remains an area of concern for most businesses in the hospitality industry. A common reason is that feedback in restaurants can easily be worked upon and in a quicker time.
- With managers made aware about the issue, they can determine what exactly needs to be done quickly.
- An on-spot apology can work wonders and show the customer that you wish to deliver better services.
- Solutions can be offered without any delays.
- Ensures that customers walk out of the restaurant without any grudge.
Disadvantages of handling complaints in the restaurant
While the advantages are apparent, you cannot rely on handling customer grievance at the restaurant to be apt at all times.
- There are chances your manager might fail to understand the issue and act upon it.
- Issues can get worse if timely action isn’t taken.
- Staff members may try to hide critical issues so as to hide their flaws.
Another way by which businesses can handle complaints is by sending feedback to the head office. Here is a look at some of the pros and cons of this system.
Advantages of handling complaints in the head office
The other solution is to have customers approach the head office to address their grievances. The advantages are apparent.
- Systematic steps can be taken to know the root cause of the issue.
- It is possible to follow up with the customer and ask him for ways by which you could improve the business.
Disadvantages of handling complaints in the head office
In spite of the advantages, sending every feedback to the head office wouldn’t be the right thing. For one, there is always a time issue and simple problems that can be solved at the restaurant can be unnecessarily dragged on to the head office. With such a long procedure, customers can just end up feeling dissatisfied and prefer to speak about their experience to others than pursue their complaint.
- Failure to deal with the issues on the site might make customer lose interest.
- The system is a tad slower.
- By the time a possible solution to the issue is found out, the customer might have already shared his opinions on social media. Given the fact that things can go viral, your business might have to face severe consequences.
What is the best way to deal with customer feedback?
A systematic and well-constructed customer feedback management system implemented in the restaurant is always better. Depending on the nature of feedback, you could choose whether or not the issue is serious enough for you to approach the head office. Here is how it can be implemented:
- Members of staff and managers should be trained to handle complaints.
- Offer the best possible solutions in the shortest possible time frame.
- Information about serious issues should be passed on to the head office as early as possible.
- Head office needs to follow up and ensure customers are satisfied.
Customer feedback is the oil that keeps companies and business in working order, as with any machine, it requires proper care and maintenance. For you, that means responding to all customer feedback, both positive and negative and ensuring that you are providing your customers with an experience that is far superior to your competitors. In order to do so, you need to handle negative feedback appropriately.
Accept The Mistake
Mistakes happen, and there is very little we can do to prevent it. Humans can accidently mistype a number, computers may glitch over a sale item, it happens, nothing is perfect. However, when a customer or employee expresses a concern over a mistake, it is important to accept it. It would not be the client’s fault for a cashier or machine error, why try to blame them for purchasing your product?
Respond Quickly and Efficiently
Having a customer support team is essential for quick responses and making sure all the data that can be gathered can be. Your company should respond to all inquiries within 24 to 48 hours of receiving them. It may take time to resolve the problem, but ensure that you are doing as much as you can to provide the customer a feeling of importance. Many companies find that dedicating a particular agent to the ticket helps, that way there is no gap in communication.
Investigate The Issue
If an investigation was not conducted upon receiving the ticket, it is important to see where the problem happened, to prevent it in the future. Most companies will handle the customer first which will allow for a more thorough investigation of the issue. If you are opting to wait, be sure to keep the client posted on the progress.
Act On It
Once you have found the problem, act on it. Does a machine need to be replaced, is a database starting to fail? No matter what the situation is, once you have pinpointed the problem, take the appropriate action according to your company standards. At this point, it would be wise to send out personalized messages to the customers impacted by this failure. After all, they deserve a thank you for providing the negative feedback that helped to show a flaw in your system.
Bring Them Back
One of the most upsetting points of negative feedback is that occasionally a customer’s experience was so horrible; they turn their back to your brand. You can get these customers back if you follow the steps we have here. In fact, more than 70% of customers decide to give a brand a second chance based on how the company handled their complaints. That is a huge profit margin for a little bit of email correspondence!
Resolving customer issues and handling the negative feedback that came with it are crucial to maintaining the integrity of your brand. When a situation arises where you need to handle one customer, to hundreds, have a plan in place to handle it. The more prepared you are, the more you can learn from the situation. Mistakes happen, but don’t let that be the last impression your customers have of your company.