In previous blogs we have discussed the power of feedback, and how important it is to get it right, do it obsessively, and make sure that it is done in a way that your customer engages with you, before they have left you, so that you can not only build your reputation with them, but are also given an early warning of any bad feedback that is about to go on to the public domain.
So, if you get your feedback systems right, and your business is built around the four empowering and common sense principles of ‘great or poor’ customer experience (for more information on these four principles, please search online for “great or poor” or contact us), then, whatever feedback you get, you can turn it into a business advantage and long-term sales growth.
How is this?
If you get a great review, it’s not only tells you what you are doing right, but also tells the world to trust you and do business with you. It also gives you an opportunity to turn this cut one customer into a raving fan who will recommend and refer you proactively if you help them do it and make it easy for them.
If you get a “just OK” review, it gives you the opportunity to react to it online and explain what you are doing to put things right, (so potential customers can see that you are a genuine business wanting to excel), and you can get back to this customer and turn them into a raving fan by reacting positively to their feedback and telling them what you’ve changed and giving them a special deal to re-engage with you.
If you get a poor review, it gives you an opportunity to tell the world the truth about your organisation. Other people like reading poor reviews much more than they like reading great reviews, so you will have more opportunity for sales building PR from a poor review.
If the poor review is fair, it’s not only gives you the information you need to stop yourself going out of business (for which, on its own, you should sincerely thank the customer), it also gives you the opportunity to react to it constructively in the public domain, so everyone who reads the poor review will see how caring and willing to engage with customers, you are.
Customers can easily accept that you can make mistakes and things can go wrong, but customers will never forgive you for not caring and not reacting kindly and positively to problems: a poor review is a great opportunity to blow everyone’s socks off.
If the poor review isn’t fair, you must assume that it is probably fair in the eyes of the reviewer and you react in a very similar way to the above: tell the viewer (and all the other viewers worldwide) what you think may possibly have happened, and how you always seek to accept feedback to help you continually learn and grow. An unfair feedback is an amazing opportunity to react positively and show the world how emotionally intelligent you are and how they should rush to be your customer.
Investors in Feedback will work with your organisation, not only to make sure your feedback systems are doing the vitally important jobs that are needed from them, but also to make sure that you know how to react to all feedback, good, bad or indifferent, in order to turn every review or online comment into a PR triumph and yet another reason for customers to flock to you time and time again.