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.
“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.
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.
‘Customer is King‘. While this adage is true for all businesses; it assumes an ever greater significance in service-based industries like restaurants, hotels and more. If your business isn’t selling something tangible, you are likely to rely entirely on what your customers think and feel about their experience while and after receiving the service.
At restaurants, for instance, service is paramount, sometimes as important as the food itself. Patrons are likely to pay more for better service and ambiance. Fine dining restaurants are a living proof of this premise. This, undoubtedly, holds true for all customer-centric businesses like hotels, spas and salons, retail sector, banks, healthcare centres and more.
Considering how important customer experience management holds for your business, getting timely and relevant information, and customer feedback about services is crucial. It not only helps in getting insights into customers’ feedback and general vibe about the business, but also provides great inputs for improvement – a peek into what’s working and what’s not. Armed with this information, you can then tailor your offerings to suit the customers even better and maximize the satisfaction levels of your customers.
The emphasis now falls on collecting this information, which may be done in one of several ways. Some popular ways of capturing feedback are pen and paper feedback forms, SMS surveys, feedbacks via websites and emails, verbal feedbacks by managers, and even IVR feedbacks. While each of these methods has its pros and cons, we, at Zonka Feedback, believe that on-premise feedback – it’s relevance and impact is unparalled. Let’s find out why.
Easy for customers to share feedback
A big mistake businesses make is thinking that customers won’t be interested in sharing feedback and details. And that offering them to do so while they’re still in premises will be intrusive. Many customers, especially in times today, are perfectly fine in sharing feedback and in fact, love giving suggestions. Those who are not will politely decline. By offering guests a chance to share feedback on premises, you’re making it easy for them to share their thoughts. A super win-win for all.
Less likely to be tampered with
Feedback collected on premises, over non-verbal sources, is not easy to tamper with. This ensures that even if you’re not in, your staff cannot really tamper with any feedback. Many times staff members are worried about their reputation and tend to hide key facts about negative reviews and slips on their part. You won’t have to be worried about that if you set up a good on-premise feedback capturing tool or an intelligent customer feedback management software.
Keeps customers engaged
Even customers who are not likely to share feedback do get impressed knowing that you care about their opinion. It’s true. Also, giving them something to do while their bill gets processed is a good way of keeping them engaged.
Get most accurate feedbacks
Collecting feedbacks on-premises helps get the most accurate description of customer’s experience. The experience is still fresh in the guests’ mind. Feedback sent even an hour late will never be as accurate, even if sent from a more convenient location and at a comfortable time.
Lead to better action-oriented approach
If you know of your guests’ feedback swiftly and in real-time, you and your team can plan better approach to take action and reach out to your guests.
With the competition in the service-oriented industries intensifying like never before, the key to differentiating brands will rest on customer satisfaction and experience – the two parameters that depend directly on timely and accurate feedback collection.
Want to know more about on-premise feedback capturing and it’s benefit? Contact us now.