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Customer Satisfaction Consulting .com
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Understanding Precisely What the Customer Wants You to Do
Generally, marketing survey only focus on individual products or service issues.
This is one reason why surveys are not always enough. Many times, they do not fully
address the customer's needs, offering only a one-way form of communication and
not away for customers to receive feedback from the company. Other major concerns,
are that many times less than 30% of the customers respond simply because the questionnaire
doesn't permit them to voice their opinion, and many customers fear retribution
if the survey is not anonymous. Another problem that companies faces is that most feedback from customers comes
in the form of verbatim comments or complaints. Even though many of these complaints
are about specific problems that the company can address, too often they are far
to vague for the company to take any action in correcting or improving. The primary
reason however, for the majority of ambiguous comments and complaints goes back
to the customer fearing retribution. This leaves many managers and staff frustrated
because they do want to improve customer satisfaction, but do not have an understanding
of what the problem is, or what needs to be done in order to correct the problem. Companies who are successful in using customer feedback to make improvements in
customer service and satisfaction have taken the time to ask themselves: Do we understanding
precisely what the customer wants us to do? They then make every effort in answering
this question before they take any plan of action. These companies understand that
failure to know what the customer wants can lead to wasted time and resources and
lost customers. One way that several companies have resolved the problem is with the use of technology.
Have you made a recent purchase where on your receipt there is a website or phone
number for you to visit/or call to receive a coupon for your next visit? If you
call or go to that website you are asked a series of questions, normally how you
answer the question will determine the following question you are asked. In this
way the companies can are given a way of discovering what clearly the customers
want. Technology has given customers a way to easily voice their concerns, and
a way for companies to capture the voice of the customer. In addition, many websites
are set up so that they can automatically update their customers and stakeholders
on the status of their concerns, complaints, and suggestions. Because these surveys, feedbacks, and individual ratings are anonymous and also
because there is a ?reward? in the form of a coupon, more customers are taking the
time to answer these online and telephone surveys. One bookstore reported that
since they introduced their customer feedback surveys on their receipts, they had
received over 60% participation. Through this program, they were also able to reach
out to a broader base of their customers to validate their needs. Understanding what your customers want involves more than sharing your customers?
feedback with your management. It involves a team who can analyze, discuss, and
prioritize your customers? needs, then devising method of improvement. It involves
going back to your customers to ensure that you have truly corrected the problem.
It is making your company easily accessible to your customers.
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